Holiday retail sales in the U.S. are forecasted to be $729.3 billion in 2019! In fact, THIS is the week in which folks are most likely to be doing their shopping. Are you one of them?
It is no wonder that in the last few editions of this newsletter, we have been featuring retail-related stories. Today’s first story provides some insight regarding retailing trends by Professor Sesh Tirunillai in which he emphasizes (amongst other things) the indispensability of real-time data for marketers and retailers alike.
Our second story takes a step back to provide a big picture perspective on the creative use of data and how it has the potential to spur change in organizations.
The final story is also reminiscent of the season…cuddly polar bears, nostalgic music and uplifting messages (is anyone else thinking Coca-Cola’s Christmas ads? See the latest one from 2019 here). In this research, Prof. Tirunillai looked at a large database of YouTube ads to provide invaluable insights and measurable guidelines into the factors that drive virality of online digital content.
Happy Reading and Happy Holidays! We will see you again in the New Year!
Dr. Vanessa Patrick
Associate Dean of Research
Bauer Professor of Marketing