Bonsai Data Solutions debuts signature platform that removes reliance on third-party data

Bonsai Data Solutions, a data strategy and performance marketing provider, is rolling out its flagship solution, Overstory, offering a marketing measurement and activation platform built on first-party data.

According to the company, Overstory is the answer to the industry-wide challenges associated with tracking campaign results—including profit attribution—based on third-party cookies.

Overstory empowers modern marketers to maximize the value of their own first-party data to collectively grow incremental business returns and generate value from their advertising efforts.

“For good reason, marketers have thrown their hands up over third-party data driven investments—they just don’t work anymore,” stated Matt Butler, CEO and co-founder of Bonsai. “The industry is predicting real change in 2024 for marketing tech, where algorithms and first-party data take the lead, a refreshingly pragmatic approach that wise marketers are leaning into now to drive real results growth.”

With Overstory, today’s modern marketer can use their first-party data for matched market testing, multi-touch attribution, incrementality modeling (MMM) and even machine learning buying algorithms, giving them a new level of strategy, precision, and speed they did not have before, according to the company.

Overstory unifies the first-party data brands already have, and it doesn’t require any additional cookies, pixels, or tracking code.

Overstory platform solutions include:

• Matched Market Testing—Leverage market-level marketing and business outcome data to identify matched markets, deploy and measure tests with speed, repeatability, and confidence.
• Multi-Touch Attribution—Understand the true value of performance media, email, affiliate, loyalty, and product.
• Incrementality Modeling—Measure incremental value across the total marketing mix at digital speed with econometric precision.
• Machine Learning Algorithms—First-party trained walled-garden algorithms to buy incremental value at scale.

“Overstory’s predictive algorithm, pCV (Predicted Click Value), retrains Google’s Smart Bidding AI and enables marketers for the first time to perform first-party predictive buying on Google ads,” said Mike Remke, chief technology officer and co-founder of Bonsai. “pCV predicts the value of every click, every day, at an exceptionally accurate level. Gabb Wireless has adopted Bonsai’s pCV model and experienced 28% ROAS versus bidding against traditional Google conversion data.”

For more information about this news, visit https://bonsai.llc.