{
  "docId": "019dd923-5e88-73ef-bd59-d0d867bdee2c",
  "docSlug": "7696058ea94967fe",
  "documentTitle": "full report 1651767473 1215260173",
  "authorId": "Nielsen",
  "authorName": "Nielsen",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "industry_analyst",
  "sourceTypeLabel": "Industry analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.545,
  "pageNumber": 12,
  "pageCount": 30,
  "prevPage": 11,
  "nextPage": 13,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "overcrowded",
  "nDataPoints": 27,
  "notes": "The chart uses a dual-bar approach per channel to contrast short-term sales impact vs long-term brand impact.",
  "elementsJson": [
    "headline_text",
    "bar_chart_horizontal",
    "callout_box",
    "paragraph",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd59-d0d867bdee2c/12",
  "deckHref": "/decks/019dd923-5e88-73ef-bd59-d0d867bdee2c",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd59-d0d867bdee2c.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd59-d0d867bdee2c#slide-12",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "A 1-point gain in brand metrics would drive $1 million in sales for a brand that generates $100 million in annual sales",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-3be3-7139-9dbd-25841d9b5a7e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.65,
        "w": 0.495,
        "x": 0.445,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Index of each channel's effectiveness vs. overall marketing effectiveness",
      "attrs": null,
      "subkind": "bar-horizontal",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "69a7e6fd-e9b2-467f-ab77-6600b3c3ea57",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.21,
        "x": 0.26,
        "y": 0.83
      },
      "kind": "legend",
      "text": "Effectiveness in driving short-term sales; Effectiveness in driving awareness and consideration",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7838bc45-8771-4518-b0f8-5b28788ce30a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Index of effectiveness: 100",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-3be3-7139-9dbd-2aba54e3a445",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.095,
        "w": 0.28,
        "x": 0.091,
        "y": 0.245
      },
      "kind": "paragraph",
      "text": "Understanding consumer needs and behaviors is a great way to partner with consumers. Brands that partner with consumers, clearly articulate their company's value proposition and meaningfully engage with them, will develop the foundation for long-term relationships with them.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b59eddc0-d475-4799-8a90-d37f746d999e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.37,
        "x": 0.045,
        "y": 0.445
      },
      "kind": "quote",
      "text": "A 1-point gain in brand metrics would drive $1 million in sales for a brand that generates $100 million in annual sales",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f83e68c2-6198-4af2-b5a5-0a0af09608a5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.015,
        "w": 0.15,
        "x": 0.205,
        "y": 0.945
      },
      "kind": "source-note",
      "text": "Source: Nielsen Marketing Mix Models",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "575f226e-ea9b-4c2b-884b-d0b5bc77dc6b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.045,
        "w": 0.305,
        "x": 0.497,
        "y": 0.108
      },
      "kind": "title",
      "text": "Channel effects: short- vs. long-term impacts",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5e7d4915-1c18-4af3-bfb7-ec22635c1e99",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Waterfall chart",
      "slug": "waterfall-chart",
      "agent": null,
      "layer": "slide",
      "matchId": "d0698bbf-e9a1-4bee-aff5-840d77e41568",
      "evidence": "chart/bar-horizontal: Index of each channel's effectiveness vs. overall marketing effectiveness",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 12,
      "from": 6,
      "beatId": "0b1f4201-5533-469a-a31a-5d3fdcb7c539",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Problem & Complication",
      "beatSlug": "consultants-gambit-problem-complication",
      "evidence": "The deck highlights the challenges marketers face in measuring campaign effectiveness and making data-driven decisions",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [
    {
      "to": 12,
      "from": 6,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "bbc28f19-2b9d-41dc-836f-76cae7815c6d",
      "evidence": "The deck highlights the challenges marketers face in measuring campaign effectiveness and making data-driven decisions",
      "position": 0,
      "objective": "What are the consequences of not measuring campaign effectiveness?",
      "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
}