Let's use a metric to look at the efficiency of each channel: 

CE (CHANNEL EFFICIENCY) = (CUSTOMER REACH) X (1 − CUT). CUT is expressed as a decimal. What channel nets the highest CE?

 For example, the CE for the DIRECT channel is (1,443) X (1 − 0.00) or 1,443. Department Store Discount Retail Chain High End Outdoor University Store