The holy grail is within reach
Traditionally, the predominant view has been that you can't calculate return on investment for Insight because Insight is simply part of a value chain.
Many would argue that to place a value on any single element is not possible, because anyone in the chain can say “If I hadn’t done my bit, none of that value would have been delivered – so my part is worth the full value of the chain”.
However, the IMA strongly believes that you can put a value on Insight.
It involves taking a view on what the outcome of any decision or process would have been had Insight not been part of that process, and then estimating the incremental value of the outcome on occasions when Insight was involved.
If this still sounds a little vague, this guide will take you through the argument and step by step show you how to piece the jigsaw together, potentially giving you leverage to increase your organisation's investment in Insight.
If your organisation has a corporate membership with the IMA, and you have an online account to access member content, then you can read the guide now by clicking on the link below. Please remember that you will need to log in before you can access member content.
If you're not sure whether your employer is a member, or if you would like to arrange to have online access, please contact us and we will be able to help you.
Other guides in the series
Insight leader guides: commerciality