MARKETING OUTPUT & OUTCOME

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Output and Outcome

To clarify the difference between these two terms right from the start, here is a short definition of each:

An output describes the result of an activity. For example, if a music streaming service, such as Spotify, launches a new feature, this is referred to as an output. The output does not yet indicate what added value the user or customer will experience.

An outcome is the actual added value of the output for the target group. To stay with the example of Spotify: Thanks to the newly-released feature, listeners are now able to save their favorite songs more easily. A real added value has been created and the outcome resulted from the output.

The term business impact is also frequently used in connection with output and outcome. In a sense, it goes one step further. Business impact describes how customer value can be translated into business value. It is usually indicated through KPIs.

In summary, this means:

Thanks to the new feature (output), listeners are able to save their favorite songs more quickly (outcome). This leads to increased satisfaction with the user-friendliness of the service. As a result, the company expects an increase in subscribers and a corresponding increase in sales in the next six months (impact).


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