{
  "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": 5,
  "pageCount": 18,
  "prevPage": 4,
  "nextPage": 6,
  "slideType": "appendix_methodology",
  "function": "present_framework",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "The slide uses a curve to represent progression through maturity stages.",
  "elementsJson": [
    "headline_text",
    "process_diagram"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a165-b7b9bce4103b/5",
  "deckHref": "/decks/019dd923-5de0-76bd-a165-b7b9bce4103b",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a165-b7b9bce4103b.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a165-b7b9bce4103b#slide-5",
  "components": [
    {
      "bbox": {
        "h": 0.6,
        "w": 0.7,
        "x": 0.18,
        "y": 0.25
      },
      "kind": "framework",
      "text": "Maturity model showing progression from Nascent to Multi-moment",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0b636e23-b7b7-4b1a-9be6-f1aa4d0869f2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.27,
        "y": 0.82
      },
      "kind": "list",
      "text": "Nascent: Campaign based execution mainly using third party data, collects limited/no first party data and direct buys with limited link to sales",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ad34953b-0fd8-4779-8bec-d9321256e9e4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.41,
        "y": 0.46
      },
      "kind": "list",
      "text": "Connected: First party data and third party data integrated and activated across channels with demonstrated link to ROI or sales proxies",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b16e1492-2c15-460b-96e1-ea3a8027883e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.4,
        "x": 0.51,
        "y": 0.28
      },
      "kind": "list",
      "text": "Multi-moment: Dynamic execution optimized toward single-customer business outcomes across channels",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bcb7eb45-ef80-4fa7-ac1c-c979a57b1010",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.35,
        "y": 0.65
      },
      "kind": "list",
      "text": "Emerging: Use of first party data and third party data in basic programmatic media buying with manual bidding, single-channel optimization and testing",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d7f56857-85bd-4477-aa86-d202d9916ecc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.05,
        "y": 0.92
      },
      "kind": "source-note",
      "text": "Note: First party data refers to data that a company directly collects from customers and thus owns. Source: BCG Digital Marketing Maturity study 2019, Asia Pacific brands",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f1d4f1eb-a1b3-426a-ba95-3d2001c5cf46",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.8,
        "x": 0.05,
        "y": 0.09
      },
      "kind": "title",
      "text": "Brands were assessed based on their level of digital marketing maturity",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8ed72e26-b012-48b6-8ee8-8e4f190b5b72",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Maturity model",
      "slug": "maturity-model",
      "agent": null,
      "layer": "slide",
      "matchId": "57d19167-afad-47a2-b7d0-54f4535fb513",
      "evidence": "framework/instance: Maturity model showing progression from Nascent to Multi-moment",
      "confidence": 0.9
    }
  ],
  "frameworks": [
    {
      "name": "maturity-model",
      "slug": null,
      "matchId": "c22a52ec-1b2b-4956-b851-442cc13eb4dc",
      "evidence": "Four-stage progression model for digital marketing capabilities",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 6,
      "from": 5,
      "beatId": "bc3df0fe-6802-4f1b-be5f-23bea65df296",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Problem & Complication",
      "beatSlug": "consultants-gambit-problem-complication",
      "evidence": "Slides 5-6 discuss the problem and complication.",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}