March 14, 2022

2 minute read


I've written before about the problems of focusing on digital penetration as a KPI, an increasingly common occurrence amongst consumer brands and retailers.

  • TL/DR: A more comprehensive digital vision is needed to inform shareholders, unify the organization, and force senior leadership commitment.

Plus, digital penetration ignores total sales growth, which, of course, is the goal!

An analysis of the U.S. market illustrates the point.

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