SAC Wales Forum 5.06.08 Chris Batt

The Strategic Content Alliance A presentation on the work of the SCA

www.jisc.ac.uk/contentalliance | Slide 28 April 2023

The Strategic Content Alliance

AUDIENCE ANALYSIS AND MODELLING: A Drama in Five Acts

CHRIS BATTconsulting

[email protected]


The Strategic Content Alliance

The Intent

The Leg Work

The Approach

The Outcomes

The Consequences


http://sca.jiscinvolve.orghttp://sca.jiscinvolve.org


THE INTENT

Survey existing market intelligence about user requirements in the sponsoring organisations

Develop a suitable methodology for analysing audience behaviour and how this should best drive the development of e-content policy including opportunities for cross-sectoral collaboration

Develop an understanding of the e-content audiences of the sponsoring organisations

Analyse existing user behaviour when accessing e-resources and capture future requirements

Keep abreast of developing trends in the commercial sector for investment in digitization and for potential target audiences


What do sponsors already know about audiences?A

ud

ien

ces

Dis

cove

ryE

valu

atio

nMatrix of shared categories to match content needs

Sponsors’ delivery approaches + Google

Sponsor knowledge/use of personalised front ends

Review of approaches to interface impact assessment

Recommend approach to shared evaluation

Agreed scenarios to test against front ends

1

2

3

THE INTENT


Structured interviews with sponsor organisations Second layer interviews with other relevant UK

organisations Correspondence with international contacts

– Australia, Canada, EU, New Zealand, Singapore

Desktop research

THE APPROACH


The Interview Questionnaire 1Supply and Demand

Audiences you are mandated to serve, their needs and the range of e-content provided for them

Systematic research to establish types and needs of audiences

Content services targeted at specific audience groups. Design methodology

Collaboration to aggregate content and services - Repositories, cross-collection linking

Approaches to enriched discovery for target groups - public search tools, Web 2.0, authenticated access, federated services, personalisation


The Questionnaire 2New approaches to resource discovery

Priorities for improvement through audience research, audience involvement in design, exploit public search tools, personalisation

Audience trends analysis and future watching

Personalised services such as VLEs, Google Custom search, etc


The Questionnaire 3Evaluation

Performance tracking tools and services

Qualitative research on impact and to discover user needs (usability, standard search scenarios, personas)

Systematic evaluation of impact and outcomes to show public value. Any common audience characteristics/user profiles

Approaches to the evaluation of SCA demonstrators

– cross-audience characteristics/profiles

– pre-co-ordinated scenarios exploiting multiple content sources

SPONSOR ROLEBBC Executive Director of Future Media Technology

Becta

British Library Director of e-Strategy

British Library Head of Web Services

JISC Chief Executive, JISC Collections

JISC Market Research Manager, JISC Services and Outreach

JISC Communications Manager, JISC Services and Outreach

JISC Development Director, Organisation and User Innovation Team

JISC Programme Manager, Information Environment

MLA Director of PolicyHead of Digital FuturesHead of Research and Evidence

National e-Science Centre Deputy Director, Training, Outreach and Education

National Library for Health National Core Content Manager


THE LEG WORK

OTHER ROLEEDINA Team Manager, Bibliographic and Multimedia Services

Team Manager, Research and Geo-data ServicesManager, Shibboleth Development and Support ServicesTeam Manager, User SupportBibliographic Services Development Officer

MIMAS DirectorManager, ISI ServicesManager, Learning and TeachingManager, Library and Archive Services

Oxford Internet Institute DirectorWeb DeveloperDoctoral StudentResearch Fellow

Publishers Licensing Soc. Chief Executive

SLAIS/CIBER, UCL Director

UKOLN Director

Wellcome Trust Head of e-StrategyHead of User Services


THE LEG WORK

INTERVIEWS 18 encounters31 participants

DESK RESEARCH

2 days


THE LEG WORK

“A rich, but complex landscape”“A rich, but complex landscape”

Everyone agrees that understanding audiences is important as is working more closely with them in the design of services

Content developers are looking at approaches such as Web 2.0, personalisation and wider disclosure to improve discovery and involve users

There is significant audience overlap in the negotiation of commercial licenses

There are examples of user feedback mechanisms in the supply chain:– The Web of Knowledge (MIMAS)– NeSC Training Database– Online questionnaires (British Library)


THE OUTCOMES

Current tools for quantitative evaluation leave much to be desired

Considerable work focused on repositories, but there is yet to emerge a consistent approach, even within the SCA sponsors

The CIBER Deep Web Analysis technique offers opportunities to exploit better existing data sets

JISC and associated bodies have produced a significant corpus of research and knowledge that is not widely known


THE OUTCOMES

The need for a common language– Audience, user, consumer, customer, citizen, academic, researcher,

student, etc, etc– Public value, supply chain, value chain...

The need for a shared approach– Dealing with web metrics in ways that allow comparison (DWA,

mapping of current approaches, etc)– The impact of user-based design and usability testing– Repositories, federation, service registries– Z39.93


THE CONSEQUENCES


THE CONSEQUENCES

Stage Two ITT


Strategic Content Alliance:Audiences and Evaluation

QUESTIONS ANDCOMMENTS PLEASE

CHRIS BATTconsulting

[email protected]

SAC Wales Forum 5.06.08 Chris Batt

Technology

Transcript of SAC Wales Forum 5.06.08 Chris Batt