Partnering with Bonsai, Kid-Safe Tech Leader
Exceeds Growth Goals with Actionable Insights and Optimized
Campaign Effectiveness
CHICAGO, May 21, 2024
/PRNewswire/ -- Bonsai Data Solutions, a data strategy and
performance marketing innovation provider, today announced the
success of its partnership with Gabb, provider of the world's
safest smartphone and smartwatches for kids and teens. Gabb
has leveraged Bonsai's Overstory platform and expertise to optimize
marketing channel efficiency, increase ROI and move away from
third-party data reliance.
"Before we partnered with Bonsai, our marketing team was
operating in the dark, as we were feeling the effects of relying on
platform and agency partner reporting using third-party conversion
tracking data that didn't add up," stated Russ Hannig VP Growth Marketing, Gabb. "Bonsai
has become an invaluable extension of not only our marketing team,
but also our engineering and finance teams, which has enabled us to
continue our mission behind connecting kids and parents to safe
technology solutions, and exceed our business growth goals in
2023."
Gabb wanted to optimize marketing channel efficiency to increase
ROI and hit its business goals, however, it was unable to identify
what was driving new customers and which campaigns were impacting
business results. Outside of core revenue, number of devices sold,
and third-party conversion tracking data, Gabb was challenged to
understand the true effectiveness of its marketing efforts.
Recognizing the need for advanced data science and a strategy
that didn't rely on third-party data, Gabb partnered with Bonsai.
To solve over-reliance on third-party tracking, Bonsai unified
Gabb's first-party business and marketing data through its
multi-touch attribution (MTA) solution, enabling it to understand
how each marketing channel contributed to driving incremental
customers and purchases. Building upon initial program success,
Bonsai designed a first-party activation algorithm for paid search.
Running on Gabb's MTA and customer journey data, the algorithm
identified higher volume and higher value customers at less cost
than before. With first-party activation, Gabb achieved 30%
efficiency gains and has scaled more than $3.6 million in incremental revenue.
Within Bonsai's Overstory platform, its pCV model, retrains
Google Smart Bidding and enables marketers for the first time to
perform first-party predictive buying on Google ads. Capable of
powering brands into the future without third-party cookies,
marketers can achieve faster optimization, higher-value customers
and better ROI.
"Bonsai is empowered by data-driven business transformation, and
our collaboration with Gabb along its impressive journey drives us
to continue reaching for more," said Matt
Butler, CEO of Bonsai. "Even in channels where Gabb was
performing well, it experienced material improvement. Through
adjusted spend allocations, a tiered geo strategy and a
reallocation of affiliate investment, Gabb is strategically
positioned to optimize investment across channels for incremental
ROI."
"With the summer season kicking off, parents explore and start
to make tech decisions for their children ahead of the coming
school year," added Hannig. "Gabb's Summer
Sale that just kicked off allows parents to protect their
kids with a free phone or watch as they hit the outdoors and Bonsai
has aided in helping the Gabb marketing team set proper budgets for
new customer contributions thanks to clear, first-party measurement
insights."
For more information on Bonsai's solutions, visit
https://bonsai.llc/.
About Gabb
Gabb Wireless focuses on providing safe
technology solutions for kids, ensuring they remain protected from
mature content, social media, and internet distractions. Their
mission includes connecting families, empowering parents with
resources and a supportive network, and promoting a balanced life
with less screen time. Gabb aims to foster a culture where children
can thrive through healthy, real-world experiences while
maintaining essential communication with their parents. To learn
more, visit https://gabb.com/
About Bonsai
Data strategy and performance marketing
innovation provider, Bonsai Data Solutions, measures and
generates incremental value through first-party data, providing
business leaders and marketers with profitable
growth. 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 so brands can mitigate vulnerabilities associated with
evolving standards. Through matched market testing, multi-touch
attribution, incrementality modeling and machine learning buying
algorithms, Bonsai gives modern marketers a new level of strategy,
precision and speed. To learn more, visit https://bonsai.llc/.
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SOURCE Bonsai Data Solutions