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31 Law Prac. 46 (2005)
Why ROI Can't Be Measured and What You can Do about It

handle is hein.journals/lwpra31 and id is 110 raw text is: _ Whr CAN'T BE MEASURED And What You Can Do About It There are many questions about ROl that can be answered. But there are too many factors in play to calculate the critical x factor. ROI is a mythical beast. Instead, think of positive perceptions. BY MARK GREENE On my desk are six articles about measuring the value of law firm marketing. All the authors use return on investment __ j(ROI) as the concept for justifying the worth of a _,__,__ firm's investment in marketing. None of their Jfi!!!IiIII . ' presentations is convincing. The reason is, in the ) law firm context ROI resists accurate, or even V rough, measurement. Like the unicorn, ROI is , ,_--- avidly hunted but never captured. What the _______ seeker finds turns out to be a tin-horned goat rather than the wished-for horn of plenty. 46 March 2005 Law Practice

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