We were tasked with providing analytics on business issues central to achieving organizational goals. Our initial step was to validate existing datasets to ensure accuracy in data capture, processing methodology and metrics calculations. We then defined and developed actionable metrics important to understanding key drivers of each business segment. Additionally, we conducted user behavior analysis which was used to optimize the user experience, reduce drop-off rates and drive customer acquisition. Direct results of these efforts included actionable reporting and dashboards, and behavioral information for A/B testing to optimize online marketing initiatives.