Public libraries face challenges demonstrating their value to the communities and stakeholders they serve – just 22 percent of Americans say they know most or all of the services provided by their public library. To help libraries overcome these barriers, Gale, part of Cengage Learning, has added three new applications to Analytics On Demand, the first affordable big data analytics solution for public libraries. The new apps, Marketing Action (for Patrons and Non-Patrons) and Branch Insights, help libraries deploy targeted direct marketing programs to current and prospective library users, as well as better understand how existing patrons are interacting with individual branches across a system.
Launched in April, Analytics On Demand has grown to include applications to analyze eBook and audiobook usage reports from library vendors, and now, Marketing Action and Branch Insights (available next month). As with other Analytics On Demand apps, these new additions give libraries quick, affordable, and easy access to valuable insights on an ongoing basis, specifically Marketing Action (Patrons), Marketing Action (Non-Patrons) and Branch Insights.
Marketing Action (Patrons) allows libraries to analyse demographic, psychographic and other information on existing library users to inform the development of new campaigns. Direct mail and email lists can be customised by a variety of demographic and psychographic filters.
Similar to that for patrons, the Marketing Action (Non-Patrons) app enables libraries to generate mailing lists of non-cardholders based on specific criteria related to their household composition. Direct mail campaigns and maps help libraries target key geographies, and identify potential partner businesses and organisations.
Branch Insights tracks cardholders' use across various branches in a single library system and provides insight into where and how individual consumer types are engaging the library system, so they can tailor the materials, programs, services and outreach at the branch-level.
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