--- title: Epic ROI rant image: https://www.davidmeermanscott.com/hs-fs/file-1601002994-jpg/blog-files/6a00d83451f23a69e20120a7b11e85970b-320wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2010/01/roi-rant.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Epic ROI rant January 7th, 2010 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1601002994-jpg/blog-files/6a00d83451f23a69e20120a7b11e85970b-320wi.jpg?width=320&height=213&name=6a00d83451f23a69e20120a7b11e85970b-320wi.jpg) Yesterday, I participated on a podcast with [Ricardo Bueno](http://twitter.com/Ribeezie), founder [Ribeezie Media](http://www.ribeeziemedia.com/blog/) with co-host [Stacey Soleil](http://twitter.com/staceysoleil), director of social media strategy with [KARMA Media Labs](http://karmamedialabs.com/). Towards the end of the podcast, they asked me about measuring the ROI (return on investment) of marketing on the Web. [I ended up in an epic rant of nearly three minutes. ](http://www.ribeeziemedia.com/wp-content/uploads/2010/01/DMScott_Interview4.mp3) (Please listen.) **I was in the zone.** [![DMScott rant](https://www.davidmeermanscott.com/hs-fs/file-1601002994-jpg/blog-files/6a00d83451f23a69e20120a7b11e85970b-320wi.jpg)](http://freshspot.typepad.com/.a/6a00d83451f23a69e20120a7b11e85970b-popup) **What do you think?** - Do we need to adapt Web marketing to the MBA formulas for measurement? - Or do we need to be better at articulating to management exactly how web marketing should be measured? **I'm interested to know where you come down in this debate.** *More on measurement:* In a post yesterday titled [How big is YOURS?](https://www.webinknow.com/2010/01/how-big-is-yours.html) I talked about clip books, the measurement of choice for traditional PR. I also have a free ebook called [Lose Control of Your Marketing! Why marketing ROI measures lead to failure.](https://www.davidmeermanscott.com/documents/Marketing_ROI.pdf) [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Social Media ](https://www.davidmeermanscott.com/blog/topic/social-media) [ Worst Practices ](https://www.davidmeermanscott.com/blog/topic/worst-practices) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Artemis%20earthset.jpg?width=5568&height=3712&name=Artemis%20earthset.jpg) ### Nasa’s Artemis II Lunar Mission: A PR Triumph for the USA April 11th, 2026|1 min read ](https://www.davidmeermanscott.com/blog/nasas-artemis-ii-lunar-mission-a-pr-triumph-for-the-usa) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Moltbook.jpg?width=1536&height=1024&name=Moltbook.jpg) ### Moltbook: A Social Network for AI Agents Where Humans Can Only Watch February 3rd, 2026|1 min read ](https://www.davidmeermanscott.com/blog/moltbook-a-social-network-for-ai-agents-where-humans-can-only-watch) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Screenshot%202025-10-29%20at%2010.27.19%20AM.png?width=835&height=466&name=Screenshot%202025-10-29%20at%2010.27.19%20AM.png) ### Don’t Fly Wizzness Class Video from Dave Carroll October 29th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/dont-fly-wizzness-class-video-from-dave-carroll) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Chef%20Todd%20Edwards.jpg?width=1500&height=1010&name=Chef%20Todd%20Edwards.jpg) ### Pulling Back the Curtain to Show What Happens Behind-the-Scenes October 15th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/pulling-back-the-curtain-to-show-what-happens-behind-the-scenes) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/DMS%20BM%20hybrid%202004.jpg?width=1432&height=966&name=DMS%20BM%20hybrid%202004.jpg) ### The Fandom Playbook: My New Book and Companion AI Chatbot September 24th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-fandom-playbook-my-new-book-and-companion-ai-chatbot) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Stefano%20Paciotti.jpg?width=1500&height=1084&name=Stefano%20Paciotti.jpg) ### The Ham Whisperer of Rome: How Stefano’s Honest Videos Won the World’s Heart June 24th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/the-ham-whisperer-of-rome-how-stefanos-honest-videos-won-the-worlds-heart) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/LinkedIn%20comments.jpg?width=1114&height=737&name=LinkedIn%20comments.jpg) ### Comments Are the Key to LinkedIn Engagement January 29th, 2025|1 min read ](https://www.davidmeermanscott.com/blog/comments-are-the-key-to-linkedin-engagement) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Kolkata%20Chai%20Ani%20and%20Ayan.jpg?width=1236&height=858&name=Kolkata%20Chai%20Ani%20and%20Ayan.jpg) ### Brewing Authenticity: How Kolkata Chai Co. 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