Home promos, read from Google BigQuery
Your BigQuery data already carries the promos data point. Ward pulls from it, explains root cause, and attaches what to do about it.
The home promos stack on Google BigQuery
Promo Effectiveness is a insight card type Ward runs continuously. Ward measures true promotional lift net of cannibalization, pull-forward, and pantry loading.
A Home Improvement operator is monitoring 50,000+ SKUs across stores. Project-based purchasing, long-tail SKUs, and seasonal volatility. Ward manages the complexity of 50,000+ SKU environments with ease.
How it runs. Ward isolates incremental volume from baseline, measures cross-SKU cannibalization, estimates pull-forward effects, and calculates true ROI.
The connection itself. Service account with BigQuery Data Viewer role. Ward runs read-only SQL queries on your schedule.
What you get
- Net lift measurement (not gross)
- Cannibalization quantification
- Pull-forward detection
- Promo ROI scorecards
Chat
Ask anything. Ward routes to the right agent and returns cited answers.
I pulled the spring pre-build against the last three seasons and the weather signal for the 22 Southeast stores.
| Signal | Finding |
|---|---|
seasonal_prebuild | Mulch on-hand hit 61% of plan the week temps broke 70°F |
dc_push | DC push started 9 days after the first-warm-week trigger, LY it was 2 |
attach.project | Soil and edging attach fell 18% at stores that gapped on mulch |
Recommend: tie the push trigger to the 10-day forecast instead of the calendar week, pre-position two truckloads at the 8 stores that gapped, and re-set the attach endcap.
seasonal_prebuild…
Reporting
Pinned views built from saved data-lake queries. Every number re-derivable from its SQL.
| Model | Horizon | MAPE |
|---|---|---|
holt_winters | 4wk | 4.1% |
arima_sarimax | 13wk | 8.9% |
gbm_demand | 1wk | 2.1% |
bayes_hier | new store | 11.4% |
Sources
Connect external systems to the data lake.
| Name | Type | Last sync |
|---|---|---|
epicor_pos_transactions | import | 2m ago |
epicor_special_orders | import | 2m ago |
netsuite_inventory_snapshot | import | 14m ago |
retail_seasonal_prebuild | import | 1h ago |
retail_sku_velocity | import | 1h ago |
retail_pro_account_sales | import | 1h ago |
retail_weather_daily | import | 1h ago |
Policies
Browse and manage Cedar access policies for your tenant.
| Policy ID | Effect | Resources |
|---|---|---|
merch-read-default | permit | Model::* |
pro-team-read-accounts | permit | Model::"pro_account_sales" |
vendor-blocked | forbid | Model::"labor_*" |
supply-read-orders | permit | Model::"special_orders" |
Why Promos matters for Home retail
Home improvement promos drive traffic spikes, but most promotional purchases would have happened at full price within 30 days, the customer was already planning the project. True incrementality comes from triggering project starts, not discounting items already in someone's plan.
What Ward has eyes on.
Ward reads any BigQuery dataset, gA4 event exports, ads data transfers from Google BigQuery on a read-only connection. Nothing is written back, and your Data Platform configuration does not change. BigQuery stays the system of record.
The promos model runs each day, not on a reporting calendar. It picks up the pattern, accounts for what caused it, and attaches the next step before the number reaches a review deck.
Every one of your stores gets its own baseline. Ward monitors project basket value, seasonal accuracy, long-tail turn against it and surfaces only the deviations that hold up. The two that show up most in home retail are project basket identification and seasonal pre-positioning, and both are baseline problems before they are P&L problems.
At the metric level. Ward measures project-start incrementality, pull-forward rates by category, Pro vs DIY promotional response differences, and project basket value vs single-item sales. A 30-day pre/post window captures the full demand-shifting effect.
Why this combination
is its own problem.
Promo Effectiveness needs any BigQuery dataset and gA4 event exports at minimum. Google BigQuery carries both, at the grain the model needs. That is the whole integration story: no middleware, no staging warehouse, no custom extract.
- 01 Project-starter bundles typically generate 2-4x the basket size of equivalent single-item discounts but get treated equivalently in promo planning.
- 02 Pro customers and DIY customers respond to promos completely differently; chain-wide ROI averages obscure that Pro promos often have lower incrementality than DIY events.
Benchmarks. Home improvement holiday promo events show 40-90% gross weekend lift but typically 5-25% net incrementality after pull-forward and post-event drag. Project-starter bundles usually deliver 2-4x the incremental basket value of single-item percentage-off promos.
What the first 90 days
actually look like.
-
01
Week 1: connect
Read-only credentials to Google BigQuery. Ward reads straight from any BigQuery dataset, gA4 event exports, ads data transfers and starts building baselines. First findings land inside 48 hours, before baselines are stable, so you can see the shape of the output early.
-
02
Weeks 2 to 3: baselines
Ward needs roughly two weeks of history per store to separate a real deviation from normal variance. During this window the cards are directionally right and the thresholds are still moving.
-
03
Weeks 4 to 12: steady state
Ward delivers findings every morning, each with the driver and the next step. Volume settles at a level a single person can read over coffee. The measure of success is not how many findings arrive, it is how many get acted on.
How Ward connects to Google BigQuery
Ward queries BigQuery using your existing datasets. GA4 exports, POS data, CRM exports. Ward reads it where it lives.
Setup: Service account with BigQuery Data Viewer role. Ward runs read-only SQL queries on your schedule.
Data Ward reads from BigQuery
Impact metrics with BigQuery
Data lake enrichment
Ward enriches BigQuery data with: Any BigQuery dataset, GA4 event exports, Weather & events, Demographics, Custom feeds
Home KPI impact
Frequently asked questions
Ward measures true promotional lift net of cannibalization, pull-forward, and pantry loading. For Home retail specifically, Ward monitors 50,000+ SKUs across your stores and delivers automated insight cards with root cause analysis and recommended actions.
Ward tracks Project basket value, Seasonal accuracy, Long-tail turn, Pro customer share, Attachment rate at the store-category level. Ward isolates incremental volume from baseline, measures cross-SKU cannibalization, estimates pull-forward effects, and calculates true ROI.
Service account with BigQuery Data Viewer role. Ward runs read-only SQL queries on your schedule. Data points include: Any BigQuery dataset, GA4 event exports, Ads data transfers, Custom ETL outputs.
Yes. Ward reads BigQuery data and combines it with contextual signals (weather, events, demographics) to generate Home-specific insight cards. No custom development required.
Ward measures project-start incrementality, pull-forward rates by category, Pro vs DIY promotional response differences, and project basket value vs single-item sales. A 30-day pre/post window captures the full demand-shifting effect.
The Memorial Day event shows strong weekend revenue lift, but Ward's analysis reveals most of it was pull-forward from purchases that would have happened within 30 days, plus deal-seekers with below-average basket sizes. The highest-incrementality performers were project-starter bundles that triggered new project purchases. Ward recommends shifting future event strategy from broad discounts to project-starter bundles.
First insight cards arrive within 48 hours of data connection. Ward needs approximately 2 weeks to establish stable baselines for your specific operation.
No. Ward sits on top of your existing stack. It is the proactive intelligence layer that watches your data continuously and delivers insight cards, so your team acts on findings instead of hunting for them.
Related solutions
See what Home promos problems Ward catches.
Root causes, not just alerts. See it on your data.
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