Accurate data builds trust

It is essential that your data is as accurate as possible – consider showing the wrong data for product searches and you risk annoying your customers who think negatively about their shopping experience with you. As well as gathering data on a regular basis, you need to ensure you have a level of integrity across your product data – material, price, colour and ensure all the formatting is correct

 Consumable data helps your partners

Your data is key and can determine the range of partners you want to work with to get yoru products out there in the market place. As a brand, it is key to give partners as much information as possible about the products you are asking them to push. Every marketing channel has different requirememts but you want to ensure that you have one product database from which you pull your customer data.

Optimised data improves performance

You need to be optimising all these data points into something which your custoemrs will understand. Your backend merchandising system may have hundreds of different colours stored however these will not be relevant to your customers. If your product is in “gun metal” should this be silver? This will improve visibility through serach and make sure you are improving yor chances of products being found

What should I be reviewing?

• Product titles and descriptions need to contain rich information and relevant keywords
• Images need to be the right size and can be resized as appropriate
• Product catageories abd attributes need to match whats in the partner specification
• Other relevant data can be merged nto the feed eg tracking parametres and product page URLs
• You should have an alert system which notifies when you have any issues with the feed

Many partners also offer additional functionality based on additional information which you may or may not have. Ultimately this product content will be key when applying and using in new marketing channels online and synching up with better and more insightful ways of marrying up your product with your products customer base.

Ultimately the better your product data the more success you will have when incorporating this within channels such as Paid Search (using product listing ads), affiliate marketing, product level re-targetting and comparison search.