{
  "docId": "019dd923-5ca1-7489-b636-f458fc5d5c97",
  "docSlug": "3e2af39803cc6262",
  "documentTitle": "The CMO Survey The Highlights and Insights Report February 2022",
  "authorId": "EY",
  "authorName": "Deloitte",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 48,
  "pageCount": 93,
  "prevPage": 47,
  "nextPage": 49,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 52,
  "notes": "Data from The CMO Survey, February 2022.",
  "elementsJson": [
    "headline_text",
    "bar_chart_grouped",
    "kpi_table",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-f458fc5d5c97/48",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97#slide-48",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "10.3% marketing spend change in prior 12 months; 13.6% marketing spend change in next 12 months.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e9b-2e368b9b8971",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.25,
        "x": 0.5,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Revenue size growth comparison",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3eecdeab-4b28-4031-8ffa-3b86b2c7cdf6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.25,
        "x": 0.25,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Employee size growth comparison",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "683f20c1-b769-48b5-af82-072443d9d7fc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.04,
        "y": 0.55
      },
      "kind": "chart",
      "text": "Internet Sales growth comparison",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fbcde916-e849-4f4d-b588-de3d529318a0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.04,
        "y": 0.26
      },
      "kind": "metric",
      "text": "10.3% marketing spend change in prior 12 months; 13.6% marketing spend change in next 12 months",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "46fbf27a-9768-41c5-9b77-6cac96d91f18",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "marketing spend change: 13.6%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e9b-30cac0fc164d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.75,
        "y": 0.65
      },
      "kind": "table",
      "text": "Industry Sector top/bottom performers",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "518b566e-46cf-41c0-8d9e-3774b500a037",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.75,
        "y": 0.32
      },
      "kind": "table",
      "text": "Economic Sector growth table",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b3975675-6eb9-42bd-82d6-f73a27dfd30f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.03,
        "y": 0.1
      },
      "kind": "title",
      "text": "How prior and projected marketing spending growth varies by firm/industry breakouts",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "41cfa589-aff8-488d-ac2e-18ade7a1f869",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "marketing spend change",
      "numberRaw": "13.6%",
      "numberKind": "percent",
      "actionTitle": "How prior and projected marketing spending growth varies by firm/industry breakouts",
      "calloutText": "10.3% marketing spend change in prior 12 months; 13.6% marketing spend change in next 12 months.",
      "numberScale": null,
      "numberValue": 13.6,
      "metricFamily": "cost_savings",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Data-Ink Ratio",
      "slug": "data-ink-ratio",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "b3442fa2-f95a-4912-aee3-2d2f76584078",
      "evidence": "The slide includes a table/data component, which suggests an emphasis on effectively presenting data, a key aspect of the data-ink ratio principle.",
      "confidence": 0.7
    },
    {
      "name": "Small Multiples",
      "slug": "small-multiples",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "04482826-209f-4045-9aa7-ec45f945dc51",
      "evidence": "The presence of multiple bar-grouped charts (Internet Sales growth comparison, Employee size growth comparison, Revenue size growth comparison) indicates the use of small multiples for comparison.",
      "confidence": 0.6
    }
  ],
  "frameworks": [],
  "arcBeats": [],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}