TABLE OF CONTENTS 
The calculation of the return on investment follows the basic model illustrated above, where a potentially complicated process can be simplified with sequential steps. The ROI model provides a systematic approach to ROI calculations. A step-by-step approach keeps the process manageable so that users can tackle one issue at a time. The model also emphasizes that this is a logical, systematic process that flows from one step to another. Applying the model provides consistency from one ROI calculation to another. This chapter describes the development of the complete ROI methodology and then briefly discusses each step of the model.
Building a comprehensive measurement and evaluation process is like a puzzle where the pieces are developed and put in place over time. Figure 2-1 depicts this puzzle and the pieces necessary to build a comprehensive measurement and evaluation process. The building block is the selection of an evaluation framework, which is a categorization of data. The balanced scorecard process (Kaplan and Norton, 1996) or the four levels of evaluation developed by Kirkpatrick (1975) offers the beginning point for such a framework. The framework selected for the process presented here is a modification of Kirkpatrick's four levels and includes a fifth level return on investment.
A major building block, the ROI process model, is necessary to show how data are collected, processed, analyzed, and reported to various target audiences. This process model ensures that appropriate techniques and procedures are consistently used to address...
