{
  "docId": "019dd923-5ca1-7489-b635-b6dfc8ad9517",
  "docSlug": "215b51e86a19c4c2",
  "documentTitle": "e-Conomy SEA 2023 report: Indonesia",
  "authorId": "Bain",
  "authorName": "Google",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 6,
  "pageCount": 14,
  "prevPage": 5,
  "nextPage": 7,
  "slideType": "data_table",
  "function": "quantify_impact",
  "density": "dense",
  "nDataPoints": 24,
  "notes": "Data from Google-commissioned Kantar e-Conomy SEA consumer survey 2023.",
  "elementsJson": [
    "bar_chart_grouped",
    "bar_chart_horizontal",
    "bar_chart_vertical",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-b6dfc8ad9517/6",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-b6dfc8ad9517",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-b6dfc8ad9517.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-b6dfc8ad9517#slide-6",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "HVUs spend 6.8X vs non-HVUs; highest delta in travel",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a35a-ac2b35cbe174",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.28,
        "x": 0.68,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Change in spend (past vs future)",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a23bb527-994f-4908-ac02-2624a2bc491f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.28,
        "x": 0.04,
        "y": 0.5
      },
      "kind": "chart",
      "text": "HVU composition by geography",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ea76edd0-d568-4c0f-bd76-8a83414950e4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.28,
        "x": 0.04,
        "y": 0.25
      },
      "kind": "chart",
      "text": "HVU composition by demographic",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f6092655-c6d3-41eb-8d10-2d1753fbf413",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.28,
        "x": 0.35,
        "y": 0.25
      },
      "kind": "chart",
      "text": "HVU vs non-HVU online spend by vertical",
      "attrs": null,
      "subkind": "bar-horizontal",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "db209de9-3866-4499-b473-a8bae992b280",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.04,
        "y": 0.8
      },
      "kind": "disclaimer",
      "text": "Notes: HVU = high value users. (1) Average composition across SEA; (2) Affluent = High income; (3) Excludes digital financial services (DFS). (4) Based on aggregate HVU user spend / aggregate non-HVU user spend, across all 7 categories.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bd3ec0de-da5c-445a-83f3-0ef60e0aaeec",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Spending multiplier: 6.8X",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a35a-b10d920cb3c9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.6,
        "x": 0.04,
        "y": 0.12
      },
      "kind": "title",
      "text": "HVUs spend 6.8X vs non-HVUs; highest delta in travel",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b373d647-716c-4c30-b921-3e62e81f9923",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Spending multiplier",
      "numberRaw": "6.8X",
      "numberKind": "multiplier",
      "actionTitle": "HVUs spend 6.8X vs non-HVUs; highest delta in travel",
      "calloutText": "HVUs spend 6.8X vs non-HVUs; highest delta in travel",
      "numberScale": null,
      "numberValue": 6.8,
      "metricFamily": "cost_savings",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Chunking",
      "slug": "chunking",
      "agent": "Architect",
      "layer": "loop",
      "matchId": "019dd95a-1804-770a-b24a-71c31d85d8c1",
      "evidence": "Three labeled panels: composition, online spend, change in spend",
      "confidence": 70
    },
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-1804-770a-b24a-6e2723c40c69",
      "evidence": "Every panel contrasts HVU against non-HVU",
      "confidence": 90
    },
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "1205642f-da7a-45a5-86b8-c555a3e61c23",
      "evidence": "chart/bar-horizontal: HVU vs non-HVU online spend by vertical",
      "confidence": 0.7
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24a-5c7194faf5b6",
      "evidence": "Title quotes the headline stat: 'HVUs spend 6.8X vs non-HVUs; highest delta in travel'",
      "confidence": 90
    },
    {
      "name": "Color Strategy",
      "slug": "color-strategy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24a-609d27562d23",
      "evidence": "Light blue for HVU vs dark blue for Non-HVU consistently",
      "confidence": 85
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24a-6bab8ca9728a",
      "evidence": "Specific multiples per category: 10.4X travel, 7.2X groceries, 6.6X streaming",
      "confidence": 75
    },
    {
      "name": "Von Restorff Effect",
      "slug": "von-restorff-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24a-671dd2abbafc",
      "evidence": "'6.8X weighted average' highlighted in blue beneath the bar chart",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 6,
      "from": 6,
      "beatId": "019dd95a-07a5-761b-9145-4c50e5ab4147",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Core Insight",
      "beatSlug": "onion-core-insight",
      "evidence": "HVU 6.8X behavioral insight - the sharpest finding",
      "position": 4,
      "confidence": 55,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "to": 6,
      "from": 3,
      "beatId": "019dd95a-07a5-761b-9145-59b66925b887",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Each title states implication of the data",
      "position": 2,
      "confidence": 50,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 7,
      "from": 3,
      "name": "So What Cascade",
      "slug": "41-so-what-cascade",
      "bestFor": "Data presentations, executive summaries, driving to recommendations",
      "matchId": "019dd95a-088c-724c-b314-02a6b473f5f6",
      "evidence": "Five consecutive data slides where every action title quotes the insight (sizing, geography, DFS, HVU, funding).",
      "position": 1,
      "objective": "Cascade through market data, each slide stating its own implication",
      "structure": "The Data -> So What? (Insight 1) -> So What? (Insight 2) -> So What? (The Action)",
      "confidence": 70,
      "description": "Chain insights together, each answering 'so what?' until you reach the actionable conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}