Close Menu
  • News
  • Home
  • In Profile
  • Finance
  • Legal
  • Technology
  • Events
  • Features
  • Wellbeing & Mental Health
  • Marketing
  • HR & Recruitment
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
X (Twitter) LinkedIn YouTube
Trending
  • How employers can help LGBTQIA+ employees thrive
  • Meeting Overload: A symptom of a bigger problem?
  • New Chief Revenue Officer joins CBS to drive strategic growth
  • The Death of the Number-Cruncher CFO: 60% Now Leading Strategy Beyond Finance
  • Why it’s time for law firms to embrace smart identity infrastructure
  • Continuity Planning Is Now the Norm for UK Businesses
  • The Resignation Ripple: How One Exit Can Shake an Entire SMB
  • Risk Assessments for Employees who are Deaf or have Hearing Loss
X (Twitter) LinkedIn YouTube
SME Today
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
  • News
  • Home
  • In Profile
  • Finance
  • Legal
  • Technology
  • Events
  • Features
  • Wellbeing
  • Marketing
  • HR & Recruitment
SME Today
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
  • Twitter
  • LinkedIn
  • YouTube
  • RSS
You are at:Home»Marketing»How best to ensure effective marketing spend
Total Media Attribution

How best to ensure effective marketing spend

0
Posted By sme-admin on March 9, 2023 Marketing

85% of UK consumers believe that brands should cut marketing spend and reduce profits to combat the cost-of-living crisis. In response to this, leading programmatic advertising and data solutions expert Crimtan is highlighting the best way to optimise marketing spend and help brands predict future outcomes, using a ‘Total Media Attribution’ (TMA) approach. 

Developed over the last 5 years, it reads non-personal digital signals to understand what drives performance in real-time, allowing brands to target the correct audiences, and ensure businesses outperform on return on investment by predicting outcomes and recommending the best use of marketing budget.

Accurate marketing attribution should be a number one goal of all marketers. The concept of a simple customer engagement funnel from start to end is now outdated, as customers now encounter brands across multiple channels. Understanding what marketing channels and techniques are currently working and what will work in the future plays a key role in predicting marketing spend, and as businesses continue to cut back and marketing budgets are required to stretch further, it has never been more important for marketers to make accurate and informed decisions on where to put spend. 

Using an attribution model, such as TMA, allows marketers to achieve a prediction accuracy of around 99% and allocate marketing spend more strategically. The model looks at inputs such as conversions per week and marketing spend per channel, predicting revenue for each channel and identifying small changes in engagement levels by geography. Not only can marketers make more informed and accurate choices, but they will also get the most for their money, maximise return on investment and measure performance much more accurately. 

Furthermore, while it may be tempting to cut back on marketing spend, there will never be a better time to put money into marketing. With multiple businesses continuing to cut back on spend, less people will be bidding on ad space, meaning businesses can get better visibility for a fraction of the price. 

Andy Houstoun, Chief Commercial Officer at Crimtan, said: “The fragmentation in measurement caused by the

Andy Houstoun, Chief Commercial Officer at Crimtan
Andy Houstoun, Chief Commercial Officer at Crimtan

walled gardens of big tech makes it nearly impossible for marketers to now map and understand multiple customer touchpoints and activate paid media spends at the right time in the journey. 

“Every marketer has access to swathes of data but making sense of it all is difficult and relying on analytics solutions with a tunnel view to attribution does not give the full picture. With the significant increase in talent globally, and more tools and courses to understand big data sets, now is the time for every brand to take ownership of their measurement performance to truly understand what works for them”.

Pete Kelly, Commercial Director or EMEA will be speaking at the Future or Martech Conference on 9 March. His presentation will explore how successful attribution can optimise ad performance and help predict future campaign outcomes. 

To find out how to incorporate Total Media Attribution and maximise return on investment and download by downloading Crimtan’s guide on Total Media Attribution here: https://www.crimtan.com/news/predicting-the-future-the-data-marketers-guide-to-accurate-attribution/

Share. Facebook Twitter Pinterest LinkedIn Tumblr Email

Related Posts

SEO 101 for SMBs: Reaching Customers with the Right Visuals

OneMetric forms strategic partnership with RevOps expert to drive UK growth

The Seven Phases of Festive Shopping and How to Target within Each Effectively

Comments are closed.

Follow SME Today on Linkedin and share all the topics you find interesting

The Newsletter

Join our mailing list for the best SME stories, handpicked and delivered direct to your inbox every two weeks!

Sign Up
Personal Pension offer
Events Calendar
    • Marketing
    September 9, 2025

    SEO 101 for SMBs: Reaching Customers with the Right Visuals

    August 29, 2025

    OneMetric forms strategic partnership with RevOps expert to drive UK growth

    • Finance
    September 3, 2025

    Five ways to monetise your business EV chargers

    September 1, 2025

    Are you flying blind on your most important business decisions?

    • People
    September 11, 2025

    New Chief Revenue Officer joins CBS to drive strategic growth

    August 14, 2025

    A Life Worth Saving – A Tribute to Dame Stephanie Shirley CH, 1933–2025

    • Health & Safety
    September 2, 2025

    1 in 3 employees anxious about lack of first aiders at work

    July 1, 2025

    Temperatures Soaring: Is Your Workplace Becoming Unsafe?

    • Events
    September 9, 2025

    Nominations for the 2026 Bold Woman Award by Veuve Clicquot open

    July 22, 2025

    South West Expo Delivers Outstanding Event at Swindon’s STEAM Museum

    • Community
    July 11, 2025

    Building community, one cause at a time

    June 23, 2025

    Celebrating One Year In Fairford Supporting The Community

    • Food & Drink
    August 22, 2025

    How to get stocked by major retailers as an SME

    July 18, 2025

    Warning to Small Businesses Over New Food Waste Regulations

    • Books
    September 3, 2025

    New book on conquering fear of public speaking

    August 7, 2025

    Learning to Leave a Legacy in Business

    About

    SME Today is published by the same team who deliver The Great British Expos’. We have been organising various corporate events for the last 10 years, with a strong track record of producing well managed and attended business events across the UK.

    Join Our Mailing List

    Receive the latest news and updates from SMEToday.
    Read our Latest Newsletter:


    Sign Up
    X (Twitter) YouTube LinkedIn
    Categories
    • Books
    • Community & Charity
    • Education and Training
    • Environment
    • Events
    • Features
    • Finance
    • Food and Drink
    • Health & Safety
    • HR & Recruitment
    • In Profile
    • Legal
    • Marketing
    • News
    • People
    • Property & Development
    • Sponsored Content
    • Technology
    • Transport & Tourism
    • Wellbeing & Mental Health
    • ABOUT SME TODAY: THE GO TO RESOURCE FOR UK BUSINESSES
    • Editorial Submission Guidelines
    • Privacy
    • Contact
    Copyright © 2025 SME Today.
    • ABOUT SME TODAY: THE GO TO RESOURCE FOR UK BUSINESSES
    • Editorial Submission Guidelines
    • Privacy
    • Contact

    Type above and press Enter to search. Press Esc to cancel.