Transactional data vs Embeeded data

Hello all, hope you’re doing great.
I would like to confirm what’s the priority of the data if the same field is in the directory as embedded for a contact and then, it come from a new import as transactional. For instance, If a contact has the embedded data “Region” with the value “East”, but then I have an Import/distribution automation where the same field “Region” comes as Transactional data with the value “West”. For the response of that specific distribution, it will be recorded with the value West or East?