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.
The machine learning that Corvidae uses enables us to ‘see’ the customer behaviour behind the generated clickstream data, meaning we can stitch together data points that represent a single user moving across multiple channels and devices.
With the user journey accurately mapped, Corvidae determines how valuable each event in the journey was in making someone transact. With that, Corvidae can split the overall revenue across many different events that can be grouped into campaign, creative, channel, etc groupings to evaluate overall performance”.
QC studies have shown that in comparison to Google 360 Last Click, we are able to attribute over double the amount of revenue.