{
  "docId": "019dd923-5ca1-7489-b636-f02dab3225ad",
  "docSlug": "1dfb82eb5691d211",
  "documentTitle": "The CMO Survey Marketing in a Post Covid Era",
  "authorId": "EY",
  "authorName": "Deloitte",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 73,
  "pageCount": 82,
  "prevPage": 72,
  "nextPage": 74,
  "slideType": "industry_trends",
  "function": "summarize",
  "density": "overcrowded",
  "nDataPoints": 10,
  "notes": "Slide from The CMO Survey, September 2022. Contains specific percentage data points regarding investment growth and research methodology adoption.",
  "elementsJson": [
    "headline_text",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-f02dab3225ad/73",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f02dab3225ad#slide-73",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Marketers have invested in building their knowledge resources throughout the pandemic.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e8f-96f6d534a90a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "investment growth: 209%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e8f-9b92e335b921",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.92,
        "x": 0.04,
        "y": 0.9
      },
      "kind": "other",
      "text": "MACROECONOMICS CUSTOMERS/CHANNELS SPENDING DIGITAL SOCIAL/MOBILE JOBS LEADERSHIP DE&I ANALYTICS KNOWLEDGE PERFORMANCE",
      "attrs": null,
      "subkind": "unclassified",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8157bc2a-6b93-429f-940b-8868864e172c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.18,
        "w": 0.85,
        "x": 0.075,
        "y": 0.495
      },
      "kind": "paragraph",
      "text": "Market research has changed during the pandemic, with the biggest change being that more companies report studying online consumer behavior more (63.3%). This is most pronounced among B2C Product companies (86.1%) and companies with $10+ billion in annual sales revenue (100%). This could be because the trend to buy more online than in person was even more accelerated during the pandemic due to health concerns and business opening restrictions. Companies are also using more video interviews (57.8%), but surprisingly are not using more text analysis (18.0%) despite its availability.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "02c77f6d-3e5c-493c-823d-a7f2117cebeb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.18,
        "w": 0.85,
        "x": 0.075,
        "y": 0.315
      },
      "kind": "paragraph",
      "text": "Marketers have invested in building their knowledge resources throughout the pandemic. Considering the biggest spending categories, they spent 89% more on developing knowledge about how to do marketing leads investment increases (from 7.3% to 13.8%) and 209% more on marketing research and intelligence (from 3.4% to 10.5%). The Pharma/Biotech sector leads on both investments at 25%, pointing to the industry's acknowledgement that as the pandemic winds down, it will need a refresh its customer insights to continue its pandemic-fueled growth.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "09fc850b-c58b-4db1-861d-3b08c09dbf48",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.85,
        "x": 0.075,
        "y": 0.675
      },
      "kind": "paragraph",
      "text": "These investments have paid off with the quality of all marketing knowledge resources rising during the pandemic. Marketing capabilities rates the highest, fueled by investments in developing knowledge about how to do marketing. This is followed by customer insights, improved by pandemic-inspired approaches. The larger the company, both in terms of annual sales revenue and number of employees, the more likely it is to rate marketing knowledge resources highly.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e1ebba28-24ac-4a7f-9386-34b8a1675f55",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.048,
        "w": 0.362,
        "x": 0.198,
        "y": 0.125
      },
      "kind": "title",
      "text": "Marketing Knowledge",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8c9fa095-d619-4fe5-ae65-1ec12d703657",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "investment growth",
      "numberRaw": "209%",
      "numberKind": "percent",
      "actionTitle": null,
      "calloutText": "Marketers have invested in building their knowledge resources throughout the pandemic.",
      "numberScale": null,
      "numberValue": 209,
      "metricFamily": "growth_rate",
      "numberCurrency": null
    }
  ],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 79,
      "from": 8,
      "beatId": "0987c41c-7d0e-45f2-aa2d-7d31624f06ea",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "Industry Trends",
      "beatSlug": null,
      "evidence": "The document presents various industry trends, including macroeconomic forecasts, marketing budgets and spending, digital marketing, and customer experience.",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 77,
      "from": 15,
      "beatId": "77d2e471-deb6-4c6e-a07b-a4742500bb1f",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "Key Takeaways",
      "beatSlug": null,
      "evidence": "The document highlights key takeaways and insights from The CMO Survey, including trends and best practices in marketing.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 76,
      "from": 11,
      "beatId": "9d953e05-a430-4c69-a2bb-4c9d99bcf764",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "Data Table",
      "beatSlug": null,
      "evidence": "The document includes various data tables and charts, providing detailed information on marketing trends and statistics.",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}