Two women were traveling down the freeway when they passed an abandoned billboard. It was old, crumbling, and faded but you could still make out the words and images of the last advertisement.
The first women looks at the billboard and thinks, wow they really got their money’s worth. That advertisement has been there for years.
The second women looks at it and thinks, wow what a waste of money. Clearly, that billboard didn’t work or people would still be paying to advertise on it.
This leads us to the problem with ROI. You can’t just measure it. You have to know what you’re measuring and why. If you don’t, then you’ll measure success like the first woman and all you’ll receive is more time on broken billboard.
