REI is an outdoor and sporting goods retail cooperative with 80 stores in the United States, more than 3.5 million members, and 1.7 million Facebook followers. In addition to providing apparel and equipment for a variety of outdoor activities, REI is in the adventure travel business and offers 150 worldwide destinations with expert guides to engage travelers in immersive outdoor experiences. REI Adventures is interested in promoting its tours more widely and attracting additional customers to its service. It believes this may also boost customer purchases of apparel and equipment from REI. But obviously, not everyone is a good target audience for REI Adventures. It's likely that customers will share some particular characteristics, but which ones? And how can REI precisely identify its target audience so they don't waste promotional dollars pitching people who are unlikely to buy?