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Black Friday: How Data and Marketing Shape the Biggest Shopping Day of the Year

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Black Friday has become one of the most important shopping events in the world. What started as a single day of discounts in the United States is now a global phenomenon that influences businesses, customers and entire markets. For companies, Black Friday is not only about offering big discounts, but it is also a key moment to use analytics, improve marketing strategies and understand customer behavior. In this article, we will explore the history of Black Friday, why it is important for businesses and how data and marketing help companies succeed during this intense shopping season. A Short History of Black Friday Black Friday takes place the day after Thanksgiving in the United States. Traditionally, this day marks the unofficial start of the Christmas shopping season. The name “Black Friday” has several explanations. One popular story says that the term was used by police in Philadelphia in the 1960s to describe the heavy traffic and crowded streets during the shopping rush. Another...
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Phygital Marketing: How PlayStation revolutionised Sol station with its spaceship

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In recent weeks, Madrid was the scene of one of the most talked-about brand activations of the year: a spaceship crashed in the middle of Sol station, with futuristic lights, alien signals and an atmosphere that turned the underground into a portal to another universe. The installation, created by PlayStation, not only transformed an everyday space into an immersive experience, but also demonstrated the extent to which urban experiential marketing is entering a new phase: that of phygital marketing, where the physical and digital worlds are no longer separate. But this campaign had an additional ingredient that amplified its impact: the role of TheGrefg, one of Spain's most influential content creators, who not only talked about the action, but also integrated it into a broader narrative through a short film that extended the story of the ship beyond Sol. This combination of urban intervention and digital expansion is precisely what makes this case a perfect example of the rise of ...
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Beauty Beyond: Top cosmetic trends to watch in 2026

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  Beauty Beyond: Top cosmetic trends to watch in 2026 The beauty industry remains large and resilient, but 2026 will be a year where AI-powered personalization, Subscription-as-a-service models, verified sustainability, omnichannel optimization and Korean skincare will set the standard. Below, we'll explain which factors are important for marketing and business, what leading companies are doing, and which metrics to monitor. AI in the Beauty Industry By 2026, AI is no longer an “experiment”: it will be used for real-time skin diagnostics, hybrid recommendations (product + supplement), and to optimize messaging and creative content based on micro-segments. Industry predictions highlight personalization and the “humanization” of technology as key drivers. Intelligent tools like skin analyzer apps measure hydration, elasticity, pore size, and pigmentation in real time. Based on this data, software provides tailored care routines that adjust daily to the skin’s current state; think of ...
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