User profiling in Statistics Estonia Birgit Hansson Statistics Estonia 07.07.2016

The basis of forming marketing activities The mission and vision of Statistics Estonia. The general goals of organization. The main task of Statistics Estonia is to provide reliable and objective information about Estonia. 23.09.2015 Statistics Estonia

Interest groups of Statistics Estonia Respondents  legal persons registered in Estonia, government and local government institutions, sole proprietors and natural persons owning real estate, buildings, agricultural land or animals. Respondents are also private persons who voluntarily participate social surveys. Users of statistics  all legal and private persons, who need statistics for making professional decisions or who are interested in statistics, irrespective of the fact if they have ordered statistical products or services or not. 23.09.2015 Statistics Estonia

Goals related with the users of statistics To increase the knowledge about official statistics and the usage of statistical products and services. To develop as the provider of information service, providing statistics in user-friendly ways. To became a customer-oriented institution that provides customers with statistics which meet the users’ needs. To grow the net income of Statistics Estonia. 23.09.2015 Statistics Estonia

User of statistics Key user Main user Infrequent users VIP user Researcher/statistician. Mostly use very detailed statistics, incl. micro-data; use the data collected for official statistics to create new value for the society. Participate in the preparation of the statistical programme and the development of statistics Infrequent users Use statistics infrequently or randomly, mostly i nterested in basic data and "interesting" statistics Main user Use statistics regularly or (actively) in specific periods – for analysis, decision-making, further dissemination etc. MICRO-DATA Plan future developments Make models and projections Do research n Study the general economic and social background Get information Analyse the current situation and make the necessary decisions Disseminate statistical data Use in studies (e.g. students) DETAILED STATISTICS Key user STANDARD PRODUCTS AND SERVICES BASIC DATA

Products – for infrequent users Mine indicator (most requested statistics) Pre-defined tables (most primary outlet of official statistics) News releases Statistics blog “Estonian statistics” app for smart devices Calculators Population pyramid Name statistics BASIC DATA 23.09.2015

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Products – key and main user Statistical database Statistical map application Regional statistics portal Statistical publications Requests and orders for statistical information DETAILED STATISTICS BASIC DATA 23.09.2015

Products – VIP user Micro-data Orders for statistical information DETAILED STATISTICS BASIC DATA 23.09.2015

User of statistics – VIP or Key user Uses statistics: many times per week Primary source of information: micro data, public data files, database, publications, custom made analysis. Important statistical domains: population, national account, economic units, foreign trade, labour market Uses statistics mainly for: Do research, analyse the current situation and make the necessary decision NPS: 62 Expectations: more statistical data, big-data Working in: ministries, research and education institution Vocation: analyst Age: 25-34 11

User of statistics – local governments Uses statistics: a few times per month Primary source of information: database, pre- definaid tables, news releases Important statistical domains: population, income, labour market, salaries Uses statistics mainly for: analyse the current situation and make the necessary decision, NPS: 27 Expectations: more detailed regional data Vocation: middle management, specialist Age: 45-54 12

User of statistics – entrepreneur Uses statistics: many times per year Primary source of information: database, news releases Important statistical domains: population, economic units, wages and salaries, labour market Uses statistics mainly for: analyse the current situation and make the necessary decision, get information NPS: 2 Expectations: simple and clear data, basic analyses, explanations, more detailed data on the specific area Vocation: director, manager, middle management Age: 35-44 Respondent 13

User of statistics – journalist Uses statistics: a few times per month Primary source of information: news releases, blog, database Important statistical domains: population, economic units, salaries, labour market Uses statistics mainly for: Disseminate statistical data, general economic and social background NPS: 32 Expectations: statistical information needs to be easily accessible; if a certain issue is topical in the society, the user immediately needs statistics on the issue. Age: 30-40 14

Method Surveys (user survey, NPS) Face-to-face discussions Customer relationship management system User training seminars Email marketing - newsletter (mailchimp.com) Event marketing and fairs Google analytics 23.09.2015 Statistics Estonia

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