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

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

  1. 1. Convert This! Effective Data Feeds zanox @ A4U Amsterdam Robert Schneider | Head of Global Publisher Sales
  2. 2. 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
  3. 3. 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 zanox | Date 3
  4. 4. 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
  5. 5. 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
  6. 6. 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 zanox | Date 6
  7. 7. Automisation of Data Feed retrieval  Full automisation in any web environment 1 2 zanox | Date 7
  8. 8. 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 zanox | Date 8
  9. 9. 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 zanox | Date 9
  10. 10. 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
  11. 11. 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 zanox | Date 11
  12. 12. Robert Schneider, robert.schneider@zanox.com zanox | Date 12

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