Which of the following statements is not correct?

a. ROI analysis offers a common firm-wide language to compare multiple investment opportunities and decide which one(s) to go for.

b. For companies like Facebook, Amazon, Netflix, and Google, a positive ROI is obvious since they essentially thrive on data and analytics.

c. Although the benefit component is usually not that difficult to approximate, the costs are much harder to precisely quantify.

d. Negative ROI of analytics often boils down to the lack of goodquality data, management support, and a company-wide data-driven decision culture.