{
  "docId": "019dd923-5de0-76bd-a166-6ad78467584f",
  "docSlug": "744fa11c8c5a0894",
  "documentTitle": "Era of alignment",
  "authorId": "misc",
  "authorName": "Nielsen",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.545,
  "pageNumber": 18,
  "pageCount": 30,
  "prevPage": 17,
  "nextPage": 19,
  "slideType": "executive_summary",
  "function": "summarize",
  "density": "dense",
  "nDataPoints": 2,
  "notes": "The slide uses a quote-style callout to highlight the scale of streaming content as a proxy for the complexity of modern data environments.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "quote_block"
  ],
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a166-6ad78467584f/18",
  "deckHref": "/decks/019dd923-5de0-76bd-a166-6ad78467584f",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a166-6ad78467584f.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a166-6ad78467584f#slide-18",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Ideally, each of those objectives should have its own data strategy aligned with the appropriate channels.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-f386-752a-8201-e62fd64bb346",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "CTV spending increase: 61%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-f386-752a-8201-ef8b6f00275a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "x": 0.55,
        "y": 0.66
      },
      "kind": "paragraph",
      "text": "No two audiences are the same, and the increasing proliferation of channels produces an abundance of unique data sets. This is particularly relevant with respect to next-gen channels like connected TV (CTV) and podcasting, which present new challenges to traditional targeting solutions. CTV is especially a growing focus for global marketers, with 51% planning to increase their over-the-top/CTV spending in the coming year. In North America, the percentage is 61%, which aligns with last year's streaming video boom. In the U.S., Americans streamed almost 15 million years' worth of content across subscription- and ad-supported platforms.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1673e868-ae4a-45c0-8877-29337651b151",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "x": 0.18,
        "y": 0.39
      },
      "kind": "paragraph",
      "text": "Data has never been more important for brands and marketers. Engagement with digital channels continues to rise, and every interaction creates a step in the consumer journey. Understanding the consumers behind those engagements ensures that advertisers are reaching the right audiences with the right messages.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "74d943e4-c47f-4c85-87d9-c53f230bd3be",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "x": 0.18,
        "y": 0.55
      },
      "kind": "paragraph",
      "text": "Typically, individual marketing campaigns don't have a single KPI. Instead, they have an array of them, which makes it difficult to align on a single data strategy. For example, an advertiser may want to grow revenue and acquire new customers. Ideally, each of those objectives should have its own data strategy aligned with the appropriate channels. In that way, a “define once, activate everywhere” approach isn't likely to deliver optimal campaign results.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e80a41e3-33ce-45f1-bbfb-ca3dc079ce6c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "x": 0.55,
        "y": 0.41
      },
      "kind": "quote",
      "text": "Americans streamed more than 15 million years' worth of video content in 2021",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2c0c595a-4709-43ff-a908-2cd7d1264319",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "x": 0.07,
        "y": 0.16
      },
      "kind": "title",
      "text": "Crystalize your data strategy for a personalized future",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ec227e1e-cbb0-4bfb-a871-e3b178382021",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 22,
      "from": 15,
      "beatId": "0bcb79cb-5804-4115-95ce-85f1ee83e3cc",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "The document provides data and statistics to support its claims.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [
    {
      "to": 22,
      "from": 15,
      "name": "Mece Breakdown",
      "slug": "40-mece-breakdown",
      "bestFor": "Problem structuring, ensuring completeness, strategic analysis",
      "matchId": "8fef8285-9df9-4160-9440-dc2381fb00ca",
      "evidence": "The document provides data tables and key takeaways to support its claims.",
      "position": 1,
      "objective": "Provide data and statistics to support the claims",
      "structure": "The Whole -> Category A (distinct) -> Category B (distinct) -> Category C (distinct) -> Complete Coverage",
      "confidence": 0.6,
      "description": "Divide a complex topic into mutually exclusive, collectively exhaustive categories"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}