Before promotions can be wrapped into a retailer’s overarching plan, the company must first establish a baseline for how its promotions have performed in the past. Most retailers leverage sales history from the previous year to create their festival promotions. The problem with doing it this way is that it’s not based on current data or trends. Even if they begin analyzing the effectiveness of their promotions at the start of the season, without advanced technology most retailers won’t have an accurate understanding of how well their promotions performed until a month or two after the season is over. This delayed view into the effectiveness of their promotions impedes their ability to adjust campaigns midstream to increase sales or positively impact in-store and online traffic.