Would ROI Have Been Enough to Predict This? ("Vitamin Water’s Newest Flavour Created by Facebook Fans")

As ROI = (Gain - Cost)/(Cost), would ROI have been the right metric to present the following possibility? Consider the following example of the power of "Collective Intelligence" --

"Great Example of "Collective Intelligence" - Vitamin Water’s Newest..."

So how can you sell the 'wishes' and 'fantasies' of such a development to your CEO? I believe you can, but you need to go beyond ROI . . .

Further, let's say the new flavor is a flop and ROI is negative (or weak). Does that constitute a failure? Through a pure ROI lens, the answer is yes . . . but I say, "No way!" because you need to evaluate the engagement of the consumer base. You're empowering them and allowing them to be a pivotal part of your R&D program. As such, do we think we're gaining brand loyalty? Does that brand loyalty gain us a % point of market share? This is truly possible, even if ROI can't account for this.

It's also my contention that ROI is a weak metric when it comes to quantifying the benefit of having a 'shot' to recruit the creme' de la creme' while your competitors' don't.

I'll follow up soon. Thoughts?

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