Читать книгу Engaged - Amy Bucher - Страница 30

Outcomes stories are really stories about change. There’s “in the beginning,” the bad old days, and then the happy ending of today’s outcomes. In order to tell the change story well, you need to know what “in the beginning” looks like. That’s why, once you know what metrics you’ll be collecting for outcomes, you should measure them at the outset to establish your baseline.

If you’ve ever used an app or a program that starts with a long questionnaire, one of the things it’s doing is creating this baseline about its users. If you have information about your specific users before they became your users (or shortly after), you can do what’s called a “within subjects” analysis where you look at changes in the same people over time. If you don’t, you can assess a similar group of people who aren’t your users and compare them to the people who are your users. This is called a “between subjects” analysis. Later in this chapter (“Evaluating for Effectiveness”), you’ll see how both types of analysis can be used to tell part of an outcomes story.