Bonsai Data Solutions and Cambridge Intelligence have partnered to help clients understand their customer journeys. The traditional top-down approach measures business outcomes, while the bottom-up approach uses digital analytics to track individual customer interactions. However, both approaches share challenges such as joining data, missing critical dimensions, and inferring causality. A graphy approach, on the other hand, can provide a more detailed understanding of customer behavior by visualizing individual data elements and their relationships. Bonsai's tool, Pyxis, is designed to help business intelligence analysts understand customer journeys in detail, with features such as grouping nodes, path highlighting, and performance visualization. By using graph data platforms like Neo4j Bloom, businesses can measure traditional media measurement, promotions and media, and long-term impact analysis more efficiently and effectively.