FAQs

We partnered with Edinburgh University to develop our unique attribution models.

One is a Customer Conversion model based on an LSTM (Long Short Term Memory) Neural Network, Deep Learning style of AI. The second is a Customer Discovery model, which combines the LSTM with a Markov/Shapley statistical model approach - this is our most advanced Data Driven Attribution (DDA) model. Both are Multitouch Attribution (MTA) models.

Corvidae's patented cookie-free data rebuilding informs both models using a custom technique for each customer to understand how people really interact with your marketing to predictively stitch across devices.

All it takes is three (3) steps to get started with Corvidae, and you’ll be on the road to accurate attribution within 30 days. Find out how to get started with Corvidae.

Pricing is derived from daily rows of data processed per day. For a price estimate and for more information, get in touch with our team.

We do not currently offer a free trial of Corvidae AI.

However, we can scope up to 4 month pilot periods with flexible pricing options during which we would expect to evidence at least 10:1 ROI on your license with Google Ads automation.

This allows you to see the value of Corvidae before committing to annual pricing for extensive discounting.

Yes, we have a dedicated team of attribution experts on-hand to ensure you get the most out of Corvidae.

You will be assigned a Customer Success Manager (CSM) to oversee onboarding and adoption of positive ROI with Automation and who can steer you forwards on your attribution journey.

Last-click is heavily biased towards direct visits.

Last non-direct click - as used by GA4 and Adobe - ignores the influence of all the preceding channels. First click rewards only the first touchpoint.

Only using rules based models means marketers can never understand the true value of their marketing mix. Without Multitouch Attribution (MTA) models it is impossible for marketers to understand the impact each channel - or ad campaign - has on total revenue and the customer journey.

Corvidae attributes revenue to the most granular level possible - the individual visit or impression, and then allows aggregation up to insightful segments.

Shapley and Markov models cannot offer a value to such a granular level, as they are statistical models.

Only by first stitching and applying an MTA model like Corvidae's LSTM model can you then apply further statistical modelling to avoid over-fitting and the failure of the underlying mathematics in MMM, Shapley or Markov approaches.

The Schrems II ruling in 2020 was a milestone in EU policy regarding consumer data rights. The EU took the position that Businesses cannot offload responsibility for data compliance onto their technology provider, and instead retain GDPR liability should EU data go outside the EU.

In February 2022, both Austria and France have ruled that Google Analytics is illegal from a GDPR view, as it cannot prevent data passing to the US, and the US security services have provably accessed Google data. It was expected that all EU member states would fall in line with this position over the coming months.

As of today, GA4 has created compliance modes that allow for compliant deployment, and options for non-US storage - though not for free GA4 accounts. These methods are being challenged by Schrems under the same lack of compliance for data storage offered by existing Safe Harbour rulings creating the initial challenge to legality in GDPR countries.

While the Schrems II ruling doesn’t mean that using Google Analytics is illegal, it is strongly recommended that marketers and businesses re-evaluate their current use of GA.

With Universal Analytics having been replaced by GA4 for all users, it’s a perfect time to re-evaluate your current analytics set up and move away from cookie-based methods.

In short, if either of the following are the case for you, then it is possible that you are in breach of Schrems II and should consult your legal team:

• Your website analytics provider is a US company
• Your website analytics provider uses web servers owned by a US cloud provider

As it stands, liability exists for any analytics deployments which collect data from anywhere in the EU.

For example, if your company is based in the US but you receive traffic from Germany, you are still liable for breach of data compliance should you use a system that is not compliant.