Black Friday vs. Cyber Monday

Who Won the Online Buzz and Sentiment War?

Sales figures are a short-term measure of success. To measure lasting effects, consumer experience and sentiment are key. Using a sophisticated social media analytics platform, SAP tracked and analyzed consumer sentiment during Black Friday and Cyber Monday. While there was a clear buzz winner, it’s also clear that lines are blurring between when each event starts and stops and that retailers need to find new ways to empower and reward consumers.

Chain Store Age editor Marianne Wilson talks with Michael Schulze, Senior Vice President & General Manager, North America Retail Industry, SAP America, about the motivation behind the "Black Friday and Cyber Monday Consumer Face-Off," and the technology used to uncover its insights, in a behind-the-scenes Q&A.
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To download the report as a pdf click here.

See more analysis about the 2012 Holiday.