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  "documentTitle": "Path to digital marketing maturity",
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  "authorName": "BCG",
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  "notes": "The chart uses a maturity model framework to segment brands.",
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      "kind": "chart",
      "text": "Stacked bar chart showing distribution of Digital Natives (blue) and Legacy brands (green) across Nascent, Emerging, Connected, and Multi-moment stages.",
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      "text": "Maturity stages: Nascent, Emerging, Connected, Multi-moment",
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      "text": "Note: Digital Natives defined as brands with >90% sales online, or >60% of media spend online. Source: BCG Digital Marketing Maturity study 2018, Australia & New Zealand brands",
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      "kind": "title",
      "text": "Digital Natives often at higher maturity, but not always",
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      "evidence": "Opens the evidence block backing the 2% headline",
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      "evidence": "Title states the nuance: 'often higher, but not always'",
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      "evidence": "Four stacked bars compared across maturity levels",
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