United Nations Economic Commission for Europe Statistical Division

Broad Dissemination Strategy

* The need to identify different need structures of different users *

Presentation at the Training Workshop on the Management of Population and Housing Censuses in SPECA Member countries Baku, Azerbaijan, 30.10

– 3.11.2006

Petteri Baer, Regional Adviser, UNECE

The Census – The oldest activity of official statistics

 The early needs of the Crown • • Tax collection Soldiers for wars  The developed needs of Public Administration • • • • • Elections Communication facilities Education Health facilities Social security

3.11.2006

Petteri Baer - UNECE Statistical Division Slide 2

Not only the Central Administration…

   The Local Administration as implementator of the public infrastructures Allocation of central/federal support for local authorities Advocacy for local development • Motivation for initiatives to the central government • • Participation in programmes of international and supranational organisations, planning…reporting… Advocacy for investments and attraction of new businesses

3.11.2006

Petteri Baer - UNECE Statistical Division Slide 3

The needs of Research Institutions, Universities, Academia

 Analysis of economic development  Analysis of social development  Needs of detailed, non-aggregated information, microdata   Needs of longitude development information At the same time – Protection of confidentiality: People, households, individual businesses

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Petteri Baer - UNECE Statistical Division Slide 4

The needs of the business commu nity, corporations, companies (1)

 Market economy – Market research  The role of Demographic factors in Market research  Market profiles of small geographic areas

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Petteri Baer - UNECE Statistical Division Slide 5

The needs of the business commu nity, corporations, companies (2)

 Cost effective basic information and frameworks for conducting market research  Highly concentrated presentation forms are needed

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Petteri Baer - UNECE Statistical Division Slide 6

Educational institutions can be important users (1)

 Learning to know basic structures • Of the own country • Of the development trends in society  Learning to know the main structural differences in the own country

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Petteri Baer - UNECE Statistical Division Slide 7

Educational institutions can be important users (2)

   Learning to understand the meaning and importance of statistical information Learning to know the main sources of statistical information An investment in the future…

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Petteri Baer - UNECE Statistical Division Slide 8

Many NGOs need Census Data

 Non-Governmental organisations (NGOs) need Census data • For making analyses • • For production of advocacy materials on subjects, important for their way of looking at things As basic and background materials

3.11.2006

Petteri Baer - UNECE Statistical Division Slide 9

The media is your partner

    In the preparation stages of the Census process In disseminating the main results In making problematic issues known Help the media to be well informed!

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Petteri Baer - UNECE Statistical Division Slide 10

The importance of visual presentations

 William Playfair (1759-1823) • • “It is hoped that, with the assistance of these Charts, information will be got, without the fatigue and trouble of studying the particulars of which it is composed” “Men of great rank, or active business, can only pay attention to general outlines; nor is attention to particulars of use, any further as they give general information…”

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Petteri Baer - UNECE Statistical Division Slide 11

The importance of Geographic Information Systems (GIS)

 Important not only in the preparatory phases of the Census activities  Growing importance in dissemination activities • • • Thematic maps Demonstration of small area market profiles Development of thematic cartography  Confidentiality issues sets limits

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Petteri Baer - UNECE Statistical Division Slide 12

The importance of good contact information

     User lists • From previous censuses • Users of socio-economic statistical materials Contact directories Feedback contacts  Contact / Customer database  Customer Relationship Management (CRM)

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Petteri Baer - UNECE Statistical Division Slide 13

You will profit much from active feedback

 Having more feedback will help you to develop your services  Interaction with critical customers will help you in having

a positive pressure on performing better

 A demanding customer is like a grain of sand within the mussel. It doesn’t feel good but the result may be a beautiful pearl!

Petteri Baer - UNECE Statistical Division Slide 14 3.11.2006

Why segment customers?

Shouldn’t we serve everybody equally?

 Different customer segments have different need structures of statistical information.  Everybody benefits from developing the services and increased service ability according to institutional need structures! • • Media Government bodies • • • • • • Local administration bodies Corporations and enterprises Research institutions Educational institutions NGOs Others

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Petteri Baer - UNECE Statistical Division Slide 15

It is not enough to be content with the high status NSOs may have…

   You should learn to know the need structures of your important customers and user groups You should make your information easily accessible for them And you should put yourself in continuous interaction with them in order to get to know them better

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Petteri Baer - UNECE Statistical Division Slide 16

How do we perceive ourselves? How do they perceive our services?

 Are we too content with the present state of affairs?

 Do we know enough about our potential users, our potential customers?

 Do we have enough information even on our present users?

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Petteri Baer - UNECE Statistical Division Slide 17

To develop new service concepts may not be all that easy in the jungle of Census information 3.11.2006

Petteri Baer - UNECE Statistical Division Slide 18

But it is of utmost importance, because…



Only used statistical information is useful statistical information!

  Thank you for your attention!

[email protected]

3.11.2006

Petteri Baer - UNECE Statistical Division Slide 19