1. Role of Marketing in data dissemination Birgit Hansson Statistics Estonia 23.09.2015

2. The basis of forming marketing activities Statistics Estonia 23.09.2015  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.

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 23.09.2015

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 23.09.2015

5. User of statistics MICRO- DATA BASIC DATA DETAILED STATISTICS Plan future developments Make models and projections Do research 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) Key users Mostly use very detailed statistics, incl. micro- data; use the data collected for official statistics to create new value for the society and/or 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. Main user Use statistics regularly or (actively) in specific periods – for analysis, decision-making, further dissemination etc.

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

7. Statistics Estonia 23.09.2015

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

10. Statistics Estonia 23.09.2015

11. DETAILED STATISTICS Products – key user  Micro-data  Orders for statistical information 23.09.2015 BASIC DATA MICRO DATA

12. User of statistics - Key user Uses statistics: many times per week Primary source of information: database 95%, publications 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 Is familiar with the release calendar and new products. Working in: ministries, research and education institution Vocation: analyst Age: 25-34

13. 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

14. User of statistics – entrepreneur Uses statistics: a few 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 to processes, more detailed data Vocation: director, manager, middle management Age: 35-44 Respondent

15. User of statistics – journalist Uses statistics: a few times per month Primary source of information: news releases, 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

16. Distribution channels  Website of Statistics Estonia (www.stat.ee),www.stat.ee  Social media (Facebook, Blog, Twitter)  Information Centre and telephone  Events and fairs  Resellers (bookstores)  Various portal (raamatupida.ee, eesti.ee) Statistics Estonia 23.09.2015

17. Event marketing SE gives presentations or sets up an information stand at various conferences, seminars, fairs and other events, in order to promote its activities and output to existing and potential users and respondents.  Entrepreneurship Day  Local governments days  Gis day Statistics Estonia also organises various events  Information days in the counties  Information day of statistics Statistics Estonia 23.09.2015

18. Register-based Population Census 23.09.2015

19. User surveys The user surveys are mainly concentrated on the following topics:  users’ satisfaction with SE and the information offered by SE;  reputation of SE among user;  how actively the statistical products and services are used;  the need for statistical information Those issues have been included in most marketing surveys SE has conducted so far. Statistics Estonia 23.09.2015

20. User surveys, NPS - net promoter score  “How likely is it that you would recommend our company/product/ service to a friend or colleague?“ The scoring for this answer is based on a 0 to 10 scale.  "Why?” open-ended question Statistics Estonia 23.09.2015

21. User surveys, NPS - net promoter score DETRACTORS are unhappy users who can damage your brand and impede growth through negative word-of-mouth. PASSIVES are satisfied but unenthusiastic users. PROMOTERS are loyal enthusiasts, they recommends the products and services to other potential users. Statistics Estonia 23.09.2015 -100 - if every customer is a Detractor 100 - if every customer is a Promoter

22. NPS of SE products 23.09.2015

23. Marketing activities for achieving the goals Social media (Facebook, Blog, Twitter) Direct marketing via e-mail (promote selling of products) Event marketing and fairs User surveys Newsletter Google analytics User and respondent training Statistics Estonia 23.09.2015

24. Thank you for your attention!

25. User surveys Statistics Estonia 23.09.2015 The role most characteristic of Statistics Estonia in users’ opinion