Ton schreef vorige week over wat belangrijk is bij datagestuurde besluitvorming:
To begin with, indicators easily become their own goals, and people will start gaming the measurement system to attain the set targets. (Think of call centers picking up the phone and then disconnecting, because they are scored on the number of calls answered within 3 rings, but the length of calls isn’t checked for those picked up)
Measurement also isn’t neutral. It’s an expression of values, regardless of whether you articulated your values. When you measure the number of traffic deaths for instance as an indicator for road safety, but not wounded or accidents as such, nor their location, you’ll end up minimising traffic deaths but not maximising road safety. Because the absence of deaths isn’t the presence of road safety. Deaths is just one, albeit the most irreparable one, expression of the consequences of unsafety. Different measurements lead to different real life actions and outcomes.
Tegenwoordig kun je bijna alles makkelijk meten. Maar hoe je het meet, en wat je daarmee mist of mogelijk onderwaardeert, bepaalt de daadwerkelijke waarde.
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