{
  "docId": "019dd923-5ca1-7489-b635-bbc5f530c082",
  "docSlug": "2fa88eec3b2f6c71",
  "documentTitle": "e-Conomy SEA 2023 report: Malaysia",
  "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": 7,
  "prevPage": 5,
  "nextPage": 7,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 24,
  "notes": "Data sourced from Google-commissioned Kantar e-Conomy SEA consumer survey 2023.",
  "elementsJson": [
    "bar_chart_grouped",
    "bar_chart_horizontal",
    "bar_chart_vertical",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-bbc5f530c082/6",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-bbc5f530c082",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-bbc5f530c082.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-bbc5f530c082#slide-6",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "HVUs spend 5.3X vs non-HVUs; even distribution of HVU demographics",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a361-e4e9031b4696",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.25,
        "x": 0.68,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Change in spend (past 12 months vs next 12 months)",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7a6ba0b4-54fe-48e4-9c08-0299fdafabbf",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.3,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "chart",
      "text": "HVU composition by demographic",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8bc5d752-fadc-41ac-a08e-80e037b2ff27",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.3,
        "x": 0.05,
        "y": 0.55
      },
      "kind": "chart",
      "text": "HVU composition by geography",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ae593c3d-7cfb-45a7-af52-6b5c3158d787",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.3,
        "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": "ccc10ae7-e12c-47c0-9f31-5e7f0dc03fbf",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.05,
        "y": 0.82
      },
      "kind": "disclaimer",
      "text": "Notes: HVU = high value users. (1) Average composition across SEA; (2) Affluent = High income; Metro mainstream = Age 30 and above & medium income; Young digital natives = Age 18-29 & medium income; On budget = low 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": "21744ec1-e330-4402-9b61-d8c628d45ce7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Spending multiplier: 5.3X",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a361-e955acab3b43",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.12
      },
      "kind": "title",
      "text": "HVUs spend 5.3X vs non-HVUs; even distribution of HVU demographics",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b502dbf0-e2fe-44d4-b034-ef9b66cddc9c",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Spending multiplier",
      "numberRaw": "5.3X",
      "numberKind": "multiplier",
      "actionTitle": "HVUs spend 5.3X vs non-HVUs; even distribution of HVU demographics",
      "calloutText": "HVUs spend 5.3X vs non-HVUs; even distribution of HVU demographics",
      "numberScale": null,
      "numberValue": 5.3,
      "metricFamily": "cost_savings",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Pareto Principle (80/20)",
      "slug": "pareto-principle-80-20",
      "agent": "Architect",
      "layer": "block",
      "matchId": "019dd95a-1804-770a-b24e-62b3c93fac8c",
      "evidence": "Vital-few HVUs drive disproportionate share of online spend",
      "confidence": 70
    },
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-1804-770a-b24e-59c100c46cbd",
      "evidence": "Every panel contrasts HVU vs non-HVU bars",
      "confidence": 80
    },
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "a3712f0c-8158-47f0-bce8-7ce8c8161c8b",
      "evidence": "The slide implies a 2x2 matrix with HVU and non-HVU segments.",
      "confidence": 0.5
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24e-4af7acc2c3d2",
      "evidence": "Title quantifies 'HVUs spend 5.3X vs non-HVUs'",
      "confidence": 90
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24e-5f3142156c51",
      "evidence": "Multipliers (13.4X, 5.5X...) annotated on each bar pair",
      "confidence": 80
    },
    {
      "name": "Color Strategy",
      "slug": "color-strategy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24e-56b80513d392",
      "evidence": "Light vs dark blue distinguishes HVU from non-HVU",
      "confidence": 85
    },
    {
      "name": "Visual Hierarchy",
      "slug": "visual-hierarchy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24e-5027abafab7a",
      "evidence": "5.3X dominates; per-vertical multipliers secondary",
      "confidence": 80
    },
    {
      "name": "Von Restorff Effect",
      "slug": "von-restorff-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24e-4c0c063ebfc1",
      "evidence": "5.3X weighted average set in oversized blue type",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 6,
      "from": 6,
      "beatId": "019dd95a-07a6-74c7-9026-9e0f82e4d31a",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Core Insight",
      "beatSlug": "onion-core-insight",
      "evidence": "HVU concentration: 5.3X spend reveals where value sits",
      "position": 4,
      "confidence": 55,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "to": 6,
      "from": 4,
      "beatId": "019dd95a-07a6-74c7-9026-ab7bb0131849",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": "triple-take-the-implications-so-what",
      "evidence": "Geography, DFS, HVU implications via action titles",
      "position": 2,
      "confidence": 45,
      "parentBeatName": "Reflection",
      "parentBeatSlug": "reflection"
    }
  ],
  "loops": [
    {
      "to": 7,
      "from": 4,
      "name": "So What Cascade",
      "slug": "41-so-what-cascade",
      "bestFor": "Data presentations, executive summaries, driving to recommendations",
      "matchId": "019dd95a-088c-724c-b314-3d851725a824",
      "evidence": "Each of pp.4-7 presents a data view and asserts an insight in the headline (KL leads, DFS rises, HVUs spend 5.3X, funding falls).",
      "position": 2,
      "objective": "Cascade through analytical cuts where each chart's action title states the so-what insight",
      "structure": "The Data -> So What? (Insight 1) -> So What? (Insight 2) -> So What? (The Action)",
      "confidence": 60,
      "description": "Chain insights together, each answering 'so what?' until you reach the actionable conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}