The more marketing channels brands use, the harder it is to know what’s working. Despite tracking every click and impression, most marketers can’t answer the fundamental question: which campaigns are driving real, incremental sales? Traditional tools oversimplify attribution, ignore true incrementality, and leave brands guessing where their next ad dollar should go. The decline of third-party cookies and stricter privacy laws (GDPR, CPRA) have only made this harder.
Bonsai addresses this challenge head-on as a first-party marketing measurement platform helping B2C brands accurately assess the drivers of incremental growth. Their suite of tools enables companies to algorithmically optimize digital ad spend, run matched market tests, utilize advanced multi-touch attribution, and build media mix models — all without relying on cookies. It’s a single, cohesive platform that turns fragmented customer journeys into clear, actionable insights.
At Bridge, we back companies solving high-value problems that others have overcomplicated or ignored entirely. While many newer tools cater to Shopify brands, Bonsai focuses on the underserved segment of large, omnichannel consumer brands with brick-and-mortar footprints. These companies can’t use out-of-the-box dashboards. They need clarity.
Bonsai’s core offering includes three core capabilities. First, Multi-Touch Attribution (MTA) enables brands to credit revenue and customer acquisition across the full customer journey while ensuring digital marketing metrics tie to the actual financials (groundbreaking!). This gives marketers a more accurate view of how each marketing channel contributes to performance. Second, Incrementality Analysis isolates the true lift generated by a campaign, separating what purchases a customer would have made anyway from what marketing actually caused. Third, Matched Market Testing lets brands run controlled experiments across geographies to test creative, spend, and channel strategy.
Taken together, Bonsai’s tools let marketers move from backward-looking reporting to forward-looking decision-making. By sitting across a brand’s internal systems and external platforms, Bonsai offers an unbiased, first-party view of performance and then feeds those insights back into platforms like Meta and Google to improve bidding, targeting, and audience quality. With clearer insight into what’s actually driving performance, brands can reduce inefficient ad spend, increase ROI, and reallocate dollars toward their highest-performing channels.
The company’s traction speaks to this real and growing need. Since launching their SaaS platform, Overstory, Bonsai has partnered with major brands like 1–800-Flowers, Aspen Dental, Camping World, JSX, and Gabb Wireless. Bonsai’s focus on mid-to-large multi-channel consumer brands gives them a differentiated position over existing tools.
The team is equally impressive. CEO Matt Butler helped launch Google’s analytical consulting group and spent over a decade helping clients use data to maximize ROI across marketing channels. His co-founder, Mike Remke, brings deep engineering experience from the defense and aerospace sectors. Together, they’ve bootstrapped Bonsai with minimal outside funding until this point, showing strong capital efficiency and product-market fit.
We participated in Bonsai’s $1.8M seed round alongside Mairs and Power, TAWANI Ventures, Chicago Early Growth Ventures, and Service Provider Capital with capital going toward scaling the company’s go-to-market efforts and accelerating customer adoption. We are excited to support Matt, Mike and the team as they help consumer brands navigate the post-cookies world.