Making the most of your institutional contacts

Many of your individual contacts will be affiliated to one or more institutions. Identifying these ‘related contacts’ in your data can be a challenge, but this information is a valuable component of a ‘single view’ of your institutional customers or prospects, and it can be really valuable in targeting your marketing more effectively.

1. Inferring affiliation. When individuals register for one of your services (eg. to submit a paper, or sign up for alerts), they may enter their institution name and email address as part of the process. Using automated matching, it’s often possible to link individuals to known institutions via the institution names given, although such names can at times be incomplete, misleading, or – worse still – junk. Email domain matching is usually more successful (eg. linking people with ‘ox.ac.uk’ emails to University of Oxford), although this technique requires a reference resource of institutional email domains from the publisher or a third party such as Ringgold.

2. Related contact ‘headlines’. With connections inferred, counts of related individuals by type can be listed for each of your institutions: how many affiliated pay-per-view purchasers, alert recipients, authors, and online registrants? In this way, the ‘headlines’ for a given institution can be made visible in a compact format, and it’s possible to search for institutions of interest based on this data: find institutions with >10 online registrants, or >50 alert sign-ups, and so on.

3. Activity summaries. When individuals are linked to a specific institution, relevant data from their own activity can be ‘rolled up’ into a summary that appears against the institution. A powerful example of this idea is a ‘Journal Papers Summary’, where counts of submitted and published articles grouped by title, drawn from affiliated author profiles, can be displayed and searched. This makes it easy to identify institutions without a subscription to a specific title but with relevant author activity, or – by contrast – to find institutions with a subscription to a title but few author submissions to date. Similar title-specific summaries might be useful for other activity from affiliated individuals, such as pay-per-view transactions or alert sign-ups.

4. Key organisational contacts. Of course, in identifying institutional sales targets, you need to know who to approach with your promotional campaign. The means to identify key contacts for an organisation by role (library acquisitions, site contact, director, etc.) from within your source data is important. You can then easily locate the right individuals when you need their contact details.

Five tips to improve your productivity at work

Companies are always keen to look at systems and processes to improve productivity, but often ‘the little things’ relating to personal productivity can be equally important. Here we list our top 5 tips for working more effectively:

1. Learn some shortcuts. Small savings in time and effort can all add up, and learning a few keyboard shortcuts can help make common tasks quicker and easier. In most Windows applications, ‘CTRL-S’ will ‘Save’ work in progress, whilst ‘CTRL-Z’ will ‘Undo’ your last change, even when this option is not visible on the menu. When testing web sites, ‘CTRL-F5′ or ‘CTRL-R’ will perform a ‘hard refresh’, bypassing browser caching and removing the need to delete temporary files. And if you find your desktop becoming cluttered, just hit ‘Windows-D’ to instantly minimise all open windows.

2. Prioritise hard tasks first. Most people find that their concentration is higher in the morning, and can deteriorate after lunch in a mid-afternoon ‘slump’. It therefore makes sense to tackle tricky tasks early in the day when your mind is at its sharpest, and save less demanding tasks for later when attention begins to wane. Completing difficult items first can also provide the extra motivation needed for addressing the smaller bits and pieces on your to-do list.

3. Turn off email. When trying to focus on a task, incoming emails can be a constant source of interruption. At such times, it is often helpful to close down your email for a controlled period of time in order to give full attention to the task in hand. In most circumstances, it’s unusual for an email to require an instant response: if an urgent issue arises, it’s more likely you’ll be contacted by phone or in person.

4. Working with large files. Copying large files from A to B can be a slow process. However, if you simply wish to ‘move’ the file on the same drive, ‘Cut > Paste’ is instant versus ‘Copy > Paste > Delete’, as this essentially ‘renames’ the file rather than rewriting any data. When transferring files over FTP, bear in mind that uploads typically take much longer than downloads: a file that downloads in 5 minutes may take up to an hour to upload onto a remote server.

5. Minimise internet distractions. Social networks, discussion boards, video clips, games, funnies and even ‘serious’ news sites can all be tempting alternatives when faced with difficult or repetitive work, so maintaining self-motivation is key. A recent Google homepage featuring an interactive Pac-Man game is estimated to have cost worldwide businesses 549 years of employee time and $120m in lost productivity during the course of just one day, illustrating how small distractions can accumulate to impact the bottom line.

Dashboards for every department

Good quality information is essential for decision-making, yet publishing staff may sometimes lack easy access to the right facts and figures. A dashboard combines related charts and metrics into a concise one-page view, which can then be tracked consistently over time. Often dashboards are seen as the preserve of senior management teams, but they can provide an excellent way for every department to see the ‘big picture’.

1. Management summaries. A management dashboard will usually contain the highest level of detail: summing up overall revenue, subscriptions, article submissions, and usage month-by-month. A direct comparison with the previous year’s figures is also common, making it very easy to spot year-on-year trends.

2. Marketing campaigns. Marketeers need to assess the success of each campaign. A campaign dashboard will typically report costs, recipients, and various levels of response (eg. for an email campaign: customers who read, clicked and purchased). Many campaign management systems will provide clear, visual dashboard summaries for each marketing campaign.

3. Product headlines. For editorial staff, a product-centric view is often the most relevant. For a journal publisher, that might be a summary dashboard for each separate title: highlighting subscriptions, article submissions, usage, single article purchases, and alert sign-ups. This type of product overview can provide real insights into the relative strengths and weaknesses of different titles.

4. Sales overview. A publisher’s sales operation is usually organised by region (eg. by continent), and so a set of regional sales dashboards might usefully report revenue and subscription figures, plus some indication of the number of new prospects and market penetration. Maps and country-based breakdowns can be particularly useful in this context.

5. Data quality targets. Dashboards are also a great way to track Key Performance Indicators (KPIs), which often include internal measures of the accuracy and quality of customer data. Important metrics here might be the number of contacts with valid name, address, and email data, the recency of contacts (when did they last interact?), and how many contacts are opted-in to receive marketing.

Five tips for improving password security

Passwords have become a fact of online life: the chances are you’ve entered several and perhaps created (or even forgotten) one or more already today. With such widespread use, it can be easy to view them as a minor annoyance, and overlook the importance of password security. Here we list five best practice tips for both web services and their users:

1. Strength. A secure web service should encourage users to create a ‘strong’ password. A password’s strength corresponds to the predicted length of time that automated attempts would take to guess it by trying all possible combinations of characters and/or words in the dictionary, often known as a ‘brute force’ or ‘dictionary’ attack. Importantly, just small changes in length (e.g. from 6 to 8 characters) and the introduction of numbers, upper case letters, and punctuation can increase this time from a matter of minutes to centuries, making a strong password very difficult to ‘crack’. When choosing a password, users should also avoid terms that could be easily guessable by humans, such as the names of family members or pets, dates of birth, and the frequently used ‘password1′.

2. Re-use. With the sheer number of logins required every day, from simple tasks such as checking your email or updating your status on a social network to completing financial transactions, it’s tempting to re-use the same password across many different websites. Despite the apparent convenience, this should be avoided as it reduces the security of each login to that of the least secure service. Whilst it’s probable that your online bank will have water-tight security in place, this is less likely at your local sports club’s site, where a leak of a shared username and password could compromise both accounts.

3. Storage. Strong and varied passwords are no good if they are open to easy discovery by being stored insecurely. Applications should never store passwords in ‘plain text’, but instead use an encrypted format which cannot be reversed, often referred to as ‘one-way hashing’. This means that access to a list of usernames and passwords via a successful hacking attempt or even accidental publication would not in itself grant unauthorised access to user accounts. Users themselves should avoid writing passwords on notepads left on desks or post-its stuck to monitors: a safe way to remember many different logins is to store them in a file which is itself securely encrypted via a single ‘master’ password.

4. Transfer. It’s equally important to ensure that passwords are never transferred insecurely, in particular by email, which can be intercepted and read by any third-party who is monitoring (or ‘sniffing’) network traffic. For this reason, websites should take particular care when handling forgotten/reset password functionality, which is a common source of security holes. For users wishing to communicate login details to a colleague, a better alternative is to send the username by email, and the password separately via phone call or text message: although each in itself is an insecure channel, the use of different methods makes discovery of the complete login less likely.

5. Locking. There are two senses in which ‘locking’ can be used to further increase password security. The first is for a user’s login to be ‘locked’ to a specific IP address or range. In contrast to referrer-based restrictions, it is not possible to effectively ‘spoof’ an IP address, meaning that even with access to the correct username and password a remote hacker would be unable to gain access. Secondly, an application can ‘lock’ a user’s account following a given number of failed login attempts, short-circuiting any attempt to guess passwords via ‘brute force’ techniques. Used in combination, these can provide a useful extra level of password security.

More than just a pretty picture

The term ‘data visualisation’ is often associated with unusual or complex (and often artistic) visual representations of data. It’s easy to be drawn to these images, and to overlook the value of more traditional and familiar techniques which offer tried-and-tested ways to spot trends and patterns in your data. If your aim is insight rather than art, simple and familiar visuals work best:

1. Comparison. A bar graph is a familiar means of making numerical comparisons between variables. Whether you wish to see a side-by-side comparison of journal income, customer interests, or email alert topics, a bar chart provides the easiest and most accessible way to compare the relative size of each value. Making each bar ‘clickable’ to search for all customers associated with each bar makes it really easy to move from insight to action.

2. Change. Line graphs are the ‘classic’ approach for visualising change over time and for trend analysis. It can be useful to assess many publishing variables in this way, e.g. author submissions, alert signups, online registrations, number of print and online subscriptions etc. Again, making the chart ‘clickable’ to zoom in from a yearly view to a monthly view, or to link directly to all related customers, helps to bring the chart to life.

3. Proportion. Pie charts are a great way to visualise the division of a set of customers or contacts into categories, and to then ‘dig’ into sub-groups of interest. This might be achieved using category data from your own systems (such as registered fields of interest, job roles, subscription types, and rate codes) or using profiling data from third-party resources (such as Ringgold Identify’s ‘sector’ and ‘type’ fields).

4. Relationship. Sometimes your interest lies in seeing two variables plotted together, e.g. author submissions by country. A cross-tab with visual highlighting of clusters in the data can be a good way to present this, graded ‘hot spots’ helping to identify where best to focus your marketing activities. In addition, there might be other ‘relationships’ that you’d like to see and explore, such as those between a consortium, its member institutions, and affiliated individuals. Interactive family tree-type visualisations can be extremely useful here.

5. Overlap. Rather than run a complicated search for a specific segment of interest, you might prefer to define a number of smaller, focused searches, and then combine the resulting sets to visually explore the overlaps and non-overlaps between them. Venn diagrams are an excellent visual means to explore the intersections between different customer groups, for example, alerts, pay-per-view, and subscriber data. Access to any overlap or non-overlap is then just a click away.

6. Location. Geography is of course a significant variable, especially for publishers with regional sales teams. Location maps can be colour-coded at the country or state level to reflect data values, helping to draw out any spatial patterns in your data. This can be useful when sales teams are planning regional trips and site visits.

Understanding institutions at a glance

One of the main benefits to publishers of a ‘single customer view’ is the means to combine data from different sources into a one-page ‘at a glance’ overview of each institution. This might present a mix of existing data plus extra calculated metrics, and can be extremely valuable for sales, marketing, editorial and customer service staff. Here we discuss some of the most useful things to include, and you can also see an example summary view.

1. Subscriptions. A simple list of the customer’s current subscriptions or access is a great starting point, and might also aim to distinguish between titles purchased directly and those with ‘inherited’ access via another institution or consortium. Summary financial statistics can also be derived to help spot trends, such as a customer’s total subscription value this year and last year.

2. Usage. Metrics here might include the total number of downloads (overall and per title) for this year and last year – again highlighting recent trends. Flagging titles with ‘no usage’ and ‘some usage’ can also be a helpful overall indicator. Combining usage with subscription data makes it possible to calculate ‘cost per download’ metrics – extremely useful since library customers are often calculating those same figures themselves to assess each title’s value for money.

3. Related contacts. How many affiliated authors, online registrants, alert recipients, pay-per-view purchasers, or conference attendees do you have at each organisation? These can all be inferred using institution name or email domain data already held for all those types of individuals. This indicates the overall ‘health’ of the relationship, and contact counts give really valuable ‘ammunition’ to sales staff, as well as helping to spot possible up-sell or cross-sell opportunities. Contact info for key buying contacts is also a great thing to highlight here.

4. Tiers and types. It’s useful to profile institutions and display various headline metrics as part of the one-page summary view, making quick review and comparison easy. Profiling data might include sector (eg. university, hospital, corporate), tier (small, medium, large), counts (numbers of staff or students), and location (city, state, country, continent). This might come from internal systems or from third-party resources such as Ringgold Identify.

5. Identifiers. Creating a ‘single customer view’ will typically throw up multiple identifiers for each unique institution – a combination of subscriber IDs, access IDs, names and alternative names, IP ranges, plus possibly a Ringgold ID. Listing all these identifiers within the ‘at a glance’ view provides a clear connection to the various source systems from which the summary page has been derived, and also helps staff to understand how everything fits together.

Resilience for beginners

For any business-critical system, resilience is important: the ability to maintain an acceptable level of service in the face of faults. When you hear about aircraft flying on after the failure of one engine, that’s resilience. For your business systems, if you wish to minimise down-time and disruption, then simply taking regular backups is not enough…

1. Backups. So backups alone aren’t enough, but backups are certainly essential: hard disks can and do fail without warning. Your data should be copied regularly, and stored somewhere away from your main system so they can’t be destroyed together. Even more importantly, you should test restoring your data – find out whether your backups really work correctly before you actually need them for real.

2. Hardware. Hardware is another potential risk: computer memory can develop faults, processors can overheat, and motherboards can fail. If that should happen, a good way to ensure a quick recovery is to buy and store all of the essential components and hold them in reserve ready for a quick fix. Even better, maintaining two or more complete systems means that you can quickly ‘fail over’ to a standby machine when necessary.

3. Power. Any single point of failure could leave the best laid resilience plans in tatters, and power cuts can and do happen. Many professional data centres will guarantee uninterrupted power through a combination of battery systems and diesel generators. For smaller systems, it’s worth bearing in mind that laptop computers have the advantage of built-in batteries, and are therefore more resilient than desktop computers when it comes to handling power cuts.

4. People. If all of your resilience plans have been masterminded by a single member of staff, will you be at risk every time he or she is away from the office or on holiday? Ensure that at least two people are fully up-to-speed with all of your resilience and backup plans for each system, and then co-ordinate their schedules and holiday plans so that at least one of them is readily available at any given time. You’ll be very glad to have a local expert on hand if things start to go wrong!

Five internet predictions for 2010

In this month’s feature, we list our pick of the topics tipped to dominate online technology news in 2010. All of these predicted trends point to an interesting and innovative year ahead for web based services.

1. Cloud computing. With the growing trend for remote working, either from home, on the move, or when travelling abroad, the ability to access your documents, data, and applications wherever you are is becoming vital. ‘Cloud computing’ refers to the move towards internet based services which enable users to do everything online, in contrast to traditional desktop applications which may restrict usage to your office PC. This will be further reflected by the launch later this year of Google’s ‘Chrome’ operating system, an alternative to Windows on which the only installed software will be a web browser.

2. Tablets vs smart phones vs netbooks. It is rumoured that Apple will shortly announce a new touch screen ‘tablet’ device, likely to to be named the ‘iTablet’ or ‘iSlate’, with Microsoft and others also planning similar products. Having larger screens than smart phones, but smaller and lighter than netbooks, tablets will aim to offer a new way of portably browsing the internet, and look set to cause a significant shake up in both markets. Apple’s device will also reportedly offer eBook support, making it a potential competitor to existing eBook readers.

3. Location-aware apps. When using the internet on the move, it is possible for your whereabouts to be determined automatically via GPS (Global Positioning System), mobile phone networks, or wireless access points. Location aware applications can make use of this information and respond accordingly, for example by showing your position on a map, or updating your status on a social network. It is predicted that the coming year will see some creative new uses for this technology, offering innovative services for users as well as opportunities for providers of targeted content.

4. Real time web. In the past, users have needed to check their favourite websites for updates, or wait for search engines to index content before it appears on result pages. The ‘real time web’ refers to a move towards immediate retrieval of information as soon as it is published, reflecting today’s demand for instant web content shown by the popularity of Twitter, Facebook and RSS feeds. Recently, Google has begun to integrate real time ‘tweets’, breaking news and other content into its search results, which may now give rise to the advent of real time SEO (Search Engine Optimisation).

5. Web 3.0. References to ‘Web 3.0′ as shorthand for the next phase of the web’s evolution are now beginning to appear more frequently in the media. There is currently no widely accepted definition, and Wikipedia has deleted its page for this reason, although it is often mentioned alongside ‘semantic publishing’ to describe the use of metadata to provide additional context and integration between web documents. This lack of consensus over its meaning is unlikely to prevent its increasing use over the coming year, which could yet see a clearer definition emerge.

What does CRM really mean?

CRM (‘Customer Relationship Management’) is a broad term which can mean different things depending on who you ask and the context in which it is used. Systems described as ‘CRM solutions’ typically reflect this by addressing one or more of the areas listed below rather than all of them. When evaluating this type of software, it is therefore important to understand what you mean by ‘CRM’, and exactly what you want to get out of it.

1. Data cleansing, merging and deduplication. The quality of the data you hold about your contacts is key to managing a successful relationship with them. Many CRM systems offer functionality to validate data (e.g. checking of email addresses and postcodes), clean it up (e.g. normalising countries to a consistent form) and discard true duplicates in order to enable it to be used more effectively. This can be tricky to get right, and is a common stumbling block for many big projects driven by choosing a ‘new database’ as the starting point, while underestimating the challenges of migrating large volumes of existing and often messy data.

2. Single customer view. Often seen as the ‘holy grail’ of CRM, a single customer view allows you to see everything known about each customer in one place, and therefore gain a complete picture of your contacts. The best systems that offer this will integrate data originating from many different systems (e.g. subscribers database, alerts signups) and allow complex joining rules, including ‘multiple keys’ (such as email addresses, ID numbers etc) and fuzzy matching techniques. Since existing systems will each be serving a specific purpose, it’s usually most appropriate to add a single view on top, rather than trying to replace all of the systems you already have.

3. Analysis and data mining. Many CRM systems offer data analysis and reporting tools, enabling segmentation of customers for receiving targeted promotions. For example, contacts who have recently shown interest in your business but have not yet completed a financial transaction (e.g. newsletter subscribers) could be identified as ‘new prospects’ and offered special incentives to buy. Cross-selling (‘if you like product X, you might like Y’), up-selling (e.g. converting a one-off buyer to a subscriber) and re-activation (targeting lapsed buyers) may also all be possible. This segmented approach will typically achieve better conversion rates than ‘big blast’ campaigns that fail to take different customer groups into account.

4. Sales force automation. This type of CRM system enables tracking of all stages in the sales process, along with a history of all meetings, discussions, and proposals relating to a customer. When implemented across a large company, it can often help to manage and co-ordinate the activities of sales teams, which may be spread across many different regions or countries. The main focus of sales force automation is often the central logging of notes about customers and prospects by sales reps. Therefore, such a system is often just one of the components which will feed into a more complete single customer view managed elsewhere.

5. Campaign management. CRM software that offers campaign management is likely to include the specialist function of bulk sending emails. This needs to be implemented carefully to avoid being classed as ‘spamming’, as well as responding correctly to ‘bounces’ and unsubscribe requests. In addition, the software will typically include functionality to plan campaigns, record message opens and track how many links are clicked, and provide statistics to enable you to compare the success of different campaigns, using metrics such as ROI (‘Return on Investment’).

How secure are your web services?

Online security has again been in the news recently with reports that thousands of logins for webmail services such as Hotmail, Yahoo, and Gmail have been compromised and details posted online. Here we list some key areas that both web service providers and internet users should always keep in mind to help protect themselves on the web:

1. Security updates. It is essential to keep up-to-date with the latest security updates in order to remain protected against new online threats. Users should accept and install automatic updates when offered (eg. Windows Updates) and ensure that they are running the latest version of their web browser, including any plug-ins it may use (eg. Java, Flash). Similarly, web services should ensure that software installed on their servers is fully patched and updated, as many hacking attempts will seek to exploit known vulnerabilities in older software libraries.

2. Password security. Since passwords commonly provide access to sensitive data and otherwise restricted functionality, they should be handled with utmost care by both applications and their users. A secure web service should encourage users to choose a ‘strong’ password (eg. containing a mixture of uppercase/lowercase letters and numbers), and can limit automated guessing attempts by temporarily locking accounts which have too many recent failed logins. In addition, applications should always store passwords in an encrypted format, so that unauthorised access to them would not in itself compromise user accounts. Users themselves must also play their part: even the most secure application cannot guard against usernames and passwords being written on post-it notes stuck to monitors. Similarly, the same credentials should never be used to access different websites, as this reduces the security of each login to that of the least secure service.

3. Insecure channels. Logins to a secure web service should occur over HTTPS (Hypertext Transfer Protocol Secure), which is indicated to users by the presence of a padlock icon in their browser. Where HTTP is used (ie. no padlock visible), usernames and passwords are sent over the internet in plain text, meaning they are visible to anyone monitoring (or ‘sniffing’) network traffic. Email is an equally insecure channel, and should never be used to share confidential data or send usernames and passwords together. As a result, forgotten password functionality that prompts an e-mail message containing reset details always needs to be implemented carefully. For any web application, it is key to note that information not readily visible to users is not necessarily secure: both hidden form fields and cookies may easily be accessed by a canny user, making them an unadvisable place to store passwords or other sensitive information.

4. Security holes. Web services should seek to protect themselves against a range of common security holes that may be used to gain unpermitted access to data or user accounts. A skilled user can often find ways of compromising security by tampering with the URL in the browser’s address bar, or by entering special values into forms, causing the application to output unauthorised information or deliver malicious content to other users. A secure web service will guard against this by correctly handling and sanitising all user submitted values.

5. Regular checking. With the next new threat always on the horizon, online security should be seen as an ongoing area of focus for both users and applications, rather than an issue that can be reviewed once and then forgotten about. For users, we’d recommend weekly system scans to ensure that desktops and laptops remain free of viruses etc, always ensuring first that the relevant anti-virus software is fully up-to-date. For applications that are constantly evolving and incorporating new technologies, regular checking and reviews can help to prevent vulnerabilities from being introduced, and ensure that their users can continue to use them with confidence.