A conversation with Marc Scott, associate professor of practice and associate chair of the J.B. Hunt Transport Department of Supply Chain Management, on the Walton College’s experience of recently piloting Walmart’s first-party data platform, Scintilla, in its classrooms.
Undergraduate students are now learning a deeper understanding of supply chain management with the help of Scintilla, Walmart’s first-party data platform. In a bright classroom at the Sam M. Walton College of Business, a group of students huddle around their laptops, analyzing sales figures, distribution metrics, and inventory levels from retail data. They're using Scintilla, an integrated insights ecosystem developed by Walmart Data Ventures that's changing how business students learn to make decisions.
"The biggest advantage is connecting core principles of supply chain to real-world data and scenarios," explains Marc Scott, associate professor of practice and associate chair for the J.B. Hunt Transport Department of Supply Chain Management at the Walton College. He joined during the development phase and has led much of the execution, spearheading the integration of Scintilla into supply chain management courses. "It enhances experiential learning—one of Walton College's main pillars."
Scott describes Scintilla as a "technology-powered data analytics and reporting tool." Developed by Walmart Data Ventures, Scintilla is an integrated insights ecosystem that offers a deeper understanding of Walmart's customers and omnichannel operations. These insights empower suppliers and merchants to transform their retail strategy and ultimately better serve existing and future customers. Now, through an innovative partnership between Walmart Data Ventures and the Walton College, it's also helping prepare the managerial skills of tomorrow's business leaders.
The collaboration was driven by Karen Boston, senior assistant dean for student success and chief student officer at the Walton College, who initiated the use of Scintilla early and often in the curriculum. Walmart Data Ventures' Customer Success team was more than happy to partner on this idea, given their passion and expertise in highlighting the value of Scintilla to businesses and users of all types. Their shared vision: to develop students who can analyze data, generate insights, and communicate effectively to influence business decisions—essential skills in today's data-driven marketplace.
"Scintilla provides a tool that can facilitate the development of those skill sets," Scott notes. The goal is clear—introduce data analytics as early as possible in the business core curriculum and continue developing these skills throughout a student's academic journey.
Supply chain was chosen for the pilot because of Scintilla's unique access to Walmart's omnichannel operational data. Visibility to this kind of data is essential in optimizing inventory management to ensure customers can find the right product, in the right place, at the right time. For supply chain students, the platform has been particularly transformative. Using Scintilla's Channel Performance content, students can visualize concepts that previously existed only as theoretical frameworks.
In one recent project, students analyzed store-level sales data alongside distribution center shipments and supplier pack sizes. They assessed whether changes in packaging would optimize the supply chain—making abstract trade-offs between inventory levels, customer service, and warehousing tangible and impactful.
"While I could have had that conversation conceptually," Scott reflects, "the ability for students to see and observe the implications enhanced their confidence in decision-making and solidified the principles in supply chain trade-offs we were learning."
The platform supports various teaching approaches—from presenting real data for class discussion, to providing analytical exercises that challenge students to apply their knowledge in practical scenarios. It's been more versatile than expected, used to create teaching materials, develop analytical exercises, and generate tables for class discussions and projects.
Currently in its pilot phase with select supply chain courses, Scintilla's integration into the Walton College is already evolving. Boston and Judith Anne Garretson Folse, incoming associate dean for curriculum innovation and teaching effectiveness, are reviewing the spring semester implementation and planning expansion.
"We're planning to use the platform across the business core first," explains Scott, "then move to more advanced courses in supply chain, marketing, information systems, and data analytics, before expanding more broadly across the college."
The team also intends to collaborate closely with Walmart Data Ventures' Scintilla team to discover ways to pioneer student development of analytical capabilities using the platform.
For Walton College students, this means graduating with not just theoretical knowledge, but immersive experience using the same tools employed by one of the world's largest retailers—a significant advantage as they enter an increasingly data-driven business world.
This Scintilla partnership puts the Walton College's commitment to experiential learning and industry collaboration in full view—ensuring students develop the practical skills needed to thrive in tomorrow's business environment. ¬