Chapter 19. Evaluating Project Results

We've completed building a piece of the infrastructure and reviewed the effectiveness of the development phase. Then we delivered the offer to the targeted customers and measured those results. Now it's time to evaluate the impact of the overall project. This is the transition step to beginning the next project. This is when we evaluate not only the results of the last project, but gather and analyze the information we need to decide what, if any, strategy corrections need to be made for the next project cycle. As you can see in Figure 19-1, we are taking the final transition step before we're ready to start the cycle all over again.

It's important to keep in mind that in any real world CRM environment multiple CRM projects are likely to be underway simultaneously. Many of these “steps” are going on at once and, of course a single CRM project will be the basis for multiple and simultaneous offers. This can get complex very quickly which is another reason for following a standard process and tracking results.

In Chapter 18, we looked at offer performance measures, but now it's time to evaluate the results of the entire project cycle we've just completed. We will evaluate the project from the standpoint of company results and impact on the customer by using two sets of tools:

• Performance Metrics

• Value Metrics

Performance metrics measure the results of a particular campaign; it's a one-time snapshot. Value metrics measure and project results over a period of time for the investments made during a particular project cycle.