"Your customer", however, is not "the customer". Your customer is different. So your mileage varies.
Channels help us understand "your customer". Look at customers who purchase from your call center.
Tall bars represent channel preference. Not surprising, then, that June (age = 76) prefers shopping via your call center. Not surprising, either, that Jasmine (age = 28) and Jennifer (age = 44) don't like shopping over the telephone. If your business is skewed to the call center, well, guess who your customer is? If your business is skewed to the call center, what does that mean for the future of your business?
How about online transactions, those not attributed to other marketing channels?
This is hardly surprising, either. The more your business skews to unattributed online orders, the more likely your business caters to Jasmine, or to a lesser extent, Jennifer. Dark matter, those unattributed online orders, frequently skew to younger customers.
Here's email marketing.
Email peaks with Jennifer, and there's a bump for Judy. Notice the dip for Jasmine. Jasmine is different, as we will see later, her email orders shift to other channels, and for good reason.
The next two graphs are for paid search and natural search.