Looking back at Scintilla in the second quarter of 2025
Designed for you: More insights and more flexibility in the ways you work
At Walmart Data Ventures, we work every day to equip you with specific and actionable insights in Scintilla. In the second quarter of 2025, we built upon the already-robust Scintilla ecosystem to help you move your Walmart business forward while keeping customers at the heart of every decision.
We’ve seen you leverage this ecosystem to launch new products with confidence and provide Walmart shoppers with a more customer-centric experience. This quarter, our updates were focused on extending these capabilities not only with greater insights but also with greater flexibility in the ways you access them.
Insights Activation enhancements
Discover new opportunities with the ability to create custom audiences
With the launch of Scintilla Insights Activation for Walmart Connect in 2024, you gained the ability to apply data-driven behavioral insights to inform and optimize Walmart Display campaigns with auto-generated opportunities. Recognizing your need for greater flexibility in your media planning, we introduced a customizable audience creation feature, “Create My Own.” This enables you to build tailored audiences for your unique media strategies —whether you prefer to leverage pre-built audience templates or build from scratch. Now, you can ensure audience and campaign alignment with your media planning cycles and business objectives.
Shopper Behavior enhancements
Diagnose omnichannel performance by digging into Order Channel metrics
One of the latest features in Shopper Behavior makes it easier for you to compare and filter purchases by order channel in Basket Profile. With the ability to more easily filter between store and eCommerce purchases, you now can compare shopping behaviors across different channels for clearer insights into Walmart shoppers’ purchasing patterns.
Understand unit performance with the new Sales Units analysis in the Channel Switching report
An enhanced Channel Switching report equips you with granular details into how shopper behavior impacts unit performance with new Sales Units analysis. This helps you identify whether changes in channel shopping behaviors are driven by quantity or package size, and then determine the impact of quantity-driven shifts. With this deeper understanding, you can investigate the drivers of channel switching and uncover greater insights that help you optimize your assortment across channels.
Unlock new assortment views with advanced filtering options in the Assortment Deep Dive (ADD) report
Perform consecutive text-based searches and filter on multiple attributes at once, with advanced filtering capabilities in the ADD Performance Table. By unlocking more flexible analysis through this customized view, you can unearth greater insights on specific subsets of your assortment.
Data Access enhancements
Harness more powerful insights in your data tool of choice via improved parity between API Feeds, BI Link, and Cloud Feeds
With Scintilla API Feeds, BI Link, and Cloud Feeds, you can leverage the full breadth of your Scintilla access to Walmart omnichannel first-party data in the method that best suits your needs. As of July 2025, BI Link and Cloud Feeds are both closing in on full parity with API Feeds:
These wins mark a turning point in our data-delivery journey as Scintilla’s most-used datasets are becoming available across the board. Whether you prefer using Scintilla’s native platform, cloud-to-cloud delivery, or plug-and-play access in your analytics tool of choice, Scintilla is making Walmart data more accessible every day.
Channel Performance enhancements
Report Builder
Monitor and investigate your inventory with the eComm Instock Percentage report
The eComm Instock Percentage report in Channel Performance Report Builder displays available inventory levels at individual fulfillment centers. The report’s data spans the previous 104 weeks and includes access to node-level information that helps monitor and investigate fulfillment readiness with additional granularity, identifies low in-stock opportunities, and enables development of action plans to meet customer demand.
Perform a more efficient analysis with enhanced visibility into where your products are purchased with Register Sales
Continuing to help you perform a more efficient analysis, we launched Register Sales, which separates the data between in-store sales and fuel center sales. Register Sales makes a previously unavailable dataset accessible, unlocking clearer visibility and leading to even deeper investigations into sales performance. You use this enhanced reporting accuracy to ensure Walmart shoppers receive the right products, in the right quantities, at the right locations, more consistently.
Insights Dashboard enhancements
Experience greater clarity with Higher Level Hierarchy View
By exploring your performance at the department, category, sub-category, and brand levels directly on the homepage of the Insights Dashboard, this update makes it easy for you to quickly investigate and develop expanded, macro-level insights. Additionally, this update makes it possible to view by brand for even faster comparisons within each category.
A quarter that produced greater insights and more flexibility
In Q2 we launched a lot of exciting features. What we have listed above is only the tip of the iceberg when it comes to improvements and enhancements that enable more insights and more flexibility in your path to more data-driven business decisions. And we can’t wait to see how you continue to leverage Scintilla’s insights to delight the Walmart customer.
For more information on how a Scintilla subscription enables more flexible analysis and greater insights, click the link below.
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