Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact

Dive into the 2024 Playbook for Q4 & Holiday Success with our dynamic kickoff session designed to give you the competitive edge. Discover the latest trends in mobile shopping, social commerce, and economic conditions, and how to leverage your first-party data for optimal results.

Join Tinuiti’s EVP of Innovation and Growth to uncover the latest consumer behaviors, spot emerging market opportunities, and stay ahead of the competition with timely information that will inform and enhance your holiday strategies.

1. Holiday Kickoff
Optimizing Data and Budget for Maximum
Seasonal Impact

2. Session 1
10am PT | 1pm ET
Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact

Session 2
10:20am PT | 1:20pm ET
Campaign Planning Workshop: Crafting a Comprehensive Strategy
Session 3
11:10am PT | 2:10pm ET
Does Your Brand Measure Up? Optimize & Measure Campaign Performance
Pre- and Post-Holiday Season.
Session 4
11:45am PT | 2:45pm ET
Clean Sweep: Perfecting Your Brand Strategy Across All Marketing Fronts
Today’s Agenda
DAY 1 - WEDNESDAY, AUGUST 7

3. Session 1
10am PT | 1pm ET
Breaking the Mold: Pushing Marketing Boundaries with Next-Gen Strategies

Session 2
10:35am PT | 1:35pm ET
Search to Sale: Linking Your Search Strategy with Commerce
Session 3
11:10am PT | 2:10pm ET
The Power of AI: Work Smarter, Not Harder
Next Week’s Agenda
DAY 2 - WEDNESDAY, AUGUST 14

4. Today’s Logistics
Recording & slides will be in your inbox tomorrow
Download relevant resources
Log back anytime with same link
Join our poll questions -
including if you want to talk to our teams after!
Katherine Bishop
Marketing Webinars Specialist
Join our chat and submit questions for live Q&A

5. DIGITAL-FORWARD BRANDS .


FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
NOTE: Adjust bottom white logos, as needed, prioritizing logos that are already approved for visibility on our website. Copy logos from this resource

6. Our Speaker
Simon Poulton
Executive Vice President,
Innovation & Growth

7. What is your biggest concern going into Q4?
●Budget constraints
●Supply chain issues
●Keeping customers engaged amidst increased
competition
●Ensuring consistency across various marketing channels

8. 8

9. Move 37
Move 37 was unimaginable in the more than three
thousand year history of the game.
"That's a very strange move," said one commentator,
himself a nine dan Go player, the highest rank there is. "I
thought it was a mistake," said the other. Lee Sedol, after
leaving the match room, took nearly fifteen minutes to
formulate a response.
Beware of the human expert bias.
9

10. This will be the first
AI-Powered Q4

11. YoY Growth Expected to Outperform 2023

12. Beyond Cyber Five: The Period Continues to Flatten

13. Core Considerations
13
Data, Signals & AI Algorithms
Audience & Promotions
External Factors - The US Election
13

14. Data, Signals & AI Algorithms
Signals & Durability
●Payload Architecture: Ensure
the payload sent to ad
platforms includes product
IDs, coupons used & other
relevant data points.
●Server-Side Portability:
Leverage server-side where
possible to boost signal
(relative to client-side only)
●1P Data Inclusion: Enable
Enhanced Conversions
(Google) or Advanced
Matching (Meta) to boost
resolution with ad impressions
& clicks.


Influencing Algorithms
●Beyond Transactions:
Augmenting conversion data
with offline + zero-party
attributes (new vs. returning,
pCLV, inferred gender).
●Margin-centricity: Utilize margin
data to ensure blended
efficiency during a time of
discounts & high consumer
propensity.



Measuring Outcomes
●From Micro to Macro: Moving
from deterministic MTA to rapid
MMM - in-platform signals
should be used for in-flight
adjustments, not budget
allocation.
●Consumer Intelligence: Utilize
clean-rooms (Amazon Marketing
Cloud) to analyze performance
by acquisition cohort.


14
The Psychology of Holiday Sales Periods

●Conversion & Click-through Rates - Increase
●Promotions & Price Sensitivity - Increase
●Auction Competition - Increase

15. Creative Causality
●Guardrails for AI: Lean into Creative-driven
campaign optimization by limiting
micro-guardrails to allow AI to learn rapidly.
●Lead with high-velocity Creative: Working with,
not against the AI algorithms

Understanding Your Audience
15
Promotional Impact
●Alternative Promotions: Not all promotions
should be fiscal, consider gifts with purchase
(strong for premium perceptions), or
combination bonuses.
●Consider Macro-Outcomes: Deep promotions
drive sales, but do they drive retention?
●Discount Calibration: Be mindful of discount
stacking potential and how minimized margins
may impact CPA targets.

16. The Proliferation
of Commerce
Experiment with novel commerce avenues such as TikTok
shops to uncover incremental consumers that may not look
to buy via traditional DTC mediums.
Have you shopped for holiday gifts on TikTok Shop this
holiday season? (2023)

17. External Factors: The Elephant (& Donkey) in the room…

18. External Factors: US Election
Broad Guidance:
●Paid Search & Commerce: Little to no impact likely. Be
mindful of products or names mentioned during the
campaign that may experience anticipated search interest.
●Paid Social: Slight CPM volatility potential, largely focused
within swing states. Brand safety factors should be
considered and calibrated within a platforms settings.
●Connected TV: Significant spend planned, which may lead
to some inventory scarcity - although effect size will be
concentrated on swing states (75% of spend). Majority of
demand will likely peak in late September, early October.
Book any local inventory early.

19. 19
Remember Move 37?

20. Move 78
Move 78 was Lee Sedol’s moment of human creativity
Move 78 appeared to be superficially terrible and needed very deep
reading to find. It was a move that sat at the intersection of psychology &
creativity. AlphaGo missed the creative subtly… showcasing the
importance of human creativity and our ability to outperform machines.
Beware of humans incredible knack for creative thinking.
20

21. 1.Balance Long & Short Term Objectives:
New-to-file customers may not show similar
retention to customers acquired during other
periods, plan accordingly.
2.Data Ducks: Get ‘em in a row. Focus on PII capture
and signal resilience by way of Server-Side
portability.
3.Creative Led: Dig deep to resource more creative
options than you think you may need, you may
need to pivot quickly.
4.Agility: As always, remain vigilant and prepare
plans for rogue waves.
Key
Takeaways
21

22. 22
Click the link in your
browser ➜
Maximize your
Holiday Ad
Spend

23. Session 1
10am PT | 1pm ET
Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact

Session 2
10:20am PT | 1:20pm ET
Campaign Planning Workshop: Crafting a Comprehensive Strategy
Session 3
11:10am PT | 2:10pm ET
Does Your Brand Measure Up? Optimize & Measure Campaign Performance
Pre- and Post-Holiday Season.
Session 4
11:45am PT | 2:45pm ET
Clean Sweep: Perfecting Your Brand Strategy Across All Marketing Fronts
Today’s Agenda
DAY 1 - WEDNESDAY, AUGUST 7

24. Thank you