{
  "docId": "019de511-0023-76cd-ab6e-283fb6e600fd",
  "docSlug": "e8fa066c47e289204dc4c884f15e1dbe",
  "documentTitle": "BAT | Investor Conference Presentation Deck | 60 slides",
  "authorId": "bat",
  "authorName": "BAT",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2021-06-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 36,
  "pageCount": 60,
  "prevPage": 35,
  "nextPage": 37,
  "slideType": "kpi_overview",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 9,
  "notes": "The chart uses a 'Target zone' overlay to indicate equivalence to cessation.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de511-0023-76cd-ab6e-283fb6e600fd/36",
  "deckHref": "/decks/019de511-0023-76cd-ab6e-283fb6e600fd",
  "deckJsonHref": "/decks/019de511-0023-76cd-ab6e-283fb6e600fd.json",
  "deckAnchorHref": "/decks/019de511-0023-76cd-ab6e-283fb6e600fd#slide-36",
  "components": [
    {
      "bbox": {
        "h": 0.1,
        "w": 0.1,
        "x": 0.68,
        "y": 0.075
      },
      "kind": "callout",
      "text": "Target zone",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d2cf904a-9f95-4196-835d-174d72fdc661",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.18,
        "x": 0.8,
        "y": 0.065
      },
      "kind": "callout",
      "text": "Biologically Significant 100% = Equivalent To Cessation",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f011cc1c-a348-435d-a628-83de7f01851e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.65,
        "x": 0.11,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Magnitude of change relative to cessation",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "051307a2-e9bc-49cf-8dbe-70a5956b372f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.02,
        "y": 0.93
      },
      "kind": "source-note",
      "text": "Nathan Gale, BSc, Michael McEwan, PhD, Oscar M Camacho, MSc, George Hardie, MSc, James Murphy, PhD, Christopher J Proctor, PhD. Changes in Biomarkers of Exposure on Switching From a Conventional Cigarette to the glo Tobacco Heating Product: A Randomized, Controlled Ambulatory Study. Nicotine & Tobacco Research, Volume 23, Issue 3, March 2021, Pages 584–59. *glo™ is not risk-free and contains nicotine, an addictive substance.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "86de179a-874c-448b-a9fd-212bf2824a8a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.11,
        "y": 0.07
      },
      "kind": "title",
      "text": "Biomarker of Potential Harm Responses Similar to Cessation in 90 day study*",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2f6cbd3a-871f-4a3f-90d6-c6bad03b8de8",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Call to action",
      "slug": "call-to-action",
      "agent": null,
      "layer": "slide",
      "matchId": "5cd89b3f-9ec9-496f-bce0-66886bbb985a",
      "evidence": "callout/primary: Biologically Significant 100% = Equivalent To Cessation",
      "confidence": 0.5
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 39,
      "from": 26,
      "beatId": "141865c9-27ba-42c9-83b7-47c15b51a0f3",
      "arcName": "The Transformation Tale",
      "arcSlug": "transformation-tale",
      "beatName": "Development",
      "beatSlug": "development",
      "evidence": "The key messages and thesis headline slides elaborate on BAT's strategy and progress.",
      "position": 4,
      "confidence": 0.8,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 39,
      "from": 30,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "4f2765c2-b8c9-4a3d-843b-69ae614dce16",
      "evidence": "The quote slide and key messages slides provide context and explanation for BAT's approach to nicotine and combustion.",
      "position": 1,
      "objective": "To explain the science behind BAT's reduced risk portfolio",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.7,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}