About Walmart Connect
Walmart Connect is Walmart's retail media network, offering brands advertising across Walmart's website, app, and physical stores through Sponsored Products, display ads, Brand Shop storefronts, and in-store digital placements. Powered by Walmart's first-party shopper data from hundreds of millions of transactions, it gives advertisers precise targeting and closed-loop measurement across both online and in-store sales.
How Prescient AI measures Walmart Connect
Prescient AI ingests spend and performance data from your Walmart Connect campaigns, incorporating it into the Marketing Mix Model alongside your other retail media, paid social, search, and brand channels. The model measures the incremental revenue driven by each Walmart Connect campaign type — distinguishing between sales that your ads created and sales that would have happened organically through Walmart's marketplace. This gives brands a clear, unbiased view of retail media efficiency that goes beyond Walmart's own closed-loop reporting.
Why measure Walmart Connect with a Marketing Mix Model
Walmart Connect's closed-loop measurement captures what happens within Walmart's ecosystem, but it cannot account for the broader media mix driving shoppers to Walmart in the first place. A Marketing Mix Model captures halo effects — like a TikTok campaign or CTV ad that drives a consumer to purchase on Walmart.com rather than your DTC site. The model quantifies how each channel in your mix contributes to Walmart sales and maps saturation curves for your retail media investment, so you can forecast the impact of scaling Walmart Connect spend and optimize the balance between retail media, digital advertising, and upper-funnel brand channels with confidence.
