{
  "docId": "019dd923-5ca1-7489-b634-b4f6703d5f80",
  "docSlug": "b87718276d2e8ef8",
  "documentTitle": "US Mail Volumes to 2020",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.294,
  "pageNumber": 33,
  "pageCount": 41,
  "prevPage": 32,
  "nextPage": 34,
  "slideType": "financial_analysis",
  "function": "quantify_impact",
  "density": "balanced",
  "nDataPoints": 9,
  "notes": "The chart illustrates how various factors (rebound, growth, online, targeting, mobile, TV) contribute to the net change in volume.",
  "elementsJson": [
    "headline_text",
    "waterfall_chart",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-b4f6703d5f80/33",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-b4f6703d5f80",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-b4f6703d5f80.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-b4f6703d5f80#slide-33",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Mail Rebound from recession offset by smarter targeting",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-acbb-7389-93b7-111b8d597bf2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.74,
        "x": 0.13,
        "y": 0.28
      },
      "kind": "chart",
      "text": "Waterfall chart showing volume change from 12.6B in 2009 to 8.9B in 2020",
      "attrs": null,
      "subkind": "waterfall",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1b1413b4-422d-4f9a-ad4b-fb5adb14349d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.55,
        "x": 0.068,
        "y": 0.88
      },
      "kind": "disclaimer",
      "text": "1. Online channel includes paid search, website search and banners\nSource: BCG analysis, customer interviews, USPS RPW reports 2009, USPS Household Diary Survey 2008",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3627f4ae-039b-4390-ac0f-729e9fea49a1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Catalog volume: 29%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acbb-7389-93b7-14c70266e487",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.83,
        "x": 0.068,
        "y": 0.17
      },
      "kind": "title",
      "text": "Mail Rebound from recession offset by smarter targeting",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0c5e6a6a-8c6f-44f8-9392-11c0120f5c5c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.83,
        "x": 0.068,
        "y": 0.12
      },
      "kind": "title",
      "text": "Catalog volume expected to fall about 29%",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "82a82c41-fd65-4aa1-bfc0-0a27ef2fbff8",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Catalog volume",
      "numberRaw": "29%",
      "numberKind": "percent",
      "actionTitle": "Catalog volume expected to fall about 29%",
      "calloutText": "Mail Rebound from recession offset by smarter targeting",
      "numberScale": null,
      "numberValue": 29,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a07-4e3e359bc8f1",
      "evidence": "Title: 'Catalog volume expected to fall about 29%'",
      "confidence": 88
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a07-50e89ef29ead",
      "evidence": "Callout 'Mail Rebound from recession offset by smarter targeting'",
      "confidence": 70
    },
    {
      "name": "Waterfall chart",
      "slug": "waterfall-chart",
      "agent": null,
      "layer": "slide",
      "matchId": "cb26fcff-9a9f-47fa-b9f8-f79c81d5f133",
      "evidence": "chart/waterfall: Waterfall chart showing volume change from 12.6B in 2009 to 8.9B in 2020",
      "confidence": 0.9
    }
  ],
  "frameworks": [
    {
      "name": "waterfall-chart",
      "slug": null,
      "matchId": "43f02fa0-68e5-4f7f-8b10-791b07a9d212",
      "evidence": "The chart uses a standard waterfall structure to show the net change between two points in time.",
      "confidence": 1
    }
  ],
  "arcBeats": [],
  "loops": [
    {
      "to": 33,
      "from": 26,
      "name": "Waterfall Value",
      "slug": "31-waterfall-value",
      "bestFor": "Financial analysis, value bridges, variance explanations",
      "matchId": "019dd95a-088c-724c-b30f-9676532edd11",
      "evidence": "p28 confirmed waterfall (8.5B → 4.5B with named drivers); other sender-view segments follow same pattern",
      "position": 6,
      "objective": "Decompose each sender-side segment's volume change via waterfall drivers",
      "structure": "The Total -> Driver 1 Impact -> Driver 2 Impact -> Driver 3 Impact -> The Remainder",
      "confidence": 80,
      "description": "Break down a big number into its component drivers to show where value is created or lost"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}