{
  "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": 23,
  "pageCount": 30,
  "prevPage": 22,
  "nextPage": 24,
  "slideType": "key_takeaways",
  "function": "summarize",
  "density": "dense",
  "nDataPoints": 7,
  "notes": "The slide uses a quote-style callout at the bottom to emphasize the key takeaway.",
  "elementsJson": [
    "paragraph",
    "bar_chart_horizontal",
    "quote_block",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a166-6ad78467584f/23",
  "deckHref": "/decks/019dd923-5de0-76bd-a166-6ad78467584f",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a166-6ad78467584f.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a166-6ad78467584f#slide-23",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "To deliver more personalized, relevant experiences—marketers should combine contextual and behavioral data for targeting",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-f386-752a-8203-8a6cb79ced32",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.53,
        "x": 0.43,
        "y": 0.25
      },
      "kind": "chart",
      "text": "ROI index by channel",
      "attrs": null,
      "subkind": "bar-horizontal",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "23c1f3b5-ab97-4ac4-8b47-5ccfe2dd016c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "ROI index",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-f386-752a-8203-8e67b63de6cb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.75,
        "w": 0.37,
        "x": 0.045,
        "y": 0.16
      },
      "kind": "paragraph",
      "text": "Identity solutions also improve digital ad delivery and measurement... To improve accuracy—and deliver more personalized, relevant experiences—marketers should combine contextual and behavioral data, allowing them to personalize at scale and continuously optimize along the way.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "53420f14-8ac2-4d6b-b5fc-97ad7fd82580",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.52,
        "x": 0.44,
        "y": 0.82
      },
      "kind": "quote",
      "text": "To deliver more personalized, relevant experiences—marketers should combine contextual and behavioral data for targeting",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "38add8f7-0c9a-44a4-b968-39e449d6e521",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.12,
        "x": 0.84,
        "y": 0.79
      },
      "kind": "source-note",
      "text": "Source: Nielsen MTA studies",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b9acb17b-b01c-4038-8068-90c0b09a3ae6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.44,
        "x": 0.505,
        "y": 0.128
      },
      "kind": "title",
      "text": "Contextual data alone is not a strong signal for delivering high ROI",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e72457b3-fb98-490c-b80c-2296cc49b6eb",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "ef86e6be-91c0-4783-9933-fa60c1188676",
      "evidence": "The slide includes a bar chart showing ROI index by channel, demonstrating a consideration of chart selection.",
      "confidence": 0.5
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 29,
      "from": 23,
      "beatId": "553a7e47-5abb-4cda-a845-c9413d6a3264",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "The document offers recommendations for marketers to improve their data strategy and targeting capabilities.",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 29,
      "from": 23,
      "name": "Jobs To Be Done",
      "slug": "53-jobs-to-be-done",
      "bestFor": "Product innovation, market entry, competitive positioning",
      "matchId": "80ea11e2-f21a-4fc2-922f-59cd3e62dc92",
      "evidence": "The document provides key recommendations for marketers to drive better campaign performance.",
      "position": 2,
      "objective": "Offer recommendations for marketers to improve their data strategy and targeting capabilities",
      "structure": "The Customer's Job -> Current Solutions (Hired/Fired) -> Unmet Needs -> Our Solution Fit",
      "confidence": 0.7,
      "description": "Reframe the problem around what the customer is trying to accomplish, not what they're buying"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}