Recall, the profit and loss statement showed top-line growth, but weak metrics below the net sales line. Let's take a look at demand growth, on a rolling twelve month basis.
What we see is a business that was struggling, then reversed flat growth in the fall of 2011. Since then, growth has been reasonably robust. On the surface, things look good.
The next chart I look at is a rolling twelve month analysis of twelve-month buyers.
What do you see?
This business had marginal growth in the number of twelve-month buyers, followed by a significant drop that started in late spring 2012.
The customer file is in decline. Top-line growth continues. What do you think is happening at Kaley's Knits?
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
Winner Stability
There are pros and cons to what I call "winner stability". This metric captures the rate that last year's winning items mainta...
-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
Yes, Gliebers Dresses is a fictional series designed to get us to think about things ... if business fiction is not your cup of tea, why no...
-
A good marketing/analytics system should be able to quickly diagnose the impact that merchandise has on business struggles. I use the co...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.