The document outlines a series of sessions designed for Q4 and holiday marketing strategies, focusing on audience engagement, performance measurement, and operational efficiency. It emphasizes the importance of a data-driven approach to optimize advertising efforts during the holiday season, including setting clear goals, understanding audience trends, and utilizing various analytics tools. Key speakers share insights on measurement frameworks and strategies to ensure businesses are prepared for seasonal events and enhance their marketing effectiveness.

1. 2023 Playbook
for Q4 and
Holiday Success

2. Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2

3. Leveraging
Measurement for
Effective Audience
Targeting and
Optimization

4. Today’s Logistics
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tomorrow
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Katherine Bishop
Marketing Coordinator

5. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
ANNICA NESTY
Senior Director, Marketing
Science
EMRE BILGIC
Senior Customer Success
Manager
ERAN FRIEDMAN
CTO & Co-Founder

9. Futureproof your growth with
with next-gen attribution and analytics

10. Agenda
● Define the Plan
● Things to Consider and Questions to Ask
● Keywords & Audience Trends
● Understanding Your Audience
● Using Measurement to optimize Q4
performance
● Key Takeaways
● Q&A
10

11. What is your biggest concern going into
the holiday season?
● Economic conditions affecting consumer
spending
● Ensuring sufficient inventory
● Standing out in a crowded marketplace during
the holiday rush
● Ad campaign effectiveness
● Adapting to changing consumer behavior
POLL

12. What is your biggest challenge when it comes
to utilizing measurement for precise audience
targeting and optimization?
● Integrating data from various sources to create a
comprehensive view of audience behavior and preferences.
● Navigating and making sense of intricate analytics tools and
platforms for accurate audience insights
● Determining the most relevant and actionable metrics to
measure audience engagement and campaign effectiveness.
● Adapting campaigns in real time based on incoming data to
maximize targeting efficiency and reach.
POLL

13. Measurement = Successful Q4/Holiday Season
The holiday season is a crucial time for many businesses, and
having a data-driven approach can significantly enhance the
effectiveness of your advertising efforts.
Here are key pillars that inform our Q4 measurement strategy:
● Set Clear Goals
● Understand your Audience
● Analyze Past Data
● Select Relevant Key Performance Indicators (KPIs)
● Allocate Budget Strategically
● Implement incrementality testing
● Monitor and Optimize
● Measure ROI
● Post Season Analysis
13

14. Preparing for Q4
14

15. Things To Consider When Planning For Q4
● Seasonality/Holiday Trends
● Current macroeconomic trends
● Increase in marketing cost/ad spend
● Increase in competition
● Balancing the marketing mix to maximize return on investment
● Balancing for changes in buyers behavior across points of sale: In Store vs. Online
Q4
October November December
15

16. 16
Analyzes sales patterns over time and
determine contribution to sales across key
inputs ( media channels, promotions etc...)
Changes in efficiency and performance -
CPA, ROAS, CPC
Optimize budget allocation and forecast
future sales across spend scenarios
WHAT
HAS HAPPENED?
WHY
IT HAPPENED?
WHAT
DO I DO ABOUT IT?
Marketing effectiveness / efficiency and
base trends are calculated to explain
volume change
Provide tangible recommendations
to optimize future marketing plans
Decompose engagement and product
interest to understand volumetric impacts
of marketing / operational activities
Questions To Ask When Developing A Q4 Plan Using Data
And Analytics

17. 17
MOBİLEACTION
Keyword & Audience Trends
BLACK FRIDAY
Last year’s Search Score Graphics

18. 18
MOBİLEACTION
Keyword & Audience Trends
CHRISTMAS
Last year’s Search Score Graphics
Last year’s Search Score Graphics

19. 19
MOBİLEACTION
Keyword & Audience Trends
HALLOWEEN
Last year’s Search Score Graphics

20. 20
MOBİLEACTION
Keyword & Audience Trends
HEALTH & FITNESS
Last year’s Search Score Graphics

21. CUSTOMER SEGMENTATION
Divides customers into groups based on behavioral attributes, revenue generation and level of engagement with the brand
Understanding Your Audience
21
PSYCHOGRAPHICS
Buying Characteristics:
● Spend
● Transaction Volume
● Time Between Transactions
● Active Status
● Repeat Rate
● Discount Usage
● Product Affinity
● Media Channel Affinity
DEMOGRAPHIC
BEHAVIORAL
GEOGRAPHIC
● Age
● Race
● Religion
● Gender
● Family Size
● Ethnicity
● Income
● Education Level
● Etc.
● Location ● Social Class
● Lifestyle
● Personality Characteristics

22. 22
Developing A Best-In-Class Holistic Measurement Plan
SAMPLE MEASUREMENT FRAMEWORK
BUSINESS GOALS DRIVE AWARENESS AND ACQUIRE NEW CUSTOMERS
RETAIN CUSTOMERS
& IMPROVE CLV
OPTIMIZE MEDIA MIX
QUARTERLY BUSINESS
GOALS
New Customer Engagement
and Growth
Increase Product Engagement
and Purchases
Increase Revenue
and Retention
All
MEDIA OBJECTIVE
Drive awareness of products and
provide competitive differentiation
Drive engagement with individual
products and increase purchases
Retain current customers and drive
repeat purchases
TARGET
● Increase New Customer
Acquisition
● Increase Revenue
● ROAS efficiencies
● Improve Retention
● Increase CLV
● Ongoing testing +
● optimization
CHANNEL
OPTIMIZATION KPIS
● Impressions
● Reach/Frequency
● CTR
● New Visitor Site Visits
● Email List Growth
● New Customer Count
● Qualified Traffic Volume
● Site Engagement
● Add to Cart
● Revenue
● Average Order Value
● ROAS
● New vs Repeat Revenue
● View Through Revenue
● New vs Repeat Customer
Purchases
● New vs Repeat Customer AOV
● Customer Lifetime Value
● Revenue
● ROAS Improvements
SUPPORTING
MEDIA CHANNELS
● Paid Social
● Influencer
● Paid Social
● Influencer
● Paid Search
● Shopping
● Affiliate
● Paid Social
● Influencer
● ALL
KEY SEGMENTS AND
DIMENSIONS
● Channel
● Campaign
● Audience
● Product

23. Using Measurement to
optimize Q4 performance
23

24. ● Explores user level touch points
/interactions along their sales
journey
24
Current Measurement Solutions We Support
● Explores the relationship between
media, marketing factors, and
other non marketing factors that
influence business outcomes
MMM MTA
● Using an experimental design
(test and control) framework to
measure the impact of changes
in budgets and media strategy to
establish ground truth
measurement
INCREMENTALITY
TEST
CONTROL
INCREMENTALITY
UNIFIED MEASUREMENT

25. Q4 Scenario Planning & Simulation
25

26. The testing approach is selected based on the campaign’s goal.
Ghost
Bidding
Conversion lift measurement
using advanced bidding.
Benefits:
•No control spend •Continuous measurement across
entire network mix
•No control spend
Process:
Synthetic control groups are created
continuously using other impressions
that PPM serves.
The control response rate is then
compared to your campaign response
rate.
Process:
For a randomly selected subset of
users, a brand ad that would have
been delivered is instead withheld at
the last moment.The response rate of
this control group is then compared to
the exposed group.
Audience
Holdout
Single-network experiment with
hyper-accurate results.
Benefits:
•User-level performance
•Clean testing
Process:
Randomly assign users into exposed
and control groups, serving brand ads
to the exposed group and a PSA to
the control group, then compare
response rates from each group.
Geo
Holdout
Utilizes location to create test
and control groups.
Benefits:
•No control spend
•Tests across entire network mix
Process:
Serve ads in treatment DMAs (exposed
group) and hold out ads in all other
DMAs (control group), then compare
response rates from each group.
Always-On
Incrementality
Consistent lift measurement
across your entire campaign.
Benefits:
Different Objectives Warrant
Different Incrementality Approaches

27. Full Funnel Measurement Framework to Evaluate
Post-Season Performance
Revenue Driven: $752,073
Spend: $943,275
MMM Roas: $.79
New Customers: 18,236 | CPA: $51
27
Display
Other Social
Facebook/Instagram
Discovery
Search
Shopping
Upper Funnel
Mid Funnel
Lower Funnel
Revenue Driven: $4,941,304
Spend: $5,801,138
MMM Roas: $.85
New Customers: 68,852 | CPA: $72
Revenue Driven: $2,851,995
Spend: $1,256,458
MMM Roas: $2.27
New Customers: 39,269 | CPA: $73
Podcast, Influencer, Affiliate

28. 28
ANNICA NESTY
Senior Director, Marketing
Science
Key Takeaways
Review Year-to-Date Performance
Set Clear Goals - Establish specific,
measurable, achievable, relevant, and
time-bound (SMART) goals for Q4
Conduct post season analysis to
evaluate performance

29. 29
EMRE BILGIC
Senior Customer Success
Manager
Key Takeaways
Make sure to understand when you should be
ready for seasonal events, more often than
not we end up preparing too late and too little
to capitalize on the benefit of seasonal
events.

30. 30
ERAN FRIEDMAN
CTO & Co-Founder
Key Takeaways
Prepare multiple measurement frameworks
to gain the deepest learnings possible -
Compare between direct attribution reports,
media mix models and incrementality tests to
assess your goals and success

31. Schedule Your
Consultation
with a Measurement
Expert

32. Q & A
ANNICA NESTY
Senior Director, Marketing
Science
EMRE BILGIC
Senior Customer Success
Manager
ERAN FRIEDMAN
CTO & Co-Founder

33. The Q2 2023
Digital Ads
Benchmark
Report
VIEW TINUITI’S LATEST RESEARCH

34. Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2

35. Thank you!