Quarterly Quiz Q2 2018 - APAC_Japan MM
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 :)
Please select your Team:
Please select when you started at Criteo
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
CR
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)
Which audiences should the ideal CCA campaign target? (Multiple correct answers)
Users who have never been to the client's website
Lapsed visitors who have never purchased
Lapsed buyers who have not purchased in 30+ days
Recent visitors
How long should you wait before launching a CCA campaign for a new Criteo client in order to let the engine collect enough data for the user scoring?
5 days
1 month
3 months
1 year
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
Which answer displays ALL formats that are available to CCA campaigns?
Desktop, Mobile Web & App
Desktop & Video
Desktop, Mobile Web & App, Video
Desktop, Mobile Web & App, Video, Facebook & Instagram
What type of creatives can be used for CCA campaigns? (Multiple correct answers)
Static banners
Dynamic banners
Coupons can be used for CCA campaigns
Coupons cannot be used for CCA campaigns
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.
If your CCA campaign is over delivering, which of the below actions can be taken to lower it? (Multiple correct answers)
Reduce CPC
Decrease user percentile
Turn DPA off
Deactivate smoothing
If your campaign is delivering less spend than you’d expect, what two courses of action should you take? (Multiple correct answers)
Activate smoothing
Increase user percentile
Reduce CPC and use sampling in addition
Increase CPC
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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