Measurement
The calculation model, in full
An ROI claim without a visible calculation model is worthless. Amoris has no results yet — which makes publishing the method the honest thing to show instead.
What claim are we trying to earn?
Not this:
“500 people replied.”
This:
“This work produced X incremental qualified opportunities compared with an untouched control group, from leads you had already paid to acquire.”
The second requires two things that cannot be created after the fact: a baseline capturedbefore anything runs, and a control group held back.
Which metrics actually count?
Three tiers, reported separately and never blended — because blending is how activity gets sold as outcome. An agency reporting only the first two is reporting effort.
| Tier | Examples | What it proves |
|---|---|---|
| Activity | Leads analysed, contacted, delivered, bounced, cleaned | The work happened |
| Engagement | Clicks, replies, positive replies, opt-outs | The cohort is alive |
| Commercial | Qualified conversations, appointments, opportunities, conversions, revenue | The only tier that matters |
How is incrementality calculated?
A randomly selected slice of the eligible cohort receives nothing — same characteristics, same period, no contact. It is withheld at the suppression gate before the first send, so it costs nothing to run.
incremental conversions
= treated conversions − (control conversion rate × treated volume)Worked example
Eligible cohort 10,000 leads
Held back (control) 1,000 leads
Treated 9,000 leads
Control conversions 12 → control rate 1.2%
Treated conversions 198 → treated rate 2.2%
Expected without intervention 9,000 × 1.2% = 108
Incremental conversions 198 − 108 = 90The headline is 90, not 198. The 108 would have happened anyway.
These figures are illustrative arithmetic to show the method. They are not Amoris results, and no Amoris results exist yet.
Why hold a group back at all?
Some dormant leads convert on their own. Without a control, every one of those gets credited to the intervention. That is the first objection a sceptical finance person makes, and they are right to make it.
If a holdout is refused
Some clients will refuse, because deliberately not contacting leads feels wrong. The fallback is the same cohort's conversion over an equivalent prior period.
This is weaker, and the weakness goes in the report rather than being glossed. It cannot separate the intervention from seasonality or from other marketing running in parallel.
When is attribution agreed?
Before a pilot starts, in writing, while nobody has money at stake. Under any revenue-linked arrangement this is the invoice.
| Agreed up front | Why it matters |
|---|---|
| Attribution window — how long after contact does a conversion count? | Long windows over-credit; short ones under-credit long cycles |
| What counts as recovered — first purchase, or lifetime value? | An order-of-magnitude difference |
| Multi-touch — your own marketing keeps running | Both sides can claim the same conversion |
| Who measures and reports it? | Whoever holds the CRM holds the number |
| How disputes resolve | Cheap to agree now, expensive later |
What can be proven before any conversion lands?
Conversions take weeks. These are available in week one, and they are how the system proves itself before revenue arrives.
Agreement rate on rejections
Week 1Of the leads the system declined to contact, how many do you agree with?
Classification agreement
Week 1Do you agree with why the system thinks each lead died?
Trigger precision
Week 1Every strong trigger must cite a real, verifiable change
Evidence traceability
Week 1Every factual claim traces to a source in your data
Rep overturn rate
Week 2How often the person who takes the call disagrees
The first is the most useful. If a review of 50 declined leads produces 45 agreements, the judgement layer is calibrated — proven without a single conversion.
What is never claimed
- — No ROI, revenue or conversion figure before it is measured against a baseline
- — No results from one engagement presented as a forecast for another
- — No client name without written permission
- — No blending of activity metrics into commercial ones
- — Where the weaker pre-period baseline was used instead of a holdout, the report says so
No engagement has completed yet
Every number on this page is either illustrative arithmetic, clearly marked, or a market statistic with a named source. This page exists so that when there are results, you already know exactly how they were calculated — and so you can decide right now whether that method is one you would trust.