A strict 'reject all' consent model left Adobe Analytics and the ad platforms guessing. Corvidae rebuilt the customer journeys without a single cookie - and showed what the platforms could not see.
Corvidae AI Case Study
The FTSE 250 industrial distributor rebuilt its customer journeys without a single cookie - tracking £193m more revenue than Adobe Analytics, covering over 95% of its active customer base, and unlocking smarter, global bid automation with Corvidae AI.
Powerful Performance Impact
While Revenue Grew
Journeys Tracked
More Tracked Than Adobe
We had a long-term ambition to move away from last-click attribution because we knew it was the right strategic direction, but we lacked a robust tool to execute it.
This transition was accelerated when we updated our cookie policies to a strict 'reject all' consent model - traditional platforms were left relying on modelling and guesswork.
— Joshua Bamsey, Senior Manager of Performance Marketing Effectiveness @ RS Group PLC
The Challenge
When RS Group PLC moved to a strict 'reject all' cookie-consent model, legacy tools like Adobe Analytics, Microsoft Ads and Google Ads were left guessing.
Last-click models made it worse - over-crediting bottom-of-funnel keywords while hiding the brand and Organic Search interactions that start journeys.
The result: aggressive over-bidding on final-touch auctions, underinvestment early in the funnel, and budget lost to non-incremental affiliate conversions.
About RS Group PLC
RS Group PLC is a FTSE 250 distributor of industrial and electrical products, serving customers globally across EMEA and beyond.
The Solution
Corvidae AI is a unified attribution and acquisition platform for performance marketers, built over eight years and brought to market in 2024. Its globally patented AI rebuilds customer journeys from raw, first-party eventstream data - no cookies or identifiers - and is fully GDPR & CCPA compliant.
For RS Group PLC, that meant tracking over 95% of the active customer base - without a single cookie.
The rebuilt data revealed journeys far longer than Google reported: +46% longer in the UK and +68% longer in the EU.
It also exposed hidden overlap - 58% of all sales touched a Paid Search ad, 72% of those an Organic Search interaction - and reallocated revenue back to the Direct journeys that truly earned it.
Powering Automation
Accurate journeys are only half the story.
Corvidae feeds its rebuilt, multi-touch journeys straight into RS Group PLC's own bidding and reporting stack - Power BI and the Google stack - so the data works everywhere, not just inside a walled garden.
Feed AdTech True Customer Journeys with Corvidae AI
Sensational Results from Incrementality
A four-month incrementality pilot in Italy proved the commercial value.
Feeding Corvidae's stitched journeys into automated bidding lifted Paid Search revenue by +6% on a -5% reduction in ad spend, improving ROAS by +12%.
This process is being rolled out to all other regions as a result.
The Results
The rebuilt Corvidae AI data moved the numbers that matter - across visibility, revenue and efficiency - and earned the mandate for a global rollout.
The Data Gap Closed
Journeys Tracked
More Tracked Than Adobe
EU journeys
Italy Paid Search uplift
Paid Search Revenue
ROAS Uplift
While Revenue Grew
With the commercial value proven and the credibility to match, RS Group PLC is now rolling Corvidae out across its global marketing operations - the Italy pilot becoming the template for scaled, top-of-funnel aware bidding worldwide.
Building Trust
The board and the Executive Committee are highly aware of our analytics evolution.
We see Data-Driven Attribution, and by extension Corvidae, as a core component of it - enabling us to become far less reliant on bottom-of-funnel channels and paving the way for far more aggressive growth budgeting.
Even at our size, we require tailored solutions so our data doesn't just sit in a 'walled garden' but integrates directly into our core systems - PowerBI and the Google stack.
Corvidae gave us a 95%-plus ability to track and understand our complete journeys.
— Paul Morris, Senior Director, EMEA Performance Marketing & Web eCommerce @ RS Group PLC
Book a demo and see the journeys you’re missing.
By Chris Liversidge ·
7th October, 2026
· Performance Marketing
By Chris Liversidge ·
20th November, 2025
· AI
By Julie Molloy ·
7th January, 2025
· Attribution
