{
  "docId": "019dd923-5de0-76bd-a165-b7b9bce4103b",
  "docSlug": "fc8b639a744da652",
  "documentTitle": "Understanding the path to digital marketing maturity",
  "authorId": "misc",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 10,
  "pageCount": 18,
  "prevPage": 9,
  "nextPage": 11,
  "slideType": "kpi_dashboard",
  "function": "present_framework",
  "density": "dense",
  "nDataPoints": 8,
  "notes": "The slide uses a maturity model framework (Nascent to Multi-moment) to segment brands and compare their data usage habits.",
  "elementsJson": [
    "headline_text",
    "bar_chart_grouped",
    "timeline_visual",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a165-b7b9bce4103b/10",
  "deckHref": "/decks/019dd923-5de0-76bd-a165-b7b9bce4103b",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a165-b7b9bce4103b.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a165-b7b9bce4103b#slide-10",
  "components": [
    {
      "bbox": {
        "h": 0.45,
        "w": 0.8,
        "x": 0.1,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Grouped bar chart showing data usage frequency across four maturity stages",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "93d70047-4cef-4a8f-841c-26d152b3be80",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.9,
        "x": 0.05,
        "y": 0.9
      },
      "kind": "disclaimer",
      "text": "Note: First party data refers to data that a company directly collects from customers and thus owns; Taken from responses to \"Which of the following best describes how embedded your first party data is in your marketing efforts currently?\" Source: BCG Digital Marketing Maturity study 2019, Asia Pacific brands",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "06d76b91-e87b-408b-9360-3697c004a423",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.7,
        "x": 0.15,
        "y": 0.25
      },
      "kind": "framework",
      "text": "Maturity Model",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3d4f0835-4ea6-4a55-9e4e-5f40d40b1176",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.25,
        "y": 0.8
      },
      "kind": "legend",
      "text": "First party data is not used in any / few marketing campaigns; First party data is used in most marketing campaigns somewhat consistently / very frequently",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d7fc8d8b-f9b5-470f-8c6e-6a131e5ab82a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "First party data usage: 100%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-fef5-761e-80aa-319fd066ff95",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.8,
        "x": 0.05,
        "y": 0.08
      },
      "kind": "title",
      "text": "Ability to leverage first party data in marketing campaigns is a key trait of mature brands",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "14537a7b-c568-4d6e-9c98-1699c8b46c73",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Maturity model",
      "slug": "maturity-model",
      "agent": null,
      "layer": "slide",
      "matchId": "778f36c7-a151-4f57-ab52-f47175a32fa9",
      "evidence": "legend: First party data is not used in any / few marketing campaigns; First party data is used in most marketing campaigns somewhat consistently / very frequently",
      "confidence": 0.9
    }
  ],
  "frameworks": [
    {
      "name": "maturity-model",
      "slug": null,
      "matchId": "8ae0cde1-7f9c-4c4e-84b6-09a80d324991",
      "evidence": "The slide categorizes brands into four stages: Nascent, Emerging, Connected, and Multi-moment.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 18,
      "from": 10,
      "beatId": "ca4b87e1-d18a-47e9-a77d-5d989f4f455d",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Impact & Next Steps",
      "beatSlug": "consultants-gambit-impact-next-steps",
      "evidence": "Slides 10-18 discuss impact and next steps.",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 11,
      "from": 10,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "70ac4848-a752-4c0d-bc2e-85915885d4b1",
      "evidence": "Slides 10-11 discuss the benefits of digital marketing maturity.",
      "position": 1,
      "objective": "What are the benefits of digital marketing maturity?",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.7,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}