Mass timber construction systems, incorporating engineered wood products as structural elements, are gaining acceptance as a sustainable alternative to multi-story concrete or steel-frame structures. The relative novelty of these systems brings uncertainties on whether these buildings perform long-term as expected. Consequently, several structural health monitoring (SHM) projects have recently emerged to document their behavior. A wide and systematic use of this data by the mass timber industry is currently hindered by limitations of SHM programs. These limitations include scalability, difficulty of data integration, diverse strategies for data collection, scarcity of relevant data, complexity of data analysis, and limited usability of predictive tools. This perspective paper envisions the use of avatars as a Web-based layer on top of sensing devices to support SHM data and protocol interoperability, analysis, and reasoning capability and to improve life cycle management of mass timber buildings. The proposed approach supports robustness, high level and large-scale interoperability and data processing by leveraging the Web protocol stack, overcoming many limitations of conventional centralized SHM systems. The design of avatars is applied in an exemplary scenario of hygrothermal data reconstruction, and use of this data to compare different mold growth prediction models. The proposed approach demonstrates the ability of avatars to efficiently filter and enrich data from heterogeneous sensors, thus overcoming problems due to data gaps or insufficient spatial distribution of sensors. In addition, the designed avatars can provide prediction or reasoning capability about the building, thus acting as a digital twin solution to support building lifecycle management.