Pokeman showed the world that extended reality has a truly immersive market. Fast forward to 2020, XR has hit a stage for exponential growth. This new creative palette comes with an emotional impact and a new set of analytics challenges. Prahlad and Harish dive into eye-tracking, custom events, and object tracking that help brands and retailers extend their reach to geographically dispersed participants. It won’t be long until you are faced with the XR analytics challenges of processing large data, specialized platform requirements, and the potential security hazards when retina scans are used for authentication. Be prepared!