That being said, please go run a query for me:
- Identify all customers who purchased from your direct channel on 11/28/2011 (Cyber Monday), 11/29/2011, and 11/30/2011.
- Calculate the percentage of customers who are new/existing on each day.
- Measure the demand spent by customers on each day and by new/existing (six segments, total), from 12/1/2011 through today. Also, calculate profit per customer. And while you're at it, calculate the percentage of future demand sold at full price.
Since customers on 11/29 and 11/30 were not acquired/reactivated/retained via the deep discounting nature of the vendor-fueled Cyber Monday event, they may well have better long-term value.
If that's what you learn after running this query, then please ask yourself what value is crated by a vendor-fueled discounting event?