1. Communicating the NSO value proposition – Ensuring that official statistics is a well recognized brand Modernization Committee on Products and Sources UNECE Works Session on the Communication of Statistics Geneva 18-20 June 2014

2. Modernisation Committee on Products and Sources MC-PS One of four MCs overseen by HLG-MOS Eight countries (AU, CN, FR, IE, IT, NL, NZ, PL) and three organisations (OECD, Eurostat, UNECE) Key areas of interest Big Data, CSPA, Mixed Mode, Mobile devices and Marketing Current Activities: Big Data Inventory Branding of Official Statistics Survey: NSOs’ best practices in communicating their value proposition UNECE Modernisation Committee for Products and Sources 2

3. Why Branding of Official Statistics? Recent developments in: Source situation (big data, web panels etc.) Alternative statistics (Billion Prices, Google etc.) Dissemination modes (social media, mobile devices etc.) Official Statistics to react: Develop brand of “Official Statistics” Define our common value proposition Build on our strengths and address weaknesses UNECE Modernisation Committee for Products and Sources 3

4. NSOs’ Strengths Quality focus Standardized concepts Maximum accessibility of data Independence Positive public image International network UNECE Modernisation Committee for Products and Sources 4

5. NSOs’ Weaknesses Timeliness could be improved Limited responsiveness to user needs Including tailored requests Long time to market For developing new products For incorporating new sources UNECE Modernisation Committee for Products and Sources 5

6. How to build on strengths and address weaknesses? Different approaches to deal with challenges Best practices are worth sharing Four examples from MC-PS members IE, IT, NL, NZ Other countries also have valuable examples Australia: Run That Town Denmark: Sales and Marketing Division South-Korea: Homo Statisticus UNECE Modernisation Committee for Products and Sources 6

7. Valuing the Census in New Zealand Objective: Measure the value from the five-yearly census Approach: Independent report places dollar value on the information Conclusion: Benefits clearly exceed direct cost UNECE Modernisation Committee for Products and Sources 7

8. Improving statistical literacy in Ireland Education Outreach Programme Objective: Long term investment to increase awareness and use of statistics Approach Educating key data users Schools Third level and continued professional development Media and wider society Fostering partnerships at national and international level UNECE Modernisation Committee for Products and Sources 8

9. Supplying Customised Statistics in the Netherlands Objective: Increase (re)use of data More flexibility and responsiveness Approach: Tailor-made statistics Research questions from paying customers Results published on website of SNwebsite Effect: Now 30 researchers active Expenses fully covered UNECE Modernisation Committee for Products and Sources 9

10. Statistical Storytelling in Italy Objective Make results of official statistics accessible and understandable Approach Several storytelling projects, ranging from basic to highly interactive Examples NoiItalia NoiItalia : Indicators involving a broad range of statistical subjects at different territorial levels; more than 200 text stories with graphic facilities Scuoladistatistica-lab Scuoladistatistica-lab : Laboratory to create stories on data by discovery, curiosity and exploration mechanisms UNECE Modernisation Committee for Products and Sources 10

11. Survey: NSOs’ best practices in communicating value proposition NSOs’ best practices are worth sharing! Collaboration opportunities? MC-PS plans to conduct survey Results will be published Idea supported by CES and HLG-MOS Will you contribute? Do you have suggestions? UNECE Modernisation Committee for Products and Sources 11

12. Backup slides UNECE Modernisation Committee for Products and Sources 12

13. Information Gathering and Survey Objective  Development of a shared resource on best practices examples  Identifying opportunities for collaboration on the marketing of official statistics Potential Content  Key Stakeholders – government policy makers, students, researchers, other  Strategies underway or planned  Relevant research undertaken on attitudes towards official statistics  Relevant research on effectiveness of strategies  Collaboration between national and international statistical organisations  Collaboration with other organisations (eg academic, commercial, non-government)  Links to further information available publically  Opportunities and Barriers  Other? Do members of the audience have input to offer for the development of the survey? UNECE Modernisation Committee for Products and Sources 13

14. Sales and Marketing at Statistics Denmark Establishment of new Sales and Marketing Division Objective  Create optimal conditions for data suppliers  Increase revenue streams by professionalizing relationships with data customers Marketing and promotional activities include:  Education o Free introductory courses on services of Statistics Denmark o Free courses on the journalistic value of published statistics provided to media students at third level institutions o Analysis days where potential customers can outline their data needs  Direct Marketing o Phone calls to potential customers o E-mails to potential customers who have agreed to receive material from Statistics Denmark o Promotional magazine “Statistisk Perspektiv” is sent to interested parties quarterly  Provides examples of customized tasks that customers have paid for Central Statistics Office, Ireland 14

15. Measuring value and awareness of official statistics Statistics New Zealand Valuing the New Zealand Census  Objective - to measure the value produced from five-yearly census and associated population estimates  Approach  independent report commissioned to place a dollar value on the information  Complex process of estimation – no agreed models for measuring the value of such statistics  Conclusion  The census delivers benefits well in excess of its direct cost Measuring use and trust survey  Objective – survey of data users to find out about their attitudes toward official statistics  Approach  Follows guidelines developed by the OECD Committee on Statistics  Survey conducted by an independent research organisation  It measures for official statistics  Awareness and importance  Usage and access  Trust people have in official statistics Statistics New Zealand 15

16. Statistical Storytelling at Italian National Institute of Statistics Italian National Institute of Statistics, Italy 16 Storytelling typeProjectDescriptionLevel of interaction Presentation of statistical outputs as stories NoiItalia (http://noi- italia.istat.it/)http://noi- italia.istat.it/  Indicators involving a broad range of statistical subjects at different territorial levels  More than 200 text stories with graphic facilities Basic Visual analysis of statistical outputs through stories 2010 Agricultural Census ( http://censimentoagri coltura.istat.it/explore r/ ) http://censimentoagri coltura.istat.it/explore r/  Selection of specific stories starting from which the final user can perform an in-depth analysis  Set of advanced graphic representations fully integrated with the text stories Highly interactive Laboratory for free storytelling Scuoladistatistica-lab ( http://scuoladistatisti ca- lab.istat.it/index.php ) http://scuoladistatisti ca- lab.istat.it/index.php  Laboratory to create stories on data  Creation of a story by discovery, curiosity and exploration mechanisms Authoring tools to analyze data create their own texts and visual stories that can be shared Objective  Make the results of official statistics accessible and understandable to people Storytelling projects include:

17. Improving statistical literacy in Ireland Education Outreach Programme Purpose  long term investment to increase awareness and use of statistics Approach  Educating key data users  Fostering partnerships at national and international level  3 broad target areas o Schools : Influence curriculum Statistics competition Online educational tools o Third level and continued professional development : Diploma in Official Statistics Seminars on subject areas o Media and wider society : Press conferences : Statistical Liaison Groups : Parliamentary briefings Central Statistics Office, Ireland 17

18. Acronyms HLG-MOS: High-Level Group for the Modernisation of Statistical Production and ServicesHLG-MOS: High-Level Group for the Modernisation of Statistical Production and Services (http://www1.unece.org/stat/platform/x/xIR8Aw)http://www1.unece.org/stat/platform/x/xIR8Aw CES: Conference of European StatisticiansCES: Conference of European Statisticians (http://www.unece.org/stats/ces.html) MC-PS: Modernisation Committee on Products and Sources CSPA: Common Statistical Production Architecture (http://www1.unece.org/stat/platform/x/PojNBQ)Common Statistical Production Architecturehttp://www1.unece.org/stat/platform/x/PojNBQ UNECE Modernisation Committee for Products and Sources 18

19. Members and participants of the Modernisation Committee on Products and Sources: Jenine Borowik (Australia) Chair Julie Trépanier (Canada) Franck Cotton (France) Richard McMahon (Ireland) Stefano De Francisci / Monica Scannapieco (Italy) Barteld Braaksma / Barry Schouten / Johan van der Valk (Netherlands) Jean Watt / Amy White / Emma Mawby / Lyn Kaye (New Zealand) Anna Dlugosz (Poland) Michail Skaliotis / Martin Karlberg / Pilar Rey del Castillo (Eurostat) Yuri Gyomai / David Barraclough (OECD) UNECE Secretariat: Taeke Gjaltema / Steven Vale UNECE Modernisation Committee for Products and Sources 19