Shifting gears: Big Brand Tire optimizes data infrastructure with Bonsai

Big Brand Tire sought to implement advanced Multi-Touch Attribution (MTA) to gain better insight into their core appointment and invoice data. However, the company’s underlying business data was not structured properly to support accurate modeling. Here’s how Big Brand Tire resolved their data quality roadblocks with Bonsai through a secure cloud data warehouse in Google Cloud’s BigQuery.

Challenge

In order to build an accurate model, Bonsai needed to firstly assess the company’s existing business data. Upon closer inspection, Big Brand Tire leadership realized the data was not stored or organized in the way they originally expected. Critical data points regarding customer appointments and invoices were trapped in legacy formats, preventing accurate downstream measurement.

Without trusted, clean business data, building a reliable MTA model was impossible, as credit cannot be accurately assigned to marketing touchpoints lacking clear visibility into the final transaction.

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Solution

To unblock the MTA project and address foundational data issues, Bonsai established a high-performance cloud data warehouse in BigQuery, centralizing marketing and core operational datasets.

Through thorough mapping, cleaning, and unifying of disparate systems, Bonsai’s engineering team created a reliable business data framework focused on the company's appointment and invoice data. This laid a clear pathway for Big Brand Tire to query, analyze, and make accurate strategic decisions based on trusted numbers.

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Results

Identifying and resolving data structural issues early on helped Big Brand Tire turn a measurement obstacle into a major competitive advantage.

The cloud data warehouse provides Big Brand Tire's capital partners with a reliable, accurate source of truth for high-level business metrics. Instead of spending hours pulling and reconciling manual reports, leadership uses the automated data framework for executive-level reporting and strategic decision-making.

Beyond measuring attribution, the marketing team now leverages clean, operational data stored in BigQuery to optimize active media campaigns. By funneling high-quality appointment and invoice conversion signals back into advertising platforms in real time, Big Brand Tire has drastically improved algorithmic targeting and media efficiency.

Through the transformation of disorganized business data into a clean, functional framework, Bonsai turned Big Brand Tire’s entire enterprise into a trusted source of data for the foreseeable future.