They already had a great 1971 John Denver song, “Take Me Home, Country Roads” to pluck at your emotive ties to West Virginia. But the singer-songwriter’s dulcet tones are not what convinced lawmakers to triple the state’s tourism budget for 2016-17 budget to $6.5 million.

Find out how the West Virginia Division of Tourism invested in research and mobile data analytics to see who actually made a visit to the Mountain State, from where and whether they had been served with the state’s tourism ads. Read more from AdAge here.