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Resolving the Ecommerce Identity Crisis

By requiring logins for purchases, ecommerce platforms gain access to some of the most valuable first-party data in the ecosystem. Even after a single purchase, ecommerce platforms know a lot about an individual, from where they live to what kinds of products they prefer to what brands they prefer and general inferences on the socioeconomics of households and individuals. This knowledge enables a great deal of effective loyalty and retention marketing, particularly via email and direct mail. But as it relates to a person’s…