The first step to measurement is ensuring to set criteria beforehand, particularly quantitative Those who explicitly set quantitative criteria Those who explicitly set qualitative criteria . d e v r e before projects begin before projects begin s e r s t h g i r % of respondents % of respondents l l A . k r 100 100 o w t e N s s e n i s 80 80 u B ch r a e 47 s e R 60 60 l a b o l 13 G e Th 40 40 d n a c. n I 17 , p 44 26 u 43 o 20 20 t r Always r G o p g e n i R t Often 18 l y u d s 9 u n t Co 0 0 S 7 n 1 o 0 t 2 s Actively measure ROI Sometimes or Actively measure ROI Sometimes or o t B ghe seldom measure ROI seldom measure ROI i s Th In y f b o 7 OI 1 R 0 2 - © N B t h g i GRr G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 54 B Co