{
  "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": 17,
  "pageCount": 30,
  "prevPage": 16,
  "nextPage": 18,
  "slideType": "recommendation",
  "function": "recommend",
  "density": "dense",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "bullet_list",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd59-d0d867bdee2c/17",
  "deckHref": "/decks/019dd923-5e88-73ef-bd59-d0d867bdee2c",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd59-d0d867bdee2c.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd59-d0d867bdee2c#slide-17",
  "components": [
    {
      "bbox": {
        "h": 0.035,
        "w": 0.32,
        "x": 0.282,
        "y": 0.297
      },
      "kind": "callout",
      "text": "For measurement confidence",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e1dfbb4c-4b87-4808-b750-cfe4d2715571",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "Leverage the technology that delivers on your needs.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-3be3-7139-9dbd-0cb430973d9f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.38,
        "w": 0.05,
        "x": 0.32,
        "y": 0.435
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "icon-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "27165e1f-3455-4f35-a75d-9ca5a67b5c59",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.09,
        "w": 0.28,
        "x": 0.399,
        "y": 0.734
      },
      "kind": "list",
      "text": "Optimize throughout the funnel. Individual industry solutions don't typically account for both lower- and upper-funnel marketing efforts. To validate short-term sales and seed long-term growth, consider running MMM studies.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "05e640b6-b89b-40b0-83f2-fce3d6a90fcb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.11,
        "w": 0.28,
        "x": 0.399,
        "y": 0.407
      },
      "kind": "list",
      "text": "Leverage the technology that delivers on your needs. Marketing budgets are no stranger to scrutiny, but the past two years shine an even brighter light on the importance of efficient and effective spending.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "67969e1a-830f-4683-aff5-d38afbc9473b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.07,
        "w": 0.28,
        "x": 0.399,
        "y": 0.612
      },
      "kind": "list",
      "text": "Remain agile and adaptive. Having insight into the consumer is the best way to stay agile and adaptive. Investments in trusted and robust data sources will be money well spent.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e79e9ff4-81dc-4a27-914e-803b3b6d458e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.075,
        "w": 0.42,
        "x": 0.28,
        "y": 0.105
      },
      "kind": "title",
      "text": "Key recommendations for marketers",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "732396ca-b925-49fd-8589-a94abeeda792",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 20,
      "from": 13,
      "beatId": "7339e4a4-4f42-4b46-a509-3366f406f9f7",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "The deck provides data and statistics to support the recommendations, including industry trends and case studies",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [
    {
      "to": 20,
      "from": 13,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "5f5315a6-cd7f-447f-bcda-0dc7f5fe283c",
      "evidence": "The deck provides data and statistics to support the recommendations, including industry trends and case studies",
      "position": 1,
      "objective": "How can marketers improve their ability to measure and optimize their campaigns?",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.6,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}