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Quarterly Quiz Q2 2018 - MMS EMEA PL, TR, MEA, NO, RU AS

Welcome to our Quarterly Quiz!

Please read the following instructions before starting the quiz:

There is always ONE correct answer UNLESS stated "multiple correct answers", in which case you have to select more than one good answer.
You have to click on 'NEXT' after each category to move on.
You won't be able to go back to the previous category once you clicked on 'NEXT'.
You have to complete the quiz to have your results captured. If you stopped in between, your results may not be accounted for.
Your results + the correct answers will be shown to you when you finish the quiz.

GOOD LUCK :)

Welcome to our Quarterly Quiz!

Please read the following instructions before starting the quiz:

There is always ONE correct answer UNLESS stated "multiple correct answers", in which case you have to select more than one good answer.
You have to click on 'NEXT' after each category to move on.
You won't be able to go back to the previous category once you clicked on 'NEXT'.
You have to complete the quiz to have your results captured. If you stopped in between, your results may not be accounted for.
Your results + the correct answers will be shown to you when you finish the quiz.

GOOD LUCK :)

Name:

Please select your Team:

Please select when you started at Criteo

Adaptive Optimization

Which of the following describe the eligibility of ACO?

The campaign has to be run in CRO model for at least 7 days with 3+ sales per day

The campaign needs to have 3+ sales per day on average for the last 90 days

Cross-device is deployed for the advertiser

The client is live on DPA

What is the requirement when you set the target value for ACO?

The target value should be set in the range of ±20% what the CPO has been over the last 7 days

The target value should be set in the range of ±5% what the CPO has been over the last 7 days

The target value should be set in the range of ±20% what the CPO has been over the last 30 days

The target value should be set in the range of ±5% what the CPO has been over the last 30 days

What is the minimum number of sales per day an advertiser must have to be eligible for AO?

10 post click sales per day

10 post click and post view sales per day

3 overall site sales per day

3 post click sales per day

What is the recommended strategy for AO during sales spikes of between 2 and 7 days?

Turn AO off

Increase the target 2 days before the sale, move it back down to normal day of sale, lower it the day the sale ends, then bring it back to normal 2 days after sale ends.

Change nothing – AO can react to sales spikes on its own

Increase the target on the day of the sale, then lower back to normal when the sale ends

What is the most important thing to do to prevent overspend during sales spikes for clients live on AO?

Lower target the day the sale ends

Increase target the day the sale begins

Change to CPC optimization

Change nothing

A client is interested in testing ARO and wants to know more: How do we make sure to optimize towards the given target if the campaign is running with an AO model?

We set a minimum CPC in Management Center, and the engine will not go below it

We set a maximum CPC in Management Center, and the engine will not go above it

There is no minimum or maximum CPC required. We set the target and the engine will flex CPCs dynamically in order to meet it

We set a minimum or maximum target in Management Center and the engine will optimize towards it

Which of the following accounts are NOT eligible for ARO?

The client that has uncapped budget and is live on DPA

The client that has capped budget and is live on DPA

The client that has capped budget on a campaign that does not have stop & go

The client that wants to change the target frequently, e.g. 2x a week

What can plugging AO help you with? (Multiple correct answers)

Ramp up campaigns with historically low volume

Ramp up brand new campaigns with low volume

Negotiate uncapped budgets

Save time by not having to manually manage CPCs

With AO, do we still need CPCs per category?

Yes, they are still needed to meet the client’s different targets per category

No, optimization is done at advertiser level only

No, optimization is done at campaign level only

Yes, they are still needed to align with the client’s different margin objectives per category

Your client is concerned about losing control by activating AO. How could you respond? (Multiple correct answers)

AO allows for more accurate bidding management

AO allows the client to take advantage of engine improvements

The client will still be able to manually set CPCs

Criteo commits to reaching edited targets

What does ARO help optimize towards?

Clicks

Target CPO

Target COS

What should you do if the volume of a campaign goes to 0? (Multiple correct answers)

If the volume is decreasing because of no sales in the last 4 days, roll back to a CPC based optimization model

If the volume is decreasing for no reason, open a ticket to AX to investigate: it could be an issue with the sales trackers

If the volume is decreasing because of no sales in the last 4 days, wait a few days to allow the engine to pick up

If the volume is decreasing, adjust the target in Management Center and wait a few days to allow the engine to pick up

Criteo Audience Match

Which of the below can be used for CAM campaigns to target users incremental to retargeting campaigns? (Multiple correct answers)

Context 0

Location

CPC

Days since last visit

Your client wants to use the same budget for CAM as for Criteo Dynamic Retargeting. How could you respond? (Multiple correct answers)

Using the same budget for CAM and CDR is recommended as it would not impact performance

Using the same budget for CAM and CDR is recommended as they are a part of the same campaign

Using the same budget will hurt all campaigns sharing that same budget

CAM has its own marketing objectives, and therefore should have its own budget reflecting that objective and the purchase intent of the audience it is targeting

What are the current eligibility criteria for CAM campaigns? (Multiple correct answers)

All advertisers using OneTag are eligible

Advertisers must be able to upload CRM files with hashed or plain email addresses or Device IDs via the onboarding platform

Audiences must contain at least 100 emails to uphold privacy standards

Emails need to be hashed as the platform cannot support plain emails

What is important to do as a first step when you pitch CAM to your client?

Understand what budget your client currently dedicates to re-engagement

Provide use cases that outline how CAM works and what we can achieve for your client

Understand your client’s business priorities and re-engagement strategy

Present the different use cases that we have identified for CAM to discuss the best fit for your client

Your client wants to target premium loyalty program members with exclusive offers based on their last purchase date. What audience segmentations make the most sense?

Loyalty program members

Customer value (i.e. Top buyers)

Premium in-store shoppers

Loyal customers who never purchased online

As a general guideline, what kind of KPI should be followed for short-term CAM campaigns (e.g. Seasonal campaigns that are on for less than a month)?

Budget or traffic KPIs are the most appropriate

Performance-based KPIs are the most appropriate

Ideally a CPO target but it needs to be higher than for the retargeting campaign

Ideally a CPO target but it needs to be lower than for the retargeting campaign

Your client’s marketing objective is to engage with one-time buyers and get them to purchase again. The campaign will run for 2 months. What KPI would you suggest to follow in this case?

Clicks

Sales

CPO / COS

Your client, a sports fashion retailer, wants to re-engage lapsed customers and drive additional sales by targeting customers who have not bought in the past 6 months. You have uncapped budget and a CPO target x4 vs LF (set up of the LF campaign as below). What setup makes most sense for the CAM campaign?

Campaign / attribution scenario	Context	Days since last visit (advancedCapp.)	Pushback audience
Lower funnel last click	HP/V/B	p=60 d/lv (<60 days)	No

Use the exact same set up as for the LF campaign

Use the same set up as for the LF campaign but only target Prospects

Switch to upper funnel & first click and target Prospects/HP/V/B. P=60d+

Switch to upper funnel & first click and target Prospects/HP/V/B. P=60d+ and pushback the audience on lower funnel

Is a full funnel set-up for CAM campaigns recommended?

No, as the engine would focus displays on upper funnel users which is not aligned with the objective of CAM campaigns

No, as the engine would focus displays on lower funnel users which can lead to cannibalization on LF campaigns and budgets

No, as the engine would mostly target lower funnel users and new prospects but miss out mid funnel users

Yes, a full funnel set up is recommended for CAM because it allows you to target as many users as possible and generate good performance on the campaign

What are the setup recommendations for CAM re-engagement campaigns? (Multiple correct answers)

Position CAM campaigns in the mid and upper funnel to maximize volume for both Criteo and the client

Segment lower funnel to improve global campaign performance

Push back the CRM audience to the lower funnel because the overlap is a concern

Define an advanced capping value consistent with the campaign objective (days since last visit)

Criteo Product Feed

The google feed is a template created by Google which suggests data that should be provided in the feed. What are some of the benefits of using it? (Multiple correct answers)

It provides more detailed product information which allows for better product recommendation

It allows product information to be standardized and matched across advertisers which allows us to display more relevant ads to the users

Product recommendation for CAM is done based on Google Product Categories, so the new feed is needed to be CAM-ready

Product recommendation for CCA is done based on Google Product Categories, so the new feed is needed to be CCA-ready

Which clients are eligible for Criteo Product Feed?

All retail clients

Only fashion retail clients

Retail and travel clients

Fashion retail and classified clients

What information does the advertiser need to pass us to consider Criteo Product Feed to be fully deployed?

Brand and Google Product Category

Brand, GTIN and MPN

Brand and GTIN

Brand, Google Product Category, GTIN or MPN

What is the difference between GTIN and MPN?

GTIN is a unique product identifier provided by Google while MPN is a unique identifier provided by the manufacturers

GTIN is a globally unique product identifier while MPN is only unique for the manufacturer

MPN is a globally unique product identifier while GTIN is only unique for the manufacturer

MPN is a unique product identifier provided by Google while GTIN is a unique identifier provided by the manufacturers

Why is it important that we receive the brand data from an advertiser? (Multiple correct answers)

The brand data will be leveraged as a variable in the optimization

The brand data will enable the engine to learn user behavior regarding product brands

The brand data will enable the engine to stop retargeting a shopper for a specific product once purchased, if they are not likely to buy again

The brand data is needed to be CCA-ready as product recommendation with CCA is done based on brands and colors

Your client has shared their existing Google Feed with Criteo. Only one of the below scenarios does NOT require any action from your side and we can use the feed as is. Which one?

The products in the Google Feed are not the same as in the client’s display campaign

The product IDs are not the same as in the client’s display campaign

The categories are different with category-based CPC bidding

The client’s feed includes additional information about the price

In your client's existing Google Feed, they use different Product IDs from the ones that they have already provided to Criteo in the Product Feed. What should you do?

Nothing, Criteo can use an existing feed with different product IDs as product information will be matched through Google categories

Request that the client provides a new Google Feed and start using their existing one, but the campaign will need to be paused to update trackers and build new recommendations

Request that the client provides a new Google Feed. There is no way to start using it without matching product IDs

Nothing, Criteo can use an existing feed with different product IDs as they will be standardized through Universal Catalog

Your client doesn't have GTIN/MPN. Should they still implement Criteo Product Feed?

Yes. They should have Product Category and Brand filled which allows us to enrich our Universal Catalog

Yes. They should have Product Category and Brand filled which allows us to enrich our engine recommendations

Yes. They should have Product Category and Brand filled. It will allow us to enrich both our Universal Catalog and engine recommendations

No, GTIN/MPN data is a pre-requisite to implement the new feed

What does the Universal Catalog project help us with?

Universal Catalog enables us to fill missing product brand information of clients through machine learning

Universal Catalog enables us to fill missing Product IDs of clients through machine learning

Universal Catalog enables us to fill missing product category information of clients through machine learning

Universal Catalog is designed to replace the Google feed rollout as too many clients are struggling with providing the new feed

Your client doesn’t have a Google Feed but is ready to build it. What recommendation can you give them? (Multiple correct answers)

Make sure that your new product feed contains as many products as your current Criteo product feed

It is not possible to exclude certain products on your website that you don’t want to advertise

There is no need to remove tracking codes from your Google campaigns from your landing page

If you want to keep Category Bidding, make sure to include the information in your feed

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