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United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division
Ideas and proposals for developing
marketing and dissemination of Gender Statistics
Petteri Baer, Regional Adviser, UNECE13.9.2006 & 31.1.2007
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 2
It happens pretty often
…that producers of statistical information are too content with their products
…believe that there is an “automatic” interest in them
…and thus do not perceive proactive dissemination being important
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 3
How do we perceive ourselves? How do they perceive our services?
Do we know enough about our potential users, our potential customers?
Do we have enough information even on our present users?
Information accessibility on the internet is only part of the solution!
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 4
Searching on Google…
“Equal opportunities”• 12 Million answers• Ergebnisse 1 - 10 von ungefähr
11'900'000 für Inflation. (0.05 Sekunden)
“Gender”• 229 Million answers• Ergebnisse 1 - 10 von ungefähr
229'000'000 für Business Cycle. (0.29 Sekunden)
• For USA “only” 47 Million
• For UK “only” 57 Million
• For Switzerland “only” 12 Million
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 5
It is important to go ahead with developing marketing activities!
Develop systematic dissemination and marketing activities
More interaction with critical users will bring a positive pressure on performing better
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 6
More work has to be done on… identification of user and
customer groups developing difference
service concepts for different user groups
developing good services reflecting these service concepts
using modern possibilities of visualisation, GIS and customizing the numeric information
developing accessibility in an easy, understandable and user friendly way for all identified categories of users
providing proactive information to existing and potential users about the existence of your gender services & how to get them - efficiently and systematically
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 7
Sub-Conclusion
If you wish to have broad and frequent use of statistical information on gender issues…
you will have to do all the things mentioned above and probably even something more.
As a result you will have development costs and you will have to consider these development costs as an investment for having good or excellent services.
So take care of including dissemination costs into your budget and/or push your dissemination division with active proposals
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 8
To develop efficient service concepts may not be all that easy in the jungle of information
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 9
Why segment customers?Shouldn’t we serve everybody equally? Different customer segments have different
need structures of statistical information. Everybody benefits from developing the
services and increased service ability according to institutional need structures!
• Media• Government bodies• Local administration bodies• Corporations and enterprises• Research institutions • Educational institutions• NGOs• Others
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 10
Dialogue with customer and analysisof customer behaviour
More information about present and forthcoming needs of the customer
More efficient marketingand service profile to customer
The value of the customer relationship grows for both parties
Willingness of both partiesto invest both time
and money in building thecustomer relationship
Growth of customer loyalty and consolidation of thecustomer relationship
More activities responding toreal customer needs
More efficient customer contacting and a decline of contacts made in vain
A LEARNING CUSTOMER RELATIONSHIP
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 11
Conclusion “A demanding
customer is like a grain of sand within the mussel. It doesn’t feel good but the result may be a beautiful pearl!”
Courtesy to Jarmo Lehtinen, Finnish CRM specialist
31.1.2007 Petteri Baer - UNECE Statistical Division Slide 12
And remember! Only used
statistical information is useful statistical information!
Thank you for your attention!
petteri.baer@unece.org