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Run identity resolution behind one service rather than each downstream system maintaining its own join logic, so a single resolution rule survives the next stack change
Get the unified spend, exposure, and conversion data clean enough for the model to produce decisions you can act on, not directional outputs that need a footnote
Fire a sales-owned outreach when the product-usage pattern signals real buying intent, with the orchestration between product analytics, CRM, and sales-engagement that keeps the message credible