This document discusses measuring the benefits of geospatial technology and data. It begins by noting the myth that the value of geospatial can't be measured. It then discusses measuring intangible benefits like better decision making, improved customer service, and data quality. These intangible benefits are describable, detectable, and measurable. The document also discusses extending ROI calculations to include social, political, and environmental impacts. Case studies are presented that demonstrate cost savings and increased revenues through uses of geospatial technology and data in applications like customer service improvement and demand mapping. The overall message is that intangibles are an opportunity that businesses can seize by measuring their impacts.