Suppose that over the past few months, a company has been experiencing a
sharp change in sales. With hundreds of active customers and an information
system allowing data to be summarized at the daily, weekly, and monthly
levels by various criteria such as the customer number, state, city,
product, etc., a vast amount of data is available. While some customers
have increased their order sizes ($), others have decreased their order
sizes ($). What technique can be applied to identify “hidden”
segments/criteria that can provide insights into the following:
Why is the company experiencing a change in sales volume?
Who/What “hidden” segments have changed their buying patterns?
What criteria is the most influential in causing the change?
Thank you
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