Here at Sketch Corp. we’re big on numbers. You could say we “count” on them. Ha ha.
A lot of the decisions we make on a daily basis are driven, at least in part, by data. From creating marketing proposals to running Google AdWords campaigns, we rely heavily on raw numbers and statistics when choosing what course of action to take.
There is however one particular number that we’ve always been a little wary of. Not because it’s incorrect or unreliable, but because it gets talked up so much that people forget what it actually means and should be used for.
That number is Return On Investment (ROI).
Here’s the problem: ROI isn’t a magic number. It can be useful when put in the right context, but it is limited in more ways than one.