Incremental Sales: Measuring What Changed
Incremental Sales asks the hardest commercial question: what happened because of the intervention that would not have happened otherwise?
Agustin Gutierrez Bazaco
Attributed Sales: Closer, But Still Not the Answer
Attributed Sales connects exposure with purchase, but connection is not the same as causality. It gets us closer to impact without proving incrementality.
Observed Sales: The Easy Number That Means Almost Nothing
Observed sales tell you what sold. They don't tell you why. And that difference is everything
Physical Retail Media Is Not DOOH Inside the Store
Putting a screen inside a store does not automatically create In-Store Retail Media. The medium becomes more valuable when exposure can connect with commercial outcomes and decisions.
Welcome
The Journal explores how physical commerce becomes observable, measurable and actionable — and how organizations turn Commercial Reality into better decisions.