#RS Group PLC #Corvidae AI #Paid Search

RS Group PLC Sees Revenue Growth with Corvidae AI

In a remarkable development for RS Group PLC, a distributor listed on the FTSE 250 and specializing in industrial and electrical products, the company has reported a 6% increase in Paid Search revenue while simultaneously reducing ad spend by 5%. This impressive outcome is attributed to the implementation of Corvidae AI's patented session reconstruction technology.

The Shift to AI-driven Marketing

The substantial improvement was observed during a four-month pilot program conducted in Italy, which resulted in a 12% rise in the return on ad spend. Encouraged by the positive results, RS Group is now expanding this initiative to its global operations.

Upon transitioning to a strict 'reject all' first-party cookie consent model, RS Group PLC encountered significant measurement challenges. Established platforms like Adobe Analytics and Google Ads struggled to accurately model customer journeys due to data constraints. Joshua Bamsey, Senior Manager for Performance Marketing Effectiveness at RS Group, noted the difficulty in executing a meaningful shift away from last-click attribution without the proper tools.

Overcoming Data Limitations

The adoption of Corvidae AI provided a solution. By utilizing predictive AI technology, Corvidae was able to accurately reconstruct customer journeys without relying on traditional cookies. During the testing phase, the company tracked an impressive £193 million in revenue—significantly surpassing the figures reported by Adobe Analytics. This data encompassed over 95% of RS Group's active customer base.

The newly reconstructed data indicated that customer journeys were 46% longer than what had been previously reported in the UK and 68% longer across the EU. Moreover, it revealed critical insights regarding the overlap of sales channels; specifically, 58% of all sales involved Paid Search, with 72% also engaging through Organic Search.

Direct Integration into Bidding Strategies

Rather than merely providing a static report of the findings, Corvidae integrated the reconstructed customer journey data directly into RS Group PLC's bidding algorithms for ads. This innovation allowed RS Group to leverage real-time insights effectively within existing systems, notably Power BI and Google's toolset. Paul Morris, Senior Director for EMEA Performance Marketing, emphasized the importance of integrating data into core business systems instead of isolating it within advertising platforms.

Morris further asserted,