Data can be an amazing tool for making decisions and it doesn't have to be complicated to use. Take Google Trends as an example. It provides a simple graphical view of how frequently certain terms are used in searches. This can be incredibly helpful to you in finding out what customers are looking for that you can offer.
I've imbedded a simple chart below of the trends of four search terms. I was looking for terms related to indoor golf that peak in the summer. The potential use case here is to find terms that are more frequently searched than indoor golf in warm weather. In this view, "golf league" and "tee time" are the winners and "golf lesson" doesn't seem to be a frequently searched term.
What is really cool is that you can take this even further and drill into geographies, related search terms and more. The map below is an example, you can hover your cursor over the map to see the number of times Indoor Golf was searched. on the Google trends page, you can even see this over time on the map. I highly recommend using Google Trends to look for macro trends that can help you improve your marketing efforts.