Retail Analytics Council (RAC) is the leading research institute focused on the study of consumer shopping behavior across retail platforms and the impact of technology.Established in august 2014, RAC is an initiative between Medill’s Integrated Marketing Communications department, Northwestern University and the Platt Retail Institute. MISSION 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. GOALS -Educate students and professionals in the field of retail consumer analytics. - Assist students in securing positions in retail consumer analytics, research, and related fields. - Produce and publish academic and industry research. - Serve as a thought leader focused on retail consumer analytics among industry, academic institutions, and other research entities. - Lead executive education programs on retail consumer analytics and related topics. - Organize professional workshops, seminars, and online training for industry professionals. - Create an operative Research and Education Center that is affiliated with the Integrated Marketing - Communications Department at Northwestern University.