In today’s always‑on retail environment, sales lift alone isn’t enough to guide smarter media investment. As budgets tighten and scrutiny increases, brands need to understand what actually drives incremental sales—and what would have happened without media support. Grounded in a real‑world brand case study, this session will offer a deep dive into a new blueprint for in-store validation. Using transaction‑level data and rigorous test‑vs‑control design, walk through how brands can deliver quality insights at the physical shelf, without relying on manual reporting or directional proxies.