{
  "docId": "019dd923-5fec-763b-95d0-b9d79e1be9db",
  "docSlug": "bi-b8647e77ebe035b1",
  "documentTitle": "Amazon's 2019 OTT pitch deck",
  "authorId": "Pitchdecks",
  "authorName": "Amazon",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.804,
  "pageNumber": 11,
  "pageCount": 18,
  "prevPage": 10,
  "nextPage": 12,
  "slideType": "customer_journey",
  "function": "present_framework",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "The slide uses a wave-like process flow to represent the progression of advertising strategy.",
  "elementsJson": [
    "process_diagram"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5fec-763b-95d0-b9d79e1be9db/11",
  "deckHref": "/decks/019dd923-5fec-763b-95d0-b9d79e1be9db",
  "deckJsonHref": "/decks/019dd923-5fec-763b-95d0-b9d79e1be9db.json",
  "deckAnchorHref": "/decks/019dd923-5fec-763b-95d0-b9d79e1be9db#slide-11",
  "components": [
    {
      "bbox": {
        "h": 0.6,
        "w": 0.72,
        "x": 0.14,
        "y": 0.25
      },
      "kind": "diagram",
      "text": "Insights: Understand Amazon customer behaviors to inform your strategy. Plan: Build the audience which best suits your advertising objective. Execute & optimize: Optimize your audiences to specific campaign needs to drive performance.",
      "attrs": null,
      "subkind": "process",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0aee7aaa-36f0-4cf1-828d-8a574b38d4dc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "framework",
      "text": "Process flow",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d9437aaf-5ccf-44e3-9d9f-62215d1633e8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.6,
        "x": 0.03,
        "y": 0.06
      },
      "kind": "title",
      "text": "Understanding your customers is the first step",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "eea0754e-396d-4c90-9c97-8ea86c5e639e",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "customer-journey-map",
      "slug": null,
      "matchId": "8279d94c-26ca-44e2-958f-5c79a40b8b57",
      "evidence": "The slide maps out a sequential process for advertising strategy starting from insights to execution.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 12,
      "from": 6,
      "beatId": "f88b917d-d9a8-4704-9591-6976dfa58249",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "Customer Journey",
      "beatSlug": null,
      "evidence": "Multiple slides describe the customer journey and its importance",
      "position": 4,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 12,
      "from": 6,
      "name": "Voice Of Customer",
      "slug": "51-voice-of-customer",
      "bestFor": "Product strategy, customer experience, market research",
      "matchId": "d5667f2a-0c16-4c2b-a2db-e560e9dedb75",
      "evidence": "Multiple slides describe the customer journey and its importance",
      "position": 2,
      "objective": "Understanding customer needs and behavior",
      "structure": "What Customers Say (Verbatim) -> The Pattern Across Voices -> The Insight -> The Response",
      "confidence": 0.7,
      "description": "Let customer quotes and feedback drive the narrative and validate the insight"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}