XML and Data Feeds - Standardisation and Implementation for Success (Robert Schneider)

Convert This! Effective Data Feeds

zanox @ A4U Amsterdam

Robert Schneider | Head of Global Publisher Sales

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Topics

Main benefits of using Data Feeds via zanox Internals – standardising Data Feeds Customisation of Data Feeds Update cycles Automisation of Data Feed retrieval Quality of Data Feeds Business models based on Data Feeds

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Publisher Advertiser

Single point of tracking Leverage Publisher

Network (1 Million) Manage unlimited number

of partners

Real-time stats Global pay-out Access to more than 2000

Advertisers Best in class tracking

zanox User Interface

Affiliate network model

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Main benefits of using Data Feeds via networks

Retrieve feeds in the same format for all advertisers Output format customisable Easy automisation of Data Feed downloads Automatic updates High quality level No technical maintenance

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Internals – standardising Data Feeds

70 million products from 1000+ advertisers Updates from advertisers 4 times per day 30 standardised columns:

- Product and Brand- Identification Numbers- Category- Price- Availability- Shipping and Delivery- Images- Additional free text

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Customisation of Data Feeds

File formats XML and CSV supported Selection of encoding and compression XML and CSV-specific format settings Free column selection and renaming All settings apply for all advertisers

Dedicated WebServices API for Data Feeds

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Automisation of Data Feed retrieval

Full automisation in any web environment

1 2

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Update cycles

Update from advertisers up to 4 times per day Get last update date per advertiser from zanox server Incremental updates possible via WebServices API

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Quality of Data Feeds

„Musts“ for advertisers Consistency of data format Communicating changes Minimise „lost in translation“ effects One source for all partners and channels

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Business Models based on Data Feeds

Successful business models with Data Feeds Performance focused and sustainable Offering high quality and transparency to advertisers Precise targeting and last touch-point before the buying decision Delivering added value to end customers

Examples based on Data Feeds Price and Product comparison Shopping communities Consumer opinion portals Contextual product matching Search Marketing for Retail & Shopping Web 2.0 shopping widgets and gadgets

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Business Models based on Data Feeds

Example: Challenging Price and Product Comparison publishers

Hierarchy Level Buying Process Behaviour ChallengesHierarchy Level Buying Process Behaviour Challenges

Brand Attention Build Loyalty

Smelting effects Low conversion rate Marketing budget

dependency

Hierarchy Level Buying Process Behaviour Challenges

Brand Attention Build Loyalty

Smelting effects Low conversion rate Marketing budget

dependency

Category Affinity Facilitate Selection

Content quality User retention Balance Price vs.

Quality arguments

Hierarchy Level Buying Process Behaviour Challenges

Brand Attention Build Loyalty

Smelting effects Low conversion rate Marketing budget

dependency

Category Affinity Facilitate Selection

Content quality User retention Balance Price vs.

Quality arguments

Product Decision Lead to Purchase

Right redirect point Proof of Conversion

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Robert Schneider, [email protected]