Happiest
holidays
ever.
A checklist for performance in 2015
Let’s get started
Table of Contents
Why This Guide?
Countdown Checklist
Master Multi-screen
Finesse Email Marketing
Optimize Spend
Adjust Attribution
Appendix
Offline Attribution
Conclusion
Holiday Countdown
Guide?
Why This Guide?
Countdown Checklist
Why This Guide?
Master Multi-screen
Cross-device buying and complex attribution make early preparation for
holiday sales vital in 2015.
Finesse Email Marketing The most successful holiday campaigns will start early.
Optimize Spend
Adjust Attribution
Appendix
Offline Attribution
Conclusion
© 2015 Criteo. All rights reserved.
We’ve prepared this guide to help you compete when it counts, avoid
pitfalls, discover opportunities, and get the most from every dollar you
spend this holiday season.
We’re committed to performance throughout the calendar
year, but the holidays are our specialty.
Let us help you enjoy your happiest holidays ever.
Countdown Checklist: Master Multi-screen
Why This Guide?
Countdown Checklist
Master
Master Multi-screen
Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Appendix
Offline Attribution
In Q4, 33% of online retail sales in the US will take place on
mobile devices, and 45% of those start on one device and
are finalized on another1.
Optimize your site for mobile users
Conversion rates are 2.1x higher on mobile-optimized
websites vs. non-optimized sites, so ensure your
mobile experience is flawless2.
Implement cross-device tracking
Conclusion
© 2015 Criteo. All rights reserved.
Master Multi-screen
Connect with holiday
shoppers seamlessly
throughout the
purchase path with
Criteo cross-device.
If you can’t identify users across platforms, you will
waste ad dollars on users who have already seen
your ads or made a purchase on another device. Make
sure you deploy solutions that will avoid duplication.
1. State of Mobile Commerce report, Q3 2015 – Base: US retail. Visits to the same retailer prior to purchasing on mobile, where the consumer has
more than one device. Based on Criteo’s cross-device product providing exact matches of users across multiple devices.
2. State of Mobile Commerce report, Q2 2015
Countdown Checklist: Master Multi-screen
Why This Guide?
Countdown Checklist
Master
Master Multi-screen
Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Appendix
Offline Attribution
Track iOS users
Safari (iOS) users represent 70% of mobile sales1.
Deploying specialized technology to reach them can
dramatically increase your sales from iOS devices.
Activate App Users
Apps account for 86% of time spent on mobile2, but users
often go dormant or uninstall soon after download. Well
ahead of Black Friday, focus on maximizing downloads and
engaging every possible user. Then, act aggressively by
using retargeting to convert holiday sales from those users
before their interest diminishes.
Conclusion
Implement Criteo Extended
Browser Support early to
increase iOS Holiday sales +37%3.
Run Criteo in-app ads to boost
incremental holiday sales by up
to +64%4.
No App? No problem. Run Criteo
ads in any app, and drive holiday
shoppers back to your mobile site.
Learn More
1. State of Mobile Commerce report, Q3 2015
2. Flurry Analytics, 2014.
3. Criteo internal data, US, December 2014 – average gain in performance over US advertisers having deployed Criteo’s Extended Browser Support (EBS) technology
© 2015 Criteo. All rights reserved.
4. Criteo, 2014 (case study on a leading fashion retailer – additional sales © 2015 Criteo. All rights vs Criteo Display only)
Countdown Checklist: Finesse Email Marketing
Why This Guide?
Countdown Checklist
Finesse Email Marketing
Why it matters:
Master Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Offline Attribution
Conclusion
© 2015 Criteo. All rights reserved.
Get your infrastructure ready
Email retargeting requires advanced preparation. Make
sure your system is compatible.
Freshen your creative
Appendix
Email retargeting differs from abandoned cart emails in that it
lets you reach non-purchasers who aren’t in your database.
This channel delivers 3x-5x more volume and +46% higher
open rates than the average abandoned cart program.
Did your brand upgrade this year but your email didn’t?
Refresh for the holidays.
Launch email
Once your creative is updated, you’ve implemented
email retargeting, and you’ve cleared everything with legal,
it’s time for last-minute piloting.
1. State of Mobile Commerce report, Q3 2015 – Base: US retail. Visits to the same retailer prior to purchasing on mobile, where the consumer has
more than one device. Based on Criteo’s cross-device product providing exact matches of users across multiple devices.
2. State of Mobile Commerce report, Q2 2015
Launch Criteo Email to
deliver highly personalized
messages in real time based
on browsing history, showing
the most relevant products
to individual website visitors.
Countdown Checklist: Optimize Spend
Why This Guide?
Countdown Checklist
Master Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Optimize Spend
Re-calibrate your budget for Cyber Monday
Last year’s budget split will be out of sync with this year’s peaks. Cyber Monday represents 3-4% of the
total sales for November and December, and in 2015 it will move to November. Ensure your November
budget reflects Cyber Monday.
Share of online sales by day: Base - 100% = November - December 2014
3.7%
Appendix
3.3%
3.2%
2.4%
Offline Attribution
2.0%
1.8%
Conclusion
Thanksgiving
© 2015 Criteo. All rights reserved.
Black Friday
Saturday
Sunday
Cyber Monday
Will move to November 2015
Bounceback
Tuesday
Countdown Checklist: Optimize Spend
Why This Guide?
Countdown Checklist
Master Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Offline Attribution
Shoppers and advertisers are becoming more active during November, so shifts in your key metrics can
happen quickly. Monitor KPIs and CPCs closely.
Hoard holiday cookies
Ramp up your traffic acquisition at this point to build a large cookie pool for performance campaigns.
CPC Rise with Shopping Peaks (2014)
Appendix
Monitor closely in November
Maximize holiday reach with
Criteo Display ads, seen by 80%
of U.S. internet users every month1
Black Cyber
Friday Monday
200
180
160
Conclusion
140
120
Nov 1 - Nov 5 = 100 (baseline)
100
Nov 3
Nov 10
Nov 17
Nov 24
CPC Index
© 2015 Criteo. All rights reserved.
1. Source: comScore, March 2015, internet users aged 15+
Dec 1
Dec 8
Dec 15
Dec 22 Dec 29
During the holiday sales peak,
consumers are more likely than
ever to check your competitors’
websites after they leave yours.
Thanks to its 80% reach on U.S.
internet users, Criteo Display helps
you ensure that you don’t miss
out on valuable customers at this
crucial time of the year.
Countdown Checklist: Optimize Spend
Why This Guide?
Celebrate Bounceback Tuesday
Countdown Checklist
1. Performance marketing campaigns generate more clicks on this day than any other.
The Tuesday after Cyber Monday is a huge opportunity that retailers often ignore. Consider this:
2. Conversion rates from performance display on this day are 58% higher than pre-peak.
Master Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Appendix
Offline Attribution
3. Thanks to Cyber Monday and your previous traffic building efforts, you have a massive cookie pool
available to fuel performance campaigns.
4. Consumers are still in buying mode, ready to convert.
This is a great time to close the deal and take advantage of this often overlooked sales peak. Make sure
budgets are adequately loaded.
Conversion Rate Index, US Retail1
Black
Friday
Cyber
Monday
Bounceback
Tuesday
220
Conclusion
200
180
160
140
120
Nov 1 - Nov 5 = 100 (baseline)
100
© 2015 Criteo. All rights reserved.
Nov 23
1. Criteo internal, 2014
Nov 25
Nov 27
Nov 29
Dec 1
Dec 3
Countdown Checklist: Optimize Spend
Why This Guide?
Countdown Checklist
Master Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Finish Strong
The period after the big peaks has unique characteristics that can make your performance
marketing especially effective. Conversion rates and user counts are still far above pre-peak
baselines, and buyers are far more focused in their shopping during this period, visiting fewer sites,
which means higher loyalty and less competition. This is an ideal time to direct remaining budget
to channels that showed the best performance during the peaks.
Fragmentation Index and site UU Index1
300
Black
Friday
Cyber
Monday
Dec 7 - Dec 19:
Competition is less fierce but user count still strong
Fragmentation index
250
Site UU index
Appendix
200
Offline Attribution
150
Conclusion
100
Nov 1 - Nov 5 = 100 (baseline)
Nov 24
© 2015 Criteo. All rights reserved.
1. Criteo internal, 2014
Dec 1
Dec 8
Dec 15
Dec 22
Countdown Checklist: Adjust Attribution
Why This Guide?
Countdown Checklist
Adjust Attribution
Why it matters:
Master Multi-screen
Finesse Email Marketing Optimize Spend
Adjust
Adjust Attribution
Attribution
Appendix
Offline Attribution
Conclusion
© 2015 Criteo. All rights reserved.
The accuracy of your attribution model may differ between
the holiday season and the rest of the year due to higher
conversion rates, a shorter purchasing cycle, and more
advertising exposure overall. Make sure you are aware
of your model’s possible skews and adjust your
budget split to avoid missing out on sales.
Track offline sales
If you sell online and offline, track offline sales to
get a valid picture of which channels are driving
the most revenue. This requires a solid testing
methodology and access to in-store sales databases.
Ensure you have those in place ahead of time.
Learn More
1. Criteo, June 2015 (case study on one US specialty © 2015 Criteo. All rights retailer)
Criteo ads generate up to
$4 in offline sales per $1 in
online sales1
Thanks to our partnerships with
leading offline data vendors and
a robust statistical approach,
we can help you quantify the
offline impact of your online
ads. Get in touch now and
measure the true value of your
performance marketing.
Appendix: Offline Attribution
Why This Guide?
Countdown Checklist
Offline attribution
Your main advertising partners will likely have an offline attribution protocol like this one. Ask for it.
Master Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Appendix
Offline Attribution
Criteo
Criteo
Data Vendors
Results
partners with
data vendors and
retailers
Integrates w/ Data
vendor: Cookie
match & associated
Sends purchase files
Criteo Ads drove
xy% more offline
sales & online sales
transactions
Retailer
Conclusion
© 2015 Criteo. All rights reserved.
Integrates w/
Data vendor:
Sends transaction
logstransactions
Vendor List
Conclusion
Why This Guide?
Countdown Checklist
Master Multi-screen
Finesse Email Marketing Optimize Spend
Adjust Attribution
Conclusions
It starts now.
Holiday ROI depends on getting ready early for this year’s specific trends,
opportunities and technical challenges.
Cross-device shopping, surging mobile usage, calendar shifts, and many other
factors require adjustments in your 2015 strategy, budget, and infrastructure.
Criteo can help you at every step.
Appendix
Offline Attribution
Conclusion
© 2015 Criteo. All rights reserved.
Contact Criteo now to launch your most successful and
profitable holiday performance marketing program ever.
Contact Us