Walmart introduced the Scintilla platform, which provides a unified picture of category performance and consumer trends at scale, under the name Luminate in 2021 and then updated it to Scintilla earlier in 2025. Now, the discount giant is adding 15 new metrics to the Scintilla Digital Landscapes offering, which leverages anonymized, aggregated insights from Walmart’s e-commerce site and app to help users better understand the customer journey. New metrics include: Traffic data showing where Walmart shoppers begin their journey, such as external sites, Walmart.com, Walmart mobile app, or search and non-search browsing. Conversion data demonstrating the percentage of visitors making a purchase and how effectively marketing drives action. This capability can show why a product may be underperforming, whether it could use imagery improvement or is missing information. Digital basket data shows what products customers add to their carts and which ones they abandon. Search data reveals what keywords customers use to find products to help suppliers evaluate keyword trends, gauge keyword share, and gain clearer insights into shopper pre-purchase behavior patterns.