How Do You Measure ROI of the Combined Solution?
Define the outcomes, wire the events, attribute to journeys, and reconcile with Finance. The combined solution’s ROI is proven when applications, funded accounts, cross-sell, and retention move measurably.
“Combined solution” typically means digital banking (e.g., Alkami), analytics/audience tools (e.g., Segmint-style), and your MA/CRM/CDP. The ROI model below focuses on funded accounts, cross-sell, and retention. Start by agreeing on definitions with Finance and Compliance, then implement tracking and holdouts you can defend.
Core ROI Metrics & Formulas
| Metric | Formula | Data source | Decision owner |
|---|---|---|---|
| Funded Account Lift | (Funded in exposed − funded in holdout) ÷ holdout | Banking events (app_started, kyc_passed, account_funded); CRM | Growth/Deposits lead |
| Acquisition CAC (blended) | Total spend ÷ new funded accounts | Finance + Marketing spend; funded events | Finance |
| Cross-Sell Uplift | (New product adoptions exposed − holdout) ÷ holdout | Product core + MA offer IDs | Product marketing |
| Revenue Contribution | Σ (accounts × average margin by product) | Finance margin tables + product mix | Finance |
| Retention/Churn Impact | Churn_exposed − Churn_holdout (negative is good) | Core system + CRM status | Customer success/Operations |
Attribution Approach That Stands Up to Review
Event Hygiene
Standard IDs for offers, journeys, accounts; idempotency; timestamp policy; server-to-server for PII.
Path-to-Outcome
Connect page views, in-app offers, and assisted touches to app_started → kyc_passed → account_funded.
Channel Fairness
Use position-based or data-driven models; compare to last-touch as a sensitivity check.
Reconciliation
Monthly tie-out with Finance: funded counts, margins by product, and any write-offs.
Reporting Cadence (What You’ll See)
| Frequency | Contents | Owner | Decisions |
|---|---|---|---|
| Weekly | Snapshot: funded trend, cross-sell, notable variances, actions | Engagement manager | Approve quick fixes; prioritize tests |
| Monthly | Lift by audience/offer, CAC, margin contribution, roadmap | Program lead | Shift budget; scale winners; pause underperformers |
| Quarterly | Board-ready view: ROI, retention impact, next 90-day plan | Practice director | Fund new clusters/integrations; realign targets |
Implementation Checklist for ROI You Can Defend
Define Outcomes
Agree on funded, active, and retained definitions with Finance and Compliance.
Wire Events
Emit app_started, kyc_passed, account_funded, offer_impression/click/accept.
Instrument Offers
Unique offer IDs; journey names; audience tags; landing page parameters.
Stand Up Holdouts
Randomized control in each audience; document sizes and windows.
Reconcile Monthly
Tie MA/CRM to core counts; use Finance margin tables for revenue.
Publish Glossary
Post KPI definitions on the pillar; remove ambiguity in reviews.
FAQ
Does ROI require a data warehouse?
It helps, but you can start with MA/CRM + banking events. Add a warehouse for durable reconciliation and trend analyses.
How long should holdouts run?
Match journey length. For deposit accounts, keep controls long enough to capture funding and first-usage milestones.
How do we attribute in-app offers?
Use offer IDs across systems and a last-eligible-touch or position-based model; validate via holdouts.
What about offline channels?
Append audience IDs to direct mail/call lists; ingest outcomes back into the model for full-funnel view.
Who signs off on ROI?
Finance signs off monthly; Marketing and Digital Banking co-own actions; Compliance reviews methodology.