Forget revenue and profits, India’s largest e-commerce firms seem to believe the height of Dubai’s Burj Khalifa is a fair metric to measure their performance. At the end of their annual flagship festive season sales, the online retailers, notorious for their window-dressing metrics like gross merchandise value (GMV) and net promoter scores, measured their success in buildings and mountains.
“Organisations often use various metrics to define success and marketers use interesting comparisons like the ones used by Flipkart to communicate the effectiveness of campaigns,” said Sanchit Vir Gogia, chief analyst and CEO at Greyhound Research. “Soft metrics work well to communicate to consumers at large but investors and the street always need hard metrics to measure the success of a company.”
Sanchit Vir Gogia: Sanchit is the Chief Analyst, Founder & CEO of Greyhound Research, an award-winning global research & advisory firm. To read more about him, click here.
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