United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division
The importance of segmenting
our target audiencesTraining Workshop on Disseminating MDG
Indicators and Statistical Information
Astana, Kazakhstan, 23-25 November 2009
Petteri Baer, Regional Adviser, UNECE
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 2
Good user relations are important, because…
Only used statistical information is useful information
Statistics is mainly not produced for the archives
If statistics does not serve as a tool for decision making and helping to understand on-going phenomena, it has failed its core function
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 3
If we do not know our users
We will not know how satisfied or dissatisfied they are with the present services we provide
We will not know about any unmet needs in the field of statistics
It will be difficult to develop services that better fit their information needs.
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 4
Different user groups have different need structures Consequently they have varying
demands for statistical services• Business people versus researchers• Local authorities – comparisons with other
local authorities and with the average• NGOs, lobbyists – focus on the themes,
relevant for their interest group It is not wise to serve them all with the
same common approach
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 5
Back to the basics:
Who are our stakeholders? Government &
Ministries Parliament President The National Bank &
other central gvt Regional & locaal
governing bodies
Is THIS the list?
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 6
One way to categorize users
Central administration Local administration Corporations and
enterprises Educational institutions
and public libraries Research institutions Organizations Media
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 7
Why segment users (1)? Different user segments have different need
structures of statistical information. Everybody benefits from developing the
services and increased service ability according to need structures!
• Media• Government bodies• Local administration bodies• Corporations and enterprises• Research institutions • Educational institutions• NGOs• Others
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 8
Why segment users? (2)
Let’s develop a dialogue on need structures and wishes on service forms, first with a selected number of pilot users
• Be proactive• Visit different customer organisations• Invite them for discussions and presentations• Establish focus groups• Hold in-depth interviews
Listen, Listen and Listen Let’s develop new service concepts according to what
we find out Let’s make improvements in our interaction skills and
corporate / institutional service culture!
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 9
The importance of user friendly Database services Statistical agencies produce quite a lot of
statistical information Different users have different aspects of
interest, they want information• By industries, By enterprise sizes• By regions• Comparisons over different time periods• International comparisons• And numerous other aspects…
PC-Axis, PX-Web… User friendly services!
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 10
In the East European, Caucasus and Central Asian countries
…the top layer of the state administration is usually well served with statistical information
• President’s office • Ministries• Central Bank
But what about other stakeholders?
District and local administrations needs?
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 11
The media is our partner
In disseminating the main results of all your agency’s hard work on statistics
In making problematic issues known
Help the media to be well informed!
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 12
Relations with the business community – difficult but rewarding
The business community is a much broader target group than often believed
• Banks• Insurance companies• Big corporations• Medium sized enterprises• Chambers of commerce• Branch organizations• Employers organizations• Foreign companies• Etc.
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 13
The research community – aspects for building good relations Co-operation in methodological development Recruitment of new statistical professionals Promoting the use of statistical information in
general Continuous pressure for providing good
metadata Finding ways for a broader use of microdata
without violating confidentiality
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 14
Other important stakeholders and users of a statistical information
Libraries Educational institutions International organizations Non-governmental
organizations (NGOs)• Trade unions • Social issues• Environmental issues
Information brokers• Information service agencies• Business intelligence systems • Knowledge managements
systems
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 15
Proactive is the magic word
Statistical agencies need a well balanced, proactively communicative and professionally led and administered comprehensive approach to the development of their information services
The information services are, together with the data collection and production of statistical information, one of the CORE FUNCTIONS of any statistical agency
Reference is made to the • Fundamental Principles of the UN • The Generic Statistical Business Process Model,
developed by the UNECE and Eurostat
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 16
The importance of good contact information
User lists• Existing customers and
contacts• Regular and heavy users
of economical statistics Contact directories Feedback contacts Contact / Customer
database Customer
Relationship Management (CRM)
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 17
For good user interaction at least a Customer Database is needed
For contacting For surveys on
satisfaction or dissatisfaction
For presenting new targeted services
For other forms of interaction
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 18
Marketing
Customers
Mana-gement
Adminis-tration
Sales
Product development
Developmentprojects
Customerintelligence
Project intelligence
Contactintelligence
Lead intelligence
Informationretrievals Quote
intelligence
Campaignintelligence
Customer Database
Customerservice
Functions Information providers Information users
Projectgroups
24.9.2009 Petteri Baer - UNECE Statistical Division Slide 19
Remember! Only used
statistical information is useful statistical information!
Thank you for your attention!