Today our Brand Impact Evaluator and Commercial Value Calculator are far more robust, taking into account not only the quantity, but also the quality of time the brand is in the mind of the consumer (not just on the air), as well as the subtle, and not so subtle, ways true marketers squeeze value out of every dollar they spend.

FORBES: Motorola Wins The ROI Game In Super Bowl XLV

The quite popular Black-Scholes calculator figures the value of warrants using current price, strike price, time until expiry, interest rate risk and share volatility as variables.

FORBES: Connect

"That is the problem with how genetics is being sold--the value is going to be in the calculator that tells you the risk, " he says.

FORBES: On The Cover/Top Stories