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Increase your ROI by Data Feed
optimization

Reinier de Jonge (CEO)
experty
Increase your ROI by Data Feed
optimization

Reinier de Jonge (CEO)
experty
who is experti/ ®?

— Online retailer in Europe

— We own 300+ specialist stores in home, 
outdoor,  sport and healthcare
...
Why use a data feed tool? 

  

- No need for IT any more
- Immediate results

- No management

- Lower cost

- Add new sa...
I

LII. 

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< .  » IMMIMOIUI...
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T 1’. "JH0Ol010IO‘0'lO(ll0IIOIOOIOIOIOIOOI10010
; ,§

_ "-'lI‘)lI(}lC'3I(. ‘lDl0l00IICVLIIOHIIIJIOIO...
why optimize data feeds? 

Improve feed quality
Example 1:  
Improving feed quality
=  add size /  colour to titles = 

- Product name with differentiating
properties

gm...
(.3

(0

io

AGU Malaga regenjas L ‘_, 
Web SI‘: ;:; : I‘;  A‘l: eeI: € V391‘ * I. ‘ r— I. )C-C—I Z:  ~I. |7_I’;  m —I~n
 ...
Example 1:
Improving feed quality
=  add size /  colour to titles

aegyrmatrraas.
Required fields

 

 

Output 9 Mapping type Input Options
id 0 rename V mode| _id V Ior all producas V

gamma 7 + Editval...
0 color 3 rename 3 color 3 for all products 3
and plunge values AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA M
0...
0 color 3 rename 3 color 3 for all products 3
and change values
0 replace 3 Dark ash with Grey for all products 3 H
:  use...
carsoonini mum m-E couoiriorc

1- salety pa Il value pl suo_categpry_3 3 includes 3 salety boot

Home A Garden > Flood.  F...
. ‘ ' - - A ' I ' I ‘ I, ’ I V
_ _I
I I ~.  ' I I I
.  . _
<Z‘! [I. |)I, '_'lq: |l: ’!_U: "
CATEGORIES INPUT TYPE CONDITIO...
Example 4:
Improving feed quality
=  Excludes = 

exclude: 
- what is unprofitable
- out of season
- not in stock
- too lo...
INIEXCLUDE

Exclude

v

if

IPPUY

sub_category_3
brand
description

price

0

0

4»

0

TYPE

is equal to
includes
includ...
2.. .,“ 1
mm».  Ind mu. 
. . .a. . i. .i. ... ... .i. . . 

     
   

Why optimize data feeds? 

Improve feed quality

sw...
Why optimize datafeeds?  “ 

Increase ROI
Example 1:
Increase ROI
=  Precision bidding = 

  

 xx-
— bidding on margin
— bidding on top selling products
W _
V r
[ . 
.
_ V ,  A
,  r L I
' I
7 I |  V "
, L - -;  -~ -l
.  I '
' I
9 cu5t0m_| abe| _1 v rename V sales_ran)<ing V ...
regenkleding . _

top 10% sales 7

10-15 euro marge .7 -2-

15-20 euro marge . _ -2-

40-50 euro marge . _ -1-

5-10 euro ...
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Arm‘ ourueouuemrro. ....
Show Prawn:  Products

Pr1nt)i. C' TITLE

l D

Pause/ Unpause v
Pause selected products

Unpause selected products

214377...
Why use a data feed tool? 

(. <;

I‘

Why optimize datafeeds? 

  
  

« No need for IT any more
- Immediate results lncr...
J A e p e r'I‘y®

Thank you! 
room for questions &
remarks
Increase your ROI by Data Feed
optimization

Reinier de Jonge (CEO)
experty
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eRetail Europe 2015 - Reinier de Jongen - Experty: how data feed optimization increases our ROI

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eRetail Europe 2015 - Reinier de Jongen - Experty: how data feed optimization increases our ROI

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eRetail Europe 2015 - Reinier de Jongen - Experty: how data feed optimization increases our ROI

  1. 1. Increase your ROI by Data Feed optimization Reinier de Jonge (CEO) experty
  2. 2. Increase your ROI by Data Feed optimization Reinier de Jonge (CEO) experty
  3. 3. who is experti/ ®? — Online retailer in Europe — We own 300+ specialist stores in home, outdoor, sport and healthcare — Very IT focused — built entire platform ourselves - 125,000+ products - founded in 2008 — Deloitte fast 50 last 3 years
  4. 4. Why use a data feed tool? - No need for IT any more - Immediate results - No management - Lower cost - Add new sales channels in a heartbeat who is experty®?
  5. 5. I LII. . IOQg010l0l0lml0_)IOIOOIOIOIOIWIIOOI -_L U’ IIIIMlllillllllollllllllllllIIIIIIIIIIIOIIIIIOIOO < . » IMMIMOIUIOOIIMIMOI010100101101 K I E KEURIG ‘ :5‘ Jr 1 3 ‘ 71 '1» j j 1
  6. 6. »= —r——r It-31 ,7 t T 1’. "JH0Ol010IO‘0'lO(ll0IIOIOOIOIOIOIOOI10010 ; ,§ _ "-'lI‘)lI(}lC'3I(. ‘lDl0l00IICVLIIOHIIIJIOIOOIOIIOIOO 3 ‘If,1{)lIOICICIIOIOIUIOOIIIKIIOIGIDIOIOOIOI10I, " ‘ V‘ 11*‘ « No need for IT any more ~ Immediate results « No management « Lower cost « Add new sales channels in a heartbeat who is experty®? I ’/ — Online retailer in Eur — We own 300+ ' ‘ stores in home, outdoor, sport a althcare — Very IT focused — built entire platform ourselves - ‘l25.000+ products — founded in 2008 x - Deloitte fast 50 last 3 years , f
  7. 7. why optimize data feeds? Improve feed quality
  8. 8. Example 1: Improving feed quality = add size / colour to titles = - Product name with differentiating properties gm 4 , fI’f]"1ffi“: ‘Zij, ,4 | I I ) 5 - , . Vdawl-In
  9. 9. (.3 (0 io AGU Malaga regenjas L ‘_, Web SI‘: ;:; : I‘; A‘l: eeI: € V391‘ * I. ‘ r— I. )C-C—I Z: ~I. |7_I’; m —I~n “seer 41!} rest 'I3I+: —n IC ?2 -5.e: ::: ‘‘: :en= "' ‘ 3 Google Shopping-resultaten voor AGU Mala. .. Gesponscrd ,3 L f"t ‘ I 5 L _f R. xi 2 .1 .1 I ') IEII I, (I3-L , TIL sf In I 1; . LII I3 7 If I} I AGU Malaga _ egenjas Regenjas Agu Regenjas Agu Lange AGU M31393 ’399”_J3§ alaga Lang Malaga Lang Malaga Long €73.45 (€Kg; ”;0“°"'>" ""1331 LI 99,95 €99,95 €109.95 Athleteshopnl ’ utdoorsupply Regenlaarse. Fietsvakshop regenkleding-expertnl / .—. .-
  10. 10. Example 1: Improving feed quality = add size / colour to titles aegyrmatrraas.
  11. 11. Required fields Output 9 Mapping type Input Options id 0 rename V mode| _id V Ior all producas V gamma 7 + Editvalues (0) Combine the following title V ( V differentiatii V ) none V if V fields: I7 differentiatIng_propenies V is not blank V * or title V + none V for other products V
  12. 12. 0 color 3 rename 3 color 3 for all products 3 and plunge values AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA M 0 replace : Dam 35:». with any for all products 3 use regexp or 3 O replace 3 Sweet rose WM‘ Pink Ior all products 3 use regexp 1» or 0 replace Indigo with Blue lorellproducts 3 - 4'
  13. 13. 0 color 3 rename 3 color 3 for all products 3 and change values 0 replace 3 Dark ash with Grey for all products 3 H : use regexp or 3 6 replace 3 Sweet rose with Pink TOT 3“ Droducts 3 H " use regexp 0" 0 replace 3 indigo with Blue fof all products 3 2 ‘I’
  14. 14. carsoonini mum m-E couoiriorc 1- salety pa Il value pl suo_categpry_3 3 includes 3 salety boot Home A Garden > Flood. Fire 3. Gas Safety > Smoke & Carbon Monoxide Detectors Vehicles 5 Parts > Vehicle Parts 5 Accessories > Verucle Salety 3. Security > Motorcycle Protective Gear > Motorcycle Elbow 5 wnst Guards
  15. 15. . ‘ ' - - A ' I ' I ‘ I, ’ I V _ _I I I ~. ' I I I . . _ <Z‘! [I. |)I, '_'lq: |l: ’!_U: " CATEGORIES INPUT TYPE CONDITION -I- safety bo if value of sub_category_3 3 includes 3 safety boot 'f_’I| I|))| ‘.! ..‘_. ’.'o_Iv‘: :«“ ' : .- ~ : ‘). jo; : - : f-, u.». - - 'I'f-J1 - -1-‘1:Li: J_'. ’3'. °i -i Home & Garden > Flood. Fire & Gas Safety > Smoke & Carbon Monoxide Detectors Vehicles & Parts > Vehicle Parts & Accessories > Vehicle Safety 8. Security > Motorcycle Protective Gear > Motorcycle Elbow & Wrist , GIrards, : ’IiI. lII; .{'- _Il: ll| ‘ illilli II. lIl: .'. ;.{uII"l'-: : VIIIISI j-{| l2I}‘. l‘- II_I)(= §:4Il'3‘-I-‘ vJl‘V’lV’; l 'rII"I-‘I : iiI 'Il’HIlIl'—l’ :1’-II, If’~Z’II I_lIl: -lI'l: -I: an ; -(Nil; -ii: :liioIIIgllII; . IIIlyI"H! l'- . 'l0|| _I' : :.IIll('~l": fl~: III ’! l(:
  16. 16. Example 4: Improving feed quality = Excludes = exclude: - what is unprofitable - out of season - not in stock - too low margin - certain brands
  17. 17. INIEXCLUDE Exclude v if IPPUY sub_category_3 brand description price 0 0 4» 0 TYPE is equal to includes includes is less than 0 an 0 OOODIHON body warmer Nike winter 10 0 1- 4» 4» "+- are no- '+
  18. 18. 2.. .,“ 1 mm». Ind mu. . . .a. . i. .i. ... ... .i. . . Why optimize data feeds? Improve feed quality swan. 1 nmmm ind now = an 511:: I (alum u mes [lnmpk ‘- impmin, pm: quail! ‘ . Excludes . mm-n 2 imp-um; ind warm , mi impum nfmhures =
  19. 19. Why optimize datafeeds? “ Increase ROI
  20. 20. Example 1: Increase ROI = Precision bidding = xx- — bidding on margin — bidding on top selling products
  21. 21. W _ V r [ . . _ V , A , r L I ' I 7 I | V " , L - -; -~ -l . I ' ' I 9 cu5t0m_| abe| _1 v rename V sales_ran)<ing V Ior all products V "n: ::_r, ;-, .-_‘[i, -._. ~.@) 0 cu5mm_| ab9|_2 v rename V gross_margrn V Ior all products V J v regenueumg ; " cuss 53 7 r54 77 v ion was sales x ~ : ‘ £2297 as 4 09415 ‘D-I5 euro marge a ‘em: Eé‘u°, 3 €593 an - H2 17 ‘sec euro marge r ‘ennafigefi 7 ass 32 729 :7 40-50 euro marge I ‘ emfi2fu°) E can 79 i use 76 5-10 euro marge + , emfiEe‘d°) 3 €361 07 an 52 Jan) euro marge r lenM:2e7a°] 4 ' (us 42 316 27 sins euro marge + mmfigjfl 7 :53 62 259 95 Everything else m mp mar. sales‘ go 39 3 ‘ ienhanced) 529 97 ° W 20-30 euro marge + 5°“ 3 ea 79 0 on renrianced)
  22. 22. regenkleding . _ top 10% sales 7 10-15 euro marge .7 -2- 15-20 euro marge . _ -2- 40-50 euro marge . _ -1- 5-10 euro marge . -1- 30-40 euro marge . 50-75 euro marge . -: - Everything else in ‘top 10% sales‘ in —; — 20-30 euro marge I. I -1- -El €0.40 (enhanced) €0.46 (enhanced) €0.50 (enhanced) €0.40 (enhanced) €0.70 (enhanced) €0.36 (enhanced) €0.39 (enhanced) €0.54 (enhanced) €3,453.53 €2,297.83 €598.80 €485.38 €478.79 €361 .07 €286.42 €53.62 €29.97 €3.78 7.154.77 4,094.15 1.112.17 729.17 1,060.76 613.82 318.27 259.96 0.00 0.00
  23. 23. nu-nlurvune. olhv1zItdwvu- murudamn; ,. nan-aeereerrar W i»rnr, u »4a>im: ~~1ri>r1 »-u-r --m 1-- Arm‘ ourueouuemrro. .. um): -IIr1‘iirfiaixreari. (M_r err -“,4. . rrm -v1I. §«n. ‘rnir-warn-rira am; errrs<rrrr¢r. r.e. gnr )/ :1 in: >xL. nuzJIuIl'H; m: rrrrre F/ <1): ~| F‘i rrr. ;.. .r. -,. .,mr /11: um. ,r, re~. rrew~we= .= uwi: r1IH'Ii~ww¢nnqALr new r1 our rrr. - wr as Numifhi <3m1a'rIfi‘iin$iuemn1?~Li M20 mm hi .3.. . LU
  24. 24. Show Prawn: Products Pr1nt)i. C' TITLE l D Pause/ Unpause v Pause selected products Unpause selected products 214377 Dunlop Blizzard regenlaarzen 116391 AGU Secco Trekking regenjas 116709 Mac in a Sac Classic Jacket regenja 76571 Didriksons Tigris Indigo regenpak b . . 217475 Happv Rainv Davs trenchcoat Nicole Customize Columns v EL NAME Google. nl(61) (regenkleding NL) Google. n|(61) (regenkleding NL) Google. n|(61) (regenkleding NL) Google. nl(61) (regenkleding NL) Gooale. nI[61) (reaenkledina NL) Download data as: L3 L3, r: rvl'). i( '. ifi7<‘. rtrtt‘, CO’Y rruk‘ (‘PA nor IMAGE LINK mica’ Aciic-. 39.90 16 0.33 NFUT CONDITION sub, category,3 raincoat Transactions is greater than is greater than ‘ ‘g 35.90 24 0.37 I , —4"', " f‘ / f 69.90 40 0.40 19.37 1 19.37 3.6 t . l J 296.20 265 0.57 151.77 1 151.77 2.0
  25. 25. Why use a data feed tool? (. <; I‘ Why optimize datafeeds? « No need for IT any more - Immediate results lncrease ROI - Na management - Lower cost - Add new sales channels in a heartbeat
  26. 26. J A e p e r'I‘y® Thank you! room for questions & remarks
  27. 27. Increase your ROI by Data Feed optimization Reinier de Jonge (CEO) experty

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