Case Studies > Tourism > Alys Beach
Turning Lake Oconee's Anonymous Audiences into Actionable Segments
Visit Lake Oconee engaged RMG to build a comprehensive visitor profiling framework using a dual-layer intelligence approach. By pairing Bullseye Geoframing with SmartPiXL Website Intelligence, RMG de-anonymized over 31,400 cross-channel customer records, grouping in-person and digital trip planners into seven hyper-targeted segments to drive high-yield regional tourism conversion.
Highlights
31,400+ Matched Records
Distinct visitor profiles
24.1% Active Core Market Share
Driven by the Atlanta MSA
7 Audience Segments
High-Value Actionable Visitor Audience Segments Produced
87% Homeownership Rate
Among In-Person Premium Experience Seekers
Summary
Region
- Greene County, Georgia
industry
- Tourism
Company size
- Small
rmg solutions
- Bullseye Geoframing
- SmartPiXL Visitor Intelligence
- Matched Data Segmentation
- Audience Engagement Strategy
about
Visit Lake Oconee, the CVB for Greene County, Georgia, markets a destination that is really many destinations at once: a luxury lakefront resort, championship golf, a campground, a village retail district, and a growing recreation scene. The CVB engaged RMG to deliver a comprehensive Bullseye geoframe and SmartPiXL website intelligence study for 2025.
Challenge
Visit Lake Oconee needed to replace generic, broad-market tourism advertising with a precise, audience-specific conversion model. The CVB was held back by key visibility and strategy gaps:
- No verified demographic or psychographic portrait of in-person visitors
- No segmentation of website visitors into actionable audience clusters
- No feeder market map linking visitor origins to media targeting strategy
- No messaging framework aligned to distinct visitor motivations and income levels
strategy
RMG’s strategy paired real-world geoframing with website de-anonymization to capture both in-person visitor data and online intent signals. By matching these signals against a massive household database, they appended over 300 demographic and lifestyle attributes to the visitor records. This data was then distilled through cluster analysis into seven distinct audience profiles, giving the CVB a precise roadmap for tailored messaging and targeted media placement.
solution
To solve these challenges, RMG deployed a multi-layered identity resolution and data enrichment strategy, transforming raw data into actionable visitor profiles:
- Bullseye geoframes captured in-person mobile device signals at Lake Oconee venues, matched to RMG’s 150M+ household database
- SmartPiXL de-anonymized 90 days of website visitors, appending 300+ demographic, behavioral, and lifestyle attributes
- Combined records segmented via cluster analysis into seven profiles, each with demographics, channel recommendations, and messaging frameworks
results
The study delivered actionable data insights that immediately optimized Visit Lake Oconee’s media deployment and campaign efficiency:
- High-Yield Segments Identified: The data isolated High-Value Experience Seekers ($113K income / 87% homeownership) as the top near-term booking opportunity, while Elite Adventurers ($193K income / $716K net worth) represent the highest-spending target for luxury resort golf and dining.
- Feeder Market Precision: Atlanta was verified as the primary feeder hub, driving 24% to 32% of in-person visitation, followed by Augusta-Aiken at 7% to 11%. Combined, the Southeast core (GA, SC, NC, FL) anchors the destination’s primary traffic.
- Frictionless Itinerary Conversions: Because travel planning friction was identified as the top barrier to booking, “done-for-you” itineraries (Value Weekend, Elevated Escape, and Tradition/Group Weekend) were built to replace generic ads. Intent-based retargeting of these itineraries delivered the highest ROAS across all segments.
- Multi-Channel Media Efficiency: Launching always-on Google Search captured high-intent planners across all seven profiles simultaneously. Additionally, segments like Legacy & Home Enthusiasts (36.6% email match) were isolated as high-efficiency targets for direct mail and CRM activation.
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