Quarterly Quiz Q2 2018 - MMS EMEA ES, IT, FR, UK, DE, NL AS | Take the Quiz

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.
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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 :)

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 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

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

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 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

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, 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)

How does the Criteo Engine score users for CCA campaigns?

It looks at users' historic products browsed across advertisers & computes unique scores for each user against 3rd party data segments

It looks at users’ historic products browsed across advertisers & computes unique scores for each user against the client’s model customer

It looks at users’ historic brands preferences & computes unique scores for each user against our client’s model customer

It looks at users’ historic color preferences & computes unique scores for each user against our client’s model customer

What type of data can currently be used for CCA campaigns?

Data aggregated at Product Category level (Google categories only)

Data aggregated at Product Category level (Google categories as well as brands and colors)

Data aggregated at Vertical level

Data aggregated at Vertical and Product Category level (Google categories only)

What is the use of user percentiles? (Multiple correct answers)

Control volume of context 0 users

Allows the campaign to target the most highly qualified X% of users (smart engine selection)

Limit the audience of your CCA campaign (random selection, like sampling)

Control volume of mid funnel prospects

What is best practice for adjusting user percentile in traditional CCA campaigns?

No more than 2% at a time. As frequent as you want.

No more than 2% at a time. At least 48 hours between updates.

No more than 5% at a time. As frequent as you want.

No more than 5% at a time. At least 48 hours between updates.

What can you do if your CCA campaign shows a poor New Customer Rate? (Multiple correct answers)

Adjust the user percentile to more precisely target the top % of users

Gently increase CPCs in order to boost volume

Onboard pushback CRM file

If after implementing the pushback file NCR is low for the mid funnel section, increase days since last visit window

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Quarterly Quiz Q2 2018 - MMS EMEA ES, IT, FR, UK, DE, NL AS

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