Top business advice from David Meerman Scott, bestselling author of The New Rules of Marketing&PR, talks about a nuisance issue that crops up in business so often that it annoys the hell out of him. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com.David Meerman Scott: I want to talk to you about something that annoys the hell out of me. And that\'s this focus that so many corporate executives have around ROI or return on investment. It seems like so many people in the business world, I don\'t know whether they get MBA\'s at Harvard or something that forces them into this, but what they think they have to do is measure every single little thing and assign an actual dollar value to the return on investment on everything that happens in the marketing department.So they require this return on investment and they have to ask their marketing people to say, \"tell me how much revenue resulted in every single marketing campaign that we have ever done\". That is really, really counter productive which is why I hate it so much for the participative aspects of marketing using social media and using marketing on the web because if you do 100 YouTube videos how can you possibly assign an ROI to every single one of those YouTube videos? And what that means is people don\'t do any YouTube videos as a result.So I\'ve got a couple of suggestions how to get around this because so many company executives are focused on this ROI thing... The first one is my incredibly cynical idea and that is to talk to your executives who are pushing back on ROI about the ROI of some other things. For example I say, if someone pushes back to me on the ROI, \"well ok guy, what\'s the ROI on putting on your pants this morning?\" Did putting on your pants cause you to generate more revenue or cause you to lose revenue if you didn\'t put on your pants? advice, business, channel, david, ecommerce, expert, experts, marketing, meerman, news, pr, scott, show, small, tv