Purpose: The purpose of this paper is to describe how the authors gained a better understanding of the variety of library users' data needs, and how gradually some new data services were established based on current capabilities. Design/methodology/approach: This paper uses a case study of the new data services at the John Cotton Dana Library, at Rutgers, The State University of New Jersey, Newark campus, to demonstrate the possible ways to extend data reference services and provide data computing services. A content analysis of services records shows how each user group falls into the multiple data services levels and subcategories. Findings: Library users can be classified into many different categories, and each of these may have different needs. Research centers might have big projects involving data gathering and applications where a librarian can mainly provide consultation; while an individual faculty member or student might need the librarians as research partners, with help for their specific problems. Computing data services can involve group training and statistical analysis assistance, where researchers need emergent help. Data librarians can take various opportunities for data management education, thereby gradually raising awareness and cultivating better research habits among researchers. Originality/value: Library data computing services can make unique contributions to faculty and students' research and study. Institution, library and users' interaction determines the levels and extent of data services and is generalized from the description and analysis of typical data service examples. Classic concept of data services levels is applied to a concrete case of data services program, and sub-categories of each data services level and user types are developed based on the authors' services record. (Contains 4 tables.)