The mission of the Retail Analytics Council (RAC) is the study of consumer behavior across shopping platforms to provide an understanding of how these impact retailers, particularly as new technologies are introduced. The RAC unites industry, faculty, students, and its Advisory Board members for the study and exchange of ideas. The RAC is a global initiative between the Medill School, Integrated Marketing Communications Department, Northwestern University and the Platt Retail Institute.

For more information, please visit the Council website.