1. User profiling in Statistics Estonia
Birgit Hansson
Statistics Estonia

2. 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.
Statistics Estonia

3. 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.
Statistics Estonia

4. 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.
Statistics Estonia

5. 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

6. 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

7.
Statistics Estonia

8. 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

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

11. 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

12. 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: 12

13. 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:
Respondent 13

14. 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: 14

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

16. Thank you for your attention!