Aleeta Herriott, manager of the Red Bluff Pro Shop, would like to develop a marketing strategy for increasing pro shop patronage. She has requested data about the pro shop sales over the past several years. She needs to be able to work with the data to understand the current patronage, such as where the patrons were from, what kind of items they purchased, how much money they spent, and so forth. Exploring the data is key in determining the marketing strategy because it helps her learn about customer preferences. After analyzing the data, Aleeta will present her ideas to the board of directors.