Video return on investment - to measure or not to measure?
"Measure what is important, don't make important what you measure" is a simple mantra, but often sporadically followed, especially when it comes to measuring the return on IT or communications investment. Many technical indicators might be easy to measure, but do they really demonstrate the true value to the business? Also, it is too easy to fall into the trap of thinking that 'more' must always be better, when 'enough' might actually be the optimum point.
When it comes to determining the value of investment in video conferencing, a key indicator is often 'minutes used', but given that video is used to cut down on travel, is usage time sufficient? Wouldn't a better indicator of value be 'miles saved’? It might, but anecdotal evidence suggests that this is hardly ever measured, even when it has been a primary driver for purchase.