united nations economic commission for europe statistical division comments and reflections...

United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division

Comments and Reflections

Discussion Topics at the UNECE Work Session on Gender Statistics

Geneva 11-13.9.2006

Petteri Baer, Regional Adviser, UNECEItem 5 – Dissemination, Marketing and Use of

Gender Statistics13.9.2006

13.9.2006 Petteri Baer - UNECE Statistical Division Slide 2

Introduction

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


Summary impression

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


However,…

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


Documentation – subjective, for sure…UNECE Work Session on Gender Statistics - Item 5: Dissemination, marketing and use of gender statistics

Presenter Argumentation Reflections Presentation Information Information Information Special topics forfrom materials on historic or listing on use and on disse- on marketing discussion

for advocacy development of gender user cate- mination of genderon gender of gender publications, gories on activities statisticsissues issues in database gender of gender

own office or materials statistics statisticsor UNECE of own

office

Portugal x x x Gender database/portal as a service concept

Canada x x x x User/Producer dialogue

Italy x x Consultatieve committee for gender activities

UNECE/DB x xRussia x Detailed feedback to UNECE

Switzerland x Detailed feedback to UNECE

Eurostat x x x x x Appendix B2 on different needs of different users

OECD xUNECE/EZ xCzech Rep. x x x xGermany x x


It happens pretty often

…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


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

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!


Searching on Google…

“Equal opportunities”• 12 Million answers• Ergebnisse 1 - 10 von ungefähr

11'900'000 für Inflation. (0.05 Sekunden)

“Gender”• 229 Million answers• Ergebnisse 1 - 10 von ungefähr

229'000'000 für Business Cycle. (0.29 Sekunden)

• For USA “only” 47 Million

• For UK “only” 57 Million

• For Switzerland “only” 12 Million


So – my main comment is: Go ahead with developing dissemination!

Develop systematic marketing activities

More interaction with critical users will bring a positive pressure on performing better


More work has to be done on… 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

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


Sub-Conclusion

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


To develop efficient service concepts may not be all that easy in the jungle of information


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


Dialogue with customer and analysisof customer behaviour

More information about present and forthcoming needs of the customer

More efficient marketingand service profile to customer

The value of the customer relationship grows for both parties

Willingness of both partiesto invest both time

and money in building thecustomer relationship

Growth of customer loyalty and consolidation of thecustomer relationship

More activities responding toreal customer needs

More efficient customer contacting and a decline of contacts made in vain

A LEARNING CUSTOMER RELATIONSHIP


Conclusion “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


And remember! Only used

statistical information is useful statistical information!

Thank you for your attention!

[email protected]

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