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CYA (Cover Your Assumptions) in ROI Reporting

Calculating ROI typically requires some use of estimates and assumptions. For example, we might estimate costs for some parts of the total investment in a program, or make assumptions about missing data. In general, these uncertainties do not cause alarm. In fact, we have several recommendations for using estimates in ROI evaluation. The hallmark of these recommendations: conservatism.

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Ensuring a conservative calculation of ROI is a means to an end - credibility is the core issue. An inflated R

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