What is your ideal customer? In this episode of If Walls Could Talk, Publisher Jill Bloom met with Anna Anderson, CEO of Art Unlimited, to talk about why you should know and understand your ideal customer.

In order to know your customer persona, you have to take a step back and go into the data to understand everything you know about your customers. “I think that’s that mind shift that business owners need to say, ‘Okay, I just can’t look at ROI, but I need to look at who the customer is, create a great experience, then I get ROI,’” Anderson says.

After you know your customer persona, Anderson says the next step is to measure data so you can market to the correct audience.