A publisher s perspective on Usage Reports Presented by: Marthyn Borghuis Elsevier ScienceDirect & Scopus Usage Research UKSG Usage Statistics Training Seminar 19 September 2006 Edinburgh
Agenda PART ONE Background of the Current Elsevier Reporting System and (COUNTER) Reports PART TWO Changing User Behaviour PART THREE ScienceDirect Revamp 2
Why Usage Reports? The Main Things Librarians: Collection management Justification of budgets both centrally and per faculty/department Sales: Contract renewals Up-selling products and packages Publishing: Journal management Company Performance 3
Library Usage Reporting (History) Started in Dec 2000 with 5 usage reports to customers; as an attachment sent by email Major new release in March 2003: Librarian log-on and remote downloading Nov 2003 COUNTER Release 1 of the CoP for ScienceDirect Sep 2005 COUNTER compliance Release 1 of the CoP for Scopus Mar 2006 COUNTER Compliance release 2 of the CoP for ScienceDirect Working on SUSHI; Elsevier has representative on SUSH Committee 4
Why COUNTER compliance Elsevier took usage pretty serious from the start and is one of the 4 or 5 founding members of COUNTER (2002). Strong believe in the benefit for both librarians and vendors to agree on usage levels. But only when they are comparable, compatible and reliable Librarians and Vendors built A Coalition of the Willing Well managed Quite challenging also systems wise 5
COUNTER Reports ScienceDirect Number of Successful Full-Text Article Requests by Month and Journal Usage per journal COUNTER compliant Includes journals that had no full text article usage On Consortium, Institute & Department level In addition 22 other usage reports Scopus and ScienceDirect Total Searches and Sessions by Month and Service Number of searches COUNTER compliant 6
Investments made: Standardized XML usage data Real-time processing of basic data; Later enriched with reference data Currently >100M usage records per month Huge reference files: (consortia of) universities and institutes (5000+) and departments 2000 librarians registered as administrators 15,000 reports requested each month 130 internal users requesting 5,000 reports each month 7
The Work-Flow: How are usage reports born? Institute User Publishers Reports Customer Entitlements ScienceDirect Scopus (Web) Usage Data Devote (usage reporting tool) Customers Publication Metadata Bibliographic Data & PII Reference files Management Sales 8
From Usage Records to Reports 1 Click on an http-link generates log-record Page requested (article, abstract, submit a search, journal home page, contents list, help page ) Add Account number Add User ID Add for article: article ID, entitlement, format, title, authors Add for journal/book: ISSN/ISBN, Chapter/Section, title, authors Filtering for HTML/PDF double clicks. Updating Reporting Layer in the Devote system 9
From Usage Records to Reports 2 Enrich reports from reference data Journal or Book/Volume/Issue/Article Hierarchies From ISSN to journal title, publisher, PMG From article ID to title, authors, publication date Customer hierarchies: Consortium/University/ Department/User From account ID to account name, SIS id, Account Manager, RSO, Entitlements, Country, Region 10
Dependency of Usage Data and Systems Customer entitlements influence usage data and usage reports (e.g. subscribed, collections, pay-per-view) Entitlements per journal are captured in logs and shown in customer reports. Consortium-institute links determine which accounts have access to what and are shown in superaccount report Registration of IP ranges is basis of access Major improvement : users can have access to content through more than one accounts 11
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PART TWO Changing Usage Behaviour 16
Usage Reports change over time: Users are behaving differently than 6 years ago Integration of publisher sites through linking: CrossRef, A&I (PubMed, Scopus), Search engines Library OPAC s Repositories Sessions are shorter in time, but with more full text article requests User experience has changed dramatically 17
The User Experience is changing The end-user is faced with a huge variety of library resources linking into e-journal publisher s platforms The end-user wants to get to the full text article in the most efficient and effective way And yet the end-user experience looked like this.. 18
The end-user experience 19
Courtesy: Edvard Munch 1893 20
5 Years ago end-users needed to do a lot of extra work to track down needed resources Find an interesting citation in an A&I database Figure out and search the appropriate full-text database to find the actual article or get the print journal from the stacks Read the article and find additional citations A tedious, multi-step, multiplatform job! Then run around some more To search or get more journals 21
The researcher trying to retrieve a full text article 5 Years ago. Nature Springer ACS Wiley ScienceDirect Oxford Uni Press 22
The End-User Today End-users need to access the full text article in the quickest and most efficient way Nowadays, after reading an abstract, a user may choose to follow a link directly to the full text article available on primary publisher platforms The end-user benefits from a high degree of mutual linking from: Library Websites CrossRef Internet Search Engines Scirus & Google Subject specific A&Is Citation Indexes 23
Multiple Entry routes to Full Text Articles Increased journal/issue A&I Databases full text article OPAC, Library Website Internet Search Engines Full-Text Full-Text Platforms Full-Text Platforms Full-Text Platforms Platforms journal/full text article Citation Indexes full text article full text article User Alerts full text article 24
What do ScienceDirect Usage Data tell us? A representative overview of the changes in end-user navigation over the past 5 years ScienceDirect has a substantial user-base 10 million regular active users (2005) 5,000+ customers (2006) 300 million FTA (Full-Text Article) downloads in 2005 ScienceDirect s usage data are representative for the whole community of STM researchers, teachers and students 25
Meeting the needs of the end-user Development of increased outward linking from libraries can be seen to have a direct impact on end-user behavior patterns SD usage analysis shows that browsing has decreased substantially to the benefit of using external links that take the user directly to the full text article Decrease in average session duration between 2001 2004 Number of articles retrieved has increased relative to the time of the average user session More effective utilization of library resources has increased efficiency of research! 26
3.0 2.5 2.0 1.5 1.0 0.5 0.0 More Efficient Navigation Process: 8.6 8.4 8.2 8.0 7.8 7.6 7.4 7.2 27 Number of Articles Requested per Session Sep-04 Mar-03 Apr-03 May-03 Jun-03 Jul-03 Aug-03 Sep-03 Oct-03 Nov-03 Dec-03 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Jul-04 Aug-04 Oct-04 Nov-04 Dec-04 Average Session Duration (minutes) Number of Articles Requested per Session Average Session Duration (seconds) Linear (Average Session Duration (seconds)) Linear (Number of Articles Requested per Session)
Where do users enter a publisher s platform? Where Users Start their sessions on Science Direct Using links to the platform s homepage SD Home Page 21% Using links to the journal Journal Home Page 41% Using external article links External links to SD article 38% Journal Home Page External links to SD article SD Home Page 28
Referrers to Journal Home Page SD Home Page 21% Journal Hom 41% xternal links to SD article 38% Library Web Sites Other publishers, aggregators etc 86.1% 12.3% Journal Home Page Search Engines 1.2% 29
Referrer to Journal Home Page Vast majority of Journal Home page entries originate from customer sites mostly using short cut url s E.g. http://www.sciencedirect.com/science/journal/00404039 Links to the Journal Table of Content The end-user sees both OPACs and library websites as logical starting points for journal searches 30
Referrals Direct to Article Level SD Home Page 21% Journ PubMed 35.2% xternal links to SD article 38% Cell Press Library websites, Link Resolvers Cross Ref CAS-Chemport Scirus Ingenta 17% 12.4% 8.6% 7.6% 4.6% 2% Full Text Article 31
Referrers - where do users come from (I)? Key Referrer sites: Institutional library sites OPACs & library homepages 24% PubMed 22% Cell Press 16% Cross Ref - 13% Other A&I dbs, aggregators such as Ovid, Ebsco etc 32
Referrers - where do users come from (II)? 25% Top - 20 Referrers to Articles or Journals on ScienceDirect 20% 15% 10% 5% 0% Customer Sites PubMed Elsevier CrossRef ACS- Chem port Search Engines Ingenta EBSCO ISI AMS Ovid RePec Swets Wise AIP CSA Nature APS Highwire IOP Spinger Link 33
120% aaaa 100% 80% 60% 40% 20% 0% Referrals by Subject Area External Link to ScienceDirect Article Journal Home Page Main Home Page 34 Immunology Pharmacology Biochemistry Medicine Mathematics Agricultural Sci Social Sci Environmental Sci Computer Sci Physics Arts&Humanities Earth Sci Energy Decision Sci Chemistry Materials Sci Business&Mgmt Chemical Eng Engineering Economics Neuroscience
"Why didn't they have this when I was doing my Ph.D.?!" The searcher navigates seamlessly between A&Is, content providers, OPACs and the web! Search an online A&I database and link directly from citation to full-text Read article and find additional citations Follow online links to more relevant information 35
PART THREE The NEW ScienceDirect 36
We knew next to nothing Except: Customers wanted a stable robust platform a scalable system high performance reliability No blue prints to copy, so we copied the current user behaviour 37
The navigation mimicked the researcher s behaviour at the time.. Go to the library Go to ScienceDirect 38
Find the Right Subject Section 39
Select the right journal 40
Select the issue 41
Browse the Table of Contents and select an article 42
The New ScienceDirect 2. Browse example Find all journals and books in Biochemistry, Genetics and Molecular Biology
User has to go to journal At least 6 clicks for an and book area separately to overview of all we publish view all content within the within a subject area subject area of choice 44
User can view all content within subject area of choice With just on 1one click page. an overview (Un)checking of all we publish content within type a boxes subject allows the area user to customize view 45
The New ScienceDirect 3. Personalization example Re-run a search
Several steps are necessary 4 clicks for a to user get to re-run the results a previous search 47
Recent actions box saves all previously executed searches for the Just user. 1 click By to clicking get to the on a results recent search, the user will retrieve the results again quickly 48
The New ScienceDirect 4. Personalization example Accessing alerts
User needs to log in with a username and passwords 3 clicks needed every to session go to in the order alerts to access page personalized features such as alerts 50
By checking remember me the user will be Just logged 1 click in automatically needed go with to immediate the alerts access page to all personalized features from the homepage 51
The New ScienceDirect 5. Quick search example Find all articles from author Murray
User needs to go through several steps on the search 5 clicks form to to get get to author the results 53
User can fill in author name 2 clicks and to press get to enter the from every results page in SDquick and easy 54
Summary: Benefits of ScienceDirect on Line Modernized user interface (release August 2006) allowing navigation with less mouse-clicks and offering more features, functionality and the look and feel required by today's users. A task-oriented homepage - allowing users to perform a quick search, a browse, and set personalization features, all on one page. Powerful search engine and strongly improved browse function. History of most relevant user actions maintained. Improved Quick Search much faster and allows searching in specific fields: author, journal/book title, articles. Detailed, COUNTER compliant usage reports. Articles in Press available 5 days after acceptance. 55
This year ScienceDirect will receive the 1 billionth full text article request since its launch in 1998 Usage is Fun! Thank You for Your Attention