Most important is going to be what the project is trying to do. Does it actually have something tangible to achieve or is it just putting out their project for the ICO revenue that they would gain along the way?

You have to think about that.

Also, if there is a good project, that doesn't have any marketing, then you're going to be not making much either because there is no attention drawn to that coin. You always need a good marketing team that is dedicated to the project, which you haven't included it seems.