This document discusses how real-time analytics can help businesses during fast-paced sales events like Black Friday. Real-time analytics provide actionable information and sales results immediately as they happen, allowing businesses to make critical decisions quickly. With traditional analytics, businesses often have to wait hours or more to access important customer data like where customers are coming from and what they are buying or saying. Real-time analytics put the customer front and center by allowing businesses to respond to them within moments. They also help businesses prepare for traffic spikes before they occur and ensure marketing messages are targeted effectively.