FAQs
Below, you’ll find answers to some commonly asked questions about how our innovative approach can help you increase marketing ROI and transform your analytics data.
We partnered with Edinburgh University to develop our unique attribution model. This patented cookie-free approach uses a custom technique for each customer to understand how people really interact with your marketing and website, the decisions they make, and how those results in conversions and revenue for your business.
Our pricing is customised based on your business and your goals. For more information, check out our Pricing page or get in touch with our team.
We do not currently offer a free trial of Corvidae. However, we do provide you with a 3-month Proof of Concept to allow you to see the value of Corvidae before committing to the product.
Yes, we have a dedicated team of attribution experts on-hand to ensure you get the most out of Corvidae.
All it takes is 3 steps to get started with Corvidae, and you’ll be on the road to accurate attribution in just 30 days. Find out how to get started with Corvidae.
Cookieless attribution tracks and identifies sources of website traffic, conversions, and other key marketing metrics without the need for first- or third-party cookies.
There are a few reasons why Google is removing third-party cookies but it is mainly due to increased concerns around privacy and security from users browsing the web – and how their data is subsequently being used.
Read our blog to find out more about why Google is removing cookies.
Cookies do a poor job of stitching together cross-channel, cross-device user journeys. In fact, we found that as much as 80% of analytics data from the most common analytics packages which heavily rely on the use of cookies (such as GA and Adobe) is inaccurate.
There are a number of proposed cookie alternatives for marketers. Including:
• Replacement technologies from Google
• First-party data
• Contextual advertising
• User identity graphs
• Digital fingerprinting
• AI and Machine Learning
Read our blog to find out more about cookieless solutions.
With a first-party pixel. Our pixel uses an Event Stream architecture, meaning it can be deployed in any conceivable environment, including:
• website
• app
• ad impression
• and in custom middleware.
No. We trialled using device graph and other ID graph data in the early days of Corvidae’s development but found that those data sets added little-to-no incrementality to the model’s accuracy. Today, we use only first-party pixel, AdTech, and other client data, all compliantly collected.
No, it uses no cookies at all. Our attribution model uses AI to understand the difference between a transacting and a non-transacting path to discover which touchpoints are influencing in your customers’ decision-making process.
Our model is trained to understand each individual customer, demystifying which interactions were important to their decision to buy.
Allowing Corvidae to tune itself to your customer’s behaviour – rather than making you decide what to value in advance. You can think of the scoring of the AI as a measurement of the incrementality of each event in the conversion path towards a conversion – or non-conversion. This is the basis of Corvidae’s attributed value.
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 is expected that all EU member states will fall in line with this position over the coming months.
While the 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 being replaced by GA4 for all users next year, it’s a perfect time to re-evaluate your current analytics set up and move away from cookie-based methods.
As it stands, liability exists for any Google Analytics or Adobe users who 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.
In short, if either of the following are the case for you, then it is likely 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
Our Customer Success team are committed to ensuring you get the most out of your Corvidae deployment. As part of this, you will receive weekly meetings during onboarding. As well as unlimited phone and email support and regular insights meetings.
You can find out more about how Corvidae works for partners and agencies here. If you are interested in learning more, please get in touch and a member of our Sales team will be happy to chat through our pricing options.
All integrations must be scoped to determine technical feasibility and commercial implications.
All it takes is 3 steps to get started with Corvidae, and you’ll be on the road to accurate attribution in just 30 days. Find out how to get started with Corvidae.
Last-click is heavily biased towards direct visits. Last non-direct click ignores all the preceding channels and first click rewards only the first touchpoint, meaning marketers can never understand the true value of their marketing mix. It is impossible for them to understand the impact each channel 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 handle such a large amount of data points in their operation and the underlying mathematics fail. Read more about this in our blog.