Measuring the ROI of CommTech: Developing Metrics to Track Success in the Digital Age

Tuhin S. Banerjee ()
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Tuhin S. Banerjee: RV University

A chapter in Mastering CommTech, 2025, pp 233-254 from Springer

Abstract: Abstract The growing integration of Communication Technologies (CommTech) into organizational frameworks demands robust metrics to evaluate their effectiveness and justify their investment. This chapter examines the critical dimensions of measuring the return on investment (ROI) for CommTech, focusing on both quantitative and qualitative aspects. It introduces key performance indicators such as user adoption rates, system uptime, customer satisfaction (CSAT) indices, and cost-effectiveness metrics, providing a comprehensive toolkit for assessing CommTech initiatives. The complexities of ROI evaluation, including intangible benefits like brand equity, multi-touch attribution challenges, and the lagging impact of technological investments, are addressed. Advanced methodologies like customer lifetime value models, sentiment analysis, and attribution modeling are discussed as viable solutions for these challenges. By exploring dynamic metrics, benchmarking practices, and longitudinal studies, the chapter emphasizes the necessity of a forward-looking approach to measuring CommTech’s impact on organizational performance. Ultimately, this chapter underscores the strategic importance of aligning CommTech investments with business objectives, ensuring measurable outcomes that enhance communication effectiveness, operational efficiency, and stakeholder engagement in the digital age.

Keywords: ROI; CommTech; Digital success (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90302-1_11

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DOI: 10.1007/978-3-031-90302-1_11

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