Omnicom Media Group
Omnicom Media Group increases conversions by tapping into dynamic retargeting
Queryo is one of the top digital agencies in Italy. When asked what sets it apart from its competitors, CEO, Roberto Pala, says it’s their focus on data. But Queryo is a data-driven agency that does much more than just crunch numbers.
“We don’t settle for ‘easy data’—the data available through usual methods,” says Pala. “We go further to offer consistent insights that have value, whether that’s at a strategic level or for ROI.”
That includes designing their own intelligence and tracking system to monitor engagement across channels and translate that data into valuable insights for their clients. It also entails working to connect online and offline data to help their clients develop strategies across the board, beyond digital.
With a client portfolio split evenly amongst ecommerce clients looking for growth and brands looking for awareness, staying ahead of the curve and adopting a proactive approach is critical to the agency’s success.
As a way to support their clients through challenges presented by the coronavirus pandemic, Queryo introduced its Relaunch Observatory, which gave clients access to data analysis to help them develop strategies for all phases of the crisis.
“Our clients have been able to use this data as a starting point for strategies based on predictive analytics rather than data analysis itself,” explains Pala. “For example, we’ve analyzed data from markets slightly ahead of us, such as China, which has allowed us to identify trends and to assess market conversion rates and incoming new clients.”
Criteo was a key partner in Queryo’s COVID-19 response, providing retargeting solutions for the high volumes of new users coming in during lockdown, then prospecting solutions to acquire new users as we entered different phases of the crisis.
When asked why they chose to partner with Criteo, Pala says, “Retargeting, which has been at the core of [Criteo’s] business until now, is very much the most technologically and qualitatively advanced tool on the market. And with the newer prospecting side of things, and the new applications that are becoming available at the moment on the full funnel side, Criteo is reaffirming its leadership.”
Queryo has experienced significant growth, thanks in large part to their ability to be proactive with their clients. Pala recognized Criteo Partners as a valuable tool to help them continue to keep their finger on the pulse of digital advertising.
Criteo Partners provides agencies with the tools and support they need to accelerate their business forward. It includes a training and certification program, as well as support, rewards, and resources to help agencies retain and attract customers.
According to Pala, “Having access to cutting-edge tools and innovations as part of Criteo Partners gives us another string to our bow. That’s what drove us to register and become certified with the program.”
Pala also says that the exclusivity and early access to new functionality is a major benefit. “Being able to talk with clients about something that is exclusive, about a cutting-edge tool that allows us to reach a target before others and gives us a competitive advantage is a really incredible asset.”
The CEO also appreciates the collaboration with Criteo, where insights from Queryo about what would make an ideal partner were used to help shape Criteo Partners. “You listen to what the agency wants, and I don’t think I’m just speaking for Queryo, but for all the agencies in the program there.”
“Let’s just say that we couldn’t not be part of Criteo Partners if we wanted to keep our status as one of the top agencies in Italy. So, it was a natural choice. It was meant to be, and it’s been a pleasure being part of it.”
–Roberto Pala, CEO, Queryo
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