3rd Nordic Marketing Conference, Workshop Report

• Workshop 6

• Marketing Research of the Market Potential of Statistical Products and Services. Business Intelligence

Participants of the workshop

• Per Thörn SCB• Tuula Hausmann SF• Mr. Mikael Pedersen

DSt• Anne Nuka StatEst• Gundega Gajevska

StatLat• Daina Gulbe StatLat

• Désirée Vikse SSB• Lisbeth Andersson

SCB• Riitta Kaisio, SF• Tomas Thorén SCB• Ulla-Maarit Saarinen

SF

Main Topics Discussed

• Presentation of Statistics Statistics Finland’s Business Intelligence System (SI)

• Focus on monitoring the operating environment necessary for Statistics Finland’s management and particularly for strategic decision-making

• To help to set strategic targets, re-evaluate strategy and attain strategic goals

• Co-operation with an external operator• Production of content has been divided between the

external operator and Statistics Finland

1) Politics / Public administration

5) Critical / Strategic themes

2) EU/ international

3) Information market

4) Resources

Market signals

Reviews &

analysis

Strategic document

s

Relevant news sources, business

news services, www-pages etc.

Theme- and market analysis,

documents, benchmarking

reports, briefings etc.

Scenarios, strategy-documents etc.

Information architecture of the SI-system of Statistics Finland

Main Topics Discussed

• The Finnish system is the most developed, although all countries have some systems with a similar aim

• The market and financing situation is different for the participating countries

Other Topics Discussed

• EU-contracts - do we have knowledge? And the potential?

• Big money and tailor made services

• Customer competence varies

• Invoice register or customer database?

Main Conclusions and Recommendations (1)

• We don´t know enough about the customers

• All official statistics should be made available for free and we should concentrate on value added services

• We need to improve the internal co-operation as well as build customer/market focused systems