analyzing data, getting results: making it all make sense

Analyzing Data, Getting ResultsMaking it All Make SenseJenn RileyUniversity of North Carolina at Chapel Hill

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Evidence-driven decisions are a

powerful guide for library operations.

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ay“The plural of anecdote is not data.”

After a quote with the opposite meaning, by Raymond Wolfiger.

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3Sometimes attributed to Frank Kotsonis.

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“There are three kinds of lies – lies, damned lies, and statistics.”

Mark Twain, perhaps after Benjamin Disraeli.

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Using data for planning library operations

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Existence/hours of service points

Materials to buy/license/accept/digitize/keep/preser

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Designing web sites and other online

resources

Effectiveness of/satisfaction with procedures/services

Evaluating a pilot service or project

Projecting future expenditures

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Both cost and value are keyALCTS Heads of Technical Services in Large Research Libraries Interest Group, Task Force on Cost/Value Assessment of Bibliographic Control (2010)

Proposes definitions of value for cataloging:

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Discovery successUseDisplay understandingData interoperability

Support for FRBR user tasksThroughput/timelinessSupport administrative goals

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Example studies

•By Joyce Chapman, then at North Carolina State University• Benefits of manually enhanced metadata

for images• Comparing effort to utility for specific

EAD elements

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See Chapman, Joyce. “Metrics & Management: Cost & value of metadata workflows.” SAA 2011. http://www.academia.edu/1708422/Return_on_Investment_Metadata_metrics_and_management

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Some common analyses

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Cost per unit produced

Change over time

Error/problem rate

Predicting impact of a change

Identifying unmet needs

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Back to library scenarios

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Existence/hours of service points• Who is using what and when?• How can we most effectively staff them?• Costs• Staff time• Facilities management costs

• Benefits• Number and type of visitors, and how they use it• Service transactions completed• Specific services used at the location

• Other data to collect• Usage by time of day

• Calculate cost per transaction

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Materials to buy/license/accept/digitize/keep/preserve• Should we acquire, make more accessible, or keep this?• Costs• Initial purchase/license• Ongoing license/maintenance• Staff for

cataloging/processing/digitizing/ingesting/preserving• Software• Hardware/storage

• Benefits• Current and predicted future use• Opportunity for transformative use

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Evaluating a pilot service or project• Is the cost/benefit ratio appropriate?• What is the raw cost?• But it’s not all about cost/benefit:• Is the pilot achieving its aims?• Does this [whatever] do what we thought it

would?• What collateral effects will it have?• Were the assumptions we made correct?

• Data collection will be varied for this task

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Designing web sites and other online resources• A/B testing• User-centered design• Satisfaction surveys with previous

iterations, similar sites, or prototypes•Web stats for previous iterations or similar

sites• Task-based usability testing• Don’t forget the cost of sustaining it once

you have it up!

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Effectiveness of/satisfaction with procedures/services• What parts of our current service are users most and

least happy about?• What are the ineffieciences in our procedure for

[whatever]?• Some data collection ideas• User surveys• Ratio of potential to actual users• Ratio of returning to non-returning users• Error/failure rates• Time from request to delivery• Time tracking during staff activity

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Projecting future expenditures• Equipment• Define its lifecycle• Amortize purchase cost• Add in maintenance costs• Compare to use as context

• Staff• Educated guess at raises, turnover, benefit costs changes

• Consider:• Inflation• Past trends• Upcoming sea changes

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Strategies for getting data that can be

analyzed

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Tracking use

• Circulation• COUNTER/SUSHI• Physical visitors•Web hits• Social media engagement• Attendance at events/sessions

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Tracking time

• Can be effective when collected as a representative snapshot• Options for data collection• Clipboard next to a clock• Spreadsheet• Free time tracking apps•Make it as simple as possible

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Calculating costs

• Staff time• 2080 hours per year is full time• Standard benefit percentages

•Materials (including software)• Initial purchase• Maintenance contracts for big-ticket items• Amortize big costs over time in service• Overhead• Universities typically have standard rates

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Calculating error rates

•Both objective and subjective criteria• Typically best when done as a sample•Consider both automated and manual

means to locate errors for study

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Categorization

• Putting things into like groups• Compare size of groups to one another• Compare effort spent on one group to another• Compare priority/value of one group to

another• Can be done at time of data collection, or

afterwards• Good idea to have some sense of

categories at the beginning of the study

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Calculating benefit

• Change in knowledge or status• Over time• After an interaction• Survey – ask about knowledge level before

and after• Pre- and post-tests• Indirect measures• Number of people reached• Use

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Additional data analysis strategies

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Mechanics

• Code qualitative data to make it processable•Make sure you pick a representative and

consistent sample• Extrapolate based on known data when

you need to• ALWAYS do a sanity check• Spreadsheets are your friend

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More advice

• Context is key• Don’t be paralyzed by a perceived need for

perfection• Know your basic analysis plans before you

collect/identify data• Utilize pilot projects to generate data where

there is none• Use the right tool for the job• Document your assumptions• It’s OK to use “napkin math”

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Get in the habit of collecting data.

It will make your next decision easier.

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Thank you!

Questions and discussion

jennriley@unc.edu

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