For years, a major gap has existed between media performance and the conditions of commerce, such as distribution, assortment, pricing, and other retail factors that drive purchase behavior online and in-store. A shopper might see an ad on their phone but wait two days and then see the product on Rollback at their local Walmart. Traditionally, that interaction between cross-channel media and commerce went unaccounted for. Scintilla Media Data Feed helps bridge that gap by bringing Walmart retail signals into the context of media decisions. By incorporating these signals into media measurement and optimization, Incremental can help brands like Gildan and Hanes gain the omni-channel visibility they need to grow.
Through Scintilla Media Data Feed, Walmart Data Ventures extends secure access to approximately 500 Walmart first-party retail and operational data elements, including omnichannel sales, to advertisers and their trusted agency and technology partners.
Incremental incorporates these signals into its models to separate media-driven sales from demand driven by other retail and commerce factors like distribution and pricing, at the campaign and item level, for both online and in-store sales. That gives brands a clearer view of how their Walmart Connect media is performing in the context of the broader Walmart shopping experience, enabling:
Near-real time causal intelligence on both online and offline impact.
Optimization decisions made with an awareness of the conditions of commerce.
Planning against a total Walmart sales objective, with paid and organic demand accounted for together across stores and online.
“Today’s shopper is omni-channel, moving between online and in-store. Media doesn’t just shape online behavior but influences in-store sales as well,” said Incremental EVP Skye Frontier. “Walmart making sales and operational data available to partners means a brand can measure holistic impact and drive more growth together with Walmart.”
Gildan Unlocking Omni-Channel Optimization
Gildan is already taking advantage of this partnership. By combining Walmart Connect media measurement with retail and operational signals available through Scintilla Media Data Feed, Incremental is helping Gildan move beyond retrospective retail media reporting to a real-time optimization engine that helps drive growth both online and in-store.
“A large share of our volume happens in stores, so seeing media impact across both online and in-store gives us a much fuller picture to act on," said Cristina Chiesa, Head of End-to-End Business Analytics at Gildan. “Analyzing Scintilla data using Incremental's models lets us see how a campaign or tactic is performing holistically and move budget toward the tactics that grow the total business.”
The Gildan team’s stated goal is a scalable measurement framework, and their next phase focuses on extending it further across the portfolio.
If you’re interested in learning more, reach out to hello@incremental.com, or get in touch here.
