{
  "docId": "019dd923-5fec-763b-95d0-f7c2921d43a3",
  "docSlug": "bi-1ca5358628e5f30e",
  "documentTitle": "AT&T's Xandr Invest pitch deck plays up data, ad-tech: June 2019",
  "authorId": "Pitchdecks",
  "authorName": "AT&T",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.787,
  "pageNumber": 4,
  "pageCount": 16,
  "prevPage": 3,
  "nextPage": 5,
  "slideType": "problem_statement",
  "function": "frame_problem",
  "density": "overcrowded",
  "nDataPoints": 3,
  "notes": "Uses external industry reports (Econsultancy, Nielsen) to validate the problem statement.",
  "elementsJson": [
    "headline_text",
    "action_title",
    "paragraph",
    "callout_box",
    "photo"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5fec-763b-95d0-f7c2921d43a3/4",
  "deckHref": "/decks/019dd923-5fec-763b-95d0-f7c2921d43a3",
  "deckJsonHref": "/decks/019dd923-5fec-763b-95d0-f7c2921d43a3.json",
  "deckAnchorHref": "/decks/019dd923-5fec-763b-95d0-f7c2921d43a3#slide-4",
  "components": [
    {
      "bbox": {
        "h": 0.1,
        "w": 0.3,
        "x": 0.53,
        "y": 0.3
      },
      "kind": "callout",
      "text": "60% of marketers face pressure to prove ROI – So what can be done about it?",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e5ae451a-d4a4-42f1-8eb8-0dd0b5c6da87",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 1,
        "w": 0.5,
        "x": 0.5,
        "y": 0
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4a608882-8f80-4e12-a413-8986e153d177",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "ROI confidence: 60%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-abea-72ce-ad22-87310fd5e9ec",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.4,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "paragraph",
      "text": "Increasing pressure to justify return on ad spend, but siloed spending, rigid metrics and a convoluted supply chain make it hard to prove marketing impact on business outcomes.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "39c4d28e-4854-4126-871f-f13c713538b5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.5,
        "x": 0.45,
        "y": 0.53
      },
      "kind": "paragraph",
      "text": "In terms of measurement, only one in four marketers reported high levels of confidence in their ability to measure the ROI of their media spend, regardless of type, or their trade spend. Not surprisingly, 79% expect to increase their investment in marketing analytics and attribution in the next 12 months.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fbf6e5fc-3dae-4175-9df4-5cb92f0d3dbf",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "In terms of measurement, only one in four marketers reported high levels of confidence in their ability to measure the ROI of their media spend, regardless of type, or their trade spend. Not surprisingly, 79% expect to increase their investment in marketing analytics and attribution in the next 12 months. (The Nielsen CMO Report 2018)",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-abea-72ce-ad22-80eabb7e9169",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.45,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "Marketers are Looking to Invest in Media Buying Technology that Drives Meaningful Results to Solve for New Challenges",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d9808713-dbe7-4685-89cd-dc1d30c8c520",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Problem-Agitate-Solve (PAS)",
      "slug": "problem-agitate-solve-pas",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "107c1f28-41b2-4bf8-a0c3-1fb5bcf8ff65",
      "evidence": "In terms of measurement, only one in four marketers reported high levels of confidence in their ability to measure the ROI of their media spend...",
      "confidence": 0.6
    }
  ],
  "frameworks": [
    {
      "name": "authority-citation",
      "slug": null,
      "matchId": "d1c92962-5f74-4160-9b1f-76205bdb9ec2",
      "evidence": "Citing Econsultancy and The Nielsen CMO Report to validate the problem.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 4,
      "from": 3,
      "beatId": "c00c3dae-f13b-4b6e-a9ec-0f81ac928d66",
      "arcName": "The Sequoia Pitch",
      "arcSlug": "sequoia-pitch",
      "beatName": "Problem",
      "beatSlug": "sequoia-pitch-problem",
      "evidence": "Slides 3-4 present the problem statement and market challenges.",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [
    {
      "to": 4,
      "from": 3,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "410137fd-8fc9-4f49-b9af-bdbea04137f3",
      "evidence": "Slides 3-4 imply the cost of inaction by presenting market challenges.",
      "position": 0,
      "objective": "Highlight the cost of inaction in not investing in media buying technology",
      "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
}