Jon Gibs, Group Director, Media Insights and Measurement, Walmart Connect joins the show to explore how full-funnel measurement is evolving from attribution to creative effectiveness, and what it takes to turn fragmented signals into a clearer picture of business impact. With a unique vantage point across the ecosystem, Walmart Connect helps marketers tie first-party shopping behavior with exposure across in-store, ecommerce, and VIZIO’s CTV ecosystem, and move beyond isolated metrics to understand how awareness, consideration, and conversion work together.

What if measurement isn't broken, just incomplete? Featuring Job Gibs of Walmart Connect

The Commerce Collective Podcast

# Full Transcript

**Podcast:** The Commerce Collective Podcast

## Transcript

Hello, and welcome back to The Commerce Collective Podcast. Today, we have Walmart Connect joining the show, and we're talking about one of the biggest challenges facing marketers right now, which is how to understand what is actually driving growth when the consumer journey is more fragmented than ever. Brands have more data, more channels, and more ways to reach people, but that doesn't always make measurement clearer. Walmart Connect is working to give brands a more complete view of how consumers discover, consider, and buy, and you'll have to listen to the rest of the episode to find out how to get it.

With that, let's meet our guest. Hi, my name is John Gibbs. I run the Media Insights team here at Walmart Connect. We are in charge of helping our suppliers, those advertisers that sell products at Walmart, make the most out of their investment on the Walmart Connect platform. We drive consumer insights and measurement on the platform using our first-party data as well as third-party data connecting the whole customer experience together.

I'm curious, how many times a week do you find yourself shopping at Walmart? I live in New York City, so a little less frequently than you would think. If I lived outside of New York City, it would be daily. For sure. I'm currently in Minneapolis, but I spent a few years prior to this in Bentonville, Arkansas, and you can bet that I was at a Walmart pretty much daily. I hope you went to downtown Bentonville. It's pretty cool. Yes, that's a nice store. That one's pretty nice.

Today we're talking all about measurement because who doesn't love measurement? I think measurement is one of those topics that obviously every marketer cares about right, but it's also one of the hardest to get right. And data is not always connected in a way that helps brands understand what is actually moving the business. And as consumers move across more channels, devices, and shopping environments, that picture only gets harder to really piece together. And everybody feels the tension there.

So we're going to start with question number one, which is marketers have more data than ever, but many still feel less certain about what is actually driving results. Why does measurement, in your opinion, feel harder right now? Well, to some degree over the past, say, 10 years, measurement has regressed. We had a way, a mechanism to measure most online media through a variety of connections, including cookies and other types of ways that we use to connect user data.

As the core identity has degraded for online media, the ability to connect users through cookies and other types of means of identity, our ability to measure individuals has decreased significantly as well.

The good news, though, is that as that has happened, as we've seen that sort of deprecation of the identity spine and the subsequent siloing of measurement in different parts of the industry,

a...

What if measurement isn't broken, just incomplete? Featuring Job Gibs of Walmart Connect

Transcript

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Every day you wait, your competitors are finding
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What if measurement isn't broken, just incomplete? Featuring Job Gibs of Walmart Connect

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.