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  "documentTitle": "Path to digital marketing maturity",
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      "text": "Understand current data; Implement tags & analytics; Define common KPIs; Combine online data; Automate message delivery; Identify signals across online-offline data; Link objectives to business outcome KPIs; Optimise value using sophisticated attribution",
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      "text": "Ensure C-suite sponsor; Leverage partners; Co-locate functions; Develop expert skills; Insource key capabilities; Embed agile teaming & \"fail fast\" culture",
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      "text": "Source: BCG Digital Marketing Maturity study 2018, Australia & New Zealand brands",
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