Convert This! Effective Data Feeds
zanox @ A4U Amsterdam
Robert Schneider | Head of Global Publisher Sales

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
zanox | Date 2

Affiliate network model
Advertiser
Publisher
 Real-time stats  Single point of tracking
 Global pay-out  Leverage Publisher
 Access to more than 2000 Network (1 Million)
 Manage unlimited number
Advertisers
 Best in class tracking of partners
zanox User Interface
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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
zanox | Date 4

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
zanox | Date 5

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
zanox | Date 10

Business Models based on Data Feeds
Example: Challenging Price and Product Comparison publishers
Hierarchy Level Buying Process Behaviour Challenges
 Smelting effects
Build  Low conversion rate
Brand Attention  Marketing budget
Loyalty dependency
 Content quality
Facilitate  User retention
Category Affinity  Balance Price vs.
Selection Quality arguments
 Right redirect point
Lead to  Proof of Conversion
Product Decision
Purchase
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Robert Schneider, robert.schneider@zanox.com
zanox | Date 12