Comments on: Return on Investment? — What about Return on Change? http://www.fastforwardblog.com/2007/06/19/return-on-investment-what-about-return-on-change/ Fri, 20 Nov 2009 20:29:35 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Matt http://www.fastforwardblog.com/2007/06/19/return-on-investment-what-about-return-on-change/comment-page-1/#comment-21054 Matt Sun, 08 Jul 2007 01:06:17 +0000 http://fastforwardblog.com/2007/06/19/return-on-investment-what-about-return-on-change/#comment-21054 Interesting post. ROI is a useful tool but has many limitations and it is difficult to apply to many situations. Interesting post. ROI is a useful tool but has many limitations and it is difficult to apply to many situations.

]]> By: Paula Thornton http://www.fastforwardblog.com/2007/06/19/return-on-investment-what-about-return-on-change/comment-page-1/#comment-17554 Paula Thornton Wed, 20 Jun 2007 20:32:51 +0000 http://fastforwardblog.com/2007/06/19/return-on-investment-what-about-return-on-change/#comment-17554 As a point of reference...a recent 'change' made by AT&T that many are still oblivious to...the exodus will not even be noticed because there is decidedly no comprehensive cross-channel perspective on cause/effect: http://totalexperience.corante.com/archives/2007/06/18/relationships_are_about_the_total_experience.php As a point of reference…a recent ‘change’ made by AT&T that many are still oblivious to…the exodus will not even be noticed because there is decidedly no comprehensive cross-channel perspective on cause/effect:
http://totalexperience.corante.com/archives/2007/06/18/relationships_are_about_the_total_experience.php

]]> By: Paula Thornton http://www.fastforwardblog.com/2007/06/19/return-on-investment-what-about-return-on-change/comment-page-1/#comment-17553 Paula Thornton Wed, 20 Jun 2007 20:30:31 +0000 http://fastforwardblog.com/2007/06/19/return-on-investment-what-about-return-on-change/#comment-17553 Tom: I applaud the 'different' perspective. The problem is that there are ways in which even positive 'return' can be identified for change...e.g. it decreased costs. But these are financial measures, not economic ones. Economics cast a wider net...there are larger implications. The change that saved money today can lose customers which don't show up in the metrics as 'significant' for 6 months. That's why the measures must be small, pervasive and constant. It's not about measuring 'a' potential outcome...it's about measuring 'the' outcome constantly...and by 'testing' the changes before rolling them out. Tom: I applaud the ‘different’ perspective. The problem is that there are ways in which even positive ‘return’ can be identified for change…e.g. it decreased costs. But these are financial measures, not economic ones. Economics cast a wider net…there are larger implications. The change that saved money today can lose customers which don’t show up in the metrics as ’significant’ for 6 months.

That’s why the measures must be small, pervasive and constant. It’s not about measuring ‘a’ potential outcome…it’s about measuring ‘the’ outcome constantly…and by ‘testing’ the changes before rolling them out.

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