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Sam's Club has big plans for its retail media platform [Yahoo! Finance]
Last walmart inc. earnings: 2/18 06:00 am
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US:NYSE Investor Relations: stock.walmart.com/investors/default.aspx
Sam's Club is banking on technology such as artificial intelligence and machine learning to enhance its Member Access Platform (MAP), the company's retail media platform. Brand lift, customer lifetime value, multi-touch attribution and propensity modeling with signal fidelity are four features Sam's Club plans to debut in 2025 and beyond. Brand lift gives advertisers full-funnel visibility by incorporating upper-funnel metrics — such as brand preference, favorability, and purchase intent — into MAP's existing conversion reporting. This allows brands to optimize campaigns around objectives such as product launches or new brand positioning. Through customer lifetime value, brands can refine media strategies based on buyer segments, behaviors and potential long-term return on investment. Multi-touch attribution (MTA), powered by AI, offers unified measurement across all channels. MTA helps brands understand how each touchpoint contributes to conversion, enabling better planning,
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