Feed Management & Automation: an insight into the world of product data marketing

Feed Management & Automation: an insight into the world of product data marketing
Published on: Aug 13, 2020
Updated: Aug 18, 2022

Promoting products or services in parallel on different marketing channels quickly presents retailers with the challenge of manual data management.
But even Big Data, dynamic product catalogues or large inventories are no reason to panic.
Marketing automation offers various solutions to keep data feeds in e-commerce powerful and error-free. With the right approach to feed management, advertisers ensure that the requirements of their desired advertising channels are met at all times and that they get the most out of their own presence.


From the beginning:
What actually is a data feed?

A data feed or product feed is

the digital file that contains an overview of the articles that are available online.

to be advertised online. This includes features such as title, colour, size,

EAN/GTIN number and other product-specific characteristics. Data feeds

are not only used for physical goods, but can also be used for

can also contain information on travel offers or job advertisements and are thus

used in a wide variety of industries.

A data feed is usually available in formats such as XML, CSV or as a text file. As soon as a trader uses an e-commerce platform to set up his own online shop, this file can usually simply be exported from the shop system. Otherwise, a custom file is the starting point for feed management.


is the management of a data feed so important?

Retailers who use price comparison sites,

marketplaces or affiliate networks, know that these channels are

need product information in a defined format, which can be easily

It is highly unlikely that this will be the same format as their original data feed.

Exporting the product catalogue for different platforms therefore brings with it

that the product feed is also provided in different formats.

must be provided in different formats;

2020 marks the year in which even the last retailers will have realised the importance of online shopping compared to stationary sales.

Forecasts show that 70% of consumers will prefer the internet for shopping for the time being and that the major advantages of online retailing - convenience, choice and price comparison - will be more important than ever.

On the part of the retailers, the trend in eCommerce is increasingly moving in the direction of a multichannel strategy, in which large platforms such as Amazon or Google Shopping are combined with niche channels of their own industry. The broader the range of channels used, the greater the sales opportunities - but also the effort required to create the feed. This is where a feed management tool comes into play.

The SaaS solution allows advertisers to reproduce their original data feed multiple times. Each time, the product information is modified to meet the requirements of an import channel, while the original file remains. With a feed management tool, a feed is enriched with additional data, product information is filtered and content is optimised based on an if-then rule system.



product data is the future of e-commerce

Particularly in view of the wide range of marketing channels that are becoming increasingly important for many retailers, the importance of clever product data marketing and automation is also growing. However, the fear of losing control often arises at the same time, which quickly proves to be unfounded.
On the contrary, feed automation makes it possible to first have a complete overview of one's own data and to monitor it in order to turn the decisive screws oneself without having to rely on the tech know-how of IT specialists. In this way, traders gain autonomy and often improve the quality of their export feeds quite incidentally. A feed management tool minimises the risk of errors and identifies problems in the feed before they are transmitted to an export channel.

In addition, feed management is easily expandable and lays the foundation for an

automation in online marketing. Creation features

dynamic SEA campaigns, order synchronisations with marketplaces or a

integration with Google Analytics, with which

performance learnings can be applied directly to channels, are further

puzzle pieces of optimised product data marketing.



The topic of marketing automation has long ceased to be a question of "if" and is also becoming less and less a question of "when".
Retailers who want to advertise via third-party providers and have not yet taken the step towards product data marketing are increasingly confronted with optimisation solutions and are actively engaging with them. In order to keep up with the competition and to consolidate, build up or defend one's own market position, the use of a smart feed management solution is the key to success.

This was a guest post by Channable.

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