Strategies for Data Dissemination

Bangkok 2010

Overview■ Developing a strategy....some theory

■ Identification of users....and their needs

■ Consultation with users

■ Helping others disseminate the data

■ Matrix of tools by type of data use

■ Challenges in data dissemination

■ Discussion

So, the next Census is approaching...consider:

■ Program and organisation (and government?) strategic directions

■ Changing technology and emerging trends:

■ internet as the main dissemination platform

■ dataset linking or data-mashing■ data visualisation

■ Cost-effective, value for money

■ What do our users want!

Some basic marketing theory....■ Who are our users - defining markets

■ who are we producing statistics for?■ outward focused

■ Determining the statistical requirements of different client groups within these markets

■ Working out how to best meet those needs

■ Delivering the relevant statistics to those clients

What makes a good Census dissemination strategy

■ Transparent

■ Innovate to remain relevant

■ Responsive to emerging needs

■ Recognises that different users have different needs and cater for these

■ Timely release of products

■ Accessible

■ Achievable

Aim of Census data dissemination strategies

■ Determine and meet user requirements

■ Explain strategic directions

■ Promote the benefits and applications of Census data

■ Maximise use of Census products and services

■ Buy-in (internal and external)

■ Feedback

Align with corporate objectives■ ABS Example:

"ABS services are timely, relevant, responsive and respected for their integrity and quality"

"informed and increased use of statistics"

■ Continuous improvement

Identification of users■ Three models:

■ Market Segmentation

■ Website Behaviour

■ Personas

Market Segmentation Model

■ Introduced to ABS in 2008

■ Covers the whole spectrum of organisations and individuals who interact with the ABS

■ Even considers those who do not currently access ABS statistics

■ Sets consistent and clear guidelines for determining the value of client relationships and target markets

ABS Market Segmentation Model

Different users – different layers of engagement

ABS Market Segmentation Model – Relationship view

ABS Market Segmentation Model – Service view

Website Behaviour Model ■ Tourists (35%) ad-hoc visitors looking for basic statistics (in response to a topical issue in the news)

■ Harvesters

(20%) visitors who return to the website regularly for updates of the same information

■ Miners (45%) heavy users of ABS data - downloading spreadsheets & data cubes for analysis

Personas Model■ Extension of market segmentation model

■ Deal with users of the ABS' key dissemination tool, the ABS website

■ Designed to represent a group of real users with similar needs and thus behaviours■ can develop many personas

■ Concept has been adopted by a number of public and private organisations■ cost effective

How do we know the needs of our users?

■ Market intelligence and research:

■ Direct Feedback ■ Requested■ Unsolicited

■ Indirect Intelligence

■ Contextual Intelligence

We have identified our, strategic directions, users and their needs.....what tools?

■ Different tools required to meet different needs:■ Easy ■ Intermediate■ Advanced

■ One user can have different data needs■ At different times

■ Solved through different tools

Case Study: 2006 Census, Australia

■ Strategic directions:

■ Rationalise products to better match users to the functionality required

■ Closer alignment with ABS directions in data dissemination

■ Expanded range of data.....tailored to the level of sophistication of the user

■ Growth in electronic dissemination, progressively reduce use of other media

Strategic directions ctd■ Improved useability of the census data:

■ don't need to know how the Census data are organised - the system will take you where you need to go

■ there will be information at the click of a mouse about the data, such as classificatory details and data quality:

■ More self-help available.....electronically

■Change in method of dissemination, 'Place of Usual Residence'

Let's look at the products from 2006....

Available for EVERYONE to use (mostly for free!)

www.abs.gov.au/census

Find Census data by location or topic.....

..... or by product

QuickStats(Tourists)

A summary of key Census data covering Persons, Families and Dwellings

A small textual description of the statistics

All geographies covered

Areas are benchmarked against Australia

MapStats(Tourists)

Quick and easy access to thematically mapped Census statistics

Maps contain some features (main roads, airports) to assist area identification

Maps can be downloaded for printing

Census Tables(Harvesters)

Individual (Excel) tables of Census data

Available by Topic or Geography

Community Profiles(Harvesters)

6 individual Community ProfilesBasic Community (45 tables - usual residence)

Indigenous (34 tables - usual residence)

Place of Enumeration (42 tables - place of enumeration)

Expanded Community (42 tables - usual residence)

Time Series (25 tables - place of enumeration) Working Population(22 tables - place of work)

Covers most topics on the Census form (Persons, Families and Dwellings)

One size fits all - choose area and profile

Data Packs(Harvesters/Miners)

CDRom based product

Data and geographic boundaries

Contains all the community profiles for all geographic areas

Main uses:

- users wanting Census data 'in bulk' - load into mapping software

Charged product

Technical expertise required

CDATA Online(Harvesters/Miners)

Access pre-defined data cubes

Compare areas of interest

Allows users to customise/save tables

Create thematic maps and graphs of data

Create and Customise your own Census Tables

Construct tables using 2006 Census Data

Compare geographic areas

Create custom geographic areas & data groups

Add totals and view data as percentages

Save your table to re-use later

Export your table in Excel or CSV format

Confidentialises data 'on the fly'

View your data as a Thematic Map

View your data in a variety of Graphs

Select the data to be mapped Zoom in and out on the map Customise your map colours and landmarks Download your map as a PDF or a PNG file

Choose from 7 different graph styles Select which data is included in your graph Download your graph as a PDF or a PNG file

TableBuilder(Miners)

High end application for experienced users

Same functionality as CDATA Online and more

Create custom tables using person, family and dwelling dataConfidentiality built into the application

Range of formats

Create tables, maps and charts

$1,655 per licence

One user per licence

2006 data only

Application form on website

'Gold level' support

Other products■ Hard copy:

■ Statistician's Report■ Social Atlas

■ Electronic■ SEIFA

■ Other■ Census Sample Files (CD Rom and RADL)■ Australian Census Analytical Program (hard

copy and electronic)■ Customised data service (spreadsheets,

data cubes)

Demonstration

Lessons learned from 2006

■ Product confusion - too many products trying to meet too many needs

■ Using the market segmentation model: over-servicing and under-servicing of users

■ Mismatches between user need and product

■ Difficult for users to navigate to the right product

Lessons learned from 2006 ctd■ Little management information/market intelligence to make informed decisions about tools used and how

■ Hard copy publications: very costly to produce for little return

■ Difficult to maintain support for technical products (eg DataPacks) – focus should be on the data and not the product

Lessons learned from 2006 ctd■ ABS core business is statistics - encourage others to promote use of Census data

■ Stability and performance

■ Don't promise what we cannot deliver

■ Make it easier for other to help us

■ We forgot about some of our user's data needs – Data Packs

2006 ProductsTourist Harvester Miner

Novice Quick Stats

MapStats

Social Atlas

Community Profiles

Census Tables

Statistician's Report

n/a

Intermediate n/a CDATA Online

Data Packs

ACAP

CDATA Online

Advanced n/a TableBuilder

Census Sample File

SEIFA

Developing a Matrix..■ Start with the end goal in mind - helps give focus to our planning

■ Identify priorities

■ Identify gaps and over-servicing

■ Create the right product for the right user

■ More efficient use of resources

A couple of options...

■ Product x complexity

■ Market segmentation model

■ Personas

Issues to keep in mind■ Confidentiality

■ Data Quality

■ Metadata... just as important as the data

■ Turning the strategy into a business plan

■ Licensing of products/data

■ Change is scary.....how do we communicate new product directions to clients?

■ How do we engage with non-users?

■ How do we engage with our users when they self serve?

■

Discussion■ What is your data dissemination strategy?

■ How well does it align to your corporate and program objectives?

■ Who are your users?

■ What are their needs?

■ What advice can you provide?

■ What can we learn from your organisation's experiences?