Vision-setting examples for digital examples
When we discuss goal-setting and measurement for Internet marketing and Ecommerce, it's all too easy to start reviewing nitty-gritty measures from analytics like bounce rates, conversion rates and average order-value.
But if you do this, you fail to capture the big picture and create a long-term vision of how the Internet and other digital channels can really contribute to your business as a whole.
Using BHAG thinking can help you think out-of-the-box and think BIG.
BHAG stands for "Big Hairy Audacious Goal" and was popularised in a 1996 Harvard Business Review article by James Collins and Jerry Porras on Building Your Company's Vision.
Here are two examples of how companies define their long-term vision with BHAG.
Case study 1. How ASOS reports it's Ecommerce KPIs
Pureplay fashion retailer Asos has been very successful in taking on the established providers…