Last week, I was featured in a Forbes piece that tackled a question every marketing executive is facing right now: “As AI becomes embedded in our workflows, how do we measure its actual business return instead of just tracking tool usage?”
My Take focuses on measuring new capabilities and direct revenue influence.
Most AI ROI metrics focus on efficiencies, like hours saved by automating tasks. But those track input, not return. A stronger indicator measures the new capabilities AI unlocks for your team and the revenue it influences. Recently, my agency used AI to produce a custom video presenting our communications strategy for a new business pitch. This additional creative capability gives our team a powerful strategic asset that ties to revenue. The video impressed the prospect so much that we won the business. True ROI measures what AI makes possible and how it impacts your business.
Read the full article here.