Do you have BHAGs for your digital channels?

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 in the sector. If you take a look at the latest ASOS full year results in its annua


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