Thinking about your web user database, or when you use CRM, or calculating average conversion rates - always remember, that The average is irrelevant.
Great post by Seth godin: "When you can't figure out the best way to treat all your customers, the best way to price things, the best thing to offer, realize that the problem is almost always this: you're trying to treat everyone the same. Don't. Break them into groups with similar attributes, and suddenly the path becomes a lot more clear."
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