Measuring dissemination policies THE CONTRACTOR IS ACTING UNDER A FRAMEWORK CONTRACT CONCLUDED WITH THE COMMISSION

Some aspects to measure /instruments WHAT? HOW? User needs User feedback. Analysis of communication channels with users User satisfaction User satisfaction surveys Website /database usefulness Web metrics Social impact of statistical news Media evaluation Eficiency of dissemination processes Indicators of timeliness, number of errors… Cost effectiveness ??

User feedback Messages from users (questions, comments…) are important to detect aspects to improve products and services and meet their needs. Take advantage of any opportunity to contact users (courses, user satisfaction surveys, ad-hoc meetings with specific group of users) Qualitative work needs to be done.

User satisfaction surveys Relevant aspects: The purpose (monitoring opinions/improve some service) How to identify users/customers. How to segment How to carry out the survey How to use the data to improve our services No simple solution. Different strategies are possible.

User satisfaction surveys Types: Surveys on the web Simple, dealing with the website, cheap Surveys when delivering taylor made request Allows monitoring quality of products/services Surveys from registers of users/clients Usually target group are important users Detailed questionnaire – quality of products

User satisfaction surveys Perceived quality Monitoring reputation Needs of statistical information To detect user preferences

Web metrics Web logs are a valuable source of information. They can be reviewed and analysed in order to have a better knowledge of users behavior in our website. Monitoring use of applications and navigation can show how to improve our products, systems, etc. to better serve user’s needs

Web metrics Tools: Google Analytics (external, free) - (leader) Alternatives: Piwik, Open Web Access (OWA), Statcounter, Clicky

Web metrics Analog Visits, Pages viewed, AWStats Visits, Pages viewed, How people arrive our website, how long they stay there Devices (use of mobile devices) , browsers… Usefulness of the English version of contents SEO, impact of new web design

Web metrics Some facts Which browsers are used? % visits Which browsers are used? Important for developers Which devices are used to access? Device Porcentaje de visitas Duración visita Personal computers 92 % 05’18’’ Mobiles devices 8 % 02’46’’ Only 8% of visits are accesing through mobile technology

Media evaluation Clipping companies Quantitative aspects Number of impressions / impacts Column centimetres Social value (in €) – using Advertising Value Equivalent Qualitative aspects Tone of media Corporate reputation Importance of considering new media

Media evaluation INE pilot study on social value, using Advertising Value Equivalent Media Jan. 2013 (euros) Dic. 2012 (euros) Nov. 2012 Internet 23.928.138 20.615.973 19.783.135 Printed media 9.442.906 8.817.381 8.394.903 TV 1.262.067 1.585.895 1.374.633 Radio 489.505 347.958 4.816.721 TOTAL 35.122.616 31.367.207 34.369.392 Breakdown by statistical operations. LFS, CPI, GDP, Tourism statistics are the more valuable

Indicators to measure dissemination processes Number of user complaints Release calendar compliance: Lag between release date (time) and actual date (time) Number of errors in our publications (press releases, website, synthesis publications). Response time to user requests ....

Thank you... Adolfo Gálvez adolfo.galvez.moraleda@ine.es