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  "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling",
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  "authorName": "Benedict Evans",
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  "notes": "The slide uses a simple flow diagram to contrast 'Logistics' and 'Discovery' as the two primary drivers of customer reach costs.",
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      "text": "Logistics 'How do I get it?'",
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      "text": "Retail rents? $250bn\nParcels? $130bn\nAdvertising? $200bn\nMarketing? $200bn\nReturns? 25-50%",
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      "text": "US retail customer acquisition spend: $7-800bn",
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      "text": "US brands & retailers spend $7-800bn to reach their customers",
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      "kind": "source-note",
      "text": "Source: Pitney Bowes, Zenith, Costar",
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      "kind": "title",
      "text": "How do you reach your customers? Why?",
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