{
  "docId": "019dd923-5ca1-7489-b633-b99b3055536e",
  "docSlug": "995a3793461c4fe2",
  "documentTitle": "Moneyball Moment Marketing Canada",
  "authorId": "Accenture",
  "authorName": "Accenture",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 19,
  "pageCount": 27,
  "prevPage": 18,
  "nextPage": 20,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "The chart illustrates diminishing returns (plateauing) for digital channels versus linear returns for TV.",
  "elementsJson": [
    "action_title",
    "line_chart",
    "numbered_list",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b633-b99b3055536e/19",
  "deckHref": "/decks/019dd923-5ca1-7489-b633-b99b3055536e",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b633-b99b3055536e.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b633-b99b3055536e#slide-19",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "At current spend levels, TV's response curve remains the most linear, indicating higher marginal ROIs will continue with incremental spend",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-9f65-74fd-b793-88df2141c662",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.45,
        "x": 0.05,
        "y": 0.28
      },
      "kind": "chart",
      "text": "Automotive Spend vs. Sales Response Curve",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a5647b9c-ab55-4c60-85bf-c7f4b5256589",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.4,
        "x": 0.55,
        "y": 0.3
      },
      "kind": "list",
      "text": "1. Digital channels provide the highest contribution to sales at lower levels of media investment\n2. At current spend levels, TV's response curve remains the most linear, indicating higher marginal ROIs will continue with incremental spend\n3. At current spend levels, Digital response curves begin to plateau – a trend seen across industries",
      "attrs": null,
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "db62e2d7-cf61-4f97-8d28-f5a21afbe039",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Revenue response to Ad Spend by channel",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-9f65-74fd-b793-8e70baea52e9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.94,
        "x": 0.03,
        "y": 0.05
      },
      "kind": "title",
      "text": "ADVERTISERS SEE GREATER RETURNS ON AN ADDITIONAL DOLLAR SPENT ON TV ADS COMPARED TO ONE SPENT ON OTHER CHANNELS",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d953ba88-c93d-4b9c-89be-1aeada9baf9d",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-0e0a-742d-9e83-9c8d96d1096d",
      "evidence": "Title: 'greater returns on additional dollar spent on TV ads'.",
      "confidence": 90
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-0e0a-742d-9e83-a2b9c307d45c",
      "evidence": "Callout: 'TV's response curve remains the most linear'.",
      "confidence": 75
    }
  ],
  "frameworks": [
    {
      "name": "diminishing-returns",
      "slug": null,
      "matchId": "7c99fb6f-6afe-44c7-8162-a6e6278a0cc1",
      "evidence": "The chart shows curves flattening (plateauing) as spend increases.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 20,
      "from": 13,
      "beatId": "019dd95a-0680-7418-820d-b79e21ab0886",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Halo effect framing, response curves, 53% TV allocation rec.",
      "position": 3,
      "confidence": 92,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "to": 25,
      "from": 13,
      "beatId": "019dd95a-0680-7418-820d-c79f80d42f32",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Halo effect, marginal ROI, LFVC opportunity.",
      "position": 2,
      "confidence": 60,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 20,
      "from": 17,
      "name": "So What Cascade",
      "slug": "41-so-what-cascade",
      "bestFor": "Data presentations, executive summaries, driving to recommendations",
      "matchId": "019dd95a-07fe-70ce-8d38-0c6c97872bf7",
      "evidence": "Curves explainer -> TV most linear -> 53% of new spend to TV.",
      "position": 4,
      "objective": "From response curves to 53% TV reallocation recommendation",
      "structure": "The Data -> So What? (Insight 1) -> So What? (Insight 2) -> So What? (The Action)",
      "confidence": 82,
      "description": "Chain insights together, each answering 'so what?' until you reach the actionable conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}