What is the recommended method to measure Retailer X's sales effect from a feature ad?

Using syndicated scanner data to identify baseline sales is a robust method for measuring the sales effect of a feature ad for Retailer X. Syndicated scanner data provides comprehensive information on sales trends and customer purchasing behavior. This data allows retailers to establish a reliable baseline by examining historical sales patterns before the advertisement runs.

By understanding the baseline sales levels, it becomes possible to measure any deviations or increases in sales attributable to the advertising campaign. This method accounts for normal fluctuations in sales that could occur due to seasonal trends, promotions, or external market factors, thus offering a more precise assessment of the ad's effectiveness.

Relying on comparisons of sales during the ad week to the previous week's sales lacks the context provided by historical sales data, making it less effective at isolating the impact of the feature ad. Using historical data to predict sales can sometimes lead to inaccuracies, as it might not reflect real-time consumer response to current promotions. Evaluating customer feedback on advertisements may provide insights into consumer perception but does not directly measure the actual sales impact of the ad, which is critical for assessing retailer performance.