Why We Started Bonsai

I was the investment advisor to one of the world’s biggest retailers. During a summit we’d arranged with their CEO, President, and CTO, there was a presentation by one of our Vice Presidents. It showcased a beta product that had a minor impact on our client, built on the substantial data sharing commitment our client … 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

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

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

An Entrepreneur’s Morning Routine: Squarespace & Media Waste

Seeing how popular they are online, I figured I’d write yet another blog post about an entrepreneur’s morning routine, small business life, and Squarespace. Okay, so maybe my version will be a little different. Anyway, I do want to start with my morning reading from a few days ago. I was trying to catch up … Read more

Your Data Transformation Starts Today

Most digital marketing strategies are burdened by unnecessary complexity. Some are worse. Flawed bid automation, poor budget allocation, ineffective audience targeting, dodgy performance reporting and analytics are all in play today across wide swaths of media in market. Despite this, most programs enjoy profitability and productivity, not because they are sound, but because ad technology … Read more

If We Embrace Change, Data Really Can Save Us

Incredible data analysis & collaboration between the Cubeiq & the New York Times highlights areas that should prepare for longer, more difficult battles with COVID-19 shows us everything that’s great about our digital information age, and everything that needs to change if we are going to realize the benefits without falling victim to the perils.

Let’s Raise Our Expectations of Data Quality

Why is it that we are perfectly comfortable returning an item to a retailer due to a small, cosmetic blemish, but then go into work the next day and correct mistakes for an hour on some spreadsheet we received and not think anything of it? Expectations. We have been trained that things we buy from … Read more