{
  "docId": "019dd923-5ca1-7489-b634-f2c898493c9f",
  "docSlug": "79fe9478c66e2f55",
  "documentTitle": "Path to digital marketing maturity",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 15,
  "pageCount": 16,
  "prevPage": 14,
  "nextPage": 16,
  "slideType": "appendix_methodology",
  "function": "present_framework",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "The slide uses a numbered list structure to categorize 12 distinct activities under four thematic pillars.",
  "elementsJson": [
    "icon_grid",
    "numbered_list"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-f2c898493c9f/15",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-f2c898493c9f",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-f2c898493c9f.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-f2c898493c9f#slide-15",
  "components": [
    {
      "bbox": {
        "h": 0.1,
        "w": 0.15,
        "x": 0.83,
        "y": 0.25
      },
      "kind": "framework",
      "text": "Organisational collaboration",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3614cf56-21bd-4a92-8fed-4b570511023b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.15,
        "x": 0.08,
        "y": 0.25
      },
      "kind": "framework",
      "text": "Data-driven targeting",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "49430739-ef6c-47f7-9347-97b16c4b415f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.15,
        "x": 0.33,
        "y": 0.25
      },
      "kind": "framework",
      "text": "Automated activation",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "54e98ebd-1c02-4a38-b1d9-c7b713d380e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.15,
        "x": 0.58,
        "y": 0.25
      },
      "kind": "framework",
      "text": "Measurement & attribution",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b1234c3c-9fa6-43f9-b946-b94a25fd5d94",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.55,
        "y": 0.53
      },
      "kind": "list",
      "text": "7. Measurement ecosystem\n8. KPI setting and optimisation\n9. Testing and feedback mechanisms",
      "attrs": null,
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3c4a5424-619a-4208-b7aa-14b3db55a19c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.05,
        "y": 0.53
      },
      "kind": "list",
      "text": "1. Data strategy\n2. Audience definition\n3. Targeting techniques",
      "attrs": null,
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "447230e6-c928-4b55-93a8-0f8d6af6e4ec",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.3,
        "y": 0.53
      },
      "kind": "list",
      "text": "4. Audience maintenance\n5. Content development & delivery\n6. Media buying",
      "attrs": null,
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "56784274-3bbe-45d5-9987-792fda4fa3cd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.8,
        "y": 0.53
      },
      "kind": "list",
      "text": "10. Objective alignment\n11. Internal ways of working\n12. Partnership ecosystem",
      "attrs": null,
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "78e60f7a-875d-46a7-ad84-c673a0ed35ce",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.4,
        "x": 0.05,
        "y": 0.94
      },
      "kind": "source-note",
      "text": "Source: BCG Digital Marketing Maturity study 2018, Australia & New Zealand brands",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9dc52050-316b-42ef-adcc-37dbd4d7a3d9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.08
      },
      "kind": "title",
      "text": "Appendix | Digital marketing maturity framework across key activities & channels",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d6022a8a-2e68-459a-9d9d-35d72135eb77",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "List presentation",
      "slug": "list-presentation",
      "agent": null,
      "layer": "slide",
      "matchId": "b13c18d6-69a2-40e3-9e2f-3084d64f801b",
      "evidence": "list/numbered: 7. Measurement ecosystem ... list/numbered: 1. Data strategy ... list/numbered: 10. Objective alignment",
      "confidence": 0.6
    },
    {
      "name": "Visual Hierarchy",
      "slug": "visual-hierarchy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1474-7621-ae47-c4ecccf97249",
      "evidence": "Appendix maturity matrix across activities & channels",
      "confidence": 60
    }
  ],
  "frameworks": [
    {
      "name": "maturity-model",
      "slug": null,
      "matchId": "32470a0b-2aff-4951-9c7e-ebe12a7f8b4c",
      "evidence": "Categorization of digital marketing activities into a structured maturity framework",
      "confidence": 0.95
    },
    {
      "name": "Maturity Model",
      "slug": null,
      "matchId": "019dd95a-1ca6-71be-9e59-89ef3f055d38",
      "evidence": "Appendix maturity matrix across activities & channels",
      "confidence": 75
    }
  ],
  "arcBeats": [],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}