Session 1: Understanding the Value of Official statistics: - PowerPoint Presentation

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Session 1: Understanding the Value of Official statistics:

Introduction

Eurostat

CES seminar, 9th of April, 2014

Mariana Kotzeva,

Adviser Hors Classe and Acting Director

of Dir. B:

Methodology

; Corporate statistical and IT

services, EurostatSlide2

Introduction:

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EurostatSlide3

Papers in the session:

How to add value to official statistics? (Mexico)

What is the value of official statistics and how do we communicate that value? (Romania)Big data – an opportunity or a threat to official statistics? (Eurostat

)How do we define the value and benefits of official statistics in an increasingly competitive data industry? (Australia)Marketing the national statistical office’s value proposition - a call to action and examples of good practice (HLG-MOS under UNECE);

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EurostatSlide4

Mexico: How to add value to official statistics?

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The valuable information is the one that has:

Credibility: best practices, coherence in data, independence and objectivity;Accessibility: access for everyone, appropriate language, timely information, open formats;Desirability:

attractive, visualization, storytelling;

Usability:

web architecture, navigation, intuitiveness, categorization;

Usefulness:

functionality, differentiation, satisfaction for users, personalization of data;

Findability:

search engine, easy naming,

marketing

campaigns.

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Mexico: How to add value to official statistics?

Criteria for valuable information

Eurostat

Best practices

Coherence

Independence and objectivity

Functionality

Differentiation

Satisfaction

Personalization

Search engine

Naming

Marketing

Navigation

Intuitiveness

Website architecture

Categorization

Story telling

Visualisation

Attractive

Browser compatibility

Appropriate formats and channels

Timeliness

Appropriate language

Equal access to dataSlide6

Romania: What

is the value of official statistics and how do we communicate that value?

Eurostat

The paper: asks what does official statistics mean and where does this brand, that represents a special value of statistics, come

from;

delineates

the scope of official statistics from the one of statistics

in general

and from the administrative

sources using some examples.

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EurostatSlide7

Criteria for a statistics

to qualify for as official statistics:statistical

product is generated to serve all categories of users;

production is line with UN fundamental principles of official statistics and quality criteria, as, for example, of the European Statistics Code of Practice;statistics is based on law allowing for its professional independence;

statistics is produced under

a unitary, coherent and

logical coordination

of a centre with well-defined

position in a democratic

state, i.e. normally national statistical office;

production of statistics respects confidentiality.

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Eurostat

Romania: What

is the value of official statistics and how do we communicate that value?Slide8

Eurostat: Big data – an opportunity or a threat to official statistics?

Eurostat

In particular the paper asks:What will be the role of official statistics in the world of new data sources? Does data deluge will

change the way in which official

statistics are

produced?

Are big data going

to substitute the production of official figures?

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EurostatSlide9

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Start producing short term indicators without translating Big Data structures into statistical ones but using their own;

Continue with a combination of data mining, machine learning and statistical procedures to produce the desired statistical figures. Use other statistical figures available for the same or related phenomenon as framework to compare and study its representativeness and coverage.

Eurostat

Eurostat: Big

data – an opportunity or a threat to official statistics?

Big data as a big opportunity for official statistics:

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The paper calls for developing NSIs value proposition:

Define our favourable points of difference that set us apart from our competitors;Better explain how our values benefit governments and the broader community;

To back up the explanation of our competitive advantages by demonstrable, concrete actions so our words are not simply hollow. Eurostat

Australia: How do we define the value and benefits of official statistics in an increasingly competitive dataSlide11

ABS: The Value Proposition Elements:

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We are independent;

We are trusted, authoritative and apolitical;Our work is of high quality;Our statistics are relevant, reliable, consistent, comparable

Our services are customisable

;

We are flexible, responsive and supportive

;

We have expertise across a comprehensive range of statistical

subjects;

We are national, and

scalable;

We can inform on outcomes, outputs and inputs in an integrated

way;

We are trusted by our providers, because we protect the confidentiality of their

information.

EurostatSlide12

HLG-MOS: Marketing

the national statistical office’s value proposition – a call to action and examples of good practice

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The paper states that:The value proposition of NSIs is certainly under-exploited;We can and should do a better job of explaining our point of difference to the wider public;

We

can do a better job of describing the unique values of our collective assets as a statistical community.

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HLG-MOS: Marketing

the national statistical office’s value proposition – a call to action and examples of good practice

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Our unique values (strengths):focus on quality;international network of official statistics organisations;

standardized

concepts and

classifications;

a

strict confidentiality

regime;

a huge

, well-documented microdata sets;maximum accessibility of our statistical

outputs;

independence;

very good reputation and a positive public

image.

EurostatSlide14

HLG-MOS: Marketing

the national statistical office’s value proposition – a call to action and examples of good practice

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Our weaknesses:lack of timeliness in some cases;our responsiveness to new user needs could be better;long new product time from the development to the market;

our statistics have often limited appeal for individual users with specific

questions.

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HLG-MOS: Marketing

the national statistical office’s value proposition – a call to action and examples of good practice

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Some examples of good marketing:New Zealand: Valuing the Census and measuring use and trust;Denmark: Towards sales and marketing;

The Netherlands

: Supplying customised statistics and cooperate with advisory boards;

Ireland

: Improving statistical literacy and promoting statistics in primary and post-primary education.

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Questions to the authors:

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Mexico: Which are

the most important features of the information that make it valuable?Romania: How the definition of official statistics could help to understand better its value?

Eurostat:

Are the big data an reputational issue for official statistics?

Australia:

How

do our users see us? What do they value?

UNECE:

Why marketing needs to act upon the value of official statistics?

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Voting Pad Questions to the audience

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Which are the 3 most important features of the information that make it valuable?

Credibility; Accessibility; Desirability;

Usability;

Usefulness;

Findability.

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Voting Pad Questions to the audience

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Which are the 3 most important competitive advantages

of the official statistics?We are independent;We are trusted, authoritative and apolitical;

Our work is of high quality;

Our statistics are relevant, reliable, consistent,

comparable;

Our services are customisable;

We are flexible, responsive and supportive;

We have expertise across a comprehensive range of statistical

subjects.

EurostatSlide19

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Eurostat

Thank you for your attention!

mariana.kotzeva@ec.europa.eu

http://ec.eurostat.europa.eu/