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© 2020 eMarketer Inc.
The Essentials of
Product Data—A
Nontechnical Guide
to Assess and
Improve Your Feeds
Mike Shapaker
Chief Marketing Officer
ChannelAdvisor
Douglas Clark
Global Director, Public
Relations
eMarketer
Sponsored content presented by
MODERATOR
February 18, 2020
Tech-Talk Webinar
PRESENTERS
Izabela Catiru
Product Marketing Manager
ChannelAdvisor
Copyright ChannelAdvisor 2020. All Rights Reserved.
Izabela CatiruProduct Marketing Manager,
ChannelAdvisor
Mike ShapakerChief Marketing Officer,
ChannelAdvisor
Presenters
The Essentials of Product Data:
A Nontechnical Guide to Assess and Improve Your Feed
February 18, 2020
Copyright ChannelAdvisor 2020. All Rights Reserved.
ChannelAdvisor’s Mission: To Connect and Optimize the World’s Commerce
35+Retail Networks
140+Global Marketplaces
$10BGMV as of 2018
2600+Clients Globally
75+Countries
#1 Since 2013Marketplace Management Vendor
#1 Since 2013Leading Comparison Engine Feed Management Vendor
Top 5Leading provider of online advertising
Leading Vendor to the IR Top 1000
Copyright ChannelAdvisor 2020. All Rights Reserved.
The Importance of Product Data
5 Steps to Improve Your Feeds
Best Practices for Your Product Data
Feed Management Maturity Model
The ChannelAdvisor Approach
Recap
Today’s Agenda
Copyright ChannelAdvisor 2020. All Rights Reserved.
Why Is Data So Important?
74%of buyers get frustrated with
websites that present content that isn’t relevant to
their interests
Sources: Hubspot, 32 e-commerce conversion mistakes to avoid, RetailDive
87%of shoppers begin product
searches on digital channels
71%of shoppers saying they use
mobile devices in stores
Copyright ChannelAdvisor 2020. All Rights Reserved.
Product Content Is Vital During the Purchase JourneyWhere Buyers Saw Product
Before Purchasing Online
Source: KPMG Global Online Consumer Report 2017
Content Referred To While In-Store
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Ad Spend Concentrated on Product Advertising
Source: ChannelAdvisor
>70% of Google clicks were generated by
Google Shopping
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Ad Spend Concentrated on Product Advertising
Telecommunications
Sources: Adthena Search Advertising Report Q1
Inability To Be Agile Has Real Costs
Copyright ChannelAdvisor 2020. All Rights Reserved.
What Is the Cost of Not Being Agile?
Error Resolution
>1 DAY
New Feeds>2 WEEKSChanges
>3 DAYS
Limited Capabilities
● Unapproved products do not sell
● Slow adoption of new channels limits options
● Inability to optimize data can prevent product from showing in key moments
● Lack of agility can result in money wasted on unqualified audiences or general search terms
● Inefficiencies can lead to spending more to advertise to target buyers
Copyright ChannelAdvisor 2020. All Rights Reserved.
Audit Your Feeds in 5 Steps
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1 2 3 4 5
Start with the Basics
1
● Create a document with all required, recommended and optional data points by each channel
Requirements 2
● Download your active feeds and check them against the requirements
OR● Check the channel
dashboard
The Actual Feeds 3
● Check all data sources to understand what is not being sent and what are the differences between your active feeds and the data sources
Your Data Sources
An initial assessment of requirements, the current state of your data and the delivery strategy is neededin order to implement the next steps.
4
● In your internal systems or the channel dashboard check frequency of feed update
● Ask if you are able to properly automate your delivery
Delivery Strategy
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1 2 3 4 5
Perform a Quantitative Study
● Compare your data with the requirements:○ How many products are disapproved due to missing required fields?○ Assess products against recommended fields. How many products
are missing those data points?● Assess performance:
○ For example, how many products that are approved have >1000 impressions in the last 30 days?
○ Which products/categories have a low impression share?
The basics
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1 2 3 4 5The basics Quantitative
Perform a Qualitative Study
● Conduct a performance analysis:○ What are the top search queries that generate revenue for each product? Are
those keywords included in the title, description, etc.?○ Which products have a high number of impressions but low CTR?○ Which products generate a high volume of clicks but have a low conversion
rate?● Analyze imagery● Review use of custom labels● Examine your categories and product types
Copyright ChannelAdvisor 2020. All Rights Reserved.
1 2 3 4 5The basics Quantitative Qualitative
Document Assessments. Set Clear Actions & Responsibilities.
● Document all conclusions
● Identify priorities
● Set clear actions and responsibilities
● Start with implementing urgent and important actions
Enhance titles with Search Matches
A/B test images
Category Mapping
Urgent Not Urgent
Impo
rtan
t
Nice to have
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1 2 3 4 5The basics Quantitative Qualitative Prioritization
Follow Up Periodically
Velocity of stock
Ad
Spen
d
Quarterly
Monthly
Monthly
Bi-weekly
Copyright ChannelAdvisor 2020. All Rights Reserved.
Product Data Best Practices
Copyright ChannelAdvisor 2020. All Rights Reserved.
Example of title structures to start with:• Apparel: Brand + Gender + Product Type + Attributes• Consumables: Brand + Product Type + Attributes• Heavy goods: Brand + Product + Attributes• Electronics: Brand + Attributes + Product type + Model No• Seasonal: Occasion + Product type + Attributes
Copyright ChannelAdvisor 2020. All Rights Reserved.
1. Data Is Not Set & Forget
Use a title structure — but do not stop there:
● Test order of attributes● A/B test your titles with high converting/profitable search terms● Adapt your title structure to subcategories, not just categories
Copyright ChannelAdvisor 2020. All Rights Reserved.
2. Work on All Recommended Fields
Performance:Price Drop, Promotions, Custom Labels, Stock Updates, Image Margin, Shipping,
etc.
Discoverability:Titles, Descriptions,
Product Type, Colours, GTIN, Pattern, Category,
etc.
Use title to populate the optional “size type” field
Optimize products for all data points —regardless if it is required or not
Copyright ChannelAdvisor 2020. All Rights Reserved.
Low Margin
Low Stock
Low LTV
Low MarginHigh Margin
Low StockHigh Stock
Low LTVHigh LTV
High ROAS High ROASLow ROAS
Blue Shoes Red Shoes
mens clothing
Blue Hoodie
Top
Top
Shoe
Dress
Top
Shoe
Trousers
Top
Trousers
Dress
Shoe
Basic product information
Title;
Description;
Size;
Availability;
Category
High
High
High
High
Medium
Medium
Medium
Low
Low
Low
Low
ROAS
Sources: Google
Copyright ChannelAdvisor 2020. All Rights Reserved.
3. Leverage Custom Labels to Drive Commercial Goals
Top
Top
Shoe
Dress
Top
Shoe
Trousers
Top
Trousers
Dress
Shoe
Basic product information
Title;
Description;
Size;
Availability;
Category
High
High
High
High
Medium
Medium
Medium
Low
Low
Low
Low
ROAS
Medium
Low
Low
Low
Medium
High
High
Medium
Low
High
High
High
High
Low
Low
Medium
Medium
High
Medium
Low
High
High
Business intelligence data
Unit Gross Margin Stock Level
Low value to P&L; lesslikely to be incremental.
High value to P&L; more likely to be incremental.
Copyright ChannelAdvisor 2020. All Rights Reserved.
Extra Best Practice
Use dedicated feeds for each channel.Even though the requirements are similar, the key data points to optimize are not.
Copyright ChannelAdvisor 2020. All Rights Reserved.
Feed Management Maturity Model
Copyright ChannelAdvisor 2020. All Rights Reserved.
Feed Management Maturity Model
BASIC ADVANCED BEST IN CLASS
Optimization Capabilities NO Basic transformations such as Find/Replace, Concatenate, etc.
Optimization takes place regularly and is automated
Data Source Scraping website or export from PIM
Supplying additional category data Central inventory for all your product data sources
Failure rate on products submitted >10% <10% <1%
A/B Testing NO Manual Testing images, titles etc.
Delivery Strategy Manual Able to generate and send a product feed daily
Leveraging API for frequent updates
Generating feed for new channel >3 weeks Within 2 weeks <3 days
Feed failures discovery None Manual checks Alerts & custom dashboard
The ChannelAdvisor Approach
Copyright ChannelAdvisor 2020. All Rights Reserved.
Global Fast-Fashion Retailer Scales Reach with Optimised Product Data Feeds
THE CHALLENGE
A global fast-fashion retailer required synchronized and consistent product data across dozens of shopping, digital marketing, and social media sites around the world. However, it struggled to adapt data to disparate channel requirements. The retailer also needed the ability to filter products, create custom feeds, and monitor feed status.
THE SOLUTION
ChannelAdvisor Product Feed Management (To deliver data to Google, Facebook, Instagram, Olapic, Rakuten, Bing, and others.)
THE RESULTS
Since working with ChannelAdvisor, the retailer scaled their global e-commerce presence to shopping, digital marketing and social media sites in more than 40 countries.
Global Fast-Fashion
Copyright ChannelAdvisor 2020. All Rights Reserved.
One Platform...Endless Possibilities
Our Mission: To Connect and Optimize the World’s Commerce
Copyright ChannelAdvisor 2020. All Rights Reserved.
31
Trusted By the World’s Largest Brands Since 2001
Recap
Copyright ChannelAdvisor 2020. All Rights Reserved.
Recap
● Product advertising is more important than ever and product data fuels its performance
● Establish the audit steps as an ongoing process● Involve all relevant stakeholders● Use the maturity model to track your progress to becoming best in class
Copyright ChannelAdvisor 2019. All Rights Reserved.Copyright ChannelAdvisor 2020. All Rights Reserved.
Thank You
Phone866-264-8595
Emailmarketinginfo@channeladvisor.com
Upcoming Webinarswww.channeladvisor.com/news-events
© 2020 eMarketer Inc.
The Essentials of Product Data—A Nontechnical
Guide to Assess and Improve Your Feeds
Please submit any questions you have and we’ll do our best to address them!
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Mike Shapaker
Chief Marketing Officer
ChannelAdvisor
Douglas Clark
Global Director, Public
Relations
eMarketer
Sponsored content presented by
MODERATOR
February 18, 2020
Tech-Talk WebinarQ&A Session
PRESENTERS
Izabela Catiru
Product Marketing Manager
ChannelAdvisor
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