It’s a topic most marketers warm to immediately: data-driven marketing. Marketers’ eyes light up when talking about the art and science of collecting bits of information from customers and prospects, synthesizing that data and then activating it.

Or put a little more simply: your favorite kids’ clothing chain knows you have two elementary school-age children, and that you shopped at one of their locations twice last year during their back-to-school and spring break sales. You used a 20 percent-off snail mail postcard coupon. You opened only three of the store’s emails last year and then unsubscribed a month later. This year, the clothing chain is going to mail another round of coupons but instead of a gender-neutral coupon, you’ll receive a pink and purple offer for elementary-aged clothes for girls because your two children are female.

1.Grab the data, know the goals

It’s a great story, right? Use the data and make revenue soar! But as we all know, data-driven marketing isn’t so simple. For starters, there’s the data. Where is it? Can you get to it? Does your platform, whether it’s Marketo, Silverpop, HubSpot or something else, collect endless data points that no one uses?

We suggest you start with the goal in mind when considering your own enterprise’s data-driven marketing plan. Where is the data train going, exactly?

Most marketers look to several areas for their data goals: content, social, mobile, analytics and marketing automation. Below, we’ll talk about two helpful data points to mine with your marketing software.

2. Uncover what customers want and what they need

Figuring out what customers want can be tricky, since they often only share (via online reviews or customer service) what they definitely do not want. Using income and location demographics (with a tool such as Connectivity’s new Customer Insights), design a campaign that encourages a specific group of people to visit, shop or dine at your multi-location business. Want more of the right customer? Customer Insights can target a look-alike group of potential customers on Facebook with specific ads.

Analyze your best customers and how they interact with your business. Test different email messaging, text offers or direct mail pieces. Armed with great content and a solid marketing tool, the answers are often hiding in plain sight.

3. Improve the customer relationship

Data-driven marketing can help make great customers even more loyal. It can also take a sour experience and turn it around. Connectivity’s Review Solicitation Tool asks for feedback before customers have a chance to post on review sites such as Yelp.

Use your marketing platform to ask for feedback and then analyze that feedback for predictable patterns or surprising discoveries. If 68 percent of respondents select “I’d like to receive coupons and discounts” from your company, make sure to send valuable offers in your next campaign! If your ratings on review sites are ho-hum, initiate a customer service clean-up plan before driving a new campaign telling customers your company is on Yelp.

Dig deep into the data to understand how customers interact with your multi-location business. Are they scheduling appointments, calling to complain, sending emails to customer service or purchasing online? Create ways that each of these interactions can result in happier, more satisfied customers.

Olga is a Senior Manager in Marketing and Sales Operations at Connectivity.