MKTG 460 Group 1/ Dr.

Yuping

Final Report

Step 1: Understanding the Business

As a not-for-profit organization, Chartway Federal Credit Union is a financial institution

that offers online, mobile, & banking services which include loan assistance, mobile depositing,

mobile bill pay, & digital wallets. With the help of banking software partners, such as Neteller,

Chartway is able to effectively record and manage transactions made by over 180,000 member

accounts.

What separates Chartway from its competitors is their promise to always put member’s

wants and needs first. Compared to larger industry bankers, Chartway offers valuable financial

services at affordable prices. Members no longer have to worry about high loan rates, low yield

savings and complicated checking and deposit accounts, thus they can enjoy easy to use,

full-service financial solutions at their own convenience. To make members feel like family,

Chartway targets their market throughout three main states: Texas, Virginia & Utah as well as

locations within Elizabeth City, North Carolina and St. Petersburg, Florida.

There are certain qualifications that customers must meet to become a potential member.

With a market targeted primarily to the local community, potential members must: live, work,

study, or worship in an area served by Chartway branches, have family who is currently a

Chartway member, or have an immediate family member that works for a company who offers

Chartways’ credit union benefits to their employees. If a customer of interest happens to not fit
any of these qualifications, they also have the option of becoming a member by simply making a

$10 donation to Chartway’s charity partner, the ​We Promise Foundation​.

As a credit union, Chartway is more customer focused and these customers tend to fall

into a few distinct categories of users. These categories are based on psychographic factors

instead of the bse demographic or geographic breakdowns. Those factors include technical

literacy, comfort with online/not in-person transactions, stage of life, and financial stability/job

security. The first type of user or persona is the “Mortgage Mavens”, these are middle-age

members who have been using Chartway as their financial institution for years and have most

accounts, particularly loans or mortgages through Chartway. Since they have been using

Chartway prior to the push for the website, they are slow to migrate to using digital banking and

still prefer to use physical branches. The second type of persona are the “Digitally Disciplined,”

these are younger members of Chartway who grew up in the digital age and therefore are much

more comfortable with technology and online banking and as such almost exclusively use online

banking. They tend to be the children, or family of the “Mortgage Mavens” and are loyal to

Chartway because that is what their family has always used, and they may have had a savings

account at an early age with Chartway. Finally, the third persona are those members who have

been referred to Chartway by friends or family and are just beginning to establish accounts at

Chartway, the “Referral Refugee.” They may be coming from a typical bank and will appreciate

the customer-oriented approach Chartway takes with its members.

To build lifetime relationships with members, Chartway works to effectively interact with

their customers through social media outlets with active accounts on Twitter, Facebook,

Instagram and the company’s personal blog. Chartway uses these platforms to educate
consumers on banking benefits, news, & updates. Social media allows Chartway to engage with

customers while tracking their audience and feedback on the company brand. With expectations

from their audience to provide high quality customer service both in-store and online, Chartway

works to reach those standards by offering 24 hours, 7 days a week toll-free customer service

assistance.

To improve customer service and ease-of-use, Chartway recently redefined their goals for

the company website and instituted more up to date analytics. This involved redefining the goals

for customers who use the Chartway website. The macro-conversion or overall goal for the

website is to have customers complete the applications to establish accounts including checking

and savings. The micro conversion goals include becoming a member, checking eligibility,

product selection, adding beneficiaries, and updating applicant info. Others might be funding

information, final reviews, switching financial institutions.

Many companies and industries are transitioning toward operating primarily from digital

or web-based services. Although, Chartway physical stores are only open during normal business

hours on Mondays to Fridays from 9:00 AM-5:00 PM, members can perform their typical

banking activities online at any time with their 24/7 mobile access. Furthermore, this serves as a

convenience to customers that are not able to reach brick-and-mortar locations during the

opening hours.

As the company is working to enhance their digital footprint. Chartway has provided a

simple solution to help not only the customers, but also the company. For instance, the website

has proven to reduce members time spent while completing a transaction. Due to this, the

company is now able to save funds on fixed costs as they no longer are required to fully staff all
physical branch offices. With member’s happiness serving as the company’s top goal, the

website continues to help keep members happy as well as improve efficiency for Chartway

Federal Credit Union.

Step 2: Macro Insights

The number of visitors/sessions is a key component in the macro-insights for the

Chartway website. During the period between March 2017 and September 2018 we had 13,590

average daily sessions with 5,090 being the lowest and 21,594 the highest. Further, the low was

on December 25th, 2017 which makes sense because of the Christmas holiday. We see a large

jump in daily sessions in March 2017. The high was during March 2017 which may be attributed

to the redesign of the Chartway website.

We can observe that sessions are higher than users by a significant amount on a weekly

basis. Therefore, the website has a decent amount of return visits. We see that the site had 25.7%

return visitors and 74.3% new visitors. Since Chartway is a membership based operation, we

should expect higher return visitors partially due to the fact that members must return to the site

often to complete transactions and keep up with your accounts.

Next, we want to answer the question, where are visitors coming from? The top three

channels are Direct, Organic Search, and Referral with 50.02%, 35.06%, and 9.92% of total

sessions respectively. Again, it makes sense that half of the sessions come from direct. Members

need to visit the website often to keep up with their accounts and most likely bookmark the

website. Nearly a third of visitors come from organic search. These may be members who don’t

bookmark the website and just type their search into a search engine. If these aren’t current

members, then we can assume that the website is well known and easy to find. When we look
further into the top keywords used in organic search we realize that majority of visitors land on

the home page. Other keywords include connect online, borrow and make a payment, and

locations and ATMs. These keywords tell us that visitors know what they are looking for and are

most likely members. Finally, a smaller portion comes from referrals.

Paid searches are a great way to get your website add at the top of the search list. With

the paid search, we see that the top keywords used are Chartway, Chartway Federal Credit

Union, Chartway Credit Union, and other variations of the name. Since these keywords are so

specific we can assume that visitors know who Chartway is. There is room for improvement with

the paid search campaign, we want to reach those who don’t know about Chartway but want

their services. For example, we would like to see Chartways’ website ad at the top of a search if

we use keywords like loans, mobile banking, apply for credit, etc. It seems a little redundant for

the Chartway ads to appear in a search for Chartway or variations of the name.

A large amount of people’s time is spent on social media. We want to utilize this

opportunity to get more traffic and sell more members. Chartways top referrals from social

channels are Facebook, Linkedin, Yelp, Twitter, and Youtube. We must note that about 70%

these referrals come from Facebook. A course of action Chartway may consider is a Facebook ad

campaign. Chartway can control how much they want the budget to be among other things. A

Facebook ad campaign can increase traffic to the website due to the amount of people present on

Facebook at any given time.

Chartways’ ultimate macro conversion goal is the completion of an application to

establish a credit or savings account. When observing the funnel visualization of this goal, their

conversion rate is less than 0.01%, which at first glance seems low, but it turns out that most
users are exiting the funnel at their “Final Review” page which is two pages before their last

step, which has an abandonment rate of 76.34%. Chartway should consider grouping some steps

of the application process together and/or making their final review page more straightforward so

that impatient users won’t exit so quickly. Attracted by their name, users would be drawn to

primarily open a credit or savings account without knowledge of their other services. Besides a

credit or savings account, they offer six different types of loans that members can apply for.

Their “LoansPQ New Auto Loan Application Completed” goal ranks first with the most

conversions, with “LoansPQ Personal Loan Application Completed” goal following second.

After inquiring information from our representative for the reason behind certain peaks in Goal

Overview in the specified time period, these peaks were caused by Ad Campaigns that were

launched. We believe that with regular promotion, most of their goals will be able to follow a

similar growth pattern and at least have more people entering the funnel of most of their goals.

After inquiring insight from our representative, Chartways’ goals in which they focus

most on are: Auto Loans, credit cards, and their MeridianLink Applications. When looking at

which goals perform the best on Google Analytics, their “LoansPQ New Auto Loans Application

Completed” rank first, “Personal Loans Applications Completed” second, then their

“Credit/Savings/Deposit Application Completed” ranks fourth regarding conversions. Though

they are doing a good job with growing their most focused goals, they should not neglect other

goals in which they put in place. Chartways’ lists twelve goals, we can see that only seven of

them have conversions, while five have zero conversions. Further investigation shows that users

are not entering the funnel process in these empty goals, thus Chartway should investigate if

there was an error in the implementation of tracking these goals on Google Analytics. Our
representative also mentioned how Home Equity and Mortgage Loan Applications Completed

were areas in which they didn’t expect to have growing conversions. Knowing this, they should

take the opportunity to push ads to appeal to new users who are interested in these types of loans.

Mortgage loans isn’t listed on Chartways’ goals, but they should start trying to track its

conversions since it does have potential. Another interesting finding was that within the ranking

of top site searches, different variations of “log-in” appears four times out of ten. It appears

Chartway is putting a lot of focus on gaining and guiding new users, while neglecting the ease of

access to their returning users. They should try to rearrange the site to make accessing online

banking easier so that they can stay on the site longer and enter other goal funnels. We have

inferred that majority of returning visitors are coming back to the site to perform a specific

action, this fact is supported when looking at top landing pages. Ranking first is Home, then

“connect/online.html,” then consumer login, all which have low bounce rates. In conclusion, it

appears many returning users are confused between Chartway’s official website and their online

banking site. They should reconfigure their homepage on their official site to somehow make

directing returning members to the correct place, so that they can focus on growing conversions

from new users.

Step 3: On-Site Behavior Drilldown

When analyzing general on site behavior using google analytics, we can gain numerous

insights into Chartway’s website. Knowing the behaviors of the websites visitors can give

Chartway the opportunity to improve its business. We will take a look at some of the most

profound behaviors and subsequently provide recommendations to Chartway.

Starting off, Chartways’ website overall has a 43.79% bounce rate which is high

considering the top landing page is the home page and has 90.58% of total sessions. We must ask
the question, “why are so many people leaving the website after only viewing the home page”?

For those who didn’t bounce, the average time spent on the home page is 4:21 minutes. At first

glance of the home page, the site does not cause users to leave immediately because the average

time on page would be much less. However for those who bounced, the problem is that the users

do not go deeper into the site. Chartway must take a hard look at the home page and make

adjustments to retain more users. We noticed that the home page is slightly busy with a lot of

different colors and can confuse a user as to where they need to go. Perhaps making the home

page more enticing for visitors to explore deeper into Chartway.com will lower the bounce rate,

thus this will increase the probability of gaining new members.

Digging deeper, we can see the highest number of pageviews from Tuesday through

Thursday. Thursday is the highest traffic day out of the week. Furthermore, we see the lowest

number of users on Sunday which makes sense because Sundays are a blackout day for banks

and many financial institutions. There is not much Chartway can do to increase traffic on Sunday

unfortunately. There is a significant decrease in page views on December 25, 2017 which is due

to the holiday. However, we see a large increase in pageviews in the middle/end of May 2018

due to Chartway launching a few Google Ad Campaigns during this time as well as certain

periods in 2017. Chartway should consider doing more Google Ad Campaigns to maintain a

growing number of impressions and clicks for their website.

Devices

When analyzing activity on chartway.com on different devices, we can immediately see

that mobile has the most impressions, desktop follows second, and then tablet is last. One

problem that must be addressed first is that certain pages in all device categories have recorded
zero for their Sessions, Bounce Rates, and Pages/Session metric. We can assume that tracking

was implemented wrongly for these landing pages and should be fixed in the near future.

Unfortunately, we can’t do comparisons for these pages, but we are still able to find

characteristics in each device category.

In general, desktop has a lower bounce rate than mobile, however, they have close

numbers for clicks and sessions. We believe that most people using the mobile site are

specifically looking for something about physical locations or answers to questions. Then, we

can assume that people are using the desktop to do main tasks like making an online payment

and signing up for loans. Common characteristics between all devices is that landing pages

which contain information about Chartway like “/locations-and-atms” and “/about-us.html” have

high bounce rates, we don’t believe that it should be a high concern since it’s probably people

just looking for something specific then leaving the site to pursue whatever task they wanted to

do with it. Most notably, the bounce rates for these landing pages are higher for mobile than the

other devices, we can assume people are out doing errands and need to quickly go to Chartway to

complete a task but need key information through the mobile site before heading to a physical

branch. The landing page “/borrow/make-a-payment.html” has a high bounce rate; however, the

landing page “/connect/online.html” has a low bounce rate. Further investigation shows that the

Make A Payment page directs the user to their online banking site, which is Connect Online. We

can assume that the bounce rate is high for Make A Payment because it redirects the user to a

completely different website that isn’t under Chartways’ official site. Chartway should consider

making the “Make A Payment” button to lead directly to their Connect Online site than a web

page which leads to Connect Online.

Geographic

Chartway serves members in every state within the United States, however their major

concentration of members are within Virginia, Utah, and Texas. Diving deeper into their metrics,

Virginia has the highest metrics out of all states because Chartway is headquartered in Virginia

Beach. Between these three states, they share very close numbers of bounce rate, session

duration, pages per session, and new users vs. returning users. We believe that Texas users show

the most potential for growth because Chartway launched an ad campaign within the week of

May 27-June 2, and Texas users showed an increase of +13% of new users from the week of

May 20-26 to week May 27-June 2. Compared to the increase caused by the ad campaign

between other states, Texas was the highest. Secondly, we believe that North Carolina users have

a potential for growth as well, since they rank fourth place of top users within the United States.

They had a sharp increase of total users from the week of Aug 6-12, 2017 with 1,415 users to

Aug 27-Sep 2, 2017 with 2,894 users, and has consistently remained above 2,000 users since

then. Also, since North Carolina is close their headquarters in Virginia, Chartway should

consider branching out more physical stores into North Carolina cities since there currently are

none within the state.

Although Chartway primarily operates in the United States, they also have a few global

customers as well. Most notably, an interesting finding we noticed was that Nigeria ranks 8th for

impressions, but ranks 3​rd​ for clicks; also their Avg. Positioning is 7.8. We can see that Nigeria

has a potential growth for new members and Chartway should consider increasing search engine

marketing efforts to Nigerian users.

Search

According to the information gathered, visitors overall are interested in gaining more

information about Chartway. This is proven as more than three of the top external search queries

include diverse forms of searching the company name; Chartway, Federal Credit Union, and

Chartway Credit Union. This plays a role as to why organic search serves as the second largest

channel with 33.23%. “Chartway Login” on the other hand, was a search query that we found

relatively interesting. According to search terms, more than four of the top terms are related to

login and signing in information. Due to this, we decided to take some time to explore the

company website. Here we noticed how difficult it was to locate where to login into a personal

account. We believe this plays a role as to why many customers prefer searching for a login page

rather than navigating on their own. Our recommendation would be to make the login portion

more easily visible and straightforward. With the homepage serving as the top landing page this

should be of high importance. Logging in should be a quick and easy process for customers. If

the adjustment is made this could potentially decrease the number of call-ins made to the

company.

Top channels include Direct (53.91%), Organic Search (33.23%) and Referral (6.66%).

Referral serves as the companies most valuable resource as they are conducive to achieving the

company's overall goals. For instance, goal number one which includes the completion of a

checking and savings deposit application. Referral serves as the most valuable channel that

brings in 0.01% of the companies completed applications over all other channels who show to

bring in less.
Conversions

When looking at the google analytics of some services, conversion rates appear different

between various demographic groups, particularly between age and gender. Males make up

51.96% of overall users and 52.85% of New Users while females make up 48.04% and 47.15%

respectively. Both male and female Chartway users are almost equally distributed between

various age brackets with roughly a 50%/50% split in each age group. Bounce rates are also

similar between genders in each bracket. However, when looking at overall goal completions of

each age bracket is where more interesting patterns appear. Besides the age bracket of 65+,

females had higher overall goal completions in every other age bracket. In the 18-24 age range

female users had 61,185 compared to males had 49,173 goal completions. This is a 10.9%

increase in female user goal completion in this age bracket. In the 25-34 range, Females who

completed different goals were 118,672 which is 11.24% higher than their male counterpart.

Finally female users age 55-64 had goal completions of 157,084 while males had 134,783, with

females showing a 7.4% difference in goal completions.

In addition to goal completions, female Chartway users had a relatively larger number of

sessions than male Chartway users. In the 18-24 and 25-34 age brackets females had 119,908

and 228,948 sessions overall, males only had 96,756 and 189,258 sessions respectively. Around

25,000 more sessions in each bracket came from females over males.

While neither goal completions or number of sessions had drastic differences, these small

demographic differences may become more pronounced if users were to increase. Overall, both
of these metrics point to a growing trend of female users, having better interactions with the

Chartway website, particularly in higher impressions, sessions, and overall goal completions.

Step 4: Conversion Drilldown

Multi-Channel Funnels
​While viewing conversions, it is important to look at where else users are

coming from besides direct search. This way, we can see if there is a good opportunity to focus

our marketing efforts in the near future. When we view the “Overview” of Multi-Channel

Funnels tab on Google Analytics, we immediately see that most conversions occur through

Direct Search, Organic Search, and then Referral. Email falls in fourth place with 1.53% of

multi-channel funnel conversions in this time period and it has also contributed to 1.66% of

assisted conversions. We believe that email marketing has potential for growth in goal

completions because there were two major email campaigns that placed within top ten of

channels which brought in the most users during this time period. We can predict that with more

consistent email marketing of major campaigns, we can have more returning users sign up for

more services and have them promote our services to their peers as well.

When looking at conversions in general, we can see that we are doing well with our

micro conversion goals and we could put more focus on our macro goal. Our macro goal, Goal 1:

“Checking/Savings/Deposit Application Completed” has about 11.19% out of our total

conversions and our micro goals for completing applications for our Meridian Link loans

account for 79.21% of total conversions. We can immediately see that from all conversions, most

happened within the same day at 87.14% of conversions and with 1-2 channel interactions. Users

who convert within these metrics are well-informed and determined to complete applications,
possibly due to well-made ad campaigns or by speaking directly with a representative. When we

filter the conversions by goals, an interesting finding is that for Goal 6 & 11: Credit Card

Balance Transfer, most users takes over 12 days and more than 2 sessions, some even taking

over 12 channel interactions until they convert.

First, it is important to note that these goals track the same thing, we can tell because the

numbers for the metrics are all the same. One assumption for high time lag and page depth is

incorrect tracking for these goals, then another assumption would be that customers are having

trouble finding information to research this process before deciding to do it. Signing up for a

credit account and/or a loan is a big decision, so it is understandable that a user would take a long

period of time to research Chartway before finally deciding to sign up for their services on their

own. On the same note, a user may have spoken with a representative of Chartway directly to

learn about their services, then they signed up for one online while still conversing with them.

During this time period, 0.32% out of total conversions were from Google Ad Campaigns; which

at first glance seems like an alarmingly low number; however, we believe the number is low due

to incorrect tracking for their campaigns. When we view the campaigns conducted during this

time period, Chartway launched quite a few that brought in about 140,000 clicks. Looking at the

campaigns table in Google Analytics, all goal conversions are listed as zero, thus proving that

there may be incorrect or no tracking for goals.

Looking at the funnel analysis for our goals, we see that the funnel for our LoansPQ

applications have 6 steps, however, most users exit at the fifth step at “Final Review,” most

having an abandonment rate typically over 70%. There may be intimidating wording at this page

which scares off many users or causes them to change their mind before finally completing the
application. However, after viewing each LoansPQ application, we notice that Goal 4: Personal

Loans Application Completion has a 99.06% abandonment rate at “Final Review,” though there

could be various reasons for this particular loan to have a high abandonment rate, it is something

to look into in the near future. Lastly, another interesting finding within Funnel Analysis is Goal

3: Home Equity, where this funnel has 7 steps, with an extra blank step between “Final Review”

and “Application Completed” page. We believe this is a webpage development error, since the

abandonment rate for “Final Review” is 1.32% while the abandonment rate for the blank page is

82.44%, also the last step of the funnel suddenly gains more converters than the blank page.

Though there were not a high number of conversions, there is potential for growth

if Chartway launched ad campaigns more consistently and fixed tracking within Google

Analytics in the near future. Email campaigns have proven to assist conversions, thus Chartway

should put importance of making e-mail campaigns useful and visually appealing to draw in

customers to enter goal conversion funnels. Using various Google Ad campaigns targeted to both

current members and potential members will increase the number of members taking advantage

of the online banking service.

Step 5: Blog Value Analysis

During our analysis of the companies blog, we found that the blog has proven to have a positive

effect on the amount of traffic in and out of the company site. In fact, 1 blog visitor on average visits 3

different pages compared to a non-blog visitors who on average visits less than 2 pages. The blog has also

proven to increase the duration of time that is spent on the website during a single session. Blog users

spend on average 4 minutes and 36 seconds compared to those who do not visit the blog; these visitors

typically spend less than 3 minutes and 11 seconds. That is a 1 minute and 25 seconds difference between
both blog visitors and non-blog visitors. One interesting fact that we found was the blog has proven to

decrease the bounce rate for the companies website. In other words, those who visit the blog have a less

chance of spending 0 seconds on a particular page.

Although the blog has proven to have some positive effects on the website, unfortunately it seems

to not have any influence on customers chances of achieving a particular conversion goal or in other

words, bring in any economic value. In fact, those who do not visit the blog have a higher chance of

completing a goal rather than those who engage with the company blog. This could potentially occur due

to non-blog visitors having one specific goal in mind when visiting the website as compared to those who

take some time to explore the website further landing in the company blog.

Chartway should take into consideration the relatively low form of engagement that the

blog receives. Some suggestions to help increase engagement would be to utilize social media as a

platform to promote recent blog posts as well as direct traffic to the companies blog by including links. As

we further analyzed the companies social media we realized that majority of their social media posts are

focused primarily on company events and company news. Although, it is important to build a relationship

with the company and its client by sharing news and events. Chartway should focus on sharing more

informal information that customers can learn from such as posts that are focused on budgeting, finances,

financial planning etc. Also, be sure to take into consideration the day in the week that a post is posted

online.

According to traffic from September 2017 to March 2018. Blog posts on Wednesdays and

Thursdays have proven to receive the highest amount of engagement. Focusing blog posts on specific

targeted demographics could also serve as a great method to help focus on the primary audience of the

companies blog. Targeted posts will help to increase the overall engagement of the blog as well as

attention to the companies website that could potentially result in bringing in new customers. With more

than 33.34% of visitors coming from the Hampton Roads area of Virginia. The geographics that the
company should focus on when sponsoring social media posts should include: Virginia Beach (19.41%),

Chesapeake (7.71%), and Norfolk (6.22%).

As a overall summary, Chartway should consider to focus on increasing the engagement of the

companies blog due to its relatively low performance rate. The blog has proven to help increase duration

of time spent as well as traffic on the Chartway site. This has led to a low bounce rate and exit rate for the

company overall. Targeting posts to specific geographic location within the Hampton Roads area could

potentially help to increase engagement as it makes up more than 33.34% of its visitors. The relevancy of

content on social media posts also plays an important for to why the blog is not performing to its full

potential. Focusing posts on informal information rather than company news and updates could help

attract the attention of consumers and turn them into Chartway members, resulting in a higher conversion

rate.

Step 6: Put it Together

As a result of our analysis of Chartway’s website, we have found numerous insights to

help the business. As a not-for-profit organization, Chartway seeks to always put their members

wants and needs first. Chartway is not a typical bank in that they offer a customer-oriented

approach. Chartway seeks to build lifetime relationships by effectively interacting with

customers through numerous social media outlets. To continually improve their customer

service, Chartway recently updated their website and brought it up to speed with data analytics.

However, we have found some items that can refine Chartways growth in this area.

We have learned that the website has the main goal to increase the completion of

applications to establish accounts including checking and savings. When new visitors go to the

site, they land on the home page which has a high bounce rate. We have realized people are

being turned off by how to home page looks and how they navigate through the site. The
homepage is cluttered which can overwhelm new users. Furthermore, when clicking on any of

the three green tabs on the home page you come full circle through numerous clicks to find out

that you need to create an account. This can be frustrating for new visitors and may result in an

exit. Condensing these three green tabs may cause less confusion and decrease the bounce rate.

Ad campaigns can be a great way to boost traffic and give a business exposure. We see

that in periods of 2017 and 2018, traffic spiked due to ad campaigns. Chartway should

participate in more ad campaigns while also narrowing their target market. We also suggest

conducting more email campaigns. Included in email as well as Chartways social media, the

companies blog posts should be referenced. Chartway may consider asking current members for

email references of people who may benefit from Chartways excellent service. When referencing

the blog posts, Chartway should focus on Linkedin for their social media. Linkedin has a more

professional market that suits banking well. In order to use the data gathered, Chartway should

promote their blog posts to the Hampton Roads demographic and post mid week. With the

update of the website and web analytics, we found some areas where some changes need to be

made. In a few areas of google analytics we see 0 values. Chartway should implement tracking

devices, conversion values, and goals that allow the data available to be represented so that

Chartway can perform accurate analysis.

Going forward, Chartway should consider implementing these changes in order to further

their goals. Continuous analysis, evaluation, and implementation using the data they have

available will ensure that the business takes the best plan of action to expand their services.