Performance marketers have access to a wealth of detailed conversion data. A purchase can reveal product choices, basket value, discounts, channel, location, and dozens of other attributes. The limitation is that paid media decisions rarely depend on the transaction alone. A $100 order from a first-time buyer and a $100 order from a customer who purchases every two weeks may look identical in a conversion feed, even though they represent very different customer relationships. Connect those orders to a persistent profile and they stop matching. One belongs to a customer who buys every two weeks. The other is a first purchase. The transaction…
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