It’s tempting to ask about whether marketing success metrics should be response rates or money. But you don’t need to ask marketers what they want. Basically, they want everything.
They want big spenders who also visit frequently, purchasing flagship products repeatedly. For a long time (some say “lifetime”). Without any complaint. Paying full price, without redeeming too many discount offers. And while at it, minimal product returns, too.
Unfortunately, such customers are as rare as a knight in white armor.