Gale Training

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Hello and welcome to today's

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Gale Analytics webinar. I'm

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Allie Everett, your senior customer success

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manager here at Gale. And if you have

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any questions during today's training,

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feel free to use the Q and A box

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and I will leave a few extra minutes at the

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end of our session today to answer any

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additional questions.

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Our topic for today is utilizing

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the patrons and non patrons map

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within your gale analytics report.

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So hopefully after today's session,

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you'll walk away with some actionable ideas

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on how to use the map in your

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own report.

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Quick tip too. If you haven't run

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a Gale analytics report in a while,

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we recommend creating a new one

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every quarter, that's when experian

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data is updated. So that will

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give you the most current information to

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work with.

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So for our agenda today, we'll start

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with a quick overview of what Gale

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analytics is and what you can do

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with it. Then we'll dive into

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a sample report and we'll walk around the

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various features and functionalities

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available on the patrons and non

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patrons map itself.

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And then finally, I'll show you what support

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resources are available on the Gale

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analytics. Support site and I'll also

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share my contact information

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if you have any questions specific

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to your library. So questions about

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your service area or maybe

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how your report is laid out. Really

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anything at all pertaining to your library

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itself? Always feel free to reach out to

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me. So

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quick overview of what gale

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analytics is as a refresher here.

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G analytics is a

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internal library resource.

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So non uh not patron fing

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but internal that allows you to view

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your community through a whole new lens.

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It combines your patron data from

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your ils with external data

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from Experian, creating a powerful

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robot report with information on

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uh demographics, lifestyle

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insights. And so

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so much more within this report, you'll

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find lots of different charts

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and graphs and really all of the data

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found can help your library with everything

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from strategic planning to

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grant writing. Um to

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so much more

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you have access within your report

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to three different maps and the capabilities

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within each map really encourages

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you to better understand your service area

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from a geographical standpoint.

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Perhaps you would like to grow

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your patron account or you're

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opening a new library branch.

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Um Maybe you'd like to dive deep

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into a certain zip code or a census

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tract. Whatever your specific

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goals are, the data within your report

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specifically in the maps will help support

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your library's goals and initiatives.

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So we're gonna head to Gale analytics

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community insights and this is a report

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um that is used uh

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with some sample data from

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um from just

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some, some sample data that we have, but also

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we are using a fictitious library.

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So the data is real. However, the library

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is um is not a real library.

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It's near, this data is

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in our um headquarters near our headquarters

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in Farmington Hills, Michigan.

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Now, this is Tableau Reader and Tableau

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Reader is the free version of Tableau.

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If you don't have Tableau Reader downloaded

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on your computer, um You'll need

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that in order to run a report and it's just

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a simple free download tableau.com/reader.

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Ok. So this

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is the home page here that you're

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looking at now.

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And if I go to the patrons

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and non patrons map, that's one of

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the tabs along the bottom here. This is

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the purple tab. So now I'm in the patrons

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and non patrons map,

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like I mentioned, you have access

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to three maps. Um

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And all of these are available on different

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tabs. So we have the patrons and non patrons

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map, which we'll go into in just a moment.

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You also have access to

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this heat map here. So this

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is especially useful for larger

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urban areas where you might find

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lots of apartments, condos

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and high density areas. So

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high density areas will um

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have this yellow color, low density

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are going to be this dark blue color

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here. And then you also have access

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to the demographic reach map as well.

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So this looks just like the patrons and non

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patrons map. Although now it

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has a colorful overlay.

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Um and this includes race and ethnicity

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data here.

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So I can look at the legend at the top

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high density is gonna be in

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this red color. Lower density

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is all the way in this blue color and you can

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change the race and ethnicity up

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here in the top left hand corner.

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OK.

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So I encourage you to play around

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with these two maps um on your own

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time. But today we're really gonna focus our

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time and attention in this patrons and non

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patrons map which is on this tab

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at the bottom. So if you are following along,

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um please make your way to the patrons and

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non patrons map.

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First. We're gonna take um a look

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at some of the capabilities

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we have on this tab. Ok.

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So you can of course click

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and drag and pan

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the map all around.

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Um You can zoom in and out so

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you can click the plus arrow

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and the minus arrow to zoom in and out. Now, if

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I zoom in,

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I can actually zoom in pretty far.

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Um So I can get a good look

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at um different neighborhoods,

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businesses, obviously,

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highways and then of course,

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um it's nice as well to see all

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of the various uh you know, organizations,

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churches, parks, shopping

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centers, movie theaters, schools.

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Um And if I hover over each one

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of these uh dots here, this is showing

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me a different household. So if I hover

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over each household, it's gonna automatically

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give me a pop up with some information,

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estimated household income. How long

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they've lived there? Do they have Children?

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Are they a patron, a non patron

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and so on and so forth?

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So I'm gonna go ahead and just zoom back

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out so we can see the full service

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area.

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Um The legend in the top right hand

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corner will indicate what each color

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on the map means. So my branch

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boundaries um are in this light

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blue color and you can see that my service

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area here is a square shape

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and then I have uh one

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dividing line that goes straight down the middle

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and that divides my north branch

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from my south branch.

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So that's what that light blue means.

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Then I also have all of my

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non patron households in

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this gray color and my patron

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households in this blue color here.

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So right off the bat before even

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really diving in, I can already tell that

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most of my patrons live

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kind of in this uh area right

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around here in my north branch

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service area.

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So that's your le uh your legend at the

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top right hand corner,

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you can also change your map measure. So

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it automatically defaults to patrons

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and non patrons.

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But uh I can really change that

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to whatever I'd like from this drop down

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in the top left hand corner So if

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I wanna, let's say, take a look at presence

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of Children,

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I can go ahead and click on that measure

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and it changes the colors.

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And now I can kind of get an idea of

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where I might have, you know, a higher

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density of families.

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Um So the legend will change families

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that yes, do have Children or likely

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do have Children are gonna be these

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um these red and, and orange

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colors on the map. So I can automatically

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kind of see where those pockets

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might be.

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Go ahead and change it back to patrons

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and non patrons.

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I have lots of filtering capabilities

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and all of these filters are over here on

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the right hand side. Now, these

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filters, there's no limit to

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the number of filters that you can place

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on your map. Um And these filters

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are the same as the filters

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that are on this tab here.

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So you actually have a designated tab

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for your filters. They're a little easier

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to read on the filters tab, but you can

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also um apply them on

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the patrons and non patrons map itself.

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One thing that's important to note about

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Tableau is that any time you place

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a filter on any tab

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and you pan to another tab that

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filter persists from tab to tab

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to tab.

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So if I place the filter here and then I go

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to my map, I will then see that filter

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on my map. So no need to reset your

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filter when you travel from tab

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to tab. Last

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thing I want to point out here is

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the numbers that you're seeing in the

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bottom left hand corner of the screen

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underneath the map.

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So these metrics um will change

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depending on what filters and parameters

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you place on the map. So those are

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gonna update automatically and

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it's nice because it gives you a penetration

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percentage to reference to.

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So I wanna share um a couple of scenarios

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in which libraries have used

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their specific map data to help

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assist with some of their goals.

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Ok. So the first is

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a library who set up book

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vending machines at a few places around

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town. I believe it was the fire station

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grocery store and a fitness center.

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And in order to find where to place

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these vending machines, they used a few

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filters to look for areas of opportunity.

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They wanted to specifically target low

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income households who did not have

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a library card.

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So those two filters um are

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gonna be estimated household income by

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using a low income filter and then

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the source filter down here which

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um filters out either your patrons

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or your non patrons.

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So I'm gonna go ahead and go in

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and show you how they did this. So if we

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go to estimated household income,

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now, of course, low income is gonna vary

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depending on where you're located in the country.

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Um But for the purpose of today's training

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we'll go ahead and say, uh $50,000

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or less. And that's an annual

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estimated household income, so not

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individual but total household.

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So I would deselect all

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and then I would reselect you always

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wanna reselect, show library and service

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area. So you can see your service area

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and then reselect the income

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ranges that you're hoping to take a look

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at. So I'm gonna go all the way up to 50,000

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here. As you can see,

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a lot of the households disappeared from my map.

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And now I'm only looking at households

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that fall into that low income

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category.

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Now, this library also wanted

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to focus on areas with non patrons.

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So we're gonna go to source

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and then we're gonna go ahead and just

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leave the non patrons option selected

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and

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deselect patrons and patrons

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non exp which means non

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experian.

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This is an interesting one. It basically

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means that your patrons are included

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within your file. We're counting them as patrons.

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However, for what some reason they weren't

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able to be matched to experian data, they still

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count as patrons. But we're gonna go ahead and deselect

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for now since we're only looking at non patrons.

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Ok.

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So with those two filters, now

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I'm looking at my service area with

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the filters, non patrons and

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estimated household income of less than 50,000.

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So right off the bat, I can see

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that there is, you know, quite

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a uh dense cluster

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over here in kind of my bottom

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right hand corner of my map,

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I can target that area as an area

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of opportunity.

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Um So I'm gonna go ahead and

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zoom in

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and of course, when you're thinking about,

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um you know, placing book

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vending machines around this area

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you would want to look for. Uh

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here's a shopping center, a

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movie theater, a couple of schools,

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a dog park,

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um hospital, a market

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I think I saw, yeah, a couple of churches

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in here. So this is the area

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within my my service area, this

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sample service area um that

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has the highest number of

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households that fall into those two categories,

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low income and non patron households.

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I could also um include

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a lot of these stops as a part

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of our uh mobile services route,

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um a bike route, something like that.

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Um set up lockers, of

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course, anything to really

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um you know, get them to sign up for

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with the library card, obviously

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have them utilize um everything

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that the library is offering. So this looks like

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a really good area for reaching out to

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um in terms of library outreach,

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knowing that this area has a dense population

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of non patrons and low income households

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is useful for me. Um

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as I target this area,

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so that's how the library determined

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really where to place their new um

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book vending machines. And of course, there's other

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areas within this specific

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service area as well. Um But that's

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kind of the one that jumped out to me uh

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first.

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So if I wanna reset my filters, I can

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go to the filters tab and then go ahead

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and click the back arrow

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that's gonna click

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all of my filters back to what they

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were. So now my map should look like how

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it was when we started out.

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So the second scenario here,

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this library was applying for

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a grant and wanted to find specific

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metrics that would support a grant application

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um or perhaps support their strategic

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plan and overall initiatives.

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So like I mentioned, the metrics

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in the bottom left hand corner will

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automatically change

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um depending on the filters that you place on

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the map.

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And then from these numbers, you can form a percentage

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to include in uh end

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of year reporting, stakeholder reporting grant

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application really whatever you are using

[00:14:51.869]
these numbers for.

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So even just from the numbers right

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here that you can see without any filters

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on my map,

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I can see that um

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I have a total number of

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about 30,000 households

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to be exact 30,436

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total households in my service area.

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And then I also get a patron and non patron

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breakdown as well. So of those

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households, 2200

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and 30 are patron households and the

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rest are non patron households.

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That gives me a percentage right there.

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If I do the math, then I

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know that about 7% of

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the service area are members of the library

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and 93% are not members

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of the library. So this library has

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a big opportunity to grow their patron

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count since they have um quite a high

[00:15:39.739]
number of non patron households.

[00:15:42.969]
For grant applications. Specifically,

[00:15:45.200]
you could utilize the estimated household

[00:15:47.668]
income filter.

[00:15:49.210]
You could utilize the census track

[00:15:51.489]
filter. If you're looking at census tracks,

[00:15:53.649]
those will automatically populate depending

[00:15:55.820]
on your um geographic location

[00:15:58.599]
and education level attained as well.

[00:16:00.908]
So that's another filter over here that could

[00:16:03.009]
be useful.

[00:16:04.469]
So let's go ahead and place a couple

[00:16:06.729]
of education level filters

[00:16:08.899]
on the map and then look at the

[00:16:10.940]
um metrics in the bottom left hand corner.

[00:16:14.580]
So if I wanted to figure

[00:16:16.649]
out um how many households

[00:16:19.340]
in my service area

[00:16:21.109]
uh maybe had less than a high school

[00:16:23.239]
diploma or maybe had a high school diploma,

[00:16:25.599]
but no college degree

[00:16:27.519]
I could come in here and deselect

[00:16:29.649]
the all

[00:16:30.769]
and reselect show library

[00:16:32.830]
and service area.

[00:16:34.489]
I'm gonna do less than a high school diploma

[00:16:36.769]
likely and less than high school

[00:16:38.840]
diploma. Extremely likely.

[00:16:41.558]
I'm also gonna click high school diploma,

[00:16:43.629]
likely high school diploma, extremely likely.

[00:16:45.879]
So these are households within my service

[00:16:48.070]
area, both patron and non patron

[00:16:50.570]
that currently um do

[00:16:52.779]
not have a college degree.

[00:16:56.058]
Now, once I place those filters, of course,

[00:16:58.190]
my map will change, but these numbers

[00:17:00.340]
at the bottom left hand corner will change as Well,

[00:17:02.570]
so I can see that there's

[00:17:04.430]
8846

[00:17:06.509]
households that fall into these

[00:17:08.949]
categories here. So if I do the math

[00:17:11.449]
out of the total number of households

[00:17:13.938]
that lets me know that about

[00:17:15.979]
28% of

[00:17:18.178]
my service area has

[00:17:20.577]
either less than a high school diploma

[00:17:22.698]
or has a high school diploma, but

[00:17:24.888]
no college degree.

[00:17:27.229]
So that's an example of how you can use those

[00:17:29.509]
numbers really quickly and easily.

[00:17:32.108]
Um, to figure a percentage there,

[00:17:34.628]
I could of course change things up,

[00:17:36.798]
play around with the data a little bit. I

[00:17:38.888]
can deselect um, high school

[00:17:40.938]
diploma

[00:17:43.209]
likely and extremely likely. And now

[00:17:45.239]
I'm looking at households that have

[00:17:47.588]
less than a high school diploma, either

[00:17:49.858]
likely or extremely likely.

[00:17:51.789]
So now I have even fewer households,

[00:17:54.239]
of course. Um The map changes

[00:17:56.750]
a bit and then this number changes

[00:17:58.900]
as well. So 3825

[00:18:02.449]
total filtered households out

[00:18:04.598]
of my roughly 30,000 households

[00:18:06.779]
gives me 13%. About

[00:18:09.729]
so 13% have less than

[00:18:11.838]
a high school diploma. So this is great information

[00:18:14.479]
to include

[00:18:15.618]
in an education grant. Um I could

[00:18:17.640]
certainly include all of these figures.

[00:18:19.900]
Um I could also create, uh really

[00:18:22.459]
quickly create a mailing list for these households

[00:18:25.000]
to promote um, if you have a high school

[00:18:27.059]
completion program or a GED program,

[00:18:29.750]
um, you could just simply head right over to the

[00:18:31.779]
mailing list tab. It's as easy as clicking

[00:18:34.689]
mailing list. And then we have all

[00:18:36.880]
of these addresses. Um, right

[00:18:38.910]
there for direct mail and outreach.

[00:18:42.229]
Uh You wanna make sure the number matches which

[00:18:44.430]
it does.

[00:18:45.449]
Um But that's, it's as simple as that

[00:18:47.539]
to create a mailing list. So

[00:18:49.880]
when thinking about educational attainment,

[00:18:52.118]
it's handy to have those numbers readily

[00:18:54.219]
available for a grant application

[00:18:56.789]
and reporting. There's really no limit to

[00:18:58.858]
the number of filters you can place on your map.

[00:19:01.259]
So I could even go in and combine

[00:19:03.338]
estimated household income education.

[00:19:06.229]
Uh really any of these filters over here.

[00:19:09.750]
OK. I'm gonna

[00:19:11.799]
go ahead and go to the filters tab reset

[00:19:14.259]
my filters once more,

[00:19:17.009]
come back to my patrons and not non

[00:19:19.318]
patrons map. OK?

[00:19:21.400]
So in this last example, um

[00:19:23.630]
the library was planning a walk

[00:19:25.709]
to the library day for Earth Day.

[00:19:27.799]
So they wanted to create a custom mailing

[00:19:30.078]
list for households, both

[00:19:32.348]
patron and non patron households

[00:19:34.709]
who lived within about

[00:19:36.848]
a one mile radius of their

[00:19:38.939]
main library branch location.

[00:19:41.430]
So

[00:19:42.439]
in order to do this, I would use

[00:19:44.729]
um a tool up here in the top

[00:19:47.088]
left hand corner. And this tool

[00:19:49.618]
creates a custom sub collection

[00:19:52.489]
of households within your community.

[00:19:54.989]
It kind of looks like a play button, little

[00:19:57.009]
triangle. So if you hover over

[00:19:59.239]
this uh button in the top left hand

[00:20:01.259]
corner, you can either click the square

[00:20:04.009]
selection, rectangular selection,

[00:20:06.568]
radial selection or lasso selection

[00:20:08.959]
and Lasso just means like a custom

[00:20:11.380]
shape. Um So you can choose

[00:20:13.420]
whichever you'd like. Now, since this library

[00:20:15.759]
wants a one mile radius

[00:20:18.039]
from their library branch location, I'm

[00:20:20.219]
gonna go ahead and select the radial selection.

[00:20:23.719]
Once I click on that

[00:20:26.019]
I can click and drag anywhere

[00:20:28.289]
within my service area and it's

[00:20:30.430]
gonna focus on just those households.

[00:20:33.390]
So my main library location,

[00:20:35.828]
if I hover over it, it's telling me right now again,

[00:20:38.309]
this isn't a real library, but we've plotted

[00:20:40.689]
it right here gale public library and

[00:20:42.729]
it's gonna be there in red.

[00:20:44.769]
So I'm gonna go ahead and

[00:20:47.489]
click and drag.

[00:20:50.299]
Oops, I'm gonna try that one more time sometimes if

[00:20:52.459]
you land right on the dot

[00:20:54.588]
It won't do it. We'll just do

[00:20:56.519]
here.

[00:20:57.719]
Oh, ok.

[00:21:01.439]
And you'll discover too. The map is very,

[00:21:04.150]
um, sensitive. So sometimes you have to get

[00:21:06.229]
it just right.

[00:21:08.150]
But I'm gonna go ahead and click on radio

[00:21:10.199]
again.

[00:21:11.348]
Ok. We'll do here.

[00:21:13.828]
There we go. All right. So once I click

[00:21:16.338]
and I drag,

[00:21:18.140]
it's gonna give me a distance. So

[00:21:20.328]
right now, um, I'm at about

[00:21:23.199]
there we go a mile. So hopefully you can

[00:21:25.250]
see it. It's a little tricky to see. Um,

[00:21:27.479]
but you can go all the way out, you know, two

[00:21:29.559]
miles, three miles. Um,

[00:21:32.160]
we're gonna stick around the one mile mark

[00:21:34.299]
right here.

[00:21:36.410]
Ok. And now once I get to one mile,

[00:21:38.640]
I'm gonna go ahead and let go

[00:21:42.289]
once I release the mouse,

[00:21:44.588]
everything else disappears and I

[00:21:46.650]
only have those households now.

[00:21:49.209]
Ok. So all of these numbers at the bottom

[00:21:51.269]
have changed. I can see that there's

[00:21:53.568]
1884

[00:21:56.049]
households, there's the patron

[00:21:58.299]
and not patron breakdown too. So I can

[00:22:00.483]
see how many of them are patron households, how many

[00:22:02.644]
of them are non patron households? But

[00:22:04.904]
now I know where those households

[00:22:07.295]
are, who they are. Um

[00:22:09.515]
so that I can reach out to them and

[00:22:11.743]
let them know about our walk to the library

[00:22:13.894]
day for Earth Day.

[00:22:15.959]
Easy to create a mailing list

[00:22:17.969]
as well because all you have to do is

[00:22:20.039]
go right over to the mailing list. Tab.

[00:22:22.439]
Click that

[00:22:24.299]
and now I have um all of

[00:22:26.410]
these addresses for targeted outreach

[00:22:30.140]
in order to um export

[00:22:32.209]
this mailing list for your marketing team.

[00:22:34.689]
You would just simply go to worksheet

[00:22:37.108]
at the top export

[00:22:39.939]
cross tab to Excel that

[00:22:42.348]
will generate an Excel spreadsheet.

[00:22:44.469]
Um Then you can use it for targeted

[00:22:46.549]
outreach.

[00:22:48.739]
If you have um email addresses

[00:22:51.368]
included in your original file for

[00:22:53.449]
your patrons,

[00:22:54.769]
I do not, which is why they're not appearing

[00:22:56.828]
here, but all of your email addresses

[00:22:59.059]
for your patrons will appear here as well.

[00:23:01.348]
So this can act as a direct mail

[00:23:03.410]
list and also an email list

[00:23:05.618]
if you're doing newsletters and e blasts

[00:23:07.809]
and things like that. So mailing

[00:23:09.930]
list is great for creating

[00:23:12.219]
any type of um, custom

[00:23:15.009]
outreach list for your patrons

[00:23:17.088]
and your non patrons.

[00:23:21.449]
So I'm gonna go back to my map

[00:23:24.920]
and then in order to, um,

[00:23:27.269]
like I said, in order to reset

[00:23:29.848]
all of your filters, you click this arrow. However,

[00:23:32.420]
the one thing it doesn't reset is the map.

[00:23:34.989]
So you'll just want to, um, go

[00:23:37.189]
ahead and click anywhere on your map

[00:23:39.598]
once and it should reset.

[00:23:41.640]
So there's my map again without any features

[00:23:44.309]
or filters on it.

[00:23:48.489]
OK? So the possibilities

[00:23:50.630]
really are endless and I encourage

[00:23:53.078]
you to further explore the maps

[00:23:55.358]
available to you, get in there

[00:23:57.420]
and play around with the filters, play

[00:23:59.479]
around with those custom selections.

[00:24:01.920]
Um It's a great way to view

[00:24:04.000]
your community with fresh eyes.

[00:24:06.279]
Um And all of the customizations and filters

[00:24:08.578]
are really pretty easy to use.

[00:24:12.848]
OK?

[00:24:17.588]
Please know that we are here

[00:24:20.059]
to help make the most out of scale

[00:24:22.279]
analytics at your library.

[00:24:25.630]
We have a support site and if you haven't visited

[00:24:28.068]
it, I highly encourage you to

[00:24:30.630]
um take a look at it and bookmark if you'd like

[00:24:32.809]
to. It's support.gale.com/products/aod

[00:24:37.848]
standing for um analytics

[00:24:40.130]
on demand.

[00:24:41.078]
This is where you'll find an assortment of

[00:24:43.219]
training resources from printable

[00:24:45.509]
tip sheets to pre-recorded

[00:24:47.868]
webinars and tutorials on

[00:24:50.170]
many different topics related to Gale analytics.

[00:24:52.949]
Um So once this webinar is available,

[00:24:55.150]
it'll also be up on that support

[00:24:57.348]
site as well. And in addition to any future

[00:24:59.670]
Gale analytics, webinars we have.

[00:25:05.289]
So here's my contact information as well

[00:25:07.348]
as my calendar link if you have any questions,

[00:25:09.799]
like I said, specific to your library,

[00:25:12.578]
um Please don't hesitate to

[00:25:14.680]
schedule a one on one meeting with me.

[00:25:21.269]
Ok. And so I'll check the Q and A box,

[00:25:24.509]
see if we have any questions so far.

[00:25:28.439]
All right. And it looks like we don't have any questions

[00:25:30.509]
in the chat at the moment. Um

[00:25:32.529]
But hopefully today, you're walking away with

[00:25:34.660]
a few new ideas on how to utilize

[00:25:37.400]
your patrons and non patrons map.

[00:25:39.509]
And like I said, the possibilities really

[00:25:41.578]
are endless. Um I'll stay

[00:25:43.608]
on for a few minutes for any remaining questions.

[00:25:45.828]
Otherwise, thank you for being here today

[00:25:48.239]
and I look forward to seeing you at

[00:25:50.299]
a future Gale Analytics webinar.