Once your business reaches a certain size, it becomes impossible to know each of your customers personally. There are simply too many of them to keep track of. Instead of tracking the movements of individuals, the more reasonable approach is to keep track of groups of customers with common traits like age group, gender, or income range. We call these “segments,” and they’re incredibly useful for things like creating targeted marketing campaigns.
But when it comes to the highly personal stuff of understanding customer motivation, segments simply aren’t intuitive enough. If you want to understand why a subscriber or customer acts in a certain way, it helps to give that segment a face and a name. The result is called a customer avatar. Continue reading