As soon as a campaign goes live, peak sales moments move quickly. Traffic spikes, and dashboards start filling up almost immediately. The data that comes in can guide marketers to adjust creative, reallocate budget or respond to emerging interest while the campaign is still active.
The problem is that too many marketing teams treat this data as something to review after the push is over. By delaying, they leave potential sales and new customers on the table.
Black Friday and Cyber Monday (BFCM) highlight what’s at stake when teams fail to act on live data. It’s the biggest weekend of the year in retail, and more first-party data flows in during this one weekend than almost any other time of the year. Every customer touchpoint— click paths, email opens, QR scans, regional performance spikes and conversions— can be tracked across multiple channels by the minute.
The Importance of QR Codes
This data is so valuable because it reveals what shoppers are actually doing in the moment. It shows what messages make them click, what offers drive action, which channels are pulling the most attention and where friction is costing sales. It’s a live feedback loop that tells marketers what’s performing and why. When used in real-time, that information allows them to optimize while the buying window is still open.
The challenge is that much of that potential goes untapped, particularly when it comes to QR code scan data. According to Uniqode’s 2025 BCFM QR Code Marketing Report, one in four marketers failed to act on 2024 Black Friday scan data in time to improve their campaign performance on Cyber Monday. By contrast, marketers using QR codes were less likely to miss the optimization window (31% for non-users vs. 20% for users) and more likely to rate their BFCM campaigns as very effective (45% vs. 26%). The takeaway here is that activating first-party signals is more effective while a campaign is live instead of after it ends.
Capture Consumer Intent
QR code scans might seem like a simple action, but they capture real consumer intent in real time. Someone sees an offer, a product or a piece of content and chooses to engage. That behavior creates an immediate data signal that shows what’s working, where interest is highest and what might need attention. When a contact clicks on a specific offer in an email, marketers have automated follow-ups built in. The opportunity is treating a QR code scan in the same fashion— as a high-intent action that triggers immediate, relevant next steps.
Almost 60% of marketers said they used QR codes in their 2024 campaigns. Adoption has become mainstream as a way to connect physical and digital touchpoints across print ads, packaging, in-store displays and social media. Roughly 60% of shoppers now scan QR codes on a weekly basis, and nearly 75% of shoppers said they were likely to scan a QR code during BFCM in 2025. The reasons for scanning varied, with 41% seeking discounts or coupons, 13% for faster checkout and 12% for product information. More than half expected an immediate benefit, like a promotional offer or an easy path to purchase.
QR codes are a case study in what’s possible when real-time, first-party data is treated as a live signal rather than a static report. Acting on those signals during the campaign can lead to more effective spend, stronger engagement and better overall outcomes.
What Marketers Can Do
The reality is that most marketing teams aren’t built to act on this data fast enough. BFCM shines a light on that gap as data floods in across devices, regions and platforms. Yet, campaign decisions still move through slow processes that effectively turn off that live feedback loop.
Part of the reason for this is timing. Half of marketers started preparing their BFCM campaigns only a week or two before the event. That tight planning window leaves little room for testing, learning or adjusting. Even teams with strong analytics find themselves using data in hindsight.
Changing this requires a shift in how marketers think about measurement itself. During peak sales moments like BFCM, data should be seen as a live signal. Teams should be monitoring scan rates, traffic patterns and engagement levels and have the authority to act when something changes. For example, if a creative asset starts outperforming, they boost it. If conversions drop on mobile, they immediately troubleshoot. If users are scanning QR codes specific to a product or offer, respond to that interest signal immediately— retarget those high-intent scanners across digital channels while their interest is still fresh. These small, responsive moves compound into big gains when made at the right time.
Speed Winds the Day
Speed is important. Customers move quickly, and they expect that brands will meet them in the moment. When a shopper engages, they’re signaling intent. Marketers who can respond to that signal within hours (not days) create personal and relevant experiences.
The hidden brand advantage in this responsiveness is simple: It proves you’re paying attention. A customer scans a code, finds a smoother path and trust builds. Repeat that pattern, and it becomes your brand promise— a company that listens, adapts and delivers when it matters.
Justine BaMaung is a seasoned B2B marketing leader with a focus in full-funnel strategy, digital performance, and growth acceleration. She is Vice President of Marketing at Uniqode, leading integrated marketing initiatives that drive brand impact, customer acquisition, and revenue performance. Justine’s career spans over a decade of marketing leadership across high-growth SaaS and enterprise environments. At ActiveCampaign, she held multiple roles, overseeing promotions strategy, lifecycle marketing, and the growth sales organization. Her work was instrumental in scaling the company’s reach and operational sophistication during rapid expansion. Earlier in her career at Grainger, Justine built out the company’s digital optimization program, leading to industry-recognized advancements in website personalization. Her team’s work was featured at Adobe Summit, spotlighting Grainger as a leader in digital commerce transformation.
