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Diagnose Category Volume Decline

HardStrategy00:00
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Your question is Diagnose Category Volume Decline. Take a moment with it on the right.

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Problem

Scenario

You're supporting a payments business that has seen transaction volume fall in one merchant category. Leadership wants to know whether the drop reflects weaker marketing performance or a broader shift in consumer spending.

Question

If we observe a 10% drop in transaction volume for a specific merchant category, how would you investigate whether this is a marketing issue or a broader market trend?