Online orders, store purchases and marketplace data have different levels of identity and visibility. Design customer journeys around what can be reliably and permissibly connected.
Preserve source identity → Resolve uncertain matches → Connect the next purchase → Keep channel economics distinct. Connect permitted store and online identity while preserving the different economics of each selling channel.
The operating map
The customer chooses the channel. Explore the infographic below the film for the full workflow.
The next useful action
Connect permitted store and online identity while preserving the different economics of each selling channel.. Connect the question, the evidence and the next useful action.
THE WORKFLOW, EXPLAINED
The customer chooses the channel.
Connect permitted store and online identity while preserving the different economics of each selling channel.
Direct-to-consumer brands often see acquisition, store sales, online orders and marketplace payouts in separate systems. A useful operating view links those records without flattening the differences in channel economics or permissions.
THREE PRACTICAL STARTING POINTS01
Join the customer journey
Agree how customer identities connect across eligible store and online sources. Preserve the source and handle ambiguous matches before building a lifecycle audience.
02
Balance acquisition and retention
Connect the campaign objective to the relevant cohort, creative and next purchase. Measure the outcome after returns, rewards and channel costs.
03
Follow the money across channels
Use marketplace reconciliation for settlement questions and commerce intelligence for conversion questions. Different questions need different source records and definitions.
BRING THE RIGHT CONTEXT
Connect what changes the decision.
Customer, order and event identifiers
Store, web and marketplace channel definitions
Returns, fees, offers and reward costs
Acquisition source and communication preferences
ASK FUNDLE BRAIN
Where does the second purchase happen?
Which channels add profitable repeat behaviour?
Are unresolved identity or settlement exceptions distorting the view?
YOUR FIRST DEPLOYMENT
Start focused. Make the learning useful.
Start with a customer lifecycle question shared by the store and online teams. Record the identity rules and exclusions, then expand to commercial reporting.
MEASURE WHAT MATTERS
Keep the outcome explicit.
Second-purchase behaviour, contribution by channel, identity match quality, unresolved exceptions and campaign incrementality.
