It is difficult for companies to quantify returns on digital investments for several reasons. C-suite executives are often unfamiliar with metrics like click-through rates and sentiment analysis that are used to measure digital performance. The rapidly changing tech landscape also makes long-term decision making challenging. Only 19% of companies create formal business cases for digital projects, and half of CMOs can't show the impact of social media on their businesses. To address this, companies should segment digital investments into categories like maintenance, emerging technologies, and transformative initiatives, and employ tailored measurement approaches for each.