Well, you can think that averages are meaningless, but they do mean something. If your average sale is $10 and you are spending on average $9 to acquire them, y

Well, you can think that averages are meaningless, but they do mean something. If your average sale is $10 and you are spending on average $9 to acquire them, you have a 10% margin on average. Segmenting is great and can actually move the averages wildly, but that doesn't mean the averages are pointless. It means that averages are just one view of the data. If I want a really high level view of the data, an average is great. If I want a super low level view of the data, looking at each customer or small groups of customers is great too. It depends on what you want to know and what problem you are trying to solve. Use the right tool for the job.