This paper highlights the benefits of using segmentation to really understand your customers, namely through the use of Experian Audience View, a state of the art customer segmentation tool. You will discover the key benefits of Experian Audience View, how it works and how it can help you know, get and keep your customers better. We have also included a case study demonstrate the power of Experian AudienceView in the automotive industry. What does your average customer look like? It’s a simple question every business has to address and yet a comprehensive answer is difficult to pin down. It’s a struggle because your customers are all different, and trying to find the common elements which unite them to define your “average customer” inevitably leads to a rather bland picture of vague attributes.