Width of Distribution

How many outlets are being served, and where the gaps are.

Universe (Ever)

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all outlets that ever bought

Last 12 Months

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Last 4 Months

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Last 1 Month

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Distribution Funnel

Universe

L12M

L4M

L1M

Status Key

Active (bought L1M)

Lapsing (L4M, not L1M)

Lapsed (L12M, not L4M)

Dormant (12M+)

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