Head of E-Com: promos straight off BigQuery
Your online and offline data live in different worlds. Ward picks up promos movement in your BigQuery data and traces what caused it.
Promo Effectiveness on BigQuery, for e-commerce
Promo Effectiveness. Ward measures true promotional lift net of cannibalization, pull-forward, and pantry loading.
Your online and offline data live in different worlds. Ward sends cards scoped to e-commerce decision-making.
How Ward hands back Promos insight cards: Ward isolates incremental volume from baseline, measures cross-SKU cannibalization, estimates pull-forward effects, and calculates true ROI.
Setup: Service account with BigQuery Data Viewer role. Ward runs read-only SQL queries on your schedule.
What you get
- Promo ROI scorecards
- Net lift measurement (not gross)
- Cannibalization quantification
- Pull-forward detection
Chat
Ask anything. Ward routes to the right agent and returns cited answers.
I pulled Store 37’s last 28 days against the chain baseline. Two root causes, both compounding.
| Signal | Finding |
|---|---|
labor_efficiency | Rev/labor-hour −22% vs. cluster, staffing mismatch at 11a–1p peak |
inventory.fresh | Fresh fill 83%, backroom replenishment lag at 2–4p |
promo.lift | BOGO crackers cannibalized Brand Y by 28%, net category +6% |
Recommend: re-baseline Store 37 schedule against true peak, raise replen window to 1p, and review the BOGO before next cycle.
labor_scheduling…
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 |
|---|---|---|
sap_pos_transactions | import | 2m ago |
sap_inventory_shrinkage | import | 2m ago |
sap_labor_scheduling | import | 14m ago |
retail_inventory_weekly | import | 1h ago |
retail_google_ads_daily | import | 1h ago |
retail_meta_ads_daily | import | 1h ago |
retail_ga4_website_daily | import | 1h ago |
Policies
Browse and manage Cedar access policies for your tenant.
| Policy ID | Effect | Resources |
|---|---|---|
merch-read-default | permit | Model::* |
finance-read-shrinkage | permit | Model::"inventory_shrinkage" |
vendor-blocked | forbid | Model::"labor_*" |
region-west-only | permit | Tenant::"acme" |
What Ward has eyes on.
Ward reads BigQuery rather than replacing it. Any BigQuery dataset, gA4 event exports, ads data transfers come across on a read-only connection, get enriched with contextual data, and come back as daily cards. Your Data Platform is untouched.
Know which promos actually work. Ward runs the model continuously rather than on a reporting cycle, which is why a finding lands the morning the pattern starts instead of at the end of the period.
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.
What the first 90 days
actually look like.
-
01
Week 1: connect
Read-only credentials to Google BigQuery. Ward pulls 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: calibration
Baselines stabilize per store and per category. Ward stops flagging normal variance and starts flagging exceptions. This is the window where the false positive rate drops sharply.
-
03
Weeks 4 to 12: operating rhythm
Findings arrive every morning and get triaged like any other queue. Most teams find the volume settles into something one person clears in ten minutes. What matters is the action rate, not the alert count.
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
Your online and offline data live in different worlds.
- ×Nobody can see one inventory position across every channel
- ×Online promo performance is measured separately from in-store
- ×Customer behavior data is siloed by channel
- ×BOPIS/BORIS operational complexity is growing unchecked
- ×Digital marketing attribution stops at the click
- ✓Unified insight cards across online and in-store channels
- ✓Cross-channel promo effectiveness with true attribution
- ✓Customer journey tracking across digital and physical touchpoints
- ✓BOPIS fulfillment performance monitoring with exception cards
- ✓Full-funnel marketing attribution to in-store conversion
Retailers with unified omnichannel data see 30% higher lifetime value per customer. Source: Harvard Business Review
Frequently asked questions
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.
Your online and offline data live in different worlds. Ward solves this with automated insight cards: Unified insight cards across online and in-store channels. Cross-channel promo effectiveness with true attribution. Customer journey tracking across digital and physical touchpoints.
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 promos problems Ward catches.
Root causes, not just alerts. See it on your data.
Read-only to start · your LLM keys · SOC 2 Type II underway · or book a call directly
Find out what your data has been hiding.
Tell us about your operation. We’ll show you the problems Ward catches, and the ones your current tools miss.