Edinburgh, Scotland, October 9th / PRNewswire / -- FTSE A distributor of industrial and electrical products, RS Group PLC, has seen a 6% increase in paid search revenue and a 5% decrease in advertising spending after adopting Corvidae AI's patented session reconstruction technology. This technology inputs accurate customer journey data into its automated bidding system.
This four-month controlled pilot was conducted within the Italian operations of RS Group PLC, resulting in a 12% increase in the return on advertising spending. Based on these results, this process has now begun to be rolled out to all other regions.
This work initially addressed the issue of measurement, rather than bidding. After adopting a strict "all-reject" first-party approach, Cookie, existing platforms including Adobe Analytics, Google Ads, and Microsoft Ads could only model and estimate customer journeys that they were no longer able to observe.
RS Group PLC Senior Manager of Performance Marketing Joshua Bamsey stated: "For a long time, we have wanted to move away from last-click attribution because we knew that was the correct strategic direction, but we lacked a robust enough tool to implement it. This change has been accelerated as we updated our first-party Cookie policy to a strict 'all deny' consent model. This shift means that traditional platforms rely heavily on modeling and make guesses based on significantly less data."
Corvidae reconstructed these customer journeys without using any Cookie. During the same four-month testing period, after covering all of RS Group PLC's global operations, it tracked in 193 million pounds more revenue than Adobe Analytics, reaching over 95% of the active customer base. The company's patented technology utilizes raw first-party event stream data to reconstruct customer journeys through predictive AI, without using Cookie or persistent identifiers, and its architecture complies with GDPR and CCPA.
Reconstructed data indicates that the customer journey is significantly longer than what the platform reports: it is 46% longer in the UK market and 68% longer across the EU as a whole. It also reveals channel overlap that is not visible in the platform's reports; 58% of sales involved paid search advertising, and 72% of those also involved interactions with natural search.
Corvidae did not merely turn these insights into reports; instead, through API, they directly fed the reconstructed journey into RS Group PLC's bidding algorithm and Power BI, allowing the data to play a role within the company's internal systems, rather than remaining confined to the advertising platform alone.
RS Group PLC EMEA, Senior Director of Performance Marketing and E-commerce Network, stated: "Even with our scale, we still need highly customized solutions to ensure that our data is not confined to a 'walled garden,' but can be directly integrated into our core systems – the Power BI and Google technology stacks. Corvidae has collaborated with us to achieve this, allowing us to track and understand the entire customer journey with over 95% accuracy."
Morris added, "Both the board of directors and the executive committee are very concerned about the evolution of our analysis. We believe that data-driven attribution, as well as the extended Corvidae, is a core component of it. It has significantly reduced our reliance on underlying funnel channels and enabled us to adopt a truly 360-degree channel combination approach, paving the way for more aggressive growth budgets."
The CEO and founder, Chris Liversidge, stated that the fundamental problem is not limited to RS Group PLC. "All advertisers who purchase Google and Meta ads are bidding based on incomplete data, as the platform cannot see the upstream of the funnel. Moreover, the tools sold to address this issue rely on third-party signals, which have already been compromised by agreed-upon rules. No amount of reporting can correct bids made on guesswork. What we do in RS Group PLC is not to produce a better report, but to rebuild the customer journey and feed that information back into the bidding system, thereby increasing revenue—with less expenditure, not more."
Editor's Note
Corvidae AI is an automated advertising effectiveness platform. Its patent AI allows for the reconstruction of customer journeys from original first-party data, without using Cookie or identifiers, and feeds the reconstructed real data back into the advertising platform to increase revenue generated from existing advertising budgets. The company was founded in 2008 and is headquartered in Edinburgh. Its clients include RS Group PLC, QVC, Menkind, Macmillan, and Groupe SEB. corvidae.ai
This technology is protected by an authorized patent held by the parent company QueryClick Ltd, with the patent title being "A System and Method for Reconstructing Browser Interaction Based on Session Data When Tracking Data is Incomplete":
- U.S. Patent No. 12,461,984, granted on November 4, 2025
- European Patent EP 3888325, granted on November 20, 2024, came into uniform effect on January 10, 2025, and was registered in 18 EU member states. Verification was also completed in Ireland, Spain, and the United Kingdom. The European opposition period has expired, and no opposition notices were received.
- Original UK application number 1819613.9, submitted on November 30, 2018, through PCT / GB2019 /053404; also submitted in Canada and Australia.
Financing: Corvidae has raised 5 million pounds in funding, led jointly by the Edinburgh Business Angels Consortium Archangels and Scottish Investment Bank.
About RS Group PLC: RS Group PLC is a FTSE distributor of industrial and electrical products, serving customers worldwide.
Comprehensive Case Study: How RS Group PLC Achieved 193 Million Pounds More in Revenue than Adobe Analytics - https :// corvidae.ai / case-studies / how-rs-group-plc-tracked-193m-more-revenue-than-adobe-analytics /
Available materials: Corvidae, logo, pack, and Chris Liversidge avatars. See Corvidae AI news package - https :// corvidae.ai / corvidae-ai-press-pack /
