The changing landscape of B2B marketing presents multiple challenges for organisations in understanding the impact of their work and effectively allocating budgets to the right channel. To address this issue, data and programmatic expert, Crimtan has unveiled a new approach to attribution, which could change B2B marketing strategies.
In a time when marketing complexity is increasing and businesses face ever tighter marketing budgets amidst the cost-of-living UK crisis, Crimtan’s attribution methodology offers a solution. This approach enables organisations to optimise their marketing spend and achieve a positive ROI.
The digital marketing landscape has undergone significant change in recent years, introducing new obstacles for marketers in accurately measuring and predicting campaign performance. Traditional attribution methods no longer work because of Apple’s Intelligent Tracking Prevention (ITP) and Google’s phase-out of third-party cookies, meaning those without a solution are less effective in providing accurate insights into campaign potential and performance.
To guide marketers through this evolving landscape, Crimtan has created Total Media Attribution, to allow marketers with practical insights on measured attribution implementation. By adopting Crimtan’s model, organisations can gain a deeper understanding of the drivers behind brand awareness, customer acquisition, and long-term customer value.
But more importantly, the solution’s approach is immune to the ever-changing privacy and technology online landscape, as it does not rely on entirely on cookies or pseudonymous ID . This digital model leverages the billions of geo-specific non-personal data signals that happen from interaction with anything digital. These might include attention time, hover time, site visits, dwell time and conversions per week. By overlaying spend per channel, and any macro and micro factors, Crimtan builds a statistically significant model that accurately predicts revenue for each digital channel.
And with the power of good measurement, comes the ability to plan and target prospects effectively. Crimtan also emphasises the importance of embracing a customer lifecycle perspective, acknowledging the impact of various touchpoints throughout the 21st-century customer journey. Traditional last-click attribution models, now rendered more or less obsolete with the closing down of Google’s Universal Analytics next month, only provide a narrow view of marketing activities and fail to capture the complete customer journey. By expanding attribution beyond the last click and incorporating crucial interactions like page views and dwell time, marketers can unlock valuable insights into customer behaviour and optimise future digital campaigns accordingly.
Additionally, in today’s omnichannel environment, where businesses engage across many touchpoints, it is crucial for online marketers to understand which channels generate leads and conversions, as well as predict future channel performance and audience targeting. Crimtan’s Total Media Attribution (TMA) model addresses the complexity of multiple channels, ensuring effective consent capture, targeting, and measurement across diverse platforms.#
Andy Houston CCO for Crimtan
