Leveraging the visitor and purchaser data from the previous 12 months, we constructed a Data Portrait Analysis. By appending over 20 highly predictive behaviors (age, income, gender, presence of children, net worth, home value, etc.), this comparative report provided valuable insights that allowed us to narrow the focus to the core audience. With the target audience determined, a clone model was built to identify look-alike households within 25 mile increments of the DMO. This data allowed us to narrow the addressable household advertising strategy to the defined audience the model predicted would be most likely to respond within a defined geographic region.