 The assessment is really important just because it gives us a really good diving off-point. It helps us understand where the client fits in the industry and what results they can expect to get. If we just dive in with completely blind, with no assessment data and with no competitor data, we would be banking a lot of assumptions that could come back and bite us later. It would save money by making sure that we aren't investing in the wrong areas or that our expectations aren't unrealistic and obviously time. One example of how I've used the assessment is to see areas of low-hanging fruit. So if you aren't ranking for certain key terms but no one else is either, that's something really quickly that we can go after and get our results ROI on their marketing investment much more quickly than we would be able to otherwise.