Suppliers are spending more on Walmart Connect every year. The way it gets measured has not kept pace, and most teams cannot answer the question leadership eventually asks, which is what the money is actually driving.
The reporting is not wrong. It just answers a narrower question than the one you are asking. A campaign that captured demand you already had looks the same as one that created demand you did not, and the platform’s number cannot separate them. Neither can the agency running your campaigns, because they are paid on the spend.
This session is about the separation. What your spend caused, what would have happened anyway, and how to tell, using data your organization already owns.
What We’ll Cover
- Where retail media sits inside your total Walmart investment, alongside trade, data, and the cost of compliance.
- How Connect measurement is built, what it can see, and what it structurally cannot. Attribution against incrementality, in plain terms.
- Branded and non-branded search, and why a strong return can be an expensive way to buy customers you already had.
- What your own POS data tells you that the platform’s reporting does not, and how to establish a baseline without buying anything.
- Reading a campaign the way an insider reads it, including where platform defaults quietly work against you.
- The newer surfaces, streaming and display, and how to compare them against search when the platform will not.
- Whether to build this capability internally or bring someone in. Winning With Walmart teaches this block, not your instructor.
Ask What You Cannot Ask a Vendor
Roughly 40 percent of this session is questions.
Every registrant submits questions anonymously at signup, and the ones that come up repeatedly get built into the material, so you hear yours answered without raising your hand. Live questions run through moderated chat, also anonymously. You can name a number or describe a situation without naming your company.
Who This Is For
Suppliers spending six figures or more on Walmart Connect.
- You are spending real money and cannot say with confidence what it is returning
- You suspect some of it is buying sales you would have made anyway
- You do not have an in-house measurement team, and an agency that runs your campaigns is not going to tell you to spend less
This is a working conversation, not a workshop. You will leave able to read your own POS against a campaign window, separate defensive spend from offensive spend, and correct for what the reported return overstates.
Your Instructor
Christina Johnson, Founder & CEO, Advisar
Christina spent more than ten years at Walmart in marketing and retail media, running hundreds of millions of dollars in campaigns and helping build the business that became Walmart Connect. She was most recently Chief of Staff to the General Manager of Walmart Connect, and before that Chief of Staff to Walmart’s Chief Customer Officer, working on customer strategy, Walmart+, and enterprise data. She later advised retail media networks on how they sell, measure, and serve advertisers. She founded Advisar in 2025.
She helped build the thing selling you the ads. She does not sell media, run campaigns, or take commissions.
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