Evaluative MetricsEvaluative metrics can measure profitability; they can identify increased revenue or decreased costs that resulted from your program. That is to say, they can put a dollar value on your program. From the value of the increased revenue or decreased costs, you can calculate the incremental gross profit and the Return on Investment (ROI) that resulted from the program. Example: Classical Tracking, or identifying the sales leads generated by a specific ad and then following through to see how many sales dollars resulted from those leads. From the sales dollars and from the gross margin, you can calculate the ROI of the ad. These metrics include one type of metric:
Measuring What They Did,
which includes all the actions taken by the members of your target audience in response to your program.
Return from Evaluative Metrics to Return on Investment
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