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Diagnosing Retail Sales Drop

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Your question is Diagnosing Retail Sales Drop. Take a moment with it on the right.

Talk me through your thinking if you like. When you're confident, submit your answer and I'll grade it like a real screen (7/10 or better passes).

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Problem

A client in the retail sector notices a sudden drop in online sales but does not know why. What data points would you look at first to diagnose the issue?