How to Fix Your Brand CPCs

TL;DR – You are worried about your brand CPCs, and I am here to tell you to focus that energy towards more material questions. For this end-of-year blog, I wanted to share the most common question we get during discovery sessions across clients big and small. It’s a question that shows how smart and strategic … Read more

Your Business Is Data: How Are You Using It?

Recently I listened to a fairly popular data engineering podcast. A panel discussed the science of building data platforms at their respective technology companies. At the end of the chat, the following was shared with respect to challenges and learnings for their next data projects: (Paraphrasing) “Of course getting buy in for your data platform … Read more

Eliminate 3rd Party Dependency & Improve Your Marketing: Our Step By Step Playbook

“The current environment isn’t really ideal for the consumer or advertisers. Innovation is needed.” Jonathan Halvorson, VP of Consumer Experience Mondeléz Google delayed deprecating the 3rd party cookie. This led to hundreds of quotes and articles from industry insiders over the last few weeks. Most everyone publishing these pieces has some stake in the legacy data … Read more

When to Test vs. When to Act

I don’t think anything makes me crazier than when a business leader receives critical data and instead of acting and increasing returns, they go ahead and design a “test” that derails everything. Digital marketing & business analytics are powerful precisely because they generate thousands of signals that can improve outcomes at a scale far outpacing … Read more

The Defense Rests: Why Marketing Measurement Is What It Is & Why We’re Different

We’ve picked apart modern marketing measurement in prior blogs. In fairness, let us take a moment to defend the state of this industry. While we don’t find typical modern marketing measurement accurate or productive, the fault lies not with measurement firms, but the conditions from which they were created.  Finance leaders did not invent marketing … Read more

The Twelve Errors of Mar-Tech

If you’ve been an avid reader, you might notice things look a little bit different around here. Welcome to our new website! We hope you like it as much as we do. It’s been an incredibly tough year, but we are lucky to serve our customers doing two things with you: Get your data to … Read more

Our Marketing Attribution in Practice

To be useful, marketing attribution must be practical. That’s why we’ve built entire sample real-world case studies to showcase our service. What do they include? Complete raw datasets – customer site behavior, customer sales data, fiscal calendars, promotions, even sample marketing & media flight information. Over the course of the next few blogs, we will … Read more

How Machine Learning Literacy Can Improve Daily Life

We’re told machine learning and artificial intelligence will forever alter human existence. Examples focus on facial recognition, self-driving cars, and personalized medicine using machine learning’s capability to process unprecedented data volume. We think of world-changing ML as imminently close, but yet to arrive. I love a good story, but this one omits a crucial detail. … Read more

Three Marketing Test Mistakes And How To Fix Them

You are an authoritative digital marketer at a leading digital organization. You run frequent A/B tests to measure the effectiveness of your marketing. I know you are running tests. Why? Because Google told you. And BCG told you. And Bain told you. It’s your “test-and-iterate” approach that makes you such an authority. Bad news for … Read more

Fix Analytics & Data Science: Analysis Should Be Practical

Our marketing attribution philosophy is: Attribution Should Be Practical. Starting today, let’s extend this philosophy to everything you do in measurement and analytics. Every analysis should be practical. I received a request to blog about the wake many martech platforms leave. Discretion being the better part of valor, I’ll share some stories, but keep the … Read more

Your Attribution Is Weak, But Your Digital Marketing Tech Stack Is Weaker

Thank you, Google News, for surfacing a great article on Friday. If you haven’t read Dr. Augustine Fou’s piece in Forbes on Aug 20, 2020, The link is here. He discusses advertising measurement, analytics and attribution, and points to how trivial compromising these systems are for fraudsters. It’s true – fraud remains a threat to … Read more

Simple Steps To Ensure Your Google Ads Budget Works For Your Small Business

Like a lot of start-ups, Bonsai received a promotional $150 Google Ads credit to try out Google Ads! We’ve even been fortunate enough to hear from some of the very attentive customer service people who’ve taken the time to introduce themselves to us. [Note: as a former “866”er from back in the day, I have … Read more