[reificator]

> in many cases user behavior drives our decision making.

Don't be too trusting of this.

From the perspective of lead segmentation I've seen countless examples of:

1.) We need a high/medium/low split so we know how to prioritize our efforts.

2.) Select something entirely based on a gut feeling and split on that.

3.) Put our best people on the high list.

4.) High list performs better, so cement #2 as our "scientific" policy that is "backed by data".