Mapping spatial patterns of whai finder usage to measure community outreach effectiveness howard veregin

• 1. MAPPING SPATIAL PATTERNS OF WHAIFINDER USAGE TO MEASURE COMMUNITY OUTREACH EFFECTIVENESS Howard Veregin Wisconsin State Cartographer AJ Wortley Sr. Outreach Specialist

2. Community Outreach 3. Outreach in Higher Ed. Any activity that brings the work, experience, knowledge, an d innovations of the university into the community. 4. The Wisconsin Idea 5. The SCO in Statute 6. Outreach Technology 7. WHAIFinder 8. Objectives and Methods 9. Research Questions How effectively is WHAIFinder reaching its target community? What is the relationship between WHAIFinder usage and population? Is the relationship affected by Broadband access? 10. Marketing Focus Web analytics has e-commerce focus: marketing goals Methods adaptable to nonprofits: similar underlying indicators of effectiveness 11. Nonprofit examples Libraries, especially digital libraries Open Education Initiatives Science Communication 12. Map Usability Assess usability issues and identify improvements for future designs Linked to HCI and UCD 13. Relevance for PGIS Continuum of engagement levels: Information delivery to empowerment Common challenge: Assessment of program effectiveness 14. What is Web Analytics? Web Analytics Association: The measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage 15. Web Analytics Approaches Usability testing User feedback Usage data Technical performance data Formal assessments based on user testing in a controlled environment Collection and analysis of written or verbal feedback from users Collection and analysis of quantitative data about Web site traffic Measurement of Web site and Internet performance Purpose: Enhance Web site design, navigation, functionality, and topology to improve user experience Purpose: Assess user profile, demographics, satisfaction, and use Purpose: Evaluate pages viewed, number of visits, unique visitors, searches run, etc. Purpose: Quantify latency, availability, data transfer rates, etc. 16. Google Analytics 17. A Word on Locations 18. Broadband Data 19. Access to Broadband 20. Results 21. WHAIFinder Usage For the 1-year period from 6/15/11 to 6/14/12 21,109 pageviews 16,497 visits 9725 unique visitors ~ 0.17% of Wisconsins pop. ~ 27 visitors per day 22. WHAIFinder Visitors Visitors by county, 6/15/11-6/14/12 23. Visitors and Population Coefficient Estimate t-value P > |t| Intercept -6.249 -5.807 < 0.001 Slope 0.937 9.361 < 0.001 R2 = 0.563 n = 70 F = 87.636 p < 0.001 Visitors = 0.00193 Population 0.937 24. Regression Residuals County population model 25. Broadband Access Coefficient Estimate t-value P > |t| Intercept -6.164 -6.092 < 0.001 Slope 0.934 9.874 < 0.001 R2 = 0.589 n = 70 F = 97.500 p < 0.001 Visitors = 0.00210 Access 0.934 26. Other Results Better results obtained with curve-fitting model (vs. log transformations) Dane county identified as unique outlier based on regression metrics Model without Dane County: Visitors = 0.0584 Access 0.656 (R2=0.646) 27. Conclusions 28. Summary of Results Relatively uniform usage across state. Some areas of under-representation. Some pockets of over-representation. Broadband access has limited effect. Some variation still unexplained. 29. Conclusions Useful assessment of information delivery effectiveness. Identification of successes and areas for improvement. Quantification, analysis and mapping, not just anecdotal evaluation. Set and assess outreach goals, evaluate ROI. 30. Thanks! 31. CreditsPhotos by UW-Madison, University Communications Public Health Match Day Jeff Miller/University of Wisconsin-Madison/2010 Science Hall Aerial Jeff Miller/University of Wisconsin-Madison/2011 Robinson Map Library Jeff Miller/University of Wisconsin-Madison/2004 Map Design Class Michael Forster Rothbart/University of Wisconsin-Madison/2005 Urban Planning Jeff Miller/University of Wisconsin-Madison/2006 Service Learning Michael Forster Rothbart/University of Wisconsin-Madison/2006 Community Engagement Jeff Miller/University of Wisconsin-Madison/2009 Meteorology Map Jeff Miller/University of Wisconsin-Madison/2006 NxtMile Presentation Jeff Miller/University of Wisconsin-Madison/2010 Historical Society Reading Room Jeff Miller/University of Wisconsin-Madison/2010 Cartography Class Michael Forster Rothbart/University of Wisconsin-Madison/2005 Meteorology Researcher Jeff Miller/University of Wisconsin-Madison/2006 These photos Board of Regents of the University of Wisconsin System Other photos VIIRS Suomi Earth Image Norman Kuring/NASA/NOAA/GSFC/Suomi NPP/VIIRS Figures 6 & 7 Roth, R. E. and Harrower, M. (2008). Addressing map interface usability: Learning from the Lakeshore Nature Preserve interactive map. Cartographic Perspectives, 60, 46-66. Websites wisconsinidea.wisc.edu docs.legis.wisconsin.gov/statutes/statutes/36 www.sco.wisc.edu www.sco.wisc.edu/whaifinder/whaifinder.html www.google.com/analytics www.broadbandmap.gov