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

Modernisation Committeeon Products and Sources

MC-PSOne of four MCs overseen by HLG-MOS

Eight countries (AU, CN, FR, IE, IT, NL, NZ, PL) andthree organisations (OECD, Eurostat, UNECE)

Key areas of interestBig 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

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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

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NSOs’ Strengths

Quality focus

Standardized concepts

Maximum accessibility of data

Independence

Positive public image

International network

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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

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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

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Valuing the Censusin 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

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Improving statistical literacyin Ireland

Education Outreach Programme

Objective:Long term investment to increase awareness and use of statistics

ApproachEducating key data users

• Schools• Third level and continued professional development• Media and wider society

Fostering partnerships at national and international level

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Supplying Customised Statisticsin 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 SN

Effect:Now 30 researchers active

Expenses fully covered

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Statistical Storytellingin Italy

ObjectiveMake results of official statistics accessible and understandable

ApproachSeveral storytelling projects, ranging from basic to highly interactive

Examples

NoiItalia: Indicators involving a broad range of statistical subjects at different territorial levels; more than 200 text stories with graphic facilities

Scuoladistatistica-lab: Laboratory to create stories on data by discovery, curiosity and exploration mechanisms

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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?

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Backup slides

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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?

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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 Denmarko 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 Marketingo Phone calls to potential customerso E-mails to potential customers who have agreed to receive material from Statistics Denmarko 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

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

Statistical Storytelling at Italian National Institute of Statistics

Italian National Institute of Statistics, Italy 16

Storytelling type Project Description Level of interaction

Presentation of statistical outputs as stories

NoiItalia(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://censimentoagricoltura.istat.it/explorer/ )

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://scuoladistatistica-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:

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 areaso Media and wider society : Press conferences

: Statistical Liaison Groups

: Parliamentary briefings

Central Statistics Office, Ireland 17

Acronyms

HLG-MOS: High-Level Group for the Modernisation of Statistical Production and Services (http://www1.unece.org/stat/platform/x/xIR8Aw)

CES: 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)

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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

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