{
  "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": 60,
  "pageCount": 93,
  "prevPage": 59,
  "nextPage": 61,
  "slideType": "kpi_dashboard",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 14,
  "notes": "Data from The CMO Survey, February 2022.",
  "elementsJson": [
    "headline_text",
    "bar_chart_grouped",
    "callout_box",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-f458fc5d5c97/60",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-f458fc5d5c97#slide-60",
  "components": [
    {
      "bbox": {
        "h": 0.35,
        "w": 0.25,
        "x": 0.72,
        "y": 0.55
      },
      "kind": "callout",
      "text": "Despite the fact that mobile marketing spending is expected to grow over the next few years, companies are still struggling to see returns...",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3d928157-e462-4b12-90a0-9e7832e340a6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "Despite the fact that mobile marketing spending is expected to grow over the next few years, companies are still struggling to see returns, with only 4.6% of marketers reporting very high contributions.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e9a-74fdf741000c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.65,
        "x": 0.03,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Mean Rating Over Time: Feb-21: 3.1, Feb-22: 3.0",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cb5ae974-6137-44bb-b984-e4acbe3fcb15",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.2,
        "x": 0.72,
        "y": 0.35
      },
      "kind": "list",
      "text": "B2B Product: 2.3, B2B Services: 3.2, B2C Product: 3.9, B2C Services: 3.7",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "91e028a6-8124-4b93-804f-df7a84b15e41",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Mean Rating: 3.0",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-c23d-70a9-9e9a-7a5391aa0a5b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.65,
        "x": 0.03,
        "y": 0.21
      },
      "kind": "paragraph",
      "text": "To what degree has the use of mobile marketing contributed to your company's performance during the last year? (1=not at all, 7=very highly)",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "55dc0d28-e254-4725-b1ed-66c38391c3e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.85,
        "x": 0.03,
        "y": 0.13
      },
      "kind": "title",
      "text": "Mobile marketing's contribution to company performance flat",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d34b374d-e11b-4081-abc5-0b9affed1b79",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Mean Rating",
      "numberRaw": "3.0",
      "numberKind": "plain",
      "actionTitle": "Mobile marketing's contribution to company performance flat",
      "calloutText": "Despite the fact that mobile marketing spending is expected to grow over the next few years, companies are still struggling to see returns, with only 4.6% of marketers reporting very high contributions.",
      "numberScale": null,
      "numberValue": 3,
      "metricFamily": "index_score",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "fd7130ec-1149-4057-af18-d9aac0ae2e76",
      "evidence": "The components list a 2x2 matrix with labeled axes, 'B2B Product: 2.3, B2B Services: 3.2, B2C Product: 3.9, B2C Services: 3.7'",
      "confidence": 0.7
    }
  ],
  "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
}