Flight to success: JSX achieves 16% lift in overall media ROI with Bonsai

JSX recognized their marketing measurement wasn't keeping pace with their growth ambitions. When increased spend wasn't delivering proportional revenue growth, they knew it was time to look beyond surface-level reporting. Here's how they partnered with Bonsai to build a sophisticated attribution model that transformed their marketing strategy and delivered a 16% lift in media ROI.

Challenge

With ambitious revenue targets for 2024 and an expanded marketing budget, JSX set out to implement a more sophisticated ROI measurement model, one that could go beyond surface-level metrics to reveal the true drivers of business impact.

While performance tracking was already in place, the team saw a strategic opportunity: to understand why revenue growth wasn’t scaling proportionally with increased spend and evolve their approach accordingly.

Solution

JSX didn’t just accept platform-reported performance at face value, their marketing leaders initiated a high-precision strategy shift to better align spend with true business impact. Partnering with Bonsai, they operationalized a new level of marketing intelligence, combining both rapid experimentation and advanced attribution modeling.

At the core of this transformation was a first-party Multi-Touch Attribution model tailored to JSX’s customer journey. This framework unified media performance, digital engagement from web and app, and transaction level sales into a single, source-of-truth system that enabled the team to make budget allocation decisions with clarity and confidence.

The model quickly surfaced a key insight: One major platform’s native reporting was significantly overstating its contribution, leading to misallocated budget and misleading performance signals.

To validate this finding, JSX ran a series of controlled match market tests using Bonsai’s platform. These matched market tests confirmed the attribution signal, giving the team the confidence to lean into the channels actually driving incremental lift.

Once investment was reallocated accordingly, the results were immediate and revenue surged, and that momentum has only grown.

This wasn’t just a tactical win — it marked a strategic evolution. JSX moved from platform-dependent decision making to a first-party-data-informed growth model. With deep visibility into metrics like LTV, true ROAS, and incremental lift, JSX is now driving tighter alignment between marketing execution and business outcomes, enabling smarter decisions, stronger collaboration, and sustained, measurable growth.

Results

Using Bonsai’s Multi-Touch Attribution and Test & Control solutions, JSX optimized its campaign investment to drive:

+35 percentage point growth in new customers
+37 percentage point growth in flights booked
+4 percentage point growth in LTV

These results underscore JSX’s commitment to optimizing acquisition, culminating in a 16% lift in overall media ROI in 2024.