Blog

When Google announced back in early 2020 that they intended to phase out support for third-party cookies it was clear that the advertising industry was in line for some fairly fundamental changes. The decision by...

Google Analytics 4 (GA4) has dominated the digital marketing headlines, with issues ranging from the illegality of the solution to emerging information on the true shape of the newest Analytics solution from Google. And with...

Analytics are foundational for digital marketers: they have become essential elements of our daily, if not hourly, routines as reference points on performance. But sometimes the information we receive can do more harm than good...

Having the tools and capability to measure the effectiveness of your marketing efforts – using widely accepted metrics like ROAS and ROI – has always been an essential part of a marketer’s armoury. However, against...

At the centre of Corvidae’s attribution model is LSTM (Long-Short Term Memory). LSTM is a type of recurrent neural network capable of learning order dependence in sequence prediction problems. We undertook a two-year project with...

The removal of cookies is a hot topic in the marketing world – and for good reason. By the 2024, marketers will no longer be able to use third party cookies for advertising purposes –...

The insight generated by Corvidae has three pillars; events, stitching, and modelling. Events are the individual touchpoints in a customers’ buying cycle. Stitching is a process we go through to knit together these touchpoints –...

Attribution models are central to delivering highly effective marketing that contributes to revenue and ROI inside any business. And there are a plethora of them out there from simple rules-based approach to data driven models...