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1 The title of your presentation ti goes here A publisher s perspective on usage statistics 8 th September 2011 UKSG Usage Statistics Training Seminar Christian Box Senior Publisher R&D

2 Aim of an academic researcher Advance knowledge Reach Readership Measure significance Communicate results Impact Citations

3 Electronic Journals The primary means of gaining access to the knowledge in scholarly articles is now through e-journals.* It is now estimated t that: t 96.1 per cent of journal titles in science, technology and medicine 86.5 per cent of titles in the arts, humanities and social sciences are now available online* Usage statistics now provide a valid indication of the total reach of published research *Source RIN E-Journals: Their use, value and impact

4 How do we use usage data?

5 What do we use usage data for? Inform Editorial Strategy Identifying hot articles and topics Identify growing areas of interest Visualising Scientific Landscape Measuring Performance Understand our users Platform/Site design Measuring effectiveness of technological change Identifying usage abuse Sales and Marketing Understanding customers Determining interest Ensuring value for money Customer Service Targeted Marketing

6 How do we analyse a usage? Understand our customers Understand our content Understand our users Where did the web- traffic come from? Who was looking at the content? Which content were they looking at? How were they doing it?

7 Methods of Analysis s Raw logs Web logs (page tags) Method Management Information and Reporting Web Analytics Data Mining Internal Stats COUNTER database p reports (Business Objects) Capture NetInsight Google Analytics aytcs Mastervision

8 COUNTER compliance ce IOP Journal Platform 67 Journals covering Physics and related subject areas 30 IOP Journals 37 Partners Journals 450k articles m Full-Text Downloads in 2010

9 COUNTER compliance ce Release 3 compliant Journal Report 1, Journal Report 3, Journal Report 5, Consortia Report 1 Reports published within 20 days of month-end

10 Journal Report 1

11 Journal Report 3

12 Journal Report 5

13 A positive experience e but with some challenges Better customer relationship Increased focus on publishing the right content Highlighted problems with our internal data Resource intensive Initially and during release 3 compliance On-going - testing/checking of data At times constrained by compliance with COUNTER rules Multiple Platforms Multimedia

14 Reporting and Management age e Information ato Understanding our content Individual usage events Editorial Wide range of stakeholders Platform Development Sales Highly visual Data visualization techniques Use standards to allow comparison Web Strategy Usage Data Marketing Combine usage data across all portfolio Evaluating scientific landscape Executive Customer Services Editorial Boards

15 Reporting and Management age e Information ato Key Metrics Downloads, Turnaways, Total Full-Text Requests, Cost per Download Source of Traffic Referrals by Search Engine, Science focused sites, A&I database, Social Media Content Year Usage Half-Life, How current is 10 research? High and Low Download Articles Identify high and low interest areas Subject areas PACS, MSC, INSPEC Codes. Identify high and low interest areas Customers Registered customers vs. Unregistered. Top downloading customers Geography Usage by Country and Region Millions Annual Number of Full-Text 25 Downloads

16 Reporting and Management age e Information ato

17 Visualising s the Scientific c landscape

18 What is Web Analytics? Understanding our users Richer view of user behaviour Understand traffic in terms of Views, Visits and Visitors Map routes to content Measure effectiveness of campaigns and technological changes Optimize user-experience Custom metrics Train of thought analysis

19 What is Web Analytics? Volume Index Overall Traffic Loyalty Index How regularly do visitors return Duration Index How long do users stay on the site Click-Depth Index How many pages do visitors view per visit Social Media Index Volume of traffic from Social Media Mobile Browsing Volume of traffic from Mobile devices

20 Route to Full-Text User path Second Previous page type Full-Text Download First Previous page type

21 Route from Landing Page Type User path Next Page type Landing Page type

22 Extended Metrics Wider variety of Metrics Bounce rate View:Visit Ratio New/Repeat Visitors Time on site Custom Metrics Number of visits that contained a search Number of Full-Text downloads per visit Referrer Visits Percent Total Visits to Site View:Visit Ratio Average Visit Duration Bounce Rate Percent Total Number of Full- Text Requests to Site Percent Total Number of Full- Text Downloads to Site harvard.edu 89, % 3: % 4.70% 8.40% aps.org 12, % 4: % 0.40% 0.70% nih.gov 10, % 3: % 0.40% 0.50% isiknowledge.com 9, % 3: % 0.40% 0.70% wikipedia.org 7, % 3: % 0.10% 0.20% aip.org 3, % 4: % 0.10% 0.20% scopus.com 3, % 3: % 0.10% 0.20% scirus.com 3, % 4: % 0.10% 0.10% arxiv.org 2, % 3: % 0.10% 0.10% stanford.edu 2, % 3: % 0.10% 0.10% cas.org 2, % 3: % 0.10% 0.20%

23 Search Engine Optimization 47% traffic from Search Engines - 95% Google Richer traffic from science specific search engines and A&I services 33 Abstract t and Indexing services Traffic Sources % of Visits - February % % Search Engine Traffic 47% % Referring Sites Traffic % Direct Traffic 22% Google Search Engine Referrals % of Visits - February % 45% Google Search Engine All Other Traffic Source

24 Data Mining Understanding our customers Single view of the customer Greater customer insight and prospect identification Identify relevant contacts for marketing and customer communications Analyse unidentified usage Understand who is not getting access

25 What challenges lie ahead?

26 1. Usage based metrics Currently quite limited and primitive Total Downloads Downloads per Article Cost per Download No competitor comparison Can we learn from Citation Analysis Subject area differentiation Per article metrics Prestige Journal Usage Factor

27 2. Rate of Industry Change Need to keep pace with changes in the industry Technological changes Content streams Content delivery Which content is accessed COUNTER release 4 Release March 2012 Implementation deadline December 2013

28 Video Abstracts Launched February 2011 Currently 42 articles Since launch over 20,000 video views Brand new content stream aimed at enhancing user experience A first for any physics journal

29 Video Usage Number of video views Number of Minutes Number of Minutes Viewed

30 Attention t Span

31 Repositories es arxiv.org Over 500, articles Around 5,000 added per month Difficult to consolidate usage from publishers and repositories PIRUS2

32 3. Understanding d Readership What do we mean by readership? How can we measure it? Who are genuine readers? How can we differentiate?

33 Readership Asked about the last important article they read I read the whole article thoroughly, once 33% I read several e sections s (e.g. methodology, ogy, conclusions) c o s) thoroughly oug 29% I read the whole article thoroughly, several times 26% I read the article briefly to get the main points 9% I skim read it to find a specific fact or reference 1% I read only one section, briefly 1% I read the abstract only 1% Total 100% Percentage S RIN E J l Th i l d Source: RIN E-Journals: Their use, value and impact

34 Roberto Carlos

35 Coverage BBC website Most read article for most of the day The Today yprogramme BBC 6 o clock news The Daily Telegraph The Los Angeles Times CBS News Scientific American Wired Shanghai h Daily The Daily Mirror

36 Usage In the first two days of publication: 10k+ abstract views and 10k+ full-text downloads Potential Reach New Journal of Physics is an Open-Access journal A popular subject It should receive a high amount of interest Does that mean that we should publish more content about football? Possibly - but only if it is relevant to the community

37 Journal of Instrumentation tat - Large Hadron Collider 7 Articles published August 2008 Description of the LHC experiments LHC initially turned on September 2008 Usage EXPLODED! Over 50k downloads in the first two months of publication Now over 100k downloads Should we publish more articles about the LHC? Absolutely

38 Summary Usage statistics are a fundamental part of our organisation Provide an indication of demand from the community Advanced understanding required to genuinely understand usage Demand for usage data across the industry will continue to increase COUNTER made significant progress Currently primitive metrics and interpretation Combine with citation metrics

39 Current projects Usage Factor PIRUS2 ac i-index.php MESUR Project RIN E-Journals Their use, value and Impact and-impact

40 Thank you Any questions? org