Of all data, purchase data generally represent the absolute peak of value. After all, nothing tells a marketer what a customer wants than what she has already bought. Moreover, many offers flow naturally from specific purchases, such as laptop cases for laptop buyers.
Let me introduce to you the counter-argument:
Seats 7, has 83 cupholders and can change your perspective on marketing data
Green minivans tell another story about purchase data, one that should give a smart marketer pause before blindly trusting them.