The impact of Corvidae’s longer customer data paths

Cookie-based marketing attribution is broken, and this has been known for a long time. But with the never-ending rise in CPAs reaching damning levels and bloated MarTech stacks still not being able to deliver efficient and cost-effective digital marketing, the impact of this failure is being felt more than ever in businesses’ pockets.
Corvidae tackles this problem by deploying longer customer paths. We deliver this with our patented stitching technology that pieces together touchpoints and snippets of data, probabilistically joining them until they have recreated the original journey the customer took.
This full customer path data is truly invaluable. Access to it helps marketers to better understand their customers and allows for marketing decisions to be made based on a single source of truth. Once you have these rebuilt customer paths, you get to truly unleash the magic of Corvidae, using this data to reduce ad spending and improve performance by effectively targeting the full marketing funnel.
The value of extended path lengths
The value of extended path length data lies in the ability to reveal the full picture of a customer’s journey, something that’s routinely missed with cookie-based tracking methods.
With cookie-based tracking tools, marketers only see the last few steps before purchase, thanks to cookies which are rendered useless whenever a user switches devices. This narrow view overlooks crucial early stages of the customer path, where initial interest is piqued, and potential buyers begin exploring their options.
By extending visibility to cover the full customer path, you can uncover these early interactions which play a vital role in shaping the decision to purchase.
This broader perspective offers a significant advantage. Not only does it allow you to target a much larger audience, but it also does so at a lower cost.
Early funnel clicks are often cheaper because they come at a stage where the viewer’s purchase intent isn’t fully formed yet.
But if your product and messaging are well-targeted and compelling enough, you can capture the interest of potential customers right from the start, potentially bypassing the competition altogether.
Instead of fighting for visibility at the bottom of the funnel, where everyone else is also desperately clamouring for the buyer’s attention, you can make a strong case early on, guiding the customer smoothly through to the purchase.
Corvidae allows you to recognise the, often hidden, value in those early clicks and encourages you to leverage them to gain a competitive edge.
Deploying longer path data and proving effectiveness with A/B testing
When it comes to the practical implementation of extended path length data, it’s all about connecting the dots between a customer’s early interactions and their eventual purchase. The power in this comes when you capture the Google Click ID or similar identifiers from platforms like Facebook or Microsoft and can tell if that touchpoint led to a sale.
When you have an accurate attribution solution for the top of your funnel, you can reveal the true value of that early marketing effort, and because you have secured data such as the Google Click ID, you can feed that information straight back into your ad tech platform. By giving your ad tech of choice this enhanced data, connecting early touchpoints with conversions, you enable their algorithms to optimise future ad spend by focusing on these effective early interactions, rather than just the last touchpoints before a sale.
This approach also ties directly into our A/B testing process, which is essential for validating the effectiveness of our extended path-length data. A/B testing, at its core, involves splitting your audience into two groups—one sees the base campaign, that is the campaigns you are running before you had access to Corvidae’s longer customer path data, and the other is exposed to the stitched Corvidae data fed back into the ad tech.
The great thing about approaching it this way lies in its simplicity and fairness; the split is done randomly, ensuring that the results are entirely unbiased. By comparing the performance of these two groups, you get an honest picture of whether the extended path model leads to more conversions and better overall performance, and it’s all conducted within your pre-existing ad tech platform.
It’s like conducting a scientific experiment where you control one variable to see how it impacts the outcome—in this case, whether recognising those early interactions truly makes a difference.
What’s more, the A/B testing process benefits from being a “double-blind” experiment, albeit in a digital marketing context. Neither the marketer nor the customer is aware of which version of the journey they are participating in as it is all conducted within the ad tech’s black box solution. This lack of bias is crucial because it ensures that the results are purely based on the effectiveness of the extended path model, not influenced by preconceived notions or external factors.
Unlock the power of longer customer path data with Corvidae
If, like many, you are fed up with the limitations of cookie-based marketing attribution, Corvidae can provide a radical new solution. Offering a more comprehensive and accurate view of the customer journey through our stitched data, Corvidae encourages you to capitalise on the potential of your full marketing funnel.
With this richer data that accurately weighs the impact of upper-funnel activity, you can optimise your marketing efforts to better target customers when they’re cheaper to acquire, cutting into CPAs and driving up your ROAS.
If you’re interested in seeing what Corvidae can do for your business, get in touch with our team of attribution experts for a demo! Our team can answer any questions you might have about the product and our offering and will be able to talk you through the onboarding process and what you can expect, setting you up for success from day one.
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