United Nations Economic Commission for Europe Statistical Division Comments and Reflections Discussion Topics at the UNECE Work Session on Gender Statistics Geneva Petteri Baer, Regional Adviser, UNECE Item 5 – Dissemination, Marketing and Use of Gender Statistics

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide Documentation – subjective, for sure…

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide 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!

Petteri Baer - UNECE Statistical Division Slide Searching on Google…  “Equal opportunities” 12 Million answers Ergebnisse von ungefähr 11'900'000 für Inflation. (0.05 Sekunden)  “Gender” 229 Million answers Ergebnisse von ungef ä hr 229'000'000 f ü r Business Cycle. (0.29 Sekunden) For USA “ only ” 47 Million For UK “ only ” 57 Million For Switzerland “ only ” 12 Million

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide To develop efficient service concepts may not be all that easy in the jungle of information

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide Dialogue with customer and analysis of customer behaviour More information about present and forthcoming needs of the customer More efficient marketing and service profile to customer The value of the customer relationship grows for both parties Willingness of both parties to invest both time and money in building the customer relationship Growth of customer loyalty and consolidation of the customer relationship More activities responding to real customer needs More efficient customer contacting and a decline of contacts made in vain A LEARNING CUSTOMER RELATIONSHIP

Petteri Baer - UNECE Statistical Division Slide 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

Petteri Baer - UNECE Statistical Division Slide And remember!  Only used statistical information is useful statistical information!  Thank you for your attention! 