Segmenting our target audiences

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


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.


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


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?


One way to categorize users

Central administration Local administration Corporations and

enterprises Educational institutions

and public libraries Research institutions Organizations Media


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


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!


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!


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?


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!


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.


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


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


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


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)


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


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


Remember! Only used

statistical information is useful statistical information!

Thank you for your attention!

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