based on the data presented on the excel sheet, if you had to give a speech to the CEO as their consultant:

1. summarize the company's business performance for the last three years. by category.

2. create 1 strategic priority you think the company should focus on.

\begin{tabular}{|l|r|r|r|r|} \hline \multicolumn{2}{|l|}{ Customer purchase behavior } & & & \\ \hline Customer segments & 2018 & 2019 & 2020 & 2021 \\ \hline New (first purchase this year) & 74,045 & 74,785 & 76,281 & 28,465 \\ \hline Returned (purchase last year \& this year) & 20,456 & 24,752 & 104,746 & 11,201 \\ \hline TOTAL & 94,501 & 99,537 & 157 \\ \hline \end{tabular} Traffic \& conversion by device \begin{tabular}{|l|r|r|r|r|r|} \hline Category behavior & & & & \\ \hline product category & visits & conversion rate & average order valu & revenue/visit & \multicolumn{1}{|l|}{ margin \% } \\ \hline Pants & 37,544 & 5.71% & $99.05 & $5.66 & 33% \\ \hline Accessories & 79,091 & 2.71% & $105.42 & $2.86 & 36% \\ \hline Tops & 18,143 & 12.83% & $99.75 & $12.80 & $7% \\ \hline Dresses & 111,093 & 4.32% & $95.23 & $4.11 & 40% \\ \hline Suits & 5,401 & 6.15% & $109.92 & $6.76 & 31% \\ \hline Jackets & 26,091 & 4.94% & $106.25 & $5.25 & 41% \\ \hline \end{tabular} \begin{tabular}{|l|r|r|r|r|} \hline \multicolumn{2}{|l|}{ Customer purchase behavior } & & & \\ \hline Customer segments & 2018 & 2019 & 2020 & 2021 \\ \hline New (first purchase this year) & 74,045 & 74,785 & 76,281 & 28,465 \\ \hline Returned (purchase last year \& this year) & 20,456 & 24,752 & 104,746 & 11,201 \\ \hline TOTAL & 94,501 & 99,537 & 157 \\ \hline \end{tabular} Traffic \& conversion by device \begin{tabular}{|l|r|r|r|r|r|} \hline Category behavior & & & & \\ \hline product category & visits & conversion rate & average order valu & revenue/visit & \multicolumn{1}{|l|}{ margin \% } \\ \hline Pants & 37,544 & 5.71% & $99.05 & $5.66 & 33% \\ \hline Accessories & 79,091 & 2.71% & $105.42 & $2.86 & 36% \\ \hline Tops & 18,143 & 12.83% & $99.75 & $12.80 & $7% \\ \hline Dresses & 111,093 & 4.32% & $95.23 & $4.11 & 40% \\ \hline Suits & 5,401 & 6.15% & $109.92 & $6.76 & 31% \\ \hline Jackets & 26,091 & 4.94% & $106.25 & $5.25 & 41% \\ \hline \end{tabular}