Black Friday 2018 debrief: looking ahead to 4Q18 results

Konstantinos Vafeidis, Associate (London)

Neudata Intelligence
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With Black Friday 2018 behind us, we look at some of the key insights that alternative data providers have derived from their e-receipt, advertising, and clickstream datasetsBased on these insights, we provide a round-up of some of the key takeaways, including the winners and losers of this year’s holiday period. Companies mentioned include, but are not limited to, Target, Amazon, Walmart, Costco, and Pandora.

If you haven’t already, you may be interested in reading our previous piece on this topic Black Friday 2018: Predicting winners and losers using alternative data.


Data captured over Thanksgiving and Black Friday 2018 is already providing investors with an early indication of the retail companies most likely to deliver strong results for 4Q18.

While there are many different dataset types providing insights into retail performance, our Black Friday debrief will focus on the following three categories:

  1. TV advertisement data
  2. E-receipt data
  3. Clickstream data 

As brands stepped up their TV advertising efforts in the run-up to Black Friday

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