Bonsai Data Solutions introduces Overstory, the marketing industry’s first first-party data platform

Business leaders and marketers can now enable their own first-party data, get a unified view across sales and marketing, and say goodbye to dependence on third-party data.

Chicago, February 21, 2024 /PRNewswire/ — Bonsai data solution, a provider of data strategy and performance marketing innovation, today announced its flagship solution, Overstory, a marketing measurement and activation platform built on first-party data. Overstory, the first-ever first-party data platform for marketers, is the answer to industry-wide challenges related to tracking campaign results, including profit attribution based on third-party cookies. Overstory enables modern marketers to maximize the value of their first-party data, collectively increasing incremental business revenue and generating value from their advertising efforts.

“There’s a good reason marketers are turning away from third-party, data-driven investments: They just don’t work anymore,” he said. matt butler, CEO and co-founder of Bonsai. “The industry predicts a real shift in marketing technology in 2024, where algorithms and first-party data will take the lead, and where smart marketers are using the current It’s a lean, refreshing, pragmatic approach.”

The elimination of third-party cookies brings new challenges to the marketing landscape, but traditional approaches pose challenges in measuring marketing impact due to mismanagement of effectiveness, pixel settings, and tracking parameters.completely 40% of users cannot be targeted or tracked with third-party data, leaving marketers in the dark about what is driving sales. Third-party cookies may include up to: 75% Share of today’s digital marketing spend, brands are actually losing money $29 Applies to all customers required via third-party cookies. Overstory enables today’s modern marketers to use their first-party data for matched market testing, multi-touch attribution, incremental modeling (MMM), and even machine learning purchasing algorithms. , you’ll gain new levels of strategy, precision, and speed like never before. in front.

Overstory integrates the first-party data brands already have and requires no additional cookies, pixels, or tracking code. From growth-stage startups to large enterprises, Overstory can serve any brand with the same precision, speed, and scale. Overstory platform solutions include:

− matched market test: Leverage market-level marketing and business performance data to identify market matches and deploy and measure tests with speed, repeatability, and reliability.
− Multi-touch attribution— Understand the true value of performance media, email, affiliates, loyalty, and products.
− Incremental modeling: Measure incremental value across your marketing mix at digital speed with econometric precision.
− machine learning algorithms—A first-party trained walled garden algorithm to buy incremental value at scale.

“Overstory’s predictive algorithm, pCV (Predicted Click Value) retrains Google’s Smart Bidding AI to enable marketers to perform first-party predictive buying in Google Ads for the first time. ” mike lemke, Chief Technology Officer and Co-Founder of Bonsai. “pCV predicts the value of every click every day with a very accurate level. gab wireless We adopted Bonsai’s pCV model and achieved a 28% ROAS compared to bidding on traditional Google conversion data. ”

“Bonsai has remastered Gabb’s business data model so we can better understand lines, subscribers, add-ons, revenue sources, and everything else that was previously unknown and couldn’t be answered accurately.” says. Nate Randle, CEO of Gabu. “His pCV model at Bonsai has significantly increased search retrieval and efficiency. It all adds up now, we have no blind spots, and we are no longer overly reliant on third-party tracking.”

Overstory will be demonstrated at eTail West, booth 313. February 26-29, 2024 in palm springs california Media and analysts in attendance will be able to meet and schedule time on a series of panels led by Mr. Butler at the event. [email protected].

Brands interested in being the first to experience Overstory can register here Attend a demo and get inside information about Overstory.

About bonsai
Bonsai Data Solutions, a data strategy and performance marketing innovation provider, measures and generates incremental value through first-party data, delivering profitable growth for business leaders and marketers. Bonsai’s Overstory is the first-ever marketing measurement and activation platform purpose-built for first-party data. Recognizing that third-party data-driven campaigns are no longer effective, Bonsai prioritizes algorithms and first-party data to help brands reduce vulnerabilities as standards evolve. Bonsai brings new levels of strategy, precision, and speed to modern marketers through matched market testing, multi-touch attribution, incremental modeling, and machine learning-powered buying algorithms. If you would like to learn more please visit: https://bonsai.llc/.

View original content to download multimedia: https://www.prnewswire.com/news-releases/bonsai-data-solutions-introduces-overstory-the-marketing-industrys-first-ever- first-party-data-platform-302067121.html

Source Bonsai Data Solution