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Bonsai

"Leverages first-party data for marketing insights."

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Nutshell

Overstory helps marketers understand which channels actually drive sales by providing a single view of marketing interactions. It uses incrementality modeling and automated buying algorithms to clarify which efforts contribute to success. This approach ensures more accurate performance measurement and improved customer acquisition strategies in a fast-changing environment.

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Bonsai's Website Claims...
A summary of the claims made on Bonsai's website as noticed by our bot, Vinny.
Unified Data Insight
Bonsai Data Solutions claims that Overstory provides a single, unified view of marketing interactions leading to sales.
First-Party Measurement
Bonsai Data Solutions claims that Overstory leverages first-party data to enhance marketing measurement and growth.
Easy Integration
Bonsai Data Solutions claims that Overstory easily integrates with 40+ standard marketing platforms and services.
Case Studies
Ancestry improved marketing with Bonsai's pCV and UCM.
The most accurate case study for Bonsai
185%
Increase in Brand ROAS
50MM
Cost savings and revenue opportunities
Situation
Switch from third-party reliance
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Transition from third-party to first-party strategy
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Growth challenges in US paid search
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Need for improved data visibility and strategy
Ancestry, the world's largest for-profit genealogy company, sought to transition from third-party data reliance to a first-party data strategy. Facing growth challenges in their US paid search program for Family History subscriptions and DNA kits, Ancestry needed a comprehensive solution to enhance customer acquisition and marketing efficiency. With a mature but stalling marketing setup, the need for improved data visibility and an effective measurement strategy became crucial. Bonsai's expertise was enlisted to guide this transformative journey, with the aim of repositioning Ancestry’s marketing analytics to embrace a more direct and actionable data approach.
Task
Implement marketing measurement reform
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Implement multi-touch attribution model
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Replace last-click attribution
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Leverage first-party data for insights
Ancestry needed to implement a new measurement framework to improve their marketing effectiveness and to capitalize on growth opportunities. The aim was to develop a unified approach to customer measurement that would replace last-click attribution with a multi-touch attribution model. This required leveraging first-party data for better insights into the customer journey and understanding the role of each marketing channel in customer acquisition. By choosing Bonsai, Ancestry was looking to build a clear line of sight into the marketing impact and enhance reach to valuable customer segments more efficiently.
Action
Deploying UCM and pCV models
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Developed Unified Customer Measurement (UCM)
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Implemented Predicted Click Value (pCV) model
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Conducted A/B tests with new bidding strategy
Bonsai collaborated with Ancestry to develop Unified Customer Measurement (UCM), introducing a custom multi-touch attribution framework that utilizes first-party data for detailed insights into marketing impact. They implemented the Predicted Click Value (pCV) model to enhance Ancestry's Google Ads performance. This proprietary model retrains Google Smart Bidding using the insights from UCM, rather than relying on traditional conversion tracking. Bonsai conducted A/B tests with the new bidding model, ensuring that the refined approach led to acquiring high-value customers with better lifetime value, who showed stronger purchase intent and longer retention.
Result
Achieving higher ROAS and value
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Realized $50 million in cost savings and revenue
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Brand ROAS increased by 185%
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Full integration of Bonsai's model
The implementation of Bonsai’s UCM and pCV models brought significant improvements to Ancestry’s marketing outcomes. Ancestry realized substantial cost savings and revenue generation opportunities, estimated at $50 million, through enhanced insights and strategy optimizations. Their paid search program saw an uplift, with increases in Brand ROAS by 185% and Non-Brand ROAS by 16%. The pCV model yielded a higher customer lifetime value and improved cost per signup. This success led Ancestry to fully integrate Bonsai's model for their Family History paid search campaigns, driving significant contributions to top and bottom-line performance.
Keywords
ANCESTRY MARKETING ANALYTICS
BONSAI DATA SOLUTIONS
FIRST-PARTY DATA STRATEGY
MULTI-TOUCH ATTRIBUTION MODEL
PREDICTED CLICK VALUE MODEL
GOOGLE ADS OPTIMIZATION
CUSTOMER LIFETIME VALUE
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