If you ever visit Stone Mountain, see a show in Branson or stay at a Marriott resort in Mexico, there's a chance Integrative Logic might know a little about you.

That's because the Lawrenceville marketing data company has turned into one of Gwinnett's fastest-growing tech firms and recently reached a deal to provide marketing data and analysis to Herschend Family Entertainment, a theme park management company that owns, and operates 20 properties in nine states.

Integrative gathers a variety of data on guests to hotels, amusement parks and even properties like Stone Mountain Park (a Herschend property). The company uses complex databases to inform clients about different types of customers and what types of services they want.

"What we'll do is develop a distinct customer profile so that they can look at exactly what types of customers they have at all their properties," says Hunter Shepherd, director of business development for Integrative. "Then we can come back to them and tell them what kinds of customer service programs they need to implement."

Integrative's deal with Herschend is another major step for Integrative. Five years ago the company established a close relationship with Marriott's Caribbean and Mexican resorts division.

"We just moved to Lawrenceville about a year ago and we've grown from eight employees to more than 60," Shepherd says. Now Integrative can apply its core business to helping Herschend, which specializes in family-friendly entertainment.

"We're really at ground zero right now," he adds. "This is a big deal for us because we have experience working with Marriott and their properties, but this is our first opportunity working on more entertainment-related properties "

Integrative's president, John Gardner says he is "excited" about using the company's technology with Herschend.

"Integrative Logic will work directly with the HFE team to drive strategic, objective thinking and economic insight across multiple properties to improve decision making and optimize results from integrated marketing solutions," Gardner says.

Herschend's properties include Silver Dollar City in Branson, Mo. and Dollywood in Pigeon Forge, Tenn.

In Georgia, Herschend Family Entertainment owns Wild Adventures theme park in Valdosta and operates Atlanta's Stone Mountain Park in conjunction with the state of Georgia.

"Our goal at Herschend Family Entertainment is to create memories worth repeating. Our partnership with Integrative Logic will enable us to use the latest in technology to communicate individually with our guests resulting in long-term emotional connections," says Bryan Hardman, Herschend's manager for CRM.

Shepherd says the company first builds a database, and then begins collecting traditional data such as names and addresses of guests. Integrative also gathers "transactional data" such as purchases made at a theme park or how often someone visits a particular property.

"We then take that information and break the visitors off into distinct behavior profiles," he says. Possible groups might for instance be "soccer moms" or "empty nesters" – subsets of visitors that companies like Marriott and Herschend can market their services to.

The goal is to move away from merely soliciting comment cards to looking at how visitors actually behave and then helping clients use that data more effectively.

"It's a way for us to go from a push model to a push-pull model," Shepherd says. What we try to do is build a relationship from the data we collect."