File Power Is Weaker In Various Segments

On a percentage basis, there are four segments that have shrunk by at least 29% over the past three years:

Segment 11.

Segment 12.

Segment 22.

Segment 23.

There are other segments that are shrinking as well, but these four segments represent the "epicenter" of File Power declines.

What are the attributes of customers in segments 11 / 12 / 21 / 23?

Segment 11 = $58 in the past year, mostly new buyers, existing merchandise, online marketing and search, merchandise categories 4/10/15/16/20.

Segment 12 = $68 in the past year, mostly new buyers, existing merchandise, discounted merchandise, online marketing and search, merchandise categories 4/10/15/16.

Segment 22 = $109 in the past year, some activity 13-24 months ago, online marketing and search, merchandise categories 2/4/7/20.

Segment 23 = $135 in the past year, some activity 13-24 months ago, new + existing merchandise, online marketing and search, no specific merchandise preference.

This one is easy, isn't it?

This brand decided to de-emphasize online marketing.

Tomorrow I'll discuss the meaning of the changes in File Power associated with this brand.