Quarterly Quiz Q2 2018 - Americas T1 | Take the Quiz

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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 metric do we look at to qualify clients for App Retargeting?

Daily Active Users (DAU). And we expect the app to have at least 10,000 a day per Operating System to be significant.

Monthly Active Users (MAU). And we expect the app to have at least 300,000 a month per Operating System to be significant

Monthly Visitors. And we expect the app to have at least 600,000 a month to be significant

Downloads. And we expect at least 100,000 downloads per Operating System

Which of the following are the best/most natural fit for Criteo App Retargeting campaigns? (Multiple correct answers)

Companies that sell a service, such as Uber

Ecommerce companies that have apps selling products

OTA’s that have apps, like Booking.com or Kayak

All of them would be a natural fit

Which of the following is correct about how performance of app campaigns compare to web? (Multiple correct answers)

Conversion rate of app campaigns is higher

Conversion rate of app campaigns is lower

User reach of app campaigns is higher

User reach of app campaigns is lower

Should my App Retargeting campaign spend more or less than my web retargeting campaign?

Depends on the advertiser – some clients have apps that receive more traffic than their websites, in which case the app should see higher spend

Web campaigns will always see higher spend

Depends on the vertical – higher spend in app for travel, lower for retail

App install campaigns should see higher spend than web retargeting, but that is not the case for app retargeting campaigns

Which parameters are recommended when launching App Retargeting? (Multiple correct answers)

Hashed email collection for Cross Device

App deeplinking event for Facebook DPA

Universal Links for redirection on iOS

No specific parameter is recommended

Upon clicking on an app retargeting banner, a user who no longer has the app will be ….

�. Redirected to the app store to install the advertiser’s app

� redirected to the advertiser’s mobile site

� redirected to a blank page in the mobile web browser

� redirected to an error page in the app they are currently browsing

Your client uses an MMP, but they don’t want to launch Criteo App Retargeting because the integration is too complex and time-intensive. What should you do?

Check with TS to see if their set-up is compatible with the App Lite Integration

Tell the client to integrate App Retargeting via the Criteo SDK instead

Launch App Retargeting with a static campaign instead of dynamic

Tell the client to focus on mobile web users

Which of the following is NOT true about the App Lite integration?

During the integration process, TS can check the if the client’s event structure in the MMP is compatible with the Lite Integration

The client passes us a reduced number of events and does not need to release an update to their app in order to launch App Retargeting with the Lite Integration

It is not possible to run dynamic banners on clients with the Lite Integration

It is not possible to launch an App Install campaign on clients with the Lite Integration

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 - Americas T1

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