The shift away from traditional tracking began during a four-month pilot in Italy, which delivered a 12% boost in return on ad spend. RS Group had previously struggled with the limitations of platforms like Adobe Analytics, which relied on modeling after the company adopted a strict "reject all" first-party cookie policy. Corvidae bypasses this by using predictive AI to reconstruct customer journeys from raw eventstream data without using cookies or persistent identifiers.

This approach revealed that customer journeys were significantly longer than previously reported—46% longer in the UK and 68% across the EU. By feeding this data directly into bidding algorithms and Power BI, the company moved beyond the limitations of "walled garden" analytics. According to Paul Morris, Senior Director of EMEA Performance Marketing, the ability to integrate this data into core systems has allowed the company to reduce reliance on bottom-of-funnel channels. Corvidae tracked £193m more revenue than Adobe Analytics during the test period, covering over 95% of the active customer base.