Schema

This documentation describes the standard tables in your Bonsai data warehouse, enabling reliable access to core marketing and business data with consistent naming, data types, and performance.

Overview

These tables power Bonsai’s incrementality modeling framework by structuring media inputs and business outcomes into statistically modeled results. They serve as the source of truth for measuring true incremental lift, separating baseline performance from marketing-driven impact across channels and time.

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MMM Feature Data

raw_feature_data_validation_table schema Description: The data validation table for input data versus Bonsai Incrementality feature model data.

field_name	is_nullable	data_type	definition
client_number	YES	INT64	An internal client identifier.
date	YES	DATE	The calendar date of the event.
channel	YES	STRING	The marketing channel associated with the feature.
platform	YES	STRING	The ad platform.
account_id	YES	STRING	The ad platform account ID from which a campaign derived.
campaign	YES	STRING	An organized effort to promote a product or service.
campaign_id	YES	STRING	The ad platform ID of the campaign.
feature	YES	STRING	The strategic segment of marketing activity measured in the Bonsai incrementality model.
impressions	YES	FLOAT64	Ad impressions.
clicks	YES	INT64	Ad clicks.
reach	YES	INT64	Media reach by users.
conversions	YES	FLOAT64	Media conversions, as measured by ad platform conversion data.
cost	YES	FLOAT64	Media ad cost.

MMM Results

incrementality_daily_results_table schema Description: The table of results from all live Bonsai incrementality models.

field_name	is_nullable	data_type	definition
client_number	YES	INT64	An internal client identifier.
date	YES	DATE	The calendar date of the event.
channel	YES	STRING	The marketing channel associated with the feature.
feature	YES	STRING	The strategic segment of marketing activity measured in the Bonsai incrementality model.
model_number	YES	INT64	The model number for the client in Bonsai incrementality products.
training_number	YES	INT64	The training number for the Bonsai incrementality model.
type	YES	STRING	The type of result: Base, Base+, or Incremental.
live_flag	YES	INT64	Denotes whether an Incrementality model is live in the Bonsai platform.
spend	YES	FLOAT64	Media ad cost.
incremental_dv	YES	FLOAT64	Incremental outcomes.
incremental_dv_value	YES	FLOAT64	Incremental outcome value.

incrementality_daily_predicted_actual_table schema Description: Bonsai Incrementality model results compared to actual business outcomes.

field_name	is_nullable	data_type	definition
client_number	YES	INT64	An internal client identifier.
date	YES	DATE	The calendar date of the event.
model_number	YES	INT64	The model number for the client.
training_number	YES	INT64	The training number for the model.
actual_value	YES	FLOAT64	The actual measured business outcome.
predicted_value	YES	FLOAT64	The predicted outcome from the Bonsai incrementality model.

Forecaster

forecaster_validator_table schema Description: The Budget Planner forecast validation data, comparing forecasts to actual outcomes.

field_name	is_nullable	data_type	definition
client_number	YES	INT64	An internal client identifier.
date	YES	DATE	The calendar date of the event.
year	YES	INT64	The calendar year (YYYY).
month	YES	INT64	The month of the year.
channel	YES	STRING	The marketing channel associated with the feature.
feature	YES	STRING	The strategic segment of marketing activity measured in the model.
model_number	YES	INT64	The model number for the client.
type	YES	STRING	The type of result: Base, Base+, or Incremental.
bid_ratio	YES	FLOAT64	Estimated auction position relative to historical position.
spend_forecast	YES	FLOAT64	The spend forecasted.
incremental_dv_actual	YES	FLOAT64	Incremental outcomes, actual.
incremental_dv_forecast	YES	FLOAT64	Incremental outcomes forecasted.
incremental_return_actual	YES	FLOAT64	Incremental return, actual.
incremental_return_forecast	YES	FLOAT64	Incremental return forecasted.
incremental_return_rank	YES	INT64	Incremental return volume rank (descending).
max_inc_return_forecast	YES	FLOAT64	Maximum incremental return forecasted.
min_inc_return_forecast	YES	FLOAT64	Minimum incremental return forecasted.

forecaster_table schema Description: The table of all Budget Planner forecasts, for all scenarios.

field_name	is_nullable	data_type	definition
client_number	YES	INT64	An internal client identifier.
date	YES	DATE	The calendar date of the forecast.
year	YES	INT64	The calendar year (YYYY).
month	YES	INT64	The month of the year.
weekday	YES	INT64	The calendar weekday (1 = Sunday).
channel	YES	STRING	The marketing channel associated with the feature.
feature	YES	STRING	The strategic segment of marketing activity measured in the model.
model_number	YES	INT64	The model number for the client.
forecast_number	YES	INT64	Bonsai internal ID for the Budget Planner forecast result.
type	YES	STRING	The type of result: Base, Base+, or Incremental.
Bid_Ratio	YES	FLOAT64	Estimated auction position relative to historical position.
spend_base	YES	FLOAT64	Base spend.
spend_forecast	YES	FLOAT64	Forecasted spend.
click_base	YES	FLOAT64	Base click estimate.
click_forecast	YES	FLOAT64	Forecasted click totals.
impression_base	YES	FLOAT64	Base expected impressions.
impression_forecast	YES	FLOAT64	Forecasted impressions.
reach_base	YES	FLOAT64	Base media reach.
reach_forecast	YES	FLOAT64	Forecasted media reach.
incremental_dv_base	YES	FLOAT64	Base business outcomes.
incremental_dv_forecast	YES	FLOAT64	Forecasted incremental outcomes.
incremental_dv_value_base	YES	FLOAT64	Base business outcome value.
incremental_dv_value_forecast	YES	FLOAT64	Forecasted incremental outcome value.
incremental_return_forecast	YES	FLOAT64	Forecasted incremental return.
max_return_forecast	YES	FLOAT64	Maximum incremental return forecasted across all features.
next_yr_cpc_index	YES	FLOAT64	Forecasted CPC index.
next_yr_demand_index	YES	FLOAT64	Forecasted demand index.
next_yr_value_index	YES	FLOAT64	Forecasted customer response index.