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Why use dynamic business goal approach - in football terms

Posted by Kimi Tiinus on 08-Aug-2018 09:30:00

Business goals, football goals, life goals, the list goes on. Goals belong everywhere. In an online business environment goals tend to be total online visits, bounce rates, CTRs and total engagements among others. However, have you considered what goals are actually relevant to you?

Following these generic goals does benefit your business, but they are just the tip of the iceberg. Following numbers for the sake of it seldom pays off, so let’s explain why a dynamic business goal approach is the way to gain competitive edge - in football terms.

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The game of illogicality - Where you lose

You want to score a goal. You are against a very tough team, so you need to find different ways to penetrate their defence. The referee blows the whistle and the game starts. You quickly realize that your tactic is way too simple and the opponent tears your  predictable game apart. The 90 minutes are up, and your team just lost. “Manager out!” your fans are screaming. What went wrong?

You want to score - sure. That’s the ultimate goal in the game, but there are other goals to achieve during that 90 minutes; dynamic goals called milestone goals. You want to have a certain amount of crosses, interceptions and shots on target. Your head coach knows these things, but your manager ordered you to ignore all these irrelevant tactics and “just score dammit”. Your head coach tried to show stats that would help you come up with a strategy to beat your opponent. Your manager even ignored the highly needed corrections needed at halftime when you were already losing 5-0. Illogicality hurts your brain doesn’t it?

It does - but here's the solution!

The game of dynamism and capability - Where you win

So what the heck does this football stuff have to do with dynamic business goals? I’m getting to it, promise! When you think about the game you ultimately lost 10-0, what factors could have saved your ass? You would have liked to establish your own milestone goals for the game and have the capability to execute them. You would have liked to be more dynamic and change tactics at halftime, when your initial tactics clearly weren't working.

Dynamic business goals mean that you have the ability to create case specific goals that can be easily changed and evolved - like milestone goals. Analytical tools often give you generic figures that you can use to build generic business goals, which is totally fine. However, like in the football game, these figures map general guideline for your business, but doesn’t prepare you to analyze your opponent in your specific industry. Industries evolve and and goals should follow. Have you ever wanted to track some specific things on your website and develop a business goal from them? Well too bad, say most analytical tools. Just stick with the visits, CTRs, bounce rates…, you know the drill. Feeling the illogicality again?

Brainstorming dynamic milestone goals is important, but more crucial is to have capability to create actions based on them. Your head coach had the stats about the opponent, but no possibility to use them. Data is usually like that, just unusable figures. To win you must have the capability to use your data in the simplest way. There are stats, here are actions - this is the way to get value from data. In this way, in a rematch against the previous opponent, you outshine them. “I didn’t know you can do that”, they wonder. With the right tools you can become a dynamic goal making machine, and win.

You probably already know where you can find these tools?

Let’s wrap it up

  1. Establish your own industry specific business goals
  2. Optimize your goals with a dynamic approach
    1. Create milestone goals in order to achieve your ultimate goal
  3. Have means to act based on your analytical data - instead of just examining it
  4. Be more like your head coach - not like your manager

 

Topics: Real-time analytics, AI, Target