BizSugar.com › Marketing › Why Measuring ROI is the Biggest Fallacy of Modern Marketing for Small Businesses

I’ve spent my career drilling into business owner’ heads that the only way to prove effectiveness of marketing is to test, track, and measure. But over the years I’ve seen perfectly good marketing not get the credit it deserved. Why? Because it couldn’t be measured effectively. The cold hard fact of marketing metrics is: not everything can be measured. Why? Because we’re dealing with unpredictable, free-willed humans who, despite Marketers’ best efforts, don’t follow the paths-to-purchase all our research, data, analytics and brilliant marketing say they should.