BBECRM/BBIS: The KPI’s in CRM that are associated with an email marketing effort do not reflect the information in BBIS. For example, if CRM shows that there were 1,000 emails sent but only 900 were processed via BBIS due to additional filters or invalid email addresses, the KPI’s in CRM are still calculated based on the 1,000 emails that CRM believes were sent. Because of this, the KPI’s in CRM may not be a true representation of the effectiveness of the email marketing effort.