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Segmenting our target audiences

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Petteri Baer
Petteri Baer

The document discusses the importance of segmenting target audiences for statistical information. It notes that different user groups, such as government bodies, businesses, researchers and educators, have different needs for statistics. By understanding these different needs, statistical agencies can develop targeted services and disseminate information more effectively. The document provides examples of how to categorize users and develop relationships with key stakeholders like the media, businesses and researchers to promote wider use of statistical data.

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The importance of segmenting our target audiences Training Workshop on Disseminating MDG Indicators and Statistical Information A stana, Kazakhstan, 23-25 November 2009 Petteri Baer, Regional Adviser, UNECE
Good user relations are important, because… ,[object Object],[object Object],[object Object]
If we do not know our users ,[object Object],[object Object],[object Object]
Different user groups have different need structures ,[object Object],[object Object],[object Object],[object Object],[object Object]
Back to the basics: Who are our stakeholders? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
One way to categorize users ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why segment users (1)? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why segment users? (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The importance of user friendly Database services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In the East European, Caucasus and Central Asian countries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The media is our partner ,[object Object],[object Object],[object Object]
Relations with the business community – difficult but rewarding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The research community – aspects for building good relations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Other important stakeholders and users of a statistical information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Proactive is the magic word ,[object Object],[object Object],[object Object],[object Object],[object Object]
The importance of good contact information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
For good user interaction at least a Customer Database is needed ,[object Object],[object Object],[object Object],[object Object]
Marketing Customers Mana- gement Adminis- tration Sales Product development Development projects Customer database Customer intelligence Project intelligence Contact intelligence Lead intelligence Information retrievals Quote intelligence Campaign intelligence Customer Database Customer service F unctions I nformation providers I nformation users Project groups
Remember! ,[object Object],[object Object],[object Object]

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Segmenting our target audiences

  • 1. The importance of segmenting our target audiences Training Workshop on Disseminating MDG Indicators and Statistical Information A stana, Kazakhstan, 23-25 November 2009 Petteri Baer, Regional Adviser, UNECE
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  • 18. Marketing Customers Mana- gement Adminis- tration Sales Product development Development projects Customer database Customer intelligence Project intelligence Contact intelligence Lead intelligence Information retrievals Quote intelligence Campaign intelligence Customer Database Customer service F unctions I nformation providers I nformation users Project groups
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