How do retail and ecommerce organizations track the success of their holiday shopping season? According to Adobe, ecommerce brought in a total of $11.3 billion in US sales on Cyber Monday which is a 6% increase from last year. However, with the shopping landscape expanding it’s becoming more difficult to predict shopping behavior. For example, social media platforms like Instagram and TikTok have launched affiliate-style programs for influencers to promote products to their viewers. In addition, Adobe data showed that there was a decrease in the amount of curbside pick-up and buy-online-pickup-in-store orders this year. Today, it’s crucial for organizations to know their shoppers and reach their target audience.