Mike Shapaker Chief Marketing Officer ChannelAdvisor ... · A/B Testing NO Manual Testing images, titles etc. Delivery Strategy Manual Able to generate and send a product feed daily

© 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


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


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


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


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


Ad Spend Concentrated on Product Advertising

Source: ChannelAdvisor

>70% of Google clicks were generated by

Google Shopping


Ad Spend Concentrated on Product Advertising

Telecommunications

Sources: Adthena Search Advertising Report Q1

Inability To Be Agile Has Real Costs


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


Audit Your Feeds in 5 Steps


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


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


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


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


1 2 3 4 5The basics Quantitative Qualitative Prioritization

Follow Up Periodically

Velocity of stock

Ad

Spen

d

Quarterly

Monthly

Monthly

Bi-weekly


Product Data Best Practices


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


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


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


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


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.


Extra Best Practice

Use dedicated feeds for each channel.Even though the requirements are similar, the key data points to optimize are not.





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


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


One Platform...Endless Possibilities

Our Mission: To Connect and Optimize the World’s Commerce


31

Trusted By the World’s Largest Brands Since 2001

Recap


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

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© 2020 eMarketer Inc.

The Essentials of Product Data—A Nontechnical

Guide to Assess and Improve Your Feeds

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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

Documents

Mike Shapaker Chief Marketing Officer ChannelAdvisor ... · A/B Testing NO Manual Testing images, titles etc. Delivery Strategy Manual Able to generate and send a product feed daily