{
  "docId": "019dd923-605c-759f-b6b1-62fa3d87c5a6",
  "docSlug": "bi-3d99f653d20babe9",
  "documentTitle": "Here's the pitch deck genAI adtech startup Paramark used to raise $6M",
  "authorId": "Pitchdecks",
  "authorName": "Paramark",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.776,
  "pageNumber": 15,
  "pageCount": 34,
  "prevPage": 14,
  "nextPage": 16,
  "slideType": "testimonial",
  "function": "cite_precedent",
  "density": "overcrowded",
  "nDataPoints": 1,
  "notes": "The slide uses a highlighted quote to establish industry credibility and market opportunity.",
  "elementsJson": [
    "action_title",
    "headshot",
    "paragraph",
    "quote_block"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-605c-759f-b6b1-62fa3d87c5a6/15",
  "deckHref": "/decks/019dd923-605c-759f-b6b1-62fa3d87c5a6",
  "deckJsonHref": "/decks/019dd923-605c-759f-b6b1-62fa3d87c5a6.json",
  "deckAnchorHref": "/decks/019dd923-605c-759f-b6b1-62fa3d87c5a6#slide-15",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "I would estimate that 10% or less of all media dollars are measured by incrementality-calibrated MMM.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-b666-76fa-820d-2b59351740fb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.42,
        "w": 0.21,
        "x": 0.07,
        "y": 0.275
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "headshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0d34f7d5-a615-4517-bbe5-6ba41a1d647b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "media spend measured: <10%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-b666-76fa-820d-31d71728f815",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.64,
        "x": 0.29,
        "y": 0.765
      },
      "kind": "paragraph",
      "text": "Differentiation in the MMM+incrementality space will NOT come from methodology or reporting as this is fairly commoditized. Rather, being able to natively speak to particular verticals, effectively educating a wider swath of clients, and providing scalable, efficient services atop a well-built SaaS platform will win.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4f7bf5ed-8b6e-46e5-be02-00835a4aa4a8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.64,
        "x": 0.29,
        "y": 0.625
      },
      "kind": "paragraph",
      "text": "The incrementality + MMM space is still up for grabs because most existing solutions are all fighting for mid-market D2C/ecommerce. This leaves a ton of white space in verticals like B2B, mobile, and SMB.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d83f5326-6b72-4db5-8768-a08d20a18ffa",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.64,
        "x": 0.29,
        "y": 0.41
      },
      "kind": "quote",
      "text": "Based on my experience at Meta, Snap, and Google, and now serving the industry with my ad tech consultancy, Growth By Science, I would estimate that 10% or less of all media dollars are measured by incrementality-calibrated MMM.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ffc30788-9f09-4501-b3b7-94e26cb546f2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "I would estimate that 10% or less of all media dollars are measured by incrementality-calibrated MMM. — Andrew Covato (Advisor), Former Measurement Leader @ Meta, Snap, Google",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-b666-76fa-820d-2ffcb7385f35",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.07,
        "w": 0.86,
        "x": 0.07,
        "y": 0.11
      },
      "kind": "title",
      "text": "<10% of media spend measured with incrementality",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "321eaadc-5ae5-434e-9364-a44dc0169544",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "962715c6-d4b0-45d2-9cd6-c9c8caf967b2",
      "evidence": "The components mention 'verticals like B2B, mobile' implying a focus on specific audience segments.",
      "confidence": 0.7
    }
  ],
  "frameworks": [
    {
      "name": "authority-citation",
      "slug": null,
      "matchId": "41290e50-b64e-4a66-8fd1-b4ac7215fe9f",
      "evidence": "Using a former industry leader from Meta/Snap/Google to validate the market opportunity.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [],
  "loops": [
    {
      "to": 15,
      "from": 12,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "b72c2923-ff68-4949-ace1-6d2cc6118b96",
      "evidence": "The loop is visible on pages 12-15, highlighting the consequences of not solving the problem.",
      "position": 0,
      "objective": "What will happen if we don't solve the measurement and attribution problem?",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.7,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}