Alternative data helps predict retailer performance
HundredX provides shopper sentiment data to Goldman Sachs
Industry is growing, helped by investors seeking an advantage

NEW YORK, Nov 25 Reuters Heading into holidays some expect to disappoint, Wall Street investors like Goldman Sachs are using new ways to monitor shoppers39; actions and intentions to help determine the season39;s winners and losers.

They are tapping into the quickly evolving field of alternative data to help them predict retailer performance and provide an advantage over other investors.

Historically, Wall Street relied on traditional data like earnings reports and company filings with an assist from their wellseasoned gut instincts.

Now they can buy intel on everything from creditcard swipe data to consumer sentiment reports, from an evergrowing number of providers.

One example is data firm HundredX, which earlier this year began selling its shoppersentiment data to Goldman Sachs. The bank uses the information in equity research and investment banking, according to a Goldman spokesperson.

Founded by former Goldman partner Robert Pace in 2012, HundredX partners with nonprofits like Habitat for Humanity to measure thousands of individuals39; future purchase intentions, claiming to get an early read on future financial trends.

Supporters of the nonprofits who partner with HundredX are asked to fill out surveys about their experiences with the retailers or brands they use, including how likely…