{
  "docId": "019dd923-5de0-76bd-a16a-f610c00e660e",
  "docSlug": "b1d85e81f9e2b87a",
  "documentTitle": "2022 Global Marketing Trends",
  "authorId": "Deloitte",
  "authorName": "Deloitte",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 37,
  "pageCount": 68,
  "prevPage": 36,
  "nextPage": 38,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 15,
  "notes": "The chart is an area chart showing three growth segments (Negative, 1-10%, +10%) across five marketing use cases.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "area_chart",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a16a-f610c00e660e/37",
  "deckHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e#slide-37",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "CMOs from high-growth brands are also well ahead of negative-growth brands in deploying first-party data in more sophisticated ways, specifically in two key areas: delivering personalized content via dynamic creative optimization and using data to serve ads to users via programmatic media.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-0a67-75d1-8498-716173769f29",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.6,
        "x": 0.347,
        "y": 0.15
      },
      "kind": "chart",
      "text": "First-party data marketing use cases",
      "attrs": null,
      "subkind": "area",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d9d1b4ea-2fdc-4ba2-90af-50622dcd7f2c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "First-party data marketing use cases",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-0a67-75d1-8498-74807919eee8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.31,
        "x": 0.026,
        "y": 0.103
      },
      "kind": "paragraph",
      "text": "CMOs from high-growth brands are also well ahead of negative-growth brands in deploying first-party data in more sophisticated ways, specifically in two key areas: delivering personalized content via dynamic creative optimization (51% vs. 36%), and using data to serve ads to users via programmatic media (49% vs. 29%). Alternatively, negative-growth brands are more focused on using first-party data in more traditional ways such as optimized email (68%) and predictive/propensity marketing (57%)—though, not significantly more than the rest of the field (figure 2).",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3227552f-3c0a-4930-9ce2-044ae12bac63",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.25,
        "x": 0.347,
        "y": 0.76
      },
      "kind": "source-note",
      "text": "Source: Deloitte Global Marketing Trends Executive Survey, April 2021.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5515a8b8-abfa-4be4-8e9e-d7d3ff847307",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.55,
        "x": 0.347,
        "y": 0.125
      },
      "kind": "title",
      "text": "Chief marketing officers from high-growth brands use first-party data in more sophisticated ways",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f0fbcdd7-0b6f-44ab-b40e-d030b3c999a1",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Evidence Matrix",
      "slug": "evidence-matrix",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "c0410dce-9674-4fcf-a2fc-9b183b43b459",
      "evidence": "CMOs from high-growth brands are also well ahead of negative-growth brands in deploying first-party data in more sophisticated ways, specifically in two key areas: delivering personalized content via dynamic cre",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 68,
      "from": 21,
      "beatId": "843d269d-7163-4e7b-8fc7-e9561adc9994",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Action",
      "beatSlug": "monroes-sequence-action",
      "evidence": "The report concludes with calls to action and recommendations.",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 40,
      "from": 35,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "4230e7d5-4232-4302-b213-4cb490179ce0",
      "evidence": "The report highlights the importance of data strategies in a cookieless world.",
      "position": 0,
      "objective": "What are the consequences of not adapting to a cookieless world?",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.6,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}