In the ever-evolving landscape of B2B marketing, Crimtan, the data and programmatic expert, has introduced a groundbreaking approach to attribution*, revolutionizing B2B marketing strategies.

As marketing complexity increases and businesses face tighter budgets amidst the cost-of-living crisis, Crimtan’s innovative attribution methodology offers a compelling solution. This approach enables businesses to optimize marketing spend and achieve remarkable returns on investment (ROI).

Traditional attribution methods have become ineffective due to Apple’s Intelligent Tracking Prevention (ITP) and Google’s phase-out of third-party cookies, hindering accurate insights into campaign potential and performance. To guide marketers through this evolving landscape, Crimtan has developed Total Media Attribution, empowering marketers with practical insights on effective attribution implementation.

Crimtan’s model leverages billions of geo-specific non-personal data signals, such as attention time, hover time, site visits, dwell time, and conversions per week. By overlaying spend per channel and considering macro and micro factors, Crimtan builds a statistically significant model that accurately predicts revenue for each channel.

Embracing a customer lifecycle perspective, Crimtan expands attribution beyond the last click, incorporating crucial interactions like page views and dwell time. This approach unlocks valuable insights into customer behavior and enables marketers to optimize future campaigns accordingly.

In today’s omnichannel environment, understanding lead generation, conversions, and predicting future channel performance are crucial. Crimtan’s Total Media Attribution (TMA) model addresses the complexity of multiple channels, ensuring effective consent capture, targeting, and measurement across diverse platforms.

With the decline of cookies, consent acquisition and intelligent targeting decisions have become critical concerns. Crimtan addresses these challenges by leveraging customer data and contextual data signals to deliver highly targeted and privacy-compliant marketing campaigns.

To fully benefit from successful marketing attribution, businesses must adopt a connected media approach that considers all channels, both online and offline, while accounting for regional variations, seasonal trends, and customer behavior. By implementing Crimtan’s TMA model, businesses can accurately predict campaign performance across diverse media channels.

One key advantage of TMA is its ability to create a coefficient for each channel, representing the number of customers acquired for the money spent. Unlike traditional approaches, this model does not require extensive historical data, providing valuable insights quickly.

Furthermore, Total Media Attribution captures regional and geographic features that traditional marketing mix modeling cannot. By tailoring campaigns to specific regions based on behavioral differences, businesses can ensure targeted messaging and improved engagement.

Andy Houstoun, Chief Commercial Officer at Crimtan, stated, “Leveraging Crimtan’s delivery engine to give our customers an independent and transparent view through Total Media Attribution offers an unparalleled advantage in comprehending the true impact of campaigns and planning for future success.”

Crimtan’s Total Attribution Model equips businesses with the necessary tools and insights to transform their B2B marketing strategies. By embracing a holistic view of attribution, leveraging diverse data sources, and adopting the TMA model, businesses can unlock the true potential of their marketing efforts and achieve unprecedented success.



*In the context of marketing, attribution refers to the process of determining and assigning credit to various marketing touchpoints or channels that contribute to a desired outcome or conversion, such as a purchase, lead generation, or customer engagement. It involves identifying and measuring the impact of each touchpoint along the customer journey to understand which channels or activities are most effective in driving results. Attribution helps marketers assess the ROI of their marketing efforts and make data-driven decisions to optimize future campaigns.

To learn more about Crimtan’s groundbreaking approach, visit

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