MEMO
9 February 2012
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INFORMATION SERVICES
Petteri Baer
Marketing Manager
P.O.Box 2B
FIN-00022 Tilastokeskus
Puh. (+358 9) 1734 2345
Fax (+358 9) 1734 2279
Mobile (+358 50) 551 2309
e-mail: petteri.baer@stat.fi
Pr e se n tations on disse m in a t io n , co m m u n ica t io n a n d
m a r ke t ing of statistica l in f o r m a t io n f o r t h e u se o f t h e
G SI M Spr int 1 Wor ksh o p , L ju b lja n a 2 0 . 2 . – 2 . 3 . 2 0 1 2
1. Developing our Service Abilities - Strategic Challenges for Statistical Agencies.
Presentation prepared for the IAOS Conference, Session 3, “User demands for official statistics”, Shanghai, China, 14 October 2008, Petteri Baer, Regional Adviser, UNECE
This presentation includes the main point of my perception of the strategic importance of dissemination and active marketing as one of the core functions of any
statistical agency, which is willing not only to produce its statistical information
but also to disseminate it in a systematic and active way.
Different user categories need very different kind of statistical services, so there is
no successful way in understanding the challenges of dissemination to be solved in
only one, general way. Segmentation and differentiation in approaches is needed,
if one wishes to be successful and really build developing user and customer relations.
2. Is Marketing and Dissemination a Strategic Function for a National Statistical Agency?
Group work preparation prepared for a Training Workshop on Marketing and Disseminating Census Resulsts and Statistical Information, Doha, Qatar, 3 - 7 October
2010, Petteri Baer, Marketing Manager, Statistics Finland
Strategic or non-strategic is the discussion theme with the aim to convince participants that marketing and dissemination are strategic functions. At the end of the
presentation some quotations of statements of different national statistical agencies
can be found, out of which the last one, from Croatia, has a pretty good formulation on the issue.
3. Official Statistical Information - A key source for monitoring development and allocation of
resources.
Presentation prepared for a Training Workshop on Marketing and Disseminating
Census Results and Statistical Information Doha, Qatar, 3 - 7 October 2010, Petteri Baer, Marketing Manager, Statistics Finland
The theme of the presentation is finding ways to communicate the importance of
statistics and statistical information to high level decision makers, so that they
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would better understand the fundamental importance of statistical information in
their decision making. The presentation builds on another one, given by the
UNECE Statistical Division’s Director Heinrich Bruengger in Berlin in November
2007.
4. Effective Communication of Indicators and Statistical Information
Presentation given at a Training Workshop on Marketing and Disseminating Census Results and Statistical Information – Rehearsal Session, Doha, Qatar, 3 - 7 October 2010, Petteri Baer, Marketing Manager, Statistics Finland
The materials highlight the importance of understanding that different users and
customer groups have different needs concerning statistical information. That is
why a key element to build up systematic dissemination activities is about listening
to users and potential users, not just bluntly to drown them with product and service materials. The second theme in the presentation is the search for efficient
communication methods and tools and also ways of expression. The third theme is
about different basic visual presentation ways of statistical information, certainly
better presented in UNECE’s “Making Data Meaningful, Volume 2”.
5. New Communication Tools and National Statistical Agencies
Presentation given at a Training Workshop on Marketing and Disseminating Census Results and Statistical Information, Doha, Qatar, 3 - 7 October 2010, Petteri
Baer, Marketing Manager, Statistics Finland
No meeting on communication takes place today without discussing the role and
importance of social media. Here is a kind of basic introduction to it, as social
media still seems to be a tabu for unexpectedly numerous statistical agencies.
Better experience than my very basic presentation can be derived from e.g. Stephen
L. Buckner’s two presentations in two UNECE meetings in Geneva last summer
(Steve knows and probably has access to these) and also from the tiny Statistics Estonia, which has accumulated substantial experience in this field (Contact persons
would be Ms Tuulikki Sillajoe and Ms Aira Veelmaa).
6. From simple user lists and Excel spreadsheets to a sophisticated CRM Sy stem
Presentation given at a Training Workshop on Marketing and Disseminating Census results and Statistical Information, Doha, Qatar, 3 - 7 October 2010, Petteri
Baer, Marketing Manager, Statistics Finland
The presentation introduces the idea of doing systematic and active dissemination
work. It is not sufficient only to post the information materials on the agency’s
web site and hope that users and potential users will find them. Initiatives for contact building should come from the agency itself - and then we are back at the
things covered in presentation 4. above. We have to learn to know more about our
users, about their need structures for statistics. In addition, this intelligence
should beaccessible for other relevant staff members in our organization, when
needed.
For contact building there are nowadays numerous good tools available, Customer
Relationship Systems (CRM) being one of the most important ones. We need to
have the contact information intelligence in an easily accessible system; otherwise,
not very much proactive contact building will be done. We need to know exactly
which persons are important in the obtaining/purchasing decision making chain and
every now and then important persons should be both informed and invited to PR
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occasions and the like. Also for doing serious research on user and customer satisfaction contact information is needed in a systematic way.
These are the reasons for the necessity of introducing and making use of a sophisticated CRM structure, software and orientation of doing the communication work.
7. Building Relationships with Users Systematically - A big Strategic Challenge for Statistical Agencies
Presentation prepared for a Training Workshop on Marketing and Disseminating
Census Results and Statistical Information, Doha, Qatar, 3 - 7 October 2010, Petteri Baer, Marketing Manager, Statistics Finland
The presentation provides information about why Statistics Finland already at the
end of the 1990’ies made the decision to obtain a Customer Relationship Management (CRM) System, how this system is structured and what kind of functions it
performs.
8. Building Relations with the Media – With examples from Statistics Slovenia and Statistics Finland
Presentation given at a Training Workshop on Marketing and Disseminating Census results and Statistical Information, Doha, Qatar, 3 - 7 October 2010, Petteri
Baer, Marketing Manager, Statistics Finland
The presentation introduces different interaction and communication structures
with the media. It also discusses the reasons and the different cultural backgrounds for possible conflicting approaches of statisticians and media professionals to statistical information, which should be apprehended in order to make the interaction smoother.
Practical examples of advice and recommendations for ways of communication
with the media, accumulated by experience in Statistics Finland, are also presented.
9. Strategic Intelligence / Business Intelligence
A presentation on the Business Intelligence system used in Statistics Finland since
the year 2002 for a systematic follow-up of the operational environment of the statistical agency. Presented first during a visit of Director Siu Ming-tam from ABS
to Finland and later for the UNECE Statistical Division.
The existing Business Intelligence system has technically been developed pretty
much from the time of this presentation, but the basic ideas and functions remain in
tact. Due to the fact that Statistics Finland’s main “raison d’etre” is not doing
business, we have named our system “StatIntelligence - the Strategic Intelligence
System”.
10. The Utility of Data - From a User Perspective
Keynote presentation of professor Denise Lievesley at the European Conference on
Quality in Official Statistics, Helsinki, Finland 3–6 May 2010.
Professor Lievesley discusses relevant themes in relation to user needs of official
statistics - relevance and quality. She poses the question - “Are we too shy?” and
perhaps modest in bringing out our materials in a more digested and analytic way,
which apparently would serve user and customer needs better that is usual today.
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11. Satisfying Customer/User needs from a Quality Perspective
Presentation by Christina Cronsioe, Marketing Manager, Statistics Sweden at at the
European Conference on Quality in Official Statistics, Helsinki, Finland 3–6 May
2010.
Ms Chronsioe shortly presents the tools Statistics Sweden’s is making use of in
their approach to find ways to satisfy user and customer needs for statistics.
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