{"id":7837,"date":"2022-09-29T23:13:38","date_gmt":"2022-09-29T23:13:38","guid":{"rendered":"https:\/\/xpon.ai\/?p=7837"},"modified":"2025-02-12T21:42:20","modified_gmt":"2025-02-12T21:42:20","slug":"what-does-it-mean-to-be-integrated-in-digital-experience-maturity","status":"publish","type":"post","link":"https:\/\/xpon.ai\/gb\/resources\/what-does-it-mean-to-be-integrated-in-digital-experience-maturity\/","title":{"rendered":"What does it mean to be ‘Integrated’\u200b in Digital Maturity?"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_padding=”2px|||||” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”939.7px” custom_padding=”40px||0px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Text” _builder_version=”4.20.2″ text_font_size=”16px” text_line_height=”2em” header_4_font_size=”22px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”171.7px” text_font_size_tablet=”16px” text_font_size_phone=”20px” text_font_size_last_edited=”on|desktop” header_font_size_tablet=”” header_font_size_phone=”” header_font_size_last_edited=”on|phone” header_4_font_size_tablet=”” header_4_font_size_phone=”24px” header_4_font_size_last_edited=”on|desktop” global_colors_info=”{}”]<\/p>\n

We\u2019re now into the second half of XPON\u2019s stages of Digital Maturity (need a recap? See here for an overview<\/a> of Maturity and the Limited<\/a> and Reactive<\/a> stages).<\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/xpon.ai\/wp-content\/uploads\/2023\/03\/1669017857384.jpg” alt=”The 4 stages of XPON’s Digital Maturity framework” title_text=”1669017857384″ _builder_version=”4.20.2″ _module_preset=”default” width=”80%” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” _builder_version=”4.22.2″ text_font_size=”16px” text_line_height=”2em” header_4_font_size=”22px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”171.7px” text_font_size_tablet=”16px” text_font_size_phone=”20px” text_font_size_last_edited=”on|desktop” header_font_size_tablet=”” header_font_size_phone=”” header_font_size_last_edited=”on|phone” header_4_font_size_tablet=”” header_4_font_size_phone=”24px” header_4_font_size_last_edited=”on|desktop” global_colors_info=”{}”]<\/p>\n

This post delves into the third stage – \u201cIntegrated\u201d – and what it means for those organisations who sit within this stage of\u00a0 maturity. Integrated digital maturity – what does this mean?<\/p>\n

Awesome, we\u2019ve hit Stage 3 of Digital Maturity\u2026 what does being \u2018Integrated\u2019 actually mean?<\/h4>\n

First up, congratulations for being such a data-driven organisation. You\u2019re also in good company, with 42% of Australian businesses sitting at the Integrated digital maturity stage on our maturity scale.<\/p>\n

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24% of Australian businesses sit at the Integrated stage on our maturity scale.<\/p>\n<\/blockquote>\n

As an Integrated business, apart from being data-driven, your teams, processes, and systems are interconnected. Data is now not only shared across your teams but used effectively, with ever-increasing collaboration and cross-functionality. Outward-facing, your digital presence closely reflects and conveys the look, feel, and value(s) of your brand. As such, integrated organisations are able to deliver a digital experience that adequately serves the expectations of the modern customer.<\/p>\n

Being able to use, and rely upon, owned data leaves integrated organisations well-prepared for the imminent deprecation of the 3rd party cookie. Further, 1st party data can be, and is, activated across channels with a demonstrated link to ROI. However, even at this stage, data maintenance is only near-optimal, which makes campaign optimisation less personalised, and can cost businesses time and money.<\/p>\n

As with the lower levels of maturity, there is work to do for Integrated businesses to safeguard against future evolutions of the marketing landscape and inevitable policy changes at a time when data privacy is top-of-mind for consumers.<\/p>\n

We\u2019re so close – How do we get to the top of the Maturity scale?<\/h4>\n

What’s great is that as an Integrated business, you are already in the top half of the digital maturity curve, giving you a competitive advantage over those who are still Limited or Reactive.<\/p>\n

So now it\u2019s time to really focus on moving into the final phase of digital maturity by capitalising on opportunities to deliver truly customer-centric and profitable digital experiences. Some initiatives you might like to consider include:<\/p>\n