Capturing business intelligence required for targeted marketing, demonstrating value, and driving process improvement

The University of Wollongong (UOW) in New South Wales, Australia, has undertaken an innovative and collaborative research project to demonstrate the value that can be provided by academic libraries through a tool called the "library cube". The library cube consists of two major components: a backend system containing a multidimensional data warehouse linking student borrowing and use of electronic resources to students' academic marks (grades); and a frontend system that allows users to quickly and easily create cross tabulated data views, such as average student marks by frequency of library resource usage and gender. The project is different from the efforts of other institutions to link usage to student outcomes, in that the library cube is not an isolated research project, but is now an ongoing part of UOW's systems and performance reporting. The library cube represents a fundamental shift in evaluating the student experience through the integration of discrete systems and datasets. It has revealed a very strong relationship between student library usage and academic performance. This information will improve UOW library's ability to demonstrate value to clients and stakeholders. The library cube has also delivered some anticipated and unexpected findings on the relationship between social variables, such as gender, age, and citizenship, and library usage behaviors; and in doing so has also identified potential target audiences for library promotions and engagement strategies. (C) 2012 Elsevier Inc. All rights reserved.