Companies spend months preparing for the holiday rush. They undertake ad campaigns, data collection initiatives, and mobile commerce site optimization. Jay Calavas (chief evangelist at Tealium) writes in his article about five ways that marketers can make the most of extended holiday i.e. from 26th December to end of January. Read more at: http://www.marketingprofs.com/articles/2014/26728/the-holiday-longtail-five-ways-to-extend-your-holiday-marketing-into-2015-for-greater-results