{
  "docId": "019de072-2872-7598-b6cc-c2d61d196762",
  "docSlug": "44b81e90ceb619decf76aad892edef09",
  "documentTitle": "Etsy | Results Presentation Deck | 39 slides",
  "authorId": "etsy",
  "authorName": "Etsy",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2022-02-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 12,
  "pageCount": 39,
  "prevPage": 11,
  "nextPage": 13,
  "slideType": "customer_journey",
  "function": "present_solution",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "Uses a dotted line to suggest a flow or journey across marketing channels.",
  "elementsJson": null,
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019de072-2872-7598-b6cc-c2d61d196762/12",
  "deckHref": "/decks/019de072-2872-7598-b6cc-c2d61d196762",
  "deckJsonHref": "/decks/019de072-2872-7598-b6cc-c2d61d196762.json",
  "deckAnchorHref": "/decks/019de072-2872-7598-b6cc-c2d61d196762#slide-12",
  "components": [
    {
      "bbox": {
        "h": 0.6,
        "w": 0.1,
        "x": 0.03,
        "y": 0.3
      },
      "kind": "diagram",
      "text": "Buyer Lifecycle: Acquisition, Activation, Retention",
      "attrs": null,
      "subkind": "customer-journey",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0581cbce-b8d9-456e-b0ab-9ea4db75bff5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.958,
        "w": 0.253,
        "x": 0.253,
        "y": 0.578
      },
      "kind": "image",
      "text": "Social Media engagement",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "67c4026e-71f5-4244-97db-e0f8a97228f6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.958,
        "w": 0.559,
        "x": 0.513,
        "y": 0.578
      },
      "kind": "image",
      "text": "Segmenting and targeting with CRM",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8603785c-c574-4a53-94be-a4900cadab64",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.344,
        "x": 0.577,
        "y": 0.182
      },
      "kind": "image",
      "text": "PLA improved feeds",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9e1ad2d5-b829-437b-8ddc-b17613dd4411",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.538,
        "w": 0.283,
        "x": 0.146,
        "y": 0.259
      },
      "kind": "image",
      "text": "TV & Digital video",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d16b7d7d-ab9b-4994-90fd-a636eda85638",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.9,
        "x": 0.03,
        "y": 0.06
      },
      "kind": "title",
      "text": "We invested in full-funnel marketing strategies to tell the world about Etsy",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1d24b313-da55-4f7e-8d90-cad373e64cbe",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Customer journey map",
      "slug": "customer-journey-map",
      "agent": null,
      "layer": "slide",
      "matchId": "e921702a-41db-4b72-a80e-55f689d04561",
      "evidence": "Buyer Lifecycle: Acquisition, Activation, Retention",
      "confidence": 0.9
    }
  ],
  "frameworks": [
    {
      "name": "customer-journey-map",
      "slug": null,
      "matchId": "72462e98-cd1d-4a8d-9e1e-e5966558ff27",
      "evidence": "Maps marketing activities to Acquisition, Activation, and Retention stages.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 15,
      "from": 7,
      "beatId": "576529b2-dbad-4b62-b1e2-8cf823f648eb",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Satisfaction",
      "beatSlug": "monroes-sequence-satisfaction",
      "evidence": "Etsy showcases its product investments and marketing strategies",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}