# Walmart Data Ventures

> Walmart Data Ventures is Walmart’s retail data and analytics division. Its Scintilla subscription ecosystem gives suppliers and merchants a shared view of Walmart shopper behavior, operational performance, digital journeys and customer research, with connected media and store execution tools.

- **Founded:** 2021
- **Headquarters:** Bentonville, United States
- **Products:** Scintilla, Shopper Behavior, Customer Perception, Channel Performance, Digital Landscapes
- **Notable:** Jel Sert’s published case study links Scintilla research to Pure Kick’s launch in 3,500 Walmart stores., Kinder’s published case study describes automated daily reporting replacing weekly exports., International expansion brought Scintilla to the United States, Mexico and Canada.

## Products & services

- **Scintilla** — Subscription insights ecosystem, formerly Walmart Luminate, connecting Walmart first-party operational, shopper, research and digital data.
- **Shopper Behavior** — Transactional basket analysis, customer segments, loyalty, switching and category performance.
- **Customer Perception** — Research with verified Walmart shoppers, including surveys, qualitative video feedback, in-home usage tests and Research Services.
- **Channel Performance** — Operational and omnichannel performance analytics; current public navigation also emphasizes Report Builder.
- **Digital Landscapes** — Pre-purchase journeys on Walmart.com and the Walmart app, including traffic sources, funnel steps and conversion.
- **Insights Activation** — Connects shopper insights to Walmart Connect display advertising opportunities.
- **Scintilla In-Store** — Separate mobile fieldwork platform, formerly Volt, combining store insights, item information and supplier tasks.
- **Scintilla Media Data Feed** — API access for supplier-controlled sharing of retail and operational data with agency and technology partners.
- **Scintilla Boards** — Centralized dashboards spanning business performance, inventory, digital journeys and other metrics.
- **Report Builder** — Customizable, schedulable and shareable operational and omnichannel reports.

## Achievements

- Jel Sert’s published case study links Scintilla research to Pure Kick’s launch in 3,500 Walmart stores.
- Kinder’s published case study describes automated daily reporting replacing weekly exports.
- International expansion brought Scintilla to the United States, Mexico and Canada.
- Inspire 2026 brought together more than 2,000 suppliers and Walmart merchants.

## Latest updates

- **2026-02** — Scintilla In-Store launches, building on the Volt platform acquired by Walmart in 2022.
- **2026-04** — Scintilla Media Data Feed launches with supplier-controlled API sharing for media and technology partners.
- **2026-07** — Scintilla Boards launches, according to the September 2026 corporate update.
- **2026-08** — Walmart announces Scintilla will expand to Sam’s Club in 2027.
- **2026-09** — Inspire outlines commerce intelligence plans including broader Walmart.com assortment visibility in 2027, customizable boards, alerts and evolving conversational AI.

## Links

- Website: https://www.walmartdataventures.com/
- LinkedIn: https://www.linkedin.com/company/walmartdataventures/

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Profile page: https://yespress.io/walmart-data-ventures
Published by YesPress — https://yespress.io
Last updated: 2026-09-30