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DAC8571: Vout always 0V

Part Number: DAC8571

I have a DAC8571 with a 3.3V reference. I have measured 3.3V at pin 2 to verify. It is getting power at 3.3V verified by measurement. A0 is grounded and the I2C interface seems to be working, but I am both reading back odd data and the output of the DAC is always 0V. Is there a command that needs to be sent to initialize the device before you can just send an updated output? Here is what I am writing out and reading back.

DAC8571 Write
DAC8571: Address Byte: 0x98
DAC8571: Control Byte: 0x10
DAC8571: DataMSB Byte: 0x60
DAC8571: DataLSB Byte: 0xf8

DAC8571 Read

DAC8571 Write address with RW bit set to 1 = 0x99
DAC8571: Data MSB Byte: 0xf8
DAC8571: Data LSB Byte: 0x60
DAC8571: CONTROL Byte: 0x99

So it looks to me like the MSB and LSB are reading back swapped and the control byte doesn't make any sense to me at all. Also, this doesn't actually change the output of the device. Please let me know what I am doing wrong here.