Data Feed Problems and Missing Information

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Data feed is often missing important information which can help their affiliates in bringing more value to their program.

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Data Feed Problems and Missing Information

  1. 1. Data Feed Problems and Missing Information Beth Kirsch, VP of Online Marketing, CallWave (Moderator) Mitul Gandhi, Director of Marketing, Collectibles Today Asif Malik, CEO, GoldenCAN Christopher Penn, CTO, Student Loan Network Bryan Rhodes, Affiliate Manager, Schaaf Consulting
  2. 2. Datafeed Types <ul><ul><li>Delimited files (csv, tsv etc.) </li></ul></ul><ul><ul><ul><li>Most common format </li></ul></ul></ul><ul><ul><ul><li>Easy to assemble for merchants </li></ul></ul></ul><ul><ul><ul><li>Easy to use for Affiliates </li></ul></ul></ul><ul><ul><li>XML (RSS, SOAP, JSON etc.) </li></ul></ul><ul><ul><ul><li>Complex to implement and maintain for Merchant </li></ul></ul></ul><ul><ul><ul><li>Complex to implement for Affiliate </li></ul></ul></ul><ul><ul><li>Datafeed Tools </li></ul></ul><ul><ul><ul><li>Dynamic functionality with static delimited files  </li></ul></ul></ul>
  3. 3. What Merchants Don't Like <ul><ul><li>Outdated Links/Products </li></ul></ul><ul><ul><li>SEO Challenges </li></ul></ul><ul><ul><ul><li>Clone Sites </li></ul></ul></ul><ul><ul><ul><li>Google Duplicate Penalties </li></ul></ul></ul><ul><ul><li>Poor Merchandising </li></ul></ul>
  4. 4. What Merchants Would Like <ul><ul><li>Differentiate </li></ul></ul><ul><ul><ul><li>Add Value </li></ul></ul></ul><ul><ul><ul><li>Mashup  </li></ul></ul></ul><ul><ul><ul><ul><li>Programmable Web </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Affiliate Mashup Store </li></ul></ul></ul></ul><ul><ul><li>Merchandise </li></ul></ul><ul><ul><li>Refresh & Update </li></ul></ul>
  5. 5. Example: Adding Value
  6. 6. Static Datafeed Challenges
  7. 7. Static Datafeed Challenges
  8. 8. What You Should Ask For <ul><ul><li>Merchandising Support </li></ul></ul><ul><ul><li>Top Product Lists </li></ul></ul><ul><ul><li>Complete Attributes </li></ul></ul><ul><ul><ul><li>UPC </li></ul></ul></ul><ul><ul><ul><li>ISBN </li></ul></ul></ul><ul><ul><ul><li>Manufacturer Name </li></ul></ul></ul><ul><ul><ul><li>Manufacturer Part No </li></ul></ul></ul><ul><ul><li>Dynamic Tools </li></ul></ul><ul><ul><ul><li>Product Showcase Creator </li></ul></ul></ul><ul><ul><ul><li>GoldenCAN </li></ul></ul></ul><ul><ul><ul><li>DatafeedFile  </li></ul></ul></ul>
  9. 9. What Sould be in the Data Feed <ul><ul><li>Product Name </li></ul></ul><ul><ul><li>URL </li></ul></ul><ul><ul><li>Image URL </li></ul></ul><ul><ul><li>Full Category Information </li></ul></ul><ul><ul><li>Product Description (without HTML) </li></ul></ul><ul><ul><li>List Price </li></ul></ul><ul><ul><li>Sale Price </li></ul></ul><ul><ul><li>UPC </li></ul></ul><ul><ul><li>ISBN </li></ul></ul><ul><ul><li>Manufacturer Name </li></ul></ul><ul><ul><li>Manufacturer Part No </li></ul></ul>
  10. 10. What Should Not be in the Data Feed <ul><ul><li>Description </li></ul></ul><ul><ul><ul><li>Extensive HTML </li></ul></ul></ul><ul><ul><ul><li>JavaScript </li></ul></ul></ul><ul><ul><ul><li>Direct Links to merchant site </li></ul></ul></ul><ul><ul><li>Generic Category Information </li></ul></ul><ul><ul><li>Only Large Image URL </li></ul></ul>

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