As retail media networks expand, one of the biggest challenges facing marketers is measurement. In fact, 42% of US retail media buyers believe that more effective and accurate campaign measurement is the most important issue in retail media advertising today, according to March 2025 data from Koddi.

To help advertisers better assess the effectiveness of their campaigns, Sam’s Club Member Access Platform (MAP) has introduced Omni-Impact—a new AI-powered measurement solution.

• Using Sam’s Club’s membership data, the tool delivers a comprehensive view of campaign performance across multiple channels over a 12-month period.

Opening the window: Attribution in retail media has traditionally centered on first- or last-touch models, which can fail to capture the full impact of multi-channel campaigns.

• With Omni-Impact's12-month attribution window, advertisers can get a more longitudinal view of their campaigns.
• “This isn’t the traditional multi-touch attribution (MTA) definition that we’ve all been talking about in the industry,” said Harvey Ma, vice president and general manager of Sam’s Club MAP. “First touch or last touch models, none of them quite gave us a full picture.”

The closed-loop advantage: One of Sam’s Club’s differentiators is its membership model, which creates a closed-loop data environment.

• That ecosystem, the company says, eliminates the need for extrapolation or modeling.
• “We don’t extrapolate for anything. We don’t have to model anything, because that data is 100% deterministic,” said Ma. “That creates a very, very strong signal, and that creates the precision that we’re looking for.”

This allows Sam’s Club MAP to measure engagement across various touchpoints—including sponsored products, display media within its Scan & Go mobile app, email, and even offsite placements, said Ma.

A work in progress: Looking ahead, Sam’s Club MAP plans to integrate more top-of-the-funnel campaigns into the Omni-Impact tool.

• “We can give a cross-channel view, but some of those very top-of-the-funnel experiential things, those are not yet incorporated,” said Ma.
• Measurement for top-of-funnel experiences like sampling and live events is being piloted, with Ma hinting at a major experiential activation planned for late summer.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.