From a boarder perspective, maybe the data is about knowing when someone else will buy a dishwasher. If people make similar journeys.

Also, this person is now in a certain class of shopper (I think some this may be Experian Mosaic classes), so the advertiser knows what quality level of dishwasher this person is buying. The cheapest kitchen applicances, or premium kitchen applicances? Premium kitchen applicances on credit or premium kitchen applicances full price?

This will have a massive effect of choice of other items to advertize, the difference between ads for loans (credit purcahse) or ads for international holidays (full price purchase).