The universal principle that increased marketing-driven revenue by 20x Growth of FiveStars has slowed down... :) After they implemented this universal approach... their marketing-driven revenue increased by 20x. How did they do it? 1. Split their customers into different segments. 2. Analyzed which of them have a higher propensity to convert. 3. Focused only on the segments showing a 2.5x propensity to convert.