Estimating the actual impact of an investment is an essential part of management. An investment, in this context, can be any change in resource allocation but is most often a project or marketing initiative. By quantifying the major benefits realized we obtain an objective measure of the outcome. This is useful when discussing lessons learnt and often invaluable input the next time a similar investment is considered. From a business intelligence perspective too, there is great value in comparing the actual results with the initial projection/forecast to understand limitations of existing models, and to prioritize opportunities for improvement. In addition to the aforementioned, rigorous analytics promotes a learning culture with end to end accountability. It is an essential tool for continuous improvement.