Commercial Measurement

Observed, attributed and incremental sales may all appear as “results,” but they make fundamentally different claims about Commercial Reality. The number alone does not tell you what you are entitled to conclude.

New measurement can improve old questions. Its greater value may be revealing questions the organization could not previously ask.

What organizations measure does not only reflect what matters. Over time, measurement can also shape what receives attention and becomes important.

No metric is a neutral window into reality. Every number reflects definitions, choices and assumptions about what is being measured and how.

Incremental Sales asks the hardest commercial question: what happened because of the intervention that would not have happened otherwise?

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 tell you what sold. They don't tell you why. And that difference is everything