This is easily one of the best articles on the topic of ROI I've read in a long…

This is easily one of the best articles on the topic of ROI I've read in a long time. Here's a key quote: 

Is "return on investment" an accurate way to measure marketing effectiveness? Sadly — and perhaps even shockingly to some — the answer is no.

ROI's roots are in evaluating one-time capital projects. "But is marketing a one-time capital project?" Clearly not.

The idiocy of ROI and experts – iMediaConnection.com
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