Here is the GPA for each of the past five years for a category that is struggling.
- 2018 = 1.77.
- 2019 = 1.48.
- 2020 = 1.37.
- 2021 = 1.27.
- 2022 = 1.19.
Yup - that's a category that is dying. An average GPA is 2.00, so this category has been below-average for five years and performance is getting progressively worse.
If you are a marketer, you need to know this is happening, so that when you are asked to feature this category you adjust your sales plan accordingly, right?
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