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Abstract
This chapter of Using Web Analytics in the Library provides an overview of Web Analytics, the types of services available, and the type of data that they can provide.
We live in an age of accountability. For libraries, that means it is no longer enough just to inforni our stakeholders that the work we do is worthwhile, is good for the community, and is a responsible use of the taxpayers' (or owners') money. Instead, we must justify our services, from both financial and logistical points of view. Librarians must operate with a "return on investment" mindset, learning to demonstrate value offered for both public and private dollars.
At the same time, we have been shifting to a userfocused paradigm for the past decade. While our traditional way of conducting business has been one-directional, where we have made decisions for programs and services based on our own professional perspectives, we have recently become aware of the value of listening to patrons and of crafting programs and services based in large part on their input. With the growth of social networking tools being a major facilitator of societal change, users have become partners in numerous aspects of libraries' daily operations.
Nowhere is this more evident than in the library's digital branch,1 or its Web presence. The library website has become vital as a community outreach tool and as an ongoing source of information to its users. However, rather than a one-directional, electronically posted version of a flyer or newsletter, the contemporary website is truly a place of community interaction among its users. The website can extend the services available at the brick and mortar library and offer a diverse set of interactive tools such as book discussions, live chat, print resources for download, video instruction and support for research, and blogs that invite user participation. All of these initiatives heighten engagement among the community.
Thus librarians are faced with the challenge of creating innovative tools in a changing society, while at the same documenting responsible use of our resources. In addition, we want to demonstrate within our own organizations that our website is constantly responding to trends and user needs. Finding tools to assist with these challenges is essential. Web analytics is just such a...