Return on Investment (ROI) evaluation studies calculate the impact and net profit generated by your communication initiative in your overall multi-channel communication mix.
Key business objectives
- Measure the memorization and perceived performance of your communication initiative among your target audience (e.g. congress, symposiums, digital initiative)
- Assess the behavioral changes among attendees as compared to your overall targeted audience
- Calculate the conjoint effect of your multi-channel communication mix (e.g. in-person detailing vs. in-person detailing + e-mailing)
- Determine the isolated impact and net profit generated by your communication initiative
ROI evaluations rely on your ability to track attendance to your multi-channel communication activities (e.g. detailing, e-detailing, e-mail open rates, click-through rates, event attendance, other digital or in-persons events) assuming that memorization varies.