Quarterly Quiz Q2 2018 - T1 ES, FR, IT + Nordics | 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.
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 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 :)

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)

Quarterly Quiz Q2 2018 - T1 ES, FR, IT + Nordics

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