EP060 - Holiday Preview w/ Adobe's Tamara Gaffney Tamara Gaffney is the Principal Analyst and Director for Adobe Digital Insights (ADI). ADI aggregates data from all of adobe's products and customers, and is able to provide insight about various markets. In particular, Adobe Analytics (formerly Omniture) is used by over 5400 e-commerce sites, representing 55m skus, and tracking $7.50 out of every $10 spent on e-commerce in North America. Adobe is forecasting that e-commerce will grow 11% this holiday season (November and December). This is a lower forecast than a number of other sources: eMarketer: 17% e-commerce, 3.3% all retail Deloitte: 17-19% e-commerce, 4% all retail NRF: 3.6% all retail (no e-comm breakout) Comscore: 16-19% Forrester: 13% Tamara attributes the lower forecast to slower spending coming out of the US election. In particular heavily populated states like New York and California that strongly supported Hillary Clinton (who ultimately lost the election), are spending at a much lower rate than the forecast models would predict. So far this represents over $800M in lost e-commerce spending (as of Nov 17th), that Adobe believes will negatively effe