{
  "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": 25,
  "pageCount": 27,
  "prevPage": 24,
  "nextPage": 26,
  "slideType": "diagnosis",
  "function": "diagnose",
  "density": "balanced",
  "nDataPoints": 3,
  "notes": "LFVC likely stands for Long-Form Video Content and SFVC for Short-Form Video Content.",
  "elementsJson": [
    "action_title",
    "bar_chart_vertical",
    "icon_grid",
    "subtitle_text"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b633-b99b3055536e/25",
  "deckHref": "/decks/019dd923-5ca1-7489-b633-b99b3055536e",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b633-b99b3055536e.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b633-b99b3055536e#slide-25",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Relative attributed sales ROI performance in the auto industry",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-9f65-74fd-b794-4c45ca50c43f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.5,
        "x": 0.42,
        "y": 0.27
      },
      "kind": "chart",
      "text": "Relative attributed sales ROI performance in the auto industry",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "59fd1e31-6bfd-4107-add8-41307c3f8a3a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.7,
        "x": 0.15,
        "y": 0.33
      },
      "kind": "image",
      "text": "Icons representing auto, digital, video, and film",
      "attrs": null,
      "subkind": "icon-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8b14077c-39e7-4e0f-acde-4d73e0856bb1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Relative attributed sales ROI (auto industry): 2.0x",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-9f65-74fd-b794-53ab758b53d3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.9,
        "x": 0.05,
        "y": 0.08
      },
      "kind": "title",
      "text": "THE LOW MEDIA SPEND IN LFVC IS ESPECIALLY SURPRISING GIVEN THAT IT IS BY FAR THE HIGHEST PERFORMING MEDIA CHANNEL",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "69a7bafe-7749-44be-bed4-398887ec4835",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Relative attributed sales ROI (auto industry)",
      "numberRaw": "2.0x",
      "numberKind": "multiplier",
      "actionTitle": "THE LOW MEDIA SPEND IN LFVC IS ESPECIALLY SURPRISING GIVEN THAT IT IS BY FAR THE HIGHEST PERFORMING MEDIA CHANNEL",
      "calloutText": "Relative attributed sales ROI performance in the auto industry",
      "numberScale": null,
      "numberValue": 2,
      "metricFamily": "margin_return",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "356bbe8d-a42c-4073-b5f5-3df500a6880d",
      "evidence": "Relative attributed sales ROI performance in the auto industry",
      "confidence": 0.5
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-0e0a-742d-9e83-d117a29a1bb6",
      "evidence": "Title: 'low spend in LFVC is especially surprising' with 2.0x ROI.",
      "confidence": 92
    },
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "95fa4f00-411e-4eab-a657-ea7be98295c0",
      "evidence": "Relative attributed sales ROI performance in the auto industry",
      "confidence": 0.7
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-0e0a-742d-9e83-da20d164ef2f",
      "evidence": "2.0x ROI multiplier stated as a hard ratio.",
      "confidence": 80
    },
    {
      "name": "Unexpected Pattern",
      "slug": "unexpected-pattern",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-0e0a-742d-9e83-d42366ac62df",
      "evidence": "Title explicitly frames the 2x finding as 'especially surprising'.",
      "confidence": 88
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 25,
      "from": 21,
      "beatId": "019dd95a-0680-7418-820d-b9cb06c261e7",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "LFVC 12% disconnect and 2x ROI in auto industry.",
      "position": 4,
      "confidence": 92,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    },
    {
      "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": 25,
      "from": 21,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "019dd95a-07fe-70ce-8d38-137a92a24267",
      "evidence": "20% viewership CAGR vs 8% spend CAGR -> 2.0x ROI in auto.",
      "position": 5,
      "objective": "LFVC growth-vs-spend disconnect reveals 2x ROI insight",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 80,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}