Moving to first-party measurement can be confusing.
FAQs & Answers
What is Overstory?
Overstory is your first-party measurement & activation platform offering:
- Test/Control Measurement – Turnkey matched-market test measurement: deploy, and measure tests with speed, repeatability and confidence using Overstory’s unified market-level business and marketing data model.
- Multi-Touch Attribution – Our first-party customer journey methodology solves the incremental true value of performance media, email, affiliate, loyalty, and product marketing on measurable customer journeys.
- Incrementality Modeling – Use Overstory’s marketing, business, and externality data model at any granularity and time series level to measure true incremental value of each element of your marketing mix with digital speed and precision.
- Predictive Algorithms – Train Walled Gardens like Google and Facebook to find incremental business value using Overstory’s Machine Learning and AI algorithms built on your data, and buy incremental value at scale.
How do I know which measurement solution I would need?
Marketers investing 10%+ of annual revenues across two or more marketing channels should adopt some combination of multi-touch attribution, test & control measurement, and incrementality modeling (MMM). TV, social, and video-heavy advertisers should prioritze testing & incrementality modeling.
How long will it take to onboard my business & marketing data to Overstory?
Bonsai works to have your company fully onboarded into the Overstory warehouse in one-month or less.
What is Bonsai’s MTA model?
U-shaped + linear, windowless deterministic customer attribution.
What is Bonsai’s Incrementality model?
Custom OLS Regression model for every unique client, using advanced ML & AI techniques & domain-specific features, including: base demand, category & competitive factors, media impression, click, and video views, unique impact windows and covariance adjustments via Ridge Regression, seasonality adjustments & more.
How is Incrementality Modeling different from Media Mix Modeling (MMM)?
- Traditional MMM’s require bespoke data collection and extensive data validation by clients, Bonsai uses your first-party data pipelines in Overstory and ties that to sales results.
- We can view your digital media impact and TV, out-of-home, print, or other offline advertising impact side by side.
- Our cross-model design is always on so we can review results in readouts on a monthly basis.
- Bonsai’s Incrementality Models are observable, scale to 50+ features, account for core business, competition, and category trends, and are available from cold-start as well as adaptable to known prior impact measurements.
- Bonsai’s Analytical Leads update the model as your business model evolves.
Why would I need all 3 measurement solutions?
MTA produces granular ROI far more accurately than independent 3P platform attribution reports. Test & Control allows for precision insight into the ROI of channels, campaigns, or tactics that aren’t easily observed in MTA. Incrementality Modeling (MMM) solves the question of optimal media mix across the entire media funnel. With MTA, you’re able to see the observable impact of your media spend, but there is a question about unattributable sales and how they’re impacted by marketing, along with how impression-based channels drive business results. Those things are best measured with Incrementality modeling. 3 solutions provide you with the clearest insight into how marketing drives business results.
Will Bonsai help us onboard?
Bonsai’s Technical Program Managers will work closely with your team to onboard marketing and business data easily, correctly, and quickly.
What types of testing does Test & Control support?
Any marketing channel, platform, campaign or tactic can be tested and any onboarded business result can be measured. Overstory supports media increase, media holdout, and audience holdout tests.
Can I use Overstory if I don’t use GA4 or Amplitude?
Bonsai configures and easily connects to any custom Adobe Analytics or in-house first-party cookie-driven client-side or server-side analytics solution.
Who ‘owns’ our Overstory data warehouse?
Overstory is a full 1st-party measurement solution. This means as Bonsai’s client, your warehouse is fully owned and accessible by you.
Is Overstory MMT available for clients who do business internationally / global markets?
Yes! Our UI for Global Test & Control reporting will be available later this year. The test measurement capability, cloud & reporting is available today.
