When many librarians entered the profession, they probably never imagined they’d be data analysts in their career. Yet, the ability to capture and evaluate information about their collections, programs, and patrons is an increasingly important skill set for librarians to have.

As the information landscape continues to evolve, and people access knowledge and entertainment in very different ways than just a generation ago, the role of libraries in their communities is shifting. Using data can help librarians ensure the resources they provide are relevant to the needs of their users.

“We’re in a bit of an identity crisis as a profession, where we’re trying to figure out: What can we offer that will have an impact in the community?” says Sara Roberts, a librarian who is the director of account and product management for LibraryIQ. “Data analysis gives us those answers. We need to build our services and offerings based on proven demand and demographics.”

With many libraries seeing declining or stagnant use, data analysis offers a solution. “It’s no longer just an option. It’s something we have to do at this point,” Roberts says. “Data analysis can give us the answers we need to increase patron engagement.”

Three key benefits

When done well, data analysis can help libraries shape their programs and collections in ways that resonate more deeply with their community.

“By understanding your patrons better—where do they shop? What do they enjoy? How do they use their free time? Do they have children?—you’ll be able to build programs and collections for them much more effectively,” Roberts observes.

A secondary benefit of using data to drive decision making is that it can lead to better engagement among not just patrons but also library employees.

“We don’t always recognize that,” Roberts says. “We know the community will benefit: They’ll check out more resources, attend more programs, and be more excited about a space that’s designed specifically for them. But it also helps staff get excited, too.”

When library employees analyze data and take actions based on this information that lead to greater success, they can see they’re making a difference. “It puts them in a more positive frame of mind by focusing on the future while experimenting with different strategies to improve,” Roberts says.

A third benefit of using data is that it helps libraries deliver more value for their community. With the aid of data, librarians can deploy their staff time and budgets in ways that will be most meaningful.

“If you’re not getting insight into what’s working or not working, then you’re just flying blind,” Roberts says. “Data analysis is an important tool to help you use limited resources more wisely.

Overcoming obstacles

Using data might seem intimidating at first, but it’s really just an extension of a librarian’s existing skills.

“As librarians, we enjoy research. We’re curious. We’re used to helping people find answers to their questions,” Roberts notes. Data-driven decision making simply takes these attributes and turns them back on the library, by encouraging librarians to investigate where they should focus their energy and resources in order to have the biggest impact.

Using data in the library requires a shift in mindset. “It’s not easy to do,” Roberts acknowledges, “especially when you’ve done things a certain way for a very long time. Building a culture of curiosity and experimentation within your staff is really key.”

Roberts recommends starting small. “Focus on a single goal at first,” she advises. “Maybe it’s increasing circulation after story time. We’re all in this together, and we all play a role. It’s not just the children’s librarian. Everyone in the building that day can think about what to display, how to talk about books, and how to encourage people to check out more books for reading at home.”

Capturing and analyzing data becomes much easier when libraries have tools to facilitate this process. Developed by librarians, for librarians, the LibraryIQ Platform empowers library staff with real-time insights based on data from numerous sources, such as the ILS, GIS and census information, and other third-party platforms.

When shifting the mindset of employees, it’s important to note that data analysis isn’t intended to replace their creativity; instead, it helps them channel this creativity more productively in the library. “You can still come up with creative ideas,” Roberts says, “but now you have a way to track whether those ideas are working and what impact they’re making.”

For employees to adopt a new practice, they have to understand how making the change will benefit them personally. Everyone wants to make a difference, and data can help librarians do so more effectively. 

“I think it’s super empowering,” Roberts concludes.

Roberts shared many strategies for how librarians can use data to guide their decision making during an Oct. 19 Library Journal webinar. You can access the archived version here.

 

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