The phrase indicates a state of independence between communication methods and definitive transaction records. For example, a marketing message sent via SMS or email might promote a sale, but the specific date of that communication does not inherently correlate with when the sale actually occurred. One can consider emails as reminders about promotions; however, their timestamps don’t directly show when a customer makes a purchase.
This separation allows for more flexible marketing strategies and analysis. It frees marketers from assuming a direct causal link between communication and sale, facilitating more nuanced attribution modeling. Historically, marketing efforts were often directly tied to immediate sales; however, understanding this independence allows for recognizing the cumulative impact of multiple touchpoints across different channels.
