Quiz Week: Question #2

Yesterday we explored a business where the marketing department elected to cut back on customer acquisition. We can easily detect this issue by looking at comp segment results (which were consistently positive). When comp segment results are positive and new/reactivated comps have a shift in performance at a specific point of time, we look to the marketing team ... because their change in marketing investment caused the business challenge observed.

Here is today's quiz question: What is wrong with this business?

Comp New/Reactivated Buyer Counts:

• Sep:  -3%.
• Aug:  -5%.
• Jul:   +2%.
• Jun:  - 1%.
• May: +3%.
• Apr:  +4%.

Comp Segment (Those With Exactly Two Purchases In The Past Year) Results.

• Sep:  -8%.
• Aug:  -7%.
• Jul:    -9%.
• Jun:   -6%.
• May:  -9%.
• Apr:   -8%.