Data Feed Management For The Not So Tech Savvy

May 19, 2017

Did you know that you can reach millions of new customers using ecommerce data feeds with the click of a couple of buttons on your computer? It sounds crazy I know, but it’s true. You also might think that you will need a technical team to manage everything, because you don’t have a clue about computers with the exception of browsing the web and using Microsoft word. Well this is not true. About 3 months ago I was introduced to Data Feed Management and I don’t have a technical background myself. The term used for this process may be very intimidating but you should not be worrying about that. Before my introduction, I had no idea what a data feed is or how on earth I can use one. This is why I would like to explain to you exactly what data feed management is and how to use one and hopefully you will see that it’s a piece of cake, additionally I will discuss some of the advantages and disadvantages.

Data Feed Management For The Not So Tech Savvy

What is a data feed?

A data feed is actually very easy to explain. This is the digital file that contains all the products you would like to advertise online including the characteristics of these products, such as the title of the products, the image, the ID number, etc. This file is necessary so you can input your data to a data feed management platform. Using this platform you can add additional data to your feed (file), to enrich the content and functionality. After you have finished optimizing your data you can choose from a wide variety channels where you can publish your products. It’s a very simple process which can significantly increase your sales.

My experience with data feeds

Like I previously mentioned I do not have a technical background and when I first heard about data feed management I was overwhelmed, just like many of you may be. However, do not let the technical terminology scare you. The platform that I used is called Channable and is super simple and easy to use. You don’t need any technical knowledge to take full advantage of it. The features of the platform are clearly explained and support is available in case you run into some difficulties. It can only be an asset to your business.

Advantages of using data feeds

Data feeds are designed to be used by online marketing agencies and online shops in general. One of the most expressed benefits of using data feeds as a form of advertising is the possibility to reach a massive amount of online shoppers. We are living in times where the internet is greatly used and it provides us with many conveniences such as shopping for all kind of products without getting up from the couch. Due to this reason the online shoppers’ community is continuously growing which means that your customer base is growing as well. Another advantage of using data feeds is that fact that you can tailor and position your products in regard to the customer segment you want to target. This makes advertising much more efficient and effective. A significant advantage is that you have the option to select the type of way you want to export your products which give you additional flexibility. You can choose if you want to use a direct API connection which can be implemented with Marktplaats here in the Netherlands. You have the option to create Google AdWords which is a PPC (Pay Per Click) advertising, which means that you only pay when someone actually clicks on your ads. The other way to advertise is to send your products to price comparison websites and affiliate platforms, such as Google Shopping and Affilinet.

Disadvantage of using data feeds

Advertising with the use of data feeds actually has very little drawbacks. Something that may turn out to be a problem is that the system may crash for a short period of time, which means that your advertisement will not be active, this however happens seldom. This problem is not specific for just data feeds because it may happen while using any kind of software.

One or two shopping comparison websites can easily be managed manually or specific feeds can be created by a web developer. To maintain the control, filter products and have a clear overview of all exports, several tools are available.

Peter Kostov
Customer SuccessUK / INT