One of the most essential tools in every marketer's kit is an Avatar, a Persona, or a customer profile, often a fictional composite character designed to help us craft messages to our potential audiences, These Avatars are often based on limited customer data, and sometimes anecdotal evidence. With the growth of the data collection industry, there is so much real data at our fingertips and if we can integrate data into our own ideas of an Avatar we can create a real-life Persona and dramatically increase our chances of talking to them at the right place, right time and with the right message. Trawling through big data to find and integrate this personal information is a huge task, one that I've spent the last 4 years undertaking. This presentation looks at the weaknesses of Avatars and how to address these by utilizing big data and how big data can be used to inform marketing strategy on both a brand awareness level and for a special one-off promotions, building on your own knowledge with the help of some of the biggest data collectors in the world.

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