I recently read an article by Anna Talerico entitled "A simple road to more personalized site experiences", where she urges companies to segment visitors as they come on their landing page. She goes on to say that "you [merchants] can't get out there and talk to each person who clicks through your site, so let your landing pages do the talking for you". 

While Anna may be correct in the fact that segmentation increases customer conversion I strongly disagree with her statement that you can't talk to everyone out there.