Co-deployment of the Customer Conversion & New Customer Discovery Models

Background

Various attribution models powered by Corvidae are available for use within clients' Google and Meta accounts as a means of introducing the benefit of Corvidae’s lengthened paths directly to these advertising platforms. While the use & benefits of the Customer Conversion Model (CCM) are well documented, the more recent emergence of our New Customer Discovery (NCD) attribution model has proven to be a game changer. Data now shows that optimal results are achieved through the joint deployment of both the CCM and NCD in tandem within both Google and Meta.

CCM & NCD Data Driven Models Explained

Corvidae’s Customer Conversion Model (CCM)

• AI-Driven Accuracy: Pinpoints the value of each touchpoint with cutting-edge AI.

• Lower CPC: Cut your cost-per-click and stretch your budget further.

• Boost Sales: Identify what truly drives conversions and watch your sales soar.

Corvidae’s Customer Discover Model (NCD)

• Traffic Expansion: Drive a surge of new traffic and fresh leads.

• Future Converters: Spot high-potential click IDs ready to convert.

• Smarter Bidding: Feed top data to ad platforms for optimized bidding.

How the CCM & NCD Work Together

As the CCM specialises in repeat customers and lowering CPC/CPA, it requires the existence of converting paths in order to function at its best. This is where the NCD comes in. Essentially, it functions as a cookieless prospecting campaign: NCD does the work of bringing in net-new customers that had not previously purchased from the client. In doing so, this creates a converting path that is then available to be targeted by CCM campaigns - operating as an equivalent of cookieless retargeting, without the post-view attribution of data that plagues cookie-based attribution.

Running a blend of NCD (Prospecting) and CCM (Retargeting) across different campaigns within your media mix creates a healthy customer discovery and efficient conversion blend that drives value for all advertisers, essentially representing a symbiotic performance relationship.

Optimal CCM & NCD Setup

NCD (New Customer Discovery):

The New Customer Discovery model works with the largest set of click IDs available from Google that represent likely potential customers. This means that it represents a large variety of consumers that could be interested in any number of products that a client has to offer. As such, NCD functions best when used with an advertiser’s upper funnel campaign. This should be a campaign with the widest audience targeting and product set to make sure that it caters to as many consumers within the NCD’s dataset as possible.

CCM (Customer Conversion Model):

With NCD in place, any conversions it creates will become part of the dataset used by the CCM. This gives the CCM much more flexibility in terms of the campaigns it is used with. The CCM model has proven to be successful with Performance Max, Shopping, Search and DSA ad types making it a versatile tool well suited to all client needs.

Example Strategy Mix

1. Launch NCD: Start driving new traffic and identifying key click IDs immediately.

2. Run CCM A/B Tests: Once the CCM model has been given adequate time to train on your conversion path data tests can be stared. Execute these for at least 4 weeks to gather impactful data.

3. Analyze & Optimize: Leverage insights to cut CPC, drive sales, and refine your strategy as the CCM and NCD work together towards improved performance.