Are you sure you’re measuring what matters? Talk to the finance team, and they have entrenched benchmarks defining a brand’s success. What they don’t have are the intangibles that can make or break long-term success. These measurements can baffle an analytically trained financial mindset. The case in point: Return on Experience (ROX) is a concept that defies the logic and the measurable precision of ROI to a traditionalist. That doesn’t mean it shouldn’t be measured.