{
  "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": 38,
  "pageCount": 41,
  "prevPage": 37,
  "nextPage": 39,
  "slideType": "market_landscape",
  "function": "quantify_impact",
  "density": "dense",
  "nDataPoints": 4,
  "notes": "Uses Harvey balls to represent qualitative scores for online ad improvements.",
  "elementsJson": [
    "headline_text",
    "bar_chart_vertical",
    "comparison_table",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-b4f6703d5f80/38",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-b4f6703d5f80",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-b4f6703d5f80.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-b4f6703d5f80#slide-38",
  "components": [
    {
      "bbox": {
        "h": 0.08,
        "w": 0.6,
        "x": 0.2,
        "y": 0.78
      },
      "kind": "callout",
      "text": "Senders indicate many of these improvements will be made in the next 10 years",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0ac1726a-0f84-4d02-bcba-ba25c45b840b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.25,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Remaining of '09 values (%) 2009 vs 2020 (100 to 81)",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5d163f00-34f3-4939-9425-a398eca7222e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.25,
        "x": 0.7,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Remaining of '09 values (%) 2009 vs 2020 (100 to 60)",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "86bb0cdb-7439-486d-a907-c8f43f1b68c3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Ad letter volume: 40%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acbb-7389-93b7-7a887fda8a39",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.87
      },
      "kind": "source-note",
      "text": "1. Harvey balls based on score. 7-20: 1/4, 21-34: 1/2, 35-49: 3/4, 50-63: 1. Score indicates the percent of respondents who indicated that that improvement would lead them to more strongly favor Source: Consumer internet-based research, 11/09, n=1328; BCG analysis; Sender research, 11/09",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a5d89cd2-edba-4a4a-9d33-a9d9f65fc24e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.38,
        "x": 0.31,
        "y": 0.31
      },
      "kind": "table",
      "text": "Improvement vs Score table with Harvey balls",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3186ec81-eb40-4a98-97b1-faf9128b111a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.88,
        "x": 0.06,
        "y": 0.17
      },
      "kind": "title",
      "text": "Decline will be greater as online advertising improves",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3ba400f6-d884-4bf8-a660-17213ab9295d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.88,
        "x": 0.06,
        "y": 0.11
      },
      "kind": "title",
      "text": "Consumers expect volume of ad letters to fall",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0f5ce462-9b8e-470d-a40e-25f4f88f553b",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Ad letter volume",
      "numberRaw": "40%",
      "numberKind": "percent",
      "actionTitle": "Consumers expect volume of ad letters to fall",
      "calloutText": "Senders indicate many of these improvements will be made in the next 10 years",
      "numberScale": null,
      "numberValue": 40,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a07-65a99ed48a5d",
      "evidence": "Title: 'Consumers expect volume of ad letters to fall'",
      "confidence": 85
    }
  ],
  "frameworks": [],
  "arcBeats": [],
  "loops": [
    {
      "to": 41,
      "from": 35,
      "name": "Voice Of Customer",
      "slug": "51-voice-of-customer",
      "bestFor": "Product strategy, customer experience, market research",
      "matchId": "019dd95a-088c-724c-b30f-9ac6075e827c",
      "evidence": "Each slide framed as 'Consumers expect volume of X to fall' across mail categories",
      "position": 7,
      "objective": "Triangulate sender forecasts with consumer expectations",
      "structure": "What Customers Say (Verbatim) -> The Pattern Across Voices -> The Insight -> The Response",
      "confidence": 82,
      "description": "Let customer quotes and feedback drive the narrative and validate the insight"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}