1. The document discusses micro-channels, which are combinations of physical and advertising channels that customers use to place orders. Understanding micro-channels can help predict customer behavior and improve marketing strategies. 2. It provides examples of assigning micro-channels based on different customer interactions with catalogs, emails, websites, phone calls, and more. Tracking micro-channels and how they influence each other can help segment customers. 3. Analyzing micro-channels allows reducing marketing like catalogs to some customers while maintaining sales. Savings can be reinvested in new customer acquisition. Understanding micro-channels helps optimize marketing and improve profitability.