An optimized retail media strategy for American Crafts led to success on Michaels.com
Italian digital marketing agency, Webranking, covers a wide range of services, including performance-based advertising, SEO, UX, and more. It’s a consultancy that keeps pace with the shifting digital market and changing client needs with ease, thanks to its spectrum of specializations, a clear vision, and a healthy dose of enthusiasm.
Webranking has a full-funnel media approach and seeks to understand the value of every touchpoint to build a complete view of the customer journey. The agency began working with Criteo to enhance its lower funnel capabilities, but their test and learn partnership resulted in far more.
Webranking initially partnered with Criteo for direct performance campaigns and was pleased with the immediate effectiveness as shown in the resulting ROI and revenue maximization. Based on that success, they were curious about Criteo’s abilities further up the funnel.
Roberta Sanzani, Head of Digital Advertising from Webranking said, “The development of new Criteo products and their inclusion in tests on different segments of the funnel — not strictly related to direct response — has allowed us to boost their use, exploiting the platform in the higher stages of the customer journey.”
When COVID-19 emerged, Webranking needed to act quickly to help its clients understand the changing landscape and adapt to the surge in online shopping. With Criteo’s help, their clients not only brought back recent website visitors, but also connected with new online shoppers who haven’t been to their website yet.
“Directing investments towards the middle funnel as well as the traditional retargeting activities — Criteo’s historical core business — has made it possible to positively drive performance, reaching even those new users who have started online purchases,” explains Roberta.
The ability to beta test new Criteo solutions, provide feedback, and have a dialogue about the needs of the agency and its customers has added extra value for Webranking. So too has the Criteo Partners program, which provides training, certification, and support to help agencies accelerate their business.
When asked about its benefits, Roberta said, “The Criteo Partners program allows you to quickly train new resources and certify the skills acquired over the years by the most senior specialists. Having a constant dialogue thanks to the partner program allows you to obtain better results, through immediate feedback and answers — fundamental for us — and transparent communication on new opportunities to explore.”
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