The loss analysis

Where the brand actually loses, and to what.

The part

What it is

Loss data is the least flattering and most reliable evidence of the real comparison set, and it is frequently held by sales and not analysed by brand.

The reason given by the buyer and the reason recorded internally differ, and both are worth keeping.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Lost to
Which alternative won.
Entity shared type
Reason
Why, as stated by the buyer where available.
Reason shared type
Share of losses
How much of the total this alternative accounts for.
Percentage shared type