Program/Product ROI: without knowledge of program impact, it is difficult to justify marketing strategies and expenditures over time.
- Analyze probability of success for products, programs
- Use multivariate techniques, along with internal measures
- Comparison of investments vs. expected return
- Set up measurement over specified time period
- Predict results, but also compare to actuals for ROI
- Use in conjunction with break-even analysis in launch plan
- Direct marketing campaigns, other accountable promotions
- Requires sales close rates, other key internal metrics
- Track and prioritize leads, evaluate program effectiveness