The Strategic Content Alliance. Slide 210 September 2015 The Strategic Content Alliance THE...

The Strategic Content Alliance

www.jisc.ac.uk/contentalliance | Slide 219 April 2023


THE STRATEGIC CONTENT ALLIANCE:

Audiences, Modelling and a Bit More

Chris Batt OBE

CHRIS BATTconsulting

[email protected]



Introduction

The SCA is a pan-UK cross sector initiative to nurture collaboration in the development of an innovative UK e-Content Framework – due for delivery in spring 2009;

Sponsored by some of the UK’s leading providers of authoritative e-content

Works through its sponsor organisations and the “Home Nations Forums” to lever knowledge and collective action

Supported by full-time executive staff at JISC and seconded expertise from the funders, aligned organisations and beyond

Plus international links

www.jisc.ac.uk/contentalliance | Slide 4April 19, 2023

The Strategic Content AllianceThe Funders


The Strategic Content AllianceThe United “Digital Kingdom” – a changing landscape



The Shared Objectives

To build a common information environment

Develop and deploy a UK Content Framework

Produce “real world” exemplars, case studies and tools to assist in the development of e-content over the long term.

To nurture new solutions to old problems



UK Change Agents

Common licensing platforms: e.g. JISC Collections

Common Middleware e.g. Shibboleth technology is being rolled out via the UK Access Management Federation. The Tate will be piloting Shibboleth;

Digital Repositories, including Institutional digital repositories are being developed across UK public sector;

“Mass digitisation” invites new “profit/non-for-profit” business models with publishers, some of whom are ahead of the game

Devolved Administrations

Service convergence

Government policy reviews and value for money



Global Change


The UK e-Content Framework

E-Content Policy and Procedures: Common areas for action; Barriers and how to overcome them; Good practice “handbook” aimed at relevant e-content providers

E-Content “Service Convergence” modeling: Document recommending where more converged services would offer

benefits to users and steps to achieve this.

E-Content Exchange (interoperability) Model Development: A number of Interoperability pilots testing: scalability, sustainability and

user need for a more common information environment in a meaningful way.


E-Content Audit and Register: Scope of digital collections report; Develop the UK registry landscape, using existing m-2-m services (e.g.

IESR) as part of a global drive to address specific issues e.g. orphan works, “at risk” collections etc.

E-Content Audience analysis and modeling: Documentation of common requirements to feed into framework; Six monthly reports on market trends in public sector and commercial

sector.

E-Content Advice, Support and Embedding: A report presenting current support services landscape and

recommendations for future support.

The UK e-Content Framework



Business models and sustainability strategies: An international landscape study reviewing and presenting the

sustainability issues in the context of the broader e-content environment,

E-Content Advocacy, Dissemination and Policy Development: A range of communication mechanisms geared at key stakeholders in the

e-content arena

E-Content Standards and Good Practices: Common technical standards and good practices document in

collaboration with EU and US agencies; “Advocacy” strategy to promote further adoption of documented

standards and possible mandatory minimum requirements.


Outcomes for the Citizen

To widen the take-up and use of e-content (incl. by new audiences);

A reduction in the barriers to e-content:

Increasing opportunities to re-use content;

Improving the overall citizens experience in accessing, using and reusing e-content i.e. convenience.

The rapid growth and development of electronic

content offers enormous and ever-growing

possibilities for all citizens in the UK. But for this

country to realize the full potential of the Web, and

for each citizen to realize their own potential - in the

workplace, in their places of learning, and in the

home - the full range of online content needs to be

made available to all, quickly, easily and in a form

appropriate to individuals' needs.

Strategic Content Alliance

Enormous and ever growing possibilities

for all citizens

to realise their own potential

full range of online content

Made available quickly and easily and ina form appropriate to individuals’ needs

How can we use the power of the Internet to empower

everyone to discover and understand more about the

world every day?

Policy and Investment Focus

A shift from technology and education to quality content and services that align with people’s needs

and aspirations

The Lifelong Learning Journey

• Learning as the apprehension of knowledge to advantage

• From today into the past• From the past into the future• From ignorance to understanding• From diaspora to community

• Understand people’s needs and behaviours

• Design systems for people• Focus on the bus driver, not the

professor• Expose high quality content

The Lifelong Learning Journey

Prior Knowledge Value Chain

Learning Journeys into the Unknown

“The Online Revolution is like a train with no

destination”

The Guardian

Audiences are People

• Learning as an everyday experience• Design involves citizens• Technology is invisible• Foster communities of interest• Sell the idea of learning for life as the killer

app...• The building blocks exist



AUDIENCE ANALYSIS AND MODELLING: A Drama in Five Acts


[email protected]



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 Log 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

Peer Review Workshop

Case studies Common themes (institutional or subject) and challenges Common language Different views of content

– users– organisations– impact framework

www.jisc.ac.uk/contentalliance | Slide 3919/04/23

Peer Review WorkshopREPORT RESONANCES

Define content as well as audiences How much content do people use? Packaging up content, e.g. BBC Standardize metadata schemas Aggregate thematically for higher impact e.g. Darwin 200 The interaction of digital and non-digital entity Overlap in licensing approach

– better user experience– more homogenized


Peer Review WorkshopCONTENT

Mechanisms for engagement with users needs, requirements and aspirations

What is audience’s understanding of the content? What about audiences who are not engaged? Build in iterative process for audience engagement What is the audience? Concentrating on ‘useful users’ for budget decisions ‘Bonanza’ web site for voting clips to be digitized


Peer Review WorkshopAUDIENCES

Case studies on use of Web 2.0 ‘Negative’ case studies on what did not work Personalisation

– where the user pays– revenue generation plus audience engagement

Strategies for resource discovery – SEO, Google ‘public sites’


Peer Review WorkshopDELIVERY

Experiment with a prototype to integrate Google Analytics, blog tracking and focus group work

Partners for dissemination and creating community engagement

Case studies from the States - Revenue generation? Value metrics, definition of value Guidance/best practice on interpreting web analytics Looking at how activities change practice and impact Literature review to synthesize existing information User-centred analysis of your service Systems for tracking failed searches.


Peer Review WorkshopIMPACT AND EVALUATION


Strategic Content Alliance:Audiences and Evaluation

QUESTIONS ANDCOMMENTS PLEASE


[email protected]

Do you believe that the user/audience should be an explicit component in all service development?

What changes would be required to create a virtuous circle that links the user and the service?

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