Segmenting our target audiences
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The document discusses the importance of segmenting target audiences for statistical information. It notes that different user groups, such as government bodies, businesses, researchers and educators, have different needs for statistics. By understanding these different needs, statistical agencies can develop targeted services and disseminate information more effectively. The document provides examples of how to categorize users and develop relationships with key stakeholders like the media, businesses and researchers to promote wider use of statistical data.
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Segmenting our target audiences
- 1. The importance of segmenting our target audiences Training Workshop on Disseminating MDG Indicators and Statistical Information A stana, Kazakhstan, 23-25 November 2009 Petteri Baer, Regional Adviser, UNECE
- 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
- 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.
- 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
- 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?
- 6. One way to categorize users Central administration Local administration Corporations and enterprises Educational institutions and public libraries Research institutions Organizations Media
- 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
- 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!
- 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!
- 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?
- 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!
- 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.
- 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
- 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
- 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
- 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)
- 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
- 18. Marketing Customers Mana- gement Adminis- tration Sales Product development Development projects Customer database Customer intelligence Project intelligence Contact intelligence Lead intelligence Information retrievals Quote intelligence Campaign intelligence Customer Database Customer service F unctions I nformation providers I nformation users Project groups
- 19. Remember! Only used statistical information is useful statistical information! Thank you for your attention! [email_address]