28th
August
2007
Relative ROI
“…if you run across someone who just really wants to stand their ground on ROI, suggest that to improve your estimate you’d like them to provide examples of the top ROI estimates that most closely matched the results (…watch for the response). Why bother creating an ‘estimate’ that isn’t going to be validated and/or has no consequence? How is an unsubstantiated estimation model superior to one in which we try out very simple things and measure the results, and don’t invest more without desired results?”