{
  "docId": "019dd923-5ca1-7489-b634-7e1c9fe1bc87",
  "docSlug": "7a27e27b944e835f",
  "documentTitle": "Seeing the BIG Picture",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.414,
  "pageNumber": 37,
  "pageCount": 60,
  "prevPage": 36,
  "nextPage": 38,
  "slideType": "customer_journey",
  "function": "quantify_impact",
  "density": "dense",
  "nDataPoints": 8,
  "notes": "The slide uses a 'Consumer Reality' framing to show the impact of digital engagement on different media segments.",
  "elementsJson": [
    "headline_text",
    "donut_chart",
    "icon_grid",
    "callout_box",
    "footnote",
    "paragraph"
  ],
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-7e1c9fe1bc87/37",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-7e1c9fe1bc87#slide-37",
  "components": [
    {
      "bbox": {
        "h": 0.1,
        "w": 0.4,
        "x": 0.06,
        "y": 0.78
      },
      "kind": "callout",
      "text": "Optimize campaigns for deep funnel metrics and deploy 1PD-led churn prediction models",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5047b8d5-6304-407c-a820-1058f7d66d72",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.4,
        "x": 0.55,
        "y": 0.78
      },
      "kind": "callout",
      "text": "Level up on digital engagement to encourage movie viewing",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8b6ad22d-48e3-46d2-9725-61324353d0cd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.15,
        "x": 0.55,
        "y": 0.28
      },
      "kind": "chart",
      "text": "~45% of respondents discovered a movie via digital through Word of Mouth.",
      "attrs": null,
      "subkind": "donut",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cfb97ec8-4da4-4019-a36d-1f3bdf5ccd5b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.4,
        "x": 0.06,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Watch time/week (in minutes) for GEC, Movies, and Sports comparing non-engaged vs digitally engaged consumers.",
      "attrs": null,
      "subkind": "dot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "68103860-e70e-4382-b6f8-e312bfc92170",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Watch time/week: 40%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb9-741a-8351-9a956c0d633e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.4,
        "x": 0.55,
        "y": 0.45
      },
      "kind": "quote",
      "text": "I saw a friend's post raving about the movie... I spoke to a friend... My friends kept sharing memes...",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "92a1398d-596e-4f8c-afee-46b8c0b77e73",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.8,
        "x": 0.06,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "1. Refers to Reality/Talent hunt/Game shows 2. Includes digital influence in the 'post-watching' stage... Source: Industry Expert Interviews; BCG Consumer Content Consumption Survey, October 2022, N = 2,615",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "229ee926-e7c8-4415-a24b-8d5e53dc793f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.8,
        "x": 0.06,
        "y": 0.06
      },
      "kind": "title",
      "text": "...and OTT; drives churn reduction and subsequent content consumption",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2c61702c-3df7-45e0-a353-cbc121620930",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Watch time/week",
      "numberRaw": "40%",
      "numberKind": "percent",
      "actionTitle": "...and OTT; drives churn reduction and subsequent content consumption",
      "calloutText": "Optimize campaigns for deep funnel metrics and deploy 1PD-led churn prediction models",
      "numberScale": null,
      "numberValue": 40,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-14f5-72a3-8b8a-6f84b4c7e335",
      "evidence": "'drives churn reduction and subsequent content consumption'",
      "confidence": 82
    },
    {
      "name": "AIDA Model",
      "slug": "aida-model",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "aa45fb59-a18a-4896-b885-cd50c60b8ea9",
      "evidence": "Optimize campaigns for deep funnel metrics and deploy 1PD-led churn prediction models",
      "confidence": 0.5
    },
    {
      "name": "Customer journey map",
      "slug": "customer-journey-map",
      "agent": null,
      "layer": "slide",
      "matchId": "ebd73038-83cc-4ce9-a9ab-b3b074155d23",
      "evidence": "chart/dot: Watch time/week (in minutes) for GEC, Movies, and Sports comparing non-engaged vs digitally engaged consumers.",
      "confidence": 0.7
    }
  ],
  "frameworks": [
    {
      "name": "customer-journey-map",
      "slug": null,
      "matchId": "51c87212-b7de-417e-af6f-c1221f92d929",
      "evidence": "The slide header explicitly tracks the 'Engagement' stage of a consumer journey.",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 37,
      "from": 23,
      "beatId": "019dd95a-0702-74a3-87e0-1f22948572f0",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "Lights/Camera: discovery + engagement insights driving the approach",
      "position": 3,
      "confidence": 88,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "to": 43,
      "from": 23,
      "beatId": "019dd95a-0702-74a3-87e0-2df5adecf56a",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Camera: discovery and engagement implications",
      "position": 2,
      "confidence": 80,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 37,
      "from": 34,
      "name": "Zoom In",
      "slug": "06-zoom-in",
      "bestFor": "Technical deep-dives, case studies, detailed analysis",
      "matchId": "019dd95a-088b-72c8-b7e7-45c527f858f0",
      "evidence": "Higher digital engagement -> higher watch times -> churn reduction (pp.34-37)",
      "position": 5,
      "objective": "Zoom into digital engagement and its causal link to watch time / churn",
      "structure": "The Big Picture -> Key Area of Focus -> Specific Detail -> Implication",
      "confidence": 76,
      "description": "Start broad, then progressively focus on specific details that prove your point"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}