Baseline and Target

A baseline and target are needed for each indicator to actually make use of your IMF.

Your baseline describes the situation at the beginning (e.g. when you start a new project or start collecting data). For example, say you’ve just launched a new moon journey feature in your app. You start to collect data, and in one week, you have a baseline – 10% of users have found and used that feature.

Once you have your baseline, you can set a target by stating a value or figure you aim for. Describe the desired situation if the change is realized, in terms of the indicator. It must be realistic given your capacity and resources! Arriving at a doable target will take some trial and error.

Your target describes the desired situation if the expected change is realized, expressed in terms of the indicator. For example, “90% of users discover and use the moon journey feature in Q2 2021.”

Setting targets and collecting data

Here are a few hot tips for setting your targets and collecting data!

  1. Be kind to yourself: establish realistic targets and baselines. They set the direction for your work and form the basis for measuring success. Take into account factors like budget, available time, people-power, and tech resources. Overly ambitious goals will lead to frustration – and setting the bar too low means you never reach your goals or make a real impact. (The opposite of what we’re trying to do here!)
  2. Consider the cost associated with collecting and reviewing data, the time it takes to gather it, the humans required for these tasks, and the software or technology needed to process and store the information.
  3. Don’t forget about administrative tasks like cleaning data to remove inaccuracies or inconsistencies, safely storing data to prevent loss and unauthorized access, and taking steps to protect data to ensure compliance. Read up on federal and provincial/territorial privacy laws.
  4. Think strategically about success and failure. Generally, success means meeting or exceeding your targets. Failure, on the other hand, could mean falling short of these targets or running into negative impacts you didn’t think of. But failure is not a dead-end – it’s an opportunity to learn, adapt, and improve your approach to impact measurement. It’s part of your journey with us toward creating a more impactful, inclusive, and sustainable video game ecosystem in Canada. 😀