Slide - IAOS 2014 Conference

Measuring Interest Group
Expectations and Trust
Meeting the demands of a changing world
Theme 1: Reputation and Image Analysis
Presenter - Gemma van Halderen
First Assistant Statistician (Division Head)
Population, Education and Data Integration Division
Australian Bureau of Statistics
Author - Merry Branson
Assistant Statistician (Branch Head)
Customer Services Branch
ABS Mission and Trust
We assist and encourage informed decisionmaking, research and discussion within
governments and the community, by leading a
high quality, objective and responsive national
statistical service.
Values of Integrity, Relevance, Professionalism,
Access to All and Service all help to build trust.
Successful online communication is
based on understanding how people use
the web and then structuring the
content and presentation of the material
accordingly to meet their expectations.
A simple view of our Interest Groups
Give me the detailed data, so that I can
analyse, re-use and combine it with
other data, to help me make decisions.
Tell me an interesting story, so
I learn something new.
What’s the number! so I
can quickly tell others
about it.
Is there a good summary? I
want to learn more about a
subject or geographic area.
Expectations of our Interest Groups
Search, not navigation – I want to find things using plain
English words.
Trusted Websites – I want to use a website I can trust. I
want to know that my personal or commercial data is
I really hate clutter – I don’t have enough time to look at
the detail. Show me what’s important.
Re-use – I want to create and integrate other content and
data with minimal effort. Where can I copy/reuse it from?
Facebook and Twitter – Why would I go to a website when
I use social media?
I need to keep up with changes in technology - I expect
your services to work with my technology.
How we understand and measure?
Web analytics across all channels
Call centre feedback and media monitoring.
User experience testing.
Industry research.
And most importantly
Regular face to face discussions with our key
interest groups.
Why do we measure?
To understand what users are viewing and how long it
retains their interest. That is, what is important to them.
To check if our expectations of usage reflect actual use.
To ensure we understand broad industry and user
To make sure we put appropriate resources to meet
And most importantly
To understand how user needs and expectations are
changing and how the ABS can adapt to meet future
What are we doing to meet expectations?
Changing our strategy.
Focusing on one source of truth and highly secure data (content).
Making as much data and metadata available as possible, both
micro and aggregate data. (content)
Providing flexible interfaces so users can access ABS data in
different ways (delivery) and present it. (presentation)
Providing valuable metadata alongside the data.
Dynamically presenting content and increasing the ability of
users to interact with the content. (presentation)
An example – Social media engagement
Infographics and facts
An example – Interaction and 2011 Census
Spotlight 2.0
Interactive movie - dynamically
interpret Census data
Based on 2011 Census of Population
and Housing data
Create an Infographic - personalised
snapshot that can be shared via social
An example – Mobile Technology
ABS Mobile App
Key Economic Indicators - 33 key economic
indicators including CPI, GDP and
unemployment. Updated instantly when
new data is available.
2011 Census Data - Data about people,
families and dwellings by Postal Area or
Commonwealth Electoral Division
Web Services
Population Clock - real time update of
current population projections for
About ABS - Links to ABS’ social media
sites, ABS website and BetaWorks
An example – Dynamic Content
By changing our strategy, we have a framework which we
can use to position ourselves to meet future demand.
By measuring and understanding our interest groups, and
engaging them, we know what is important to them.
By providing efficient, industrialised and re-usable
services, we can meet the changing expectations of our
interest groups whilst managing our costs.
And most importantly
By being consistent with our core values, we retain

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