As proxies for their desired audiences, marketers have long crafted “personas” of their ideal customers. By defining the characteristics and demographics of the customers they’d like to convert, the thinking goes, they can target their offerings to those customers’ needs. However, focusing so much on the ideal customer, can leave you missing out on engaging with the people who are actually buying your products and services.

To gain a full understanding of your actual customer base, it’s time to move past the persona and get personal. This playbook explores: 

• Moving from static personas to dynamic mosaics by learning what customers actually care about 
• Running the right programs at the right time by meeting customers where they are and providing them with experiences and offers that resonate 
• Measuring, improving and orchestrating across channels by driving cycles of improvement and easily coordinating activities