• by Laurie Sullivan , Yesterday

Sam's Club Connect introduced “Predictive Precision Targeting” capabilities on Thursday, expanding its measurement offering.

The move builds on an announcement that Walmart Inc.’s wholly owned subsidiary and division made earlier this year, to move commerce media from reactive reporting to predictive strategies using first-party, data-driven targeting.

P&G wanted to reach Sam’s Club members who had not purchased the product before, and found that predictive targeting drove measurable results.

Using Sam's Club Connect Predictive Prospect Targeting & LTV models, P&G targeted 800,000 households whose shopping behavior indicated they were likely to buy Cascade Platinum Plus.

The campaign delivered a 2.3x increase in marketing outcome. The model also predicted that a targeted group of buyers would spend 71% more than their initial purchase during the campaign.

After 12 months, actual purchases showed the prediction was 94% accurate, demonstrating the quality of the predictive models and their potential to help advertisers make more informed media decisions.

Retail data science is integrated into the Sam's Club platform to shift from tracking past behaviors to forecasting future consumer needs supported by artificial intelligence (AI).

Predictive modeling relies heavily on AI. In fact, Predictive Precision Targeting capabilities and the "Omni-Impact" technology are built entirely on advanced AI predictive modeling and machine-learning algorithms.

"Omni-Impact," introduced last year, now measures attribution and media-mix modeling across in-club demos, direct mail, Scan & Go, along with Meta Platforms products. 

This aligns with existing Sam's Club Connect channels, giving advertisers a complete picture of what is driving sales along with AI-assisted recommendations on where to shift budget. 

Sam's Club Connect rebranded its Member Access Platform (MAP), a retail media network, to Sam's Club Connect in August 2026. 

The rebranded platform supports targeting with Sam's Club membership data and more than 400 intent signals, along with a "Predictive Prospect Targeting & Lifetime Value" (LTV) score to help advertisers identify high-potential prospects through focused campaigns built around specific objectives. It predicts the period looking 12 months out to determine the value of the customer and whether they will make a purchase.

While much audience-targeting technology relies on what shoppers have historically purchased, the retailer's Connect Predictive Precision Targeting uses membership data and more than 400 intent signals to understand and analyze what members might want next.

By looking at long-term purchase history across related product categories, the underlying machine-learning models identify consumer behaviors such the desire to upgrade products or early signs of intent to change brand preferences.

The expanded measurement view now includes an analysis of in-store demos, direct mail, Scan & Go mobile shopping app ads and integration with Facebook and Instagram's work with other Sam’s Club Connect channels.