---
title: [Report] How retailers are using machine learning to win Black Friday / Cyber Monday 2017
description: Adthena's Black Friday 2017 report explores how retailers are using machine learning to win the Black Friday / Cyber Monday weekend.
---

# Black Friday / Cyber Monday 2017

## How retailers are using machine learning to win the Black Friday weekend

| In recent years online traffic between **Black Friday** and **Cyber Monday** has increased up to 220% on daily averages, indicating consumers both expect and seek out 'Black Friday' themed deals and sales. Adthena's latest report explores how increasingly, a **machine learned approach **is making the difference for the brands employing winning strategies on Black Friday. The report covers the **Fashion, Home Retail and E-commerce** verticals, and includes a retail case study from 2016. | ![Black_Friday_2017_Cover.png](https://info.adthena.com/hs-fs/hubfs/Black_Friday_2017_Cover.png?width=320&name=Black_Friday_2017_Cover.png) |
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The report explores:

- How retailers can use the **'Whole Market View'** to gain a competitive advantage in paid search.
- Tackling **challenges of scale** by using machine learning to refine data and uncover insights.
- The importance of **competitive intelligence** in identifying opportunities and informing decision making.
- How **River Island **leveraged real-time data and market intelligence to secure a 82% uplift in sales during Black Friday 2016.

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