Is Return on Investment (ROI) or Return on Objective (ROO) ultimately more important and why?
ROI v. ROO depends on your situation. ROI is not a factor in internal communications here or with our deployments. We can’t easily show that a display worth x dollars will get x dollars of usage out of it since our usage isn’t driven monetarily. We have to depend on ROO. While we can propose some cost deltas with technologies, it really comes down to objectives. Many of our objectives focus on branding compliance, ease of use, and reach; most of which don’t have monetary values. Therefore, we measure how many brand conversions were there, how many new systems were activated or installed, and did the requests for new content increase? Moreover, did someone see the content and act on it? Those are more important than recovering the dollar value of the install.