|Weekly News Digest
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Gale Introduces New Apps for Analytics on Demand
Gale, part of Cengage Learning, added three apps to Analytics on Demand, its Big Data analytics solution for public libraries: Marketing Action (Patrons), Marketing Action (Non-Patrons), and Branch Insights. They are designed to help libraries demonstrate their value to their communities and stakeholders by deploying targeted direct marketing programs to current and prospective library users. These apps also help them better understand how existing patrons interact with individual branches across a system.
Here are their key features:
- Marketing Action (Patrons)—Allows libraries to analyze demographic, psychographic and other information on existing library users to inform the development of new campaigns. Direct mail and email lists can be customized by a variety of demographic and psychographic filters.
- Marketing Action (Non-Patrons)—Similar to that for patrons, this app enables libraries to generate mailing lists of non-cardholders based on specific criteria related to their household composition. Direct mail campaigns and maps help libraries target key geographies, and identify potential partner businesses and organizations.
- Branch Insights—Tracks cardholders’ use across various branches in a single library system and provides insight into where and how individual consumer types are engaging the library system, so they can tailor the materials, programs, services and outreach at the branch-level.
Source: Cengage Learning
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