1. UKSG 34 th Annual Conference 3,4,5 th April 2011 Christian Box Senior Publisher R&D, IOP Publishing Christian.box@iop.org Driving usage – what are Publishers doing to evaluate and promote usage?

2. How (and why) do we evaluate usage?

3. About IOP Publishing l IOP Journal Platform l 67 Journals covering Physics and related subject areas l 30 IOP Journals - 37 Partners Journals l 450k articles 1874-2011 l 22m Full-Text Downloads in 2010 l IOP Magazines l 3 Magazines l Flagship magazine - Physics World l 6.5m Page Views in 2010

4. Why do we analyse usage? Understand or customers Understand our content Understand our users Where did the web- traffic come from? Who is looking at the content? What content are they looking at? How are they doing it?

5. Methods of analysis Capture Method Raw Logs Web Logs (page tags) Reporting and Management Information COUNTER Reports Internal stats (Business Objects) Web Analytics NetInsight Google Analytics Data Mining Mastervision

6. Reporting and Management Information - Usage Understanding our content Individual usage “events” Wide range of stakeholders Highly visual – Data visualization techniques Use standards to allow comparison Combine usage data across all portfolio Evaluating scientific landscape Usage Data EditorialSalesMarketing Customer Services Editorial Boards ExecutiveWeb Strategy Platform Development

7. Journals Usage Performance Dashboard 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 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

8. Raw Data

9. Visualising the Scientific Landscape

10. 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

11. NetInsight Data-Model Extension NetInsight Customer Database Web logs Content Database

12. Traffic Dashboard 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

13. Extended Metrics l Wider variety of Metrics l Bounce rate l View:Visit Ratio l New/Repeat Visitors l Time on site ReferrerVisitsPercent Total Visits to Site View:Visit Ratio Average Visit Duration Bounce RatePercent Total Number of Full- Text Requests to Site Percent Total Number of Full- Text Downloads to Site harvard.edu89,4193.70%3:118252.80%4.70%8.40% aps.org12,1310.50%4:121623.30%0.40%0.70% nih.gov10,4620.40%3:110514.10%0.40%0.50% isiknowledge.com9,2930.40%3:117213.10%0.40%0.70% wikipedia.org7,2000.30%3:111745.30%0.10%0.20% aip.org3,6930.20%4:122623.60%0.10%0.20% scopus.com3,6900.20%3:116216.50%0.10%0.20% scirus.com3,5320.10%4:122130.70%0.10% arxiv.org2,5280.10%3:114231.60%0.10% stanford.edu2,4520.10%3:115720.60%0.10% cas.org2,2600.10%3:112323.70%0.10%0.20% l Custom Metrics l Number of visits that contained a search

14. Route to Full-Text Full-Text Download 1 st Previous Page Type 2 nd Previous Page Type

15. Path from landing Page type Landing Page-Type Next Page-Type

16. Mastervision 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”

17. How do we promote usage?

18. What do we use usage analysis for? Where did the web- traffic come from? Who is looking at the content? What content are they looking at? How are they doing it?

19. Search Engine Optimization 47% traffic from Search Engines - 95% Google Richer traffic from science specific search engines and A&I services 33 Abstract and Indexing services

20. Social Networking/Media l Physics World l Twitter 8,510 Followers l Followed by Anne Hathaway l New Journal of Physics l Twitter 1,309 Followers l Difficult to track usage. Important to think about goals l Huge growth potential

21. Local language sites Extend geographical reach Traffic is moderate but growing

22. Mobile devices Physics World Newsflash IOPscience express

23. Mobile Devices l Since January 2010 28k purchases of the IOPscience express or Physics World Newsflash apps l Physics World Newsflash nearly 10 times popular l Highest traffic from iPhone/Pod l Android and iPad growing

24. Web Traffic from Mobile Devices IOPsciencePhysics World

25. Video Abstracts Launched February 2011 Currently 29 articles Since launch over 10,000 video views Brand new content stream aimed at enhancing user experience A ‘first’ for any physics journal

26. Video Abstracts Enable authors to go beyond the constraints of print to present their work Enhance a user's understanding and appreciation of an article through novel presentation Humanise the journal by including the researchers behind the work

27. Video Abstracts Feedback A video abstract can add value and visibility to our work since it is a quick and entertaining way (with a lot of room for creativity) to get an idea of the motivation and content of the paper. Oriol Romero-Isart, Max-Planck-Institut für Quantenoptik, Germany By featuring the people behind the science, video abstracts have the potential to convey inspiration and enthusiasm, and thereby the significance of scientific results, beyond the concise text of articles. Achim Kempf, Waterloo University, Canada

28. Video Usage Number of video views Number of Minutes Viewed

29. Attention Span

30. What challenges lie ahead in terms of evaluating usage?

31. Challenges Rate of Industry Change Niche areas of research Gaming/readership Primitive metrics

32. Current projects l Usage Factor l http://www.uksg.org/usagefactors l PIRUS2 l http://www.cranfieldlibrary.cranfield.ac.uk/pirus2/tik i-index.php l MESUR Project l http://www.mesur.org/MESUR.html l RIN E-Journals – Their use, value and Impact l http://www.rin.ac.uk/our-work/communicating-and- disseminating-research/e-journals-their-use-value- and-impact

33. Thank you l Any questions? l christian.box@iop.org christian.box@iop.org