One of the most obvious examples of this comes from Amazon's personalized product recommendations, which suggest goods related to an item that a customer is considering. Tailor your messaging appropriatelyKnowing your customer also enables smarter marketing that is likely to result in higher sales. By understanding customer needs and preferences, marketers can ensure that their campaigns will reach the right people, on the right platforms, with the right type of messaging. This will, in turn, make your products more desirable to your target audience, creating higher sales potential. Knowing your customers is a competitive advantageTruly knowing your customers can provide a powerful competitive advantage in any industry.