This was an impactful article in many ways. Attribution is a challenge and Chris nailed it when he cited the intangibles that should be factored in to the ROI calculations of certain marketing efforts. Also the lack of a comparative figure for other initiatives rings true. To me, however, it's not that the lack of other valid ROI methodologies prevents us from measuring, in this case, the ROI of AI, but it does mean that whatever result we generate doesn't have a benchmark to compare it to. Thanks Chris for creating content that is through provoking and freakin brilliant.
This was an impactful article in many ways. Attribution is a challenge and Chris nailed it when he cited the intangibles that should be factored in to the ROI calculations of certain marketing efforts. Also the lack of a comparative figure for other initiatives rings true. To me, however, it's not that the lack of other valid ROI methodologies prevents us from measuring, in this case, the ROI of AI, but it does mean that whatever result we generate doesn't have a benchmark to compare it to. Thanks Chris for creating content that is through provoking and freakin brilliant.
Thank you!