Your average customer does not exist, and if she does, she's certainly unique. We often look towards averages to benchmark performance of campaigns or against our competition, finding out who our customers are and what they want, or making design decisions based on the average of the data we have available. Questions like "who's your average user", "what's the average Cost Per Acquisition in our industry", or "on average - what customer segment have the highest affinity towards our product", are questions we in the tech and ads industry hear all too often. The issue is, that the average is likely to lie to you, and may even set you on a path completely opposite of what your data really tells you and where your Product Market Fit actually exists. In what I promise will be a fun and engaging speech completely devoid of math, I'll talk about the issue with averages, and give you the tools you need to take a step back, and find the true potential for your products, far away from your imaginary average customer.
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