Transcript United Nations Economic Commission for Europe Statistical Division Comments and Reflections Discussion Topics at the UNECE Work Session on Gender Statistics Geneva 11-13.9.2006 Petteri Baer, Regional.

United Nations Economic Commission for Europe
Statistical Division
Comments and Reflections
Discussion Topics at the UNECE Work Session on
Gender Statistics
Geneva 11-13.9.2006
Petteri Baer, Regional Adviser, UNECE
Item 5 – Dissemination, Marketing and Use of
Gender Statistics
13.9.2006
Introduction
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Thank you for inviting me as discussant
Background info
Dissemination as an item – good choice!
“Only used statistical information is
useful statistical information”
9 presented papers
2 supporting papers
Numerous interesting attachments
13.9.2006
Petteri Baer - UNECE Statistical Division
Slide 2
Summary impression
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The presenters have accumulated an
abundant quantity of materials for advocating
the production and dissemination of gender
statistics
We have heard interesting examples of how
gender statistics have emerged and developed
in specific countries
We have heard interesting information about
the development of gender oriented databases
and portals in specific countries, UNECE,
Eurostat and OECD
13.9.2006
Petteri Baer - UNECE Statistical Division
Slide 3
However,…
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Not too much has been presented on real
dissemination activities, such as
•
Definition of relevant target groups for gender
statistics
• Structures of or results from information campaigns
• Success stories or failures from information or
marketing campaigns
• Ways of systematic management of information on
stakeholders, customer groups, customers –
mailing lists, customer databases, CRM
13.9.2006
Petteri Baer - UNECE Statistical Division
Slide 4
Documentation – subjective,
for sure…
UNECE Work Session on Gender Statistics - Item 5: Dissemination, marketing and use of gender statistics
Presenter Argumentation
from
materials
for advocacy
on gender
issues
Portugal
x
Canada
Italy
x
Reflections
on historic
development
of gender
issues in
own office
or UNECE
Presentation
or listing
of gender
publications,
database
or materials
of own
office
x
x
x
x
x
Switzerland
x
x
x
x
OECD
UNECE/EZ
Czech Rep.
Germany
13.9.2006
Information
Special topics for
on marketing discussion
of gender
statistics
Gender database/portal as a service concept
x
x
Russia
Information
on dissemination
activities
of gender
statistics
x
User/Producer dialogue
Consultatieve committee for gender activities
UNECE/DB
Eurostat
Information
on use and
user categories on
gender
statistics
x
Detailed feedback to UNECE
Detailed feedback to UNECE
x
x
x
x
x
x
x
x
Appendix B2 on different needs of different users
x
x
x
Petteri Baer - UNECE Statistical Division
Slide 5
It happens pretty often
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13.9.2006
…that producers of
statistical information
are too content with
their products
…believe that there
is an “automatic”
interest in them
…and thus do not
perceive proactive
dissemination being
important
Petteri Baer - UNECE Statistical Division
Slide 6
How do we perceive ourselves?
How do they perceive
our services?
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Do we know enough
about our potential
users, our potential
customers?
Do we have enough
information even on
our present users?
Information
accessibility on the
internet is only part
of the solution!
Petteri Baer - UNECE Statistical Division
Slide 7
Searching on Google…
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13.9.2006
“Equal opportunities”
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12 Million answers
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Ergebnisse 1 - 10 von ungefähr
11'900'000 für Inflation. (0.05
Sekunden)
“Gender”
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229 Million answers
•
Ergebnisse 1 - 10 von ungefähr
229'000'000 für Business
Cycle. (0.29 Sekunden)
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For USA “only” 47 Million
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For UK “only” 57 Million
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For Switzerland “only” 12 Million
Petteri Baer - UNECE Statistical Division
Slide 8
So – my main comment is: Go ahead
with developing dissemination!
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Develop systematic
marketing activities
More interaction with
critical users will
bring a positive
pressure on
performing better
Petteri Baer - UNECE Statistical Division
Slide 9
More work has to be done on…
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identification of user and
customer groups
developing difference
service concepts for
different user groups
developing good
services reflecting these
service concepts
using modern
possibilities of
visualisation, GIS and
customizing the numeric
information
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developing accessibility
in an easy,
understandable and user
friendly way for all
identified categories of
users
providing proactive
information to existing
and potential users about
the existence of your
gender services & how to
get them - efficiently and
systematically
Petteri Baer - UNECE Statistical Division
Slide 10
Sub-Conclusion
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If you wish to have broad and frequent use of
statistical information on gender issues…
you will have to do all the things mentioned
above and probably even something more.
As a result you will have development costs
and you will have to consider these
development costs as an investment for
having good or excellent services.
So take care of including dissemination
costs into your budget and/or push your
dissemination division with active
proposals
13.9.2006
Petteri Baer - UNECE Statistical Division
Slide 11
To develop efficient service concepts
may not be all that easy
in the jungle of information
13.9.2006
Petteri Baer - UNECE Statistical Division
Slide 12
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!
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Media
Government bodies
Local administration bodies
Corporations and enterprises
Research institutions
Educational institutions
NGOs
Others
Petteri Baer - UNECE Statistical Division
Slide 13
Growth of customer loyalty
and consolidation of the
customer relationship
Willingness of both parties
to invest both time
and money in building the
customer relationship
Dialogue with
customer and
analysis
of customer
behaviour
A LEARNING
CUSTOMER
RELATIONSHIP
More information about
present and forthcoming
needs of the customer
More efficient marketing
and service profile to customer
The value of the customer
More activities responding to
relationship grows for
real customer needs
both parties
More efficient customer
contacting and a decline
of contacts made in vain
13.9.2006
Petteri Baer - UNECE Statistical Division
Slide 14
Conclusion
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“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!”
Courtesy to Jarmo Lehtinen, Finnish
CRM specialist
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Petteri Baer - UNECE Statistical Division
Slide 15
And remember!
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Only used
statistical
information is
useful
statistical
information!
Thank you
for your attention!
[email protected]
Petteri Baer - UNECE Statistical Division
Slide 16