Here's our customer file.
Are there any product categories that align with the West-Southwest alignment of best customers?
Here is Category 12.
And Category 19.
So we know that Category 19 (in particular) skews to the most loyal buyers. This happens in so many projects - there is a product category that loyal / long-time buyers love and the brand cannot get away from this category. It's a dynamic we all need to know and understand.
How about newbies? What do they buy?
New customers align with Categories 13/20.
Best customers align with Categories 12/19.
So now you know how your customer file is configured.
Ask your analytics guru to run this analysis for you.
And if your analytics guru balks at your request, contact me (firstname.lastname@example.org) and I will append this information to a hybrid Diagnostics / Merchandise Forensics project.