3rd Nordic Marketing
Conference, Workshop Report
• Workshop 6
• Marketing Research of
the Market Potential
of Statistical Products
and Services.
Business Intelligence
Participants of the workshop
• Per Thörn SCB
• Tuula Hausmann SF
• Mr. Mikael Pedersen
DSt
• Anne Nuka StatEst
• Gundega Gajevska
StatLat
• Daina Gulbe StatLat
• Désirée Vikse SSB
• Lisbeth Andersson
SCB
• Riitta Kaisio, SF
• Tomas Thorén SCB
• Ulla-Maarit Saarinen
SF
Main Topics Discussed
• Presentation of Statistics Statistics Finland’s
Business Intelligence System (SI)
• Focus on monitoring the operating environment
necessary for Statistics Finland’s management and
particularly for strategic decision-making
• To help to set strategic targets, re-evaluate strategy
and attain strategic goals
• Co-operation with an external operator
• Production of content has been divided between
the external operator and Statistics Finland
Information architecture of the SIsystem of Statistics Finland
1) Politics / Public administration
Market
signals
2) EU/ international
Reviews
&
analysis
Strategic
document
s
3) Information market
4) Resources
5) Critical / Strategic themes
Relevant news
sources, business
news services, wwwpages etc.
Theme- and market
analysis,
documents,
benchmarking
reports, briefings
etc.
Scenarios, strategydocuments etc.
Main Topics Discussed
• The Finnish system is the most developed,
although all countries have some systems
with a similar aim
• The market and financing situation is
different for the participating countries
Other Topics Discussed
• EU-contracts - do we have knowledge? And
the potential?
• Big money and tailor made services
• Customer competence varies
• Invoice register or customer database?
Main Conclusions and
Recommendations (1)
• We don´t know enough about the customers
• All official statistics should be made
available for free and we should concentrate
on value added services
• We need to improve the internal cooperation as well as build customer/market
focused systems