When starting your business, you need to know whom you want to reach, what your audience is like, what they need to succeed, and how you can be of help. After establishing your business and growing it, you may need to update that so-called customer avatar. When reviewing your analytics, you get a bird’s eye view of the said vital information. If you are using Google Analytics to track your traffic, you’d be able to view the demographics of your audience: what they are probably looking for, and from which sites they are coming from. Did they find you via social media? Or maybe through an organic search for a particular keyword? The only way to gather this information effectively is that you start tracking your traffic and review your numbers at least bi-weekly if you are running promotions or ads.