One of the main reasons we love digital marketing is the ease of producing reports and analysing results. Reports producing rich quantitative data can help marketeers decipher what it is their customers like and dislike, as well as giving them an insight into their online behaviours.

This article looks at Black Friday in particular, but is a reminder that we need to actually use the data we're given. Had a lot of these companies looked into what their customers wanted and how they shopped they may have seen more positive results.