Gathering and Using Community Data: Making the Best Decisions for Your Library

GATHERING AND USING COMMUNITY DATA: MAKING THE BEST DECISIONS FOR YOUR LIBRARY

Marie Pyko, Public Services Director

Thad Hartman, Community and Strategic Services Manager

AGENDA INTRODUCTION COMMUNITY DECISIONS WHAT TYPE OF DATA COMMUNITY DATA COLLECTION AND USE PATTERN DATA

AGENDA INTERNAL DECISIONS ORGANIZING AROUND THE WORK STAFFING LEVELS AND WHO PROCESS IMPROVEMENT

WHY?

• Informed Decision Making

• Articulate Plans to Decision Makers

• Informed Evaluation

• Lies, Damned Lies, & Statistics

• 58.7% of all statistics are made up

• “Say you were standing with one foot in the oven and one foot in an ice bucket. According to the percentage people, you should be perfectly comfortable.” - Bobby Bragan, 1963

• You can’t measure everything

• Start with a question, not an answer

• What is the question I’m trying to answer?

• It’s not the numbers, it’s what they represent

• Don’t prove, accumulate evidence

• Plan ahead

• Decisions will still need to be made

COMMUNITY DECISIONS

What is the make up of the community

Where are they located

What do they need from the library

WHAT DATA IS ALREADY AVAILABLE IN THE COMMUNITY

United Way community Survey

Community Resources Council

data

Heartland Visioning surveys

Safe Streets Coalition

State and local demographic

data

School data

UNITED WAY COMMUNITY SURVEY

COMMUNITY RESOURCE COUNCIL FREE AND REDUCED LUNCH

(INDICATOR OF POVERTY)

2011 2012

2013 345 Seaman 32.83% 33.70% 34.71%

372 Silver Lake 18.51% 20.32% 18.24%

437 Auburn

Washburn 27.98% 31.96% 34.43%

450 Shawnee

Heights 32.05% 33.25% 34.17%

501 Topeka Public

Schools 73.86% 75.36% 76.11%

COMMUNITY RESOURCES COUNCIL DATA

School District 2010 2011 2012 •321 Kaw

Valley 90.00% 98.60% 93.80%

•345 Seaman 87.00% 86.90% 84.70% •372 Silver Lake 93.30% 92.50% 96.50% •437 Auburn

Washburn 96.20% 94.80% 90.90%

•450 Shawnee

Heights 78.10% 79.90% 85.70%

•501 Topeka

Public Schools 69.70% 69.30% 64.30%

State Assessment- Adequate Yearly

Progress

INTERNAL DATA

USING THE DATA SUMMER READING: REDUCE SUMMER LEARNING LOSS

Partnership with school districts to measure the success of

summer reading program

SUMMER READING • Pilot- 2010

• 1 school district with students who use Accelerated Readers and Star assessments.

• School media specialist agreed to compare the students who participated in SRP with students who didn’t

• 75% of students who participated maintained or improved their reading scores

SUMMER READING PHASE 2 • Expanded partnership and

reached two additional school districts.

• Schools used MAPS

• (Measurement of Academic Progress)

• Same process we provided names they provided aggregate scores

• Similar results

SUMMER READING PHASE 3

• Partnered with biggest school district to brand summer reading with similar reading expectations of regular school. IRead 20.

• More students and schools reached the goal in Topeka School District than in the last 5 years.

• Results are pending on data comparison

SUMMER READING RESULTS INFORMED EVALUATION

Online software

• Gave us demographic data for planning for the future as well.

• Who are we serving and who are we not

• Challenged some of our assumptions

Summer Reading for Adults

Targeted School 2012 2013

Lowman Hill 6% 5%

William’s 6% 8%

Ross 3% 2%

Scott 3% 4%

Randolph 7% 15%

Goal: Increase the completion rate to at least 10% of the

student population in targeted Topeka Public Schools

(Lowman Hill, William’s, Ross, Scott, and Randolph)

Summer Reading Results

COMMUNITY ANALYSIS

Approach

A cluster is a group of individuals segmented by their

behavior and other traits. OrangeBoy Cluster

Development provides organizations the opportunity

to understand their customers' buying behaviors. We

help you segment your customers based on

transactional data, behaviors, lifestyle, and media

preferences. Clusters serve as the foundation for

decision making. This approach allows organizations

to build upon the strengths of their customer base

rather than assuming all customer needs are the

same.

COMMUNITY ANALYSIS Segment Findings

• 30 segments are represented indicating significant diversity for the size of the population

• The top two segments account for just under one-quarter (23.9%) of the population

• The top six segments account for just over half (52%) of the population

• The top 12 segments account for 75 percent of the population

• The remaining 18 segments account for 21.6 percent of population with an average of 1.2% each, indicating significant fragmentation and diversity

Green Acres

Approximately 50% of library cardholders live less than 4 miles from

the library.

Characteristics •23,999 people – 13% of the population

•70% are married with & without children

•Most are blue collar booms with children 6-17

•Median age is 39

•90% are white

Library Stats •9,409 have library cards (39% of the them)

•They account for 10.7% of library customers

•They circulate 10.5% of items

Socioeconomic •College educated & hard working

•70% employed in skilled labor, farming,

manufacturing, construction

•12%+ earn income from self employment

Residential •A little bit country… these are rural residents

•Own single family homes with some mobile homes

•Own 2 or more vehicles… mostly domestic SUV’s,

trucks, and garden tractors

Preferences •Home improvements: do-it-yourselfers

•Gardening: Vegetables

•Hobbies: hiking, backpacking, hunting, motorcycles

•Read: fishing, hunting & boating magazines

•Listen: news-talk radio

•Computers: own & use them, probably purchased by

catalog

•Shop online: clothes, videos, CDs, educational

software

COMMUNITY SERVICES PLAN

• Community Partnerships

• Digital Branch

• Programming / Speakers Bureau

• Restructuring / staffing

• Material Delivery

Bookmobiles Red

Carpet

Lockers &

Dispensers

Library @ Work Parks & Rec

Partnership

Fairs & Events

INTERNAL DECISIONS PROCESS IMPROVEMENT

• Spurred by major departmental changes

• BHAG

• Goals

• Develop baseline

• Do our staffing decisions follow our goals and priorities? Do we organize around the work?

• What changes need to be made based on our goals, how our service and staff are set up, and the quality of service we are providing?

DIGITAL SERVICES PROCESS IMPROVEMENT

• BHAG - Digital Services enjoys empowering our customers to succeed by giving the best collective, creative solutions to technology by being open and flexible with each other.

• How successful are we right now?

• Staff surveys

Extremely Dissatisfied

Dissatisfied Neutral Satisfied

Extremely Satisfied N/A

Average

AV Setup in Meeting Rooms 0 0 6 29 19 17 4.24

Speed of Resolution 1 4 10 41 18 3.96

How Effectively the Problem is Resolved 1 1 15 38 19 3.99

How Friendly and Courteous 0 6 23 32 12 3.68

Overall Satisfaction 0 3 13 43 15 3.95

INTERNAL DECISIONS PROCESS IMPROVEMENT

SPECIAL COLLECTIONS Why?

• Merging three units Special Collections, Senior Services and Reference

BHAG

• Special Collections will connect people to their stories by being the best, first and most accessible choice for genealogy and local history.

PROCESS IMPROVEMENT SPECIAL COLLECTIONS Service Audit

• Who are our customers?

• What are they doing or needing for Special Collections?

• What are we doing with our time?

• Reference logs- 6 months

• Collection and reference questions and duration

• Work logs

Process Improvement

Special Collections

Work Logs

PROCESS IMPROVEMENT SPECIAL COLLECTIONS

FOCUS ON LOCAL HISTORY AND GENEALOGY

Service Plan

• Goals and Objectives

• Customer Service

• Training

• Programming and Outreach

• Space (physical and online)

• Collection

OTHER- INTERNAL DECISIONS

STAFFING LEVELS AND WHO

• Reference logs

• Customer use patterns

• Questions asked

• No logs

all days weekends

Books/music/movies/readers advisory 7596 1943

Business/jobs/non profits/taxes 107 17

Computer/internet/printer/scanner/wifi 1918 445

Research/ill 1807 476

Business phone 1261 204

Resident phone 274 57

Public catalog instruction/unable to use 229 57

Customer Account/guest pass 1813 376

Misc/study rooms/safety valve/programs 1121 227

Ebooks/eaudio 1-10 min 126 16

Ebooks/eaudio 11-20 min 42 5

Ebooks/audio 21+ 6 1

Ebooks/eaudio total 174 22

Fax/pos/copier/dispenser 1122 194

Comments/small talk 139 29

Questions all days weekends

1-10 mins 16991 3927

11-20 mins 520 110

21+ 50 10

WRAP UP AND

QUESTIONS

Thank You

Marie Pyko, Public Services Director

mpyko@tscpl.org

785/580-4560

Thad Hartman, Community and Strategic

Services Manager

thartman@tscpl.org

785/580-4511