{
  "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": 59,
  "pageCount": 93,
  "prevPage": 58,
  "nextPage": 60,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 20,
  "notes": "Data from The CMO Survey, February 2022.",
  "elementsJson": [
    "line_chart",
    "comparison_table",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-f458fc5d5c97/59",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97#slide-59",
  "components": [
    {
      "bbox": {
        "h": 0.35,
        "w": 0.25,
        "x": 0.72,
        "y": 0.55
      },
      "kind": "callout",
      "text": "Industries leading in current mobile spend are Consumer Services (29.5%) and Consumer Packaged Goods (22.9%), while the Manufacturing (6.1%) and Professional Services (7.7%) industries lag in their current spend.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "832c71cd-1829-4f87-9c48-b32843d1c600",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "Industries leading in current mobile spend are Consumer Services (29.5%) and Consumer Packaged Goods (22.9%), while the Manufacturing (7.7%) and Professional Services (7.7%) industries lag in their current spend.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e9b-5e38da99e48b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.65,
        "x": 0.03,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Historical and projected mobile marketing spend",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b16ac7c3-2a5f-4f25-b35f-2843737cded9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Mobile marketing spend percentage: 28.3%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e9b-63d419807063",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.4,
        "x": 0.03,
        "y": 0.25
      },
      "kind": "paragraph",
      "text": "What percent of your marketing budget are you currently spending on mobile activities? And what percent will you spend in the next 12 months? 5 years?",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ae86a943-af74-4811-8fc1-dc75708a0eb2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.72,
        "y": 0.25
      },
      "kind": "table",
      "text": "Economic Sector spending breakdown",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "35e20522-229e-4e56-bc9e-538c1172ac51",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.94,
        "x": 0.03,
        "y": 0.1
      },
      "kind": "title",
      "text": "Mobile spending declined over the past six months, but is expected to rebound at a rapid pace in both the near and distant future",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "98140553-7762-478e-b9b2-ca1d8177c2ef",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Mobile marketing spend percentage",
      "numberRaw": "28.3%",
      "numberKind": "percent",
      "actionTitle": "Mobile spending declined over the past six months, but is expected to rebound at a rapid pace in both the near and distant future",
      "calloutText": "Industries leading in current mobile spend are Consumer Services (29.5%) and Consumer Packaged Goods (22.9%), while the Manufacturing (7.7%) and Professional Services (7.7%) industries lag in their current spend.",
      "numberScale": null,
      "numberValue": 28.3,
      "metricFamily": "cost_savings",
      "numberCurrency": null
    }
  ],
  "tools": [],
  "frameworks": [],
  "arcBeats": [],
  "loops": [
    {
      "to": 60,
      "from": 50,
      "name": "Quick Win Big Bet",
      "slug": "47-quick-win-big-bet",
      "bestFor": "Transformation planning, 100-day plans, resource allocation",
      "matchId": "703e6166-9b1f-4dbd-ac6e-6ca154ced7f1",
      "evidence": "The document provides insights into areas where marketers can achieve quick wins and make big bets.",
      "position": 1,
      "objective": "To identify areas for quick wins and big bets in marketing strategy",
      "structure": "The Full List -> Quick Wins (Low effort, High impact) -> Big Bets (High effort, High impact) -> Sequenced Roadmap",
      "confidence": 0.6,
      "description": "Separate initiatives into immediate wins and longer-term strategic bets"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}