Certified Professional Category Analyst (CPCA) Practice Exam 2025 – Complete Prep Guide

Disaggregated data is the appropriate choice when trying to determine the source of a decline in sales, as it refers to data that is broken down into smaller, more specific components. This type of data allows for a detailed analysis of performance by individual brands or accounts, enabling a clearer understanding of which specific factor may be contributing to the overall decline in sales. By examining disaggregated data, one can identify patterns and trends specific to each brand or account rather than looking at the total sales figures, which can obscure these differences.

On the other hand, aggregated data combines all the information together, which can mask individual performance trends and make it difficult to pinpoint specific issues. Strategic data generally refers to broader decision-making data that guides long-term actions but doesn’t provide the granular detail needed for immediate sales analysis. Micro-marketing data focuses on very targeted marketing efforts, which may not be relevant when analyzing overall sales performance across brands or accounts. Thus, for pinpointing the exact source of a sales decline, disaggregated data is the key to unlocking insights.