As a Marketing Communications Manager at an academic research institute, you need fast and accurate access to information. You need to know you can rely on that information to make correct targeting decisions, manage multiple portfolio strategies and assess your channel strategy. Your goal is to ensure your institute and its research output is promoted at the right time and in the right place.
To avoid receiving this information too late, or perhaps missing vital information altogether, Marketing Communications Managers are turning to Dimensions to improve their research methods and boost their overall success.
With Dimensions, you can search across multiple content types, ranging from publications to grants, clinical trials, patents, datasets and policy documents. The linking of all this data enables you to understand what is happening within your institute. It allows you to take a broader look and assess a specific field or multi-disciplinary topic, and find out who is talking about what research and when. Dimensions connects Marketing Communications Managers to all the information they need to stay ahead of their game successfully. In this article, we will show you how Dimensions is changing the way Marketing Communications Managers for academic research institutes are doing their work.
How It Works
Every publication record in Dimensions is connected to related documents. When you view a publication in Dimensions, you also see, for example, any grants that funded the research, any clinical trials that took place, any policy documents published and any connected datasets and publication citation information. Dimensions connects the entire ecosystem of a single publication in one location.
But that’s not all. Dimensions also includes Altmetrics and Dimensions badges.
Dimensions badges are interactive visualizations that showcase the citation data for individual publications. Each publication indexed in the Dimensions database gets a badge. The first data point on every Dimensions badge is the citation count. By clicking through to the accompanying details page, you can access more useful information, from new citation performance metrics such as the Field Citation Ratio to a visualization that indicates the publication’s relative influence on specific research areas.
Altmetrics on the other hand, help Marketing Communications Managers to understand and interpret the attention surrounding their institution’s research and can help identify areas of strength or those that need improvement, meaning they can better tailor support to realize long-term objectives.
Accessing Accurate Information Fast
There are multiple search strategies in Dimensions that Marketing Communication Managers can use to access the different types of information they need:
- Full-text Search. Thanks to agreements with over 100 publishers, even if your institute doesn’t have access to the full text, you can still run searches and find information from over 70 million publications. Enter the keywords, apply the filters and open the analytical view to review the information you need.
- Title & Abstract. Using the Title & Abstract search function in Dimensions often yields a smaller set of search results, but a more targeted list of results based on your keywords than the full-text search function.
- DOI. In Dimensions, if you know the DOI you are looking for, then you can search with that also. Drop the DOI in, and you will have access to all the connected documents as well.
- Abstract Search. By far, the most popular search feature for Marketing Communications Managers is the abstract search. By entering any section of descriptive text, for example, a thesis statement, a project summary or a news story, Dimensions will find closely related content across all content types contained across the entire database. The results are highly relevant and allow for a deep dive across content without entering a sophisticated boolean string of keywords. A simple copy and paste will work instead.
Finding Out What’s New
Very often, as marketers, you need to connect with multiple teams, departments and individuals across an institution to discover and understand what is new and worthy of being promoted. Sometimes when you find out about this kind of information, it can be weeks or months old. But using Dimensions means you don’t need to rely on anyone else to figure out what is happening at your institute. Instead, you can easily use the publication year filter to define the time range, and research organization filter to limit to your institution.
By setting up a simple search and filter like this, you can find out about all the latest research and which researchers from your institute were involved. Now you know with whom to talk to about what. You can also save this search to your favorites and elect to receive weekly updates. Now you are always looped in on what is new at your institute.
Building Your Network
Once you have discovered which new research your institute has published, you can use altmetrics data to find out who in the media you need to reach out to. By copying the publication abstract into the abstract search function in Dimensions, you have access to all the highly similar content across all content types. When sorting these results by the highest ‘Altmetric Attention Score’, you can explore which kind of content is getting the most public attention. By visiting the News tab, you can see who is writing about this research. Now you know which journalists or media outlets have published on the same topic before and might be interested to know about your institute’s new research in the field.
You can also analyze which research field at your institute is getting the most (or least) media attention. Using the analytical view, you can look at research fields ranked by the percentage of attention and then review the published papers. This view is helpful to see where your marketing communication efforts are needed. Is there a field that needs more of your attention for example?
Tapping into Trending Topics
In every research field, there is a hot topic that is talked about in the media. Very often, this hot topic cuts across multiple subject areas. Let’s take ‘climate change’ as an example. While Climatology is part of Earth Sciences, ‘climate change’ is researched in many other scientific fields, making it very challenging for Marketing Communications Managers to stay on top of all the research published on a trending topic.
But using Dimensions significantly reduces the time it takes to find out what your institute has published in this area, who the researchers are, where the citations are coming from, and what the Altmetics data looks. Now you can quickly assess who you need to reach out to in your institute, which topics need more of your attention and resources, and which other areas of science are affected.