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    Our aim is to understand which segment is more profitable for an online business.

    One of the key growth factors for e-commerce businesses is customer lifetime value (which goes hand in hand with margin). 

    If you take the profit obtained from a customer and deduct the acquisition cost (how much it cost you to make him/her place a/several order/s), you will realize that for some customers you end up with a positive number, while for others you end up with a negative one. This means that you had spent more to acquire that customer than what he/she bought from you. 

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