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  "documentTitle": "Moneyball Moment Marketing Canada",
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  "notes": "The chart uses arrows to indicate the direction and magnitude of the gap between current and optimal spend.",
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      "evidence": "Up/down arrow callouts with +6%, +7%, +3%, +5%, -1% deltas.",
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      "structure": "Our Performance -> Industry Average -> Best-in-Class -> The Gap = The Opportunity",
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