Understanding the Audience: Connecting the Dots through Engagement Data Analysis

Who hears the stories we tell and how do they respond? In order to build a strong supporter base, a library must know who their supporters are and what motivates them to engage. Engagement data mapping projects can help determine patterns in rates of engagement. By drawing connections between email engagement data and donor information, library outreach and marketing teams can develop a greater sense of audience and their values in order to develop a targeted and effective communication and partnership strategies and identify and address engagement gaps.