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The Mississippi State University Libraries' Virtual Reference Service collected statistics about virtual reference usage. Analysis of the data collected by an entry survey from chat and e-mail transactions provided librarians with concrete information about what patron groups were the highest and lowest users of virtual reference services. These data provide insight on how to proceed with marketing strategies by identifying patron groups that are aware or unaware of the services, based on their level of usage. This information assists librarians in their reference and liaison roles as they build relationships with their patrons.