“Every day I wake up and ask, ‘how can I flow data better, manage data better, analyse data better?”

Rollin Ford, the CIO of Wal-Mart

Quoted in A special report on managing information: Data, data everywhere
Economist, The (London, England) – February 27, 2010 Page: 71

Libraries and their attitude to user activity data.
In the commercial world there are countless examples of how the private sector uses the data about their customers, from Wal-Mart’s CIO (quoted above) through to supermarkets use of loyalty cards and to the recommendations that are commonplace in websites such as Amazon.  But examples of libraries use of this type of data are still quite rare and libraries have been very slow to take advantage of the vast pool of data they have about the behaviour of their users.  Libraries have long been used to using systems to count how many item have been borrowed or bought, but have been strangely reluctant to look in detail about what people are borrowing and use that data to help users make better informed choices.

Some work has been done through the TILE and MOSAIC projects, and the latter included anonymised circulation data made available by Huddersfield University and used to run a competition to encourage ideas around the use of that data.  JISC also ran an event earlier in the year about this area ‘Gaining Business Intelligence from User Activity Data’ which has been written up here and in the ALT newsletter.     Dave Pattern at Huddersfield is probably furthest along in working with this area and his blog is a good source for ideas about what can be achieved with user activity data.

Following on from the event in the Summer JISC have clearly been thinking about how to increase the pool of examples of how user activity data can be used so have included it as one of the strands in their recently announced Funding Call 15/10.   With £500k available for 7/10 six month projects to take place in the early part of 2011, there’s the opportunity for libraries to get involved in developing new ideas about how to use user activity data.

User Activity Data is a particularly interesting area for me as a good deal of the work that has been done so far has been around the use of loan data.  Working in a library where students don’t borrow books from us, or even visit the library, we’ve got to look at other areas of data.  Most of our users engage with us through using our e-resources and that’s an area that we are looking to see how we can collect, analyse, and use that data to improve services and offer recommendations to help users get more out of their e-resource usage.