This document discusses the importance of building better product data for e-commerce businesses. It notes that high-quality product data can help businesses stand out from competitors, reduce customer confusion, and increase sales and traffic. The document then provides tips on how to implement improvements such as setting data standards, separating attributes into new fields, asking vendors for better data, and leveraging technology and outsourcing to help with data entry. Real-world examples are presented and factors like keywords, colors, and formatting are discussed. The key takeaways are to not take shortcuts, make a plan, use available tools and resources, and understand there is no single solution.

1. The Value of Building Better Product DataRyan DouglasSingleFeedADNSF Conference – Las VegasMarch 9, 2011

2. Quick IntroWhy Build Better DataCreating a ProcessHow To ImplementReal World ExamplesHow To Build ItRecapQ&AQuick Overview

3. Over 5 years hands on ecommerce experienceAt SingleFeed – Customer Development and Full Service Account ManagementPlumberSurplus.com – Internet Retailer Hot 100 Retailer on Custom .net platform. Oversaw All SEM including data feeds for CSEs and affiliates. 100K+ skusacross 2 sitesConference Speaker – Internet Retailer & othersRemember - I used to be in your shoes!Personal Bio

4. Leading data feed management tool for retailersFounded in 2006VC backed (True Ventures)Experienced Team – Former Yahoo, Google, Shopping Engine and eCommerce RetailersTrusted Partner – To Google and other leading shopping enginesCore Customer - Retailers doing $250K to $20MPricing – Flat Rate Service plans from $99/moADNSF Plug-in Available from VortxAbout SingleFeed

5. Stand out from your competition.Adds value to your business.Reduce confusion or concerns of shoppers (Eliminate FUDD’s).Increase sales and traffic – sometimes within days.Many Retailers overlook the value of their data.Easier to leverage good data across channelsWhy Build Better Product Data?

6. On Product detail pages for SEOPrint and Online CatalogsComparison Shopping EnginesGoogle Product Search, Bing Shopping, Pricegrabber, Nextag, Become.com and moreSite Search Tools (SLI, Search Spring, Certona, etc)Sitemaps for Search EnginesIn Email Newsletters/CampaignsHow is your Product Data Used?

7. Smaller Retailers - Manually EnteredTranscribed from physical catalogs?Digital formatsOther websites – Stealing from competitors or manufacturers?Online catalogsSpreadsheets and PDFsWhere Does Your Data Come From?

8. Set a “data standard”Give your data Integrity!Any new fields to add?Review ProcessBegin Requiring New Fields like UPC, Brand/Manufacturer, model numberCreate a plan to update existing productsSet a Goal and a Target Finish DateSeparate Out Attributes into New FieldsColor, Model Number, BrandExtremely useful to have this data “attributable”Ask for better product data from vendorsCreate a Data Entry Process

9. How To Implement ChangesIn-house: Interns – Free, readily available. Check w/schoolsHire/Build a Data Cleansing TeamHave a Team Pizza Party! Not just for Little LeaguersContract Out:oDeskAmazon Mechanical TurkCraigslistOutsourcing FirmsLeverage Technology!Implementing Improvements

10. Real World Examples

11. Example 1

12. Example 2

13. Example 3

14. Example 4

15. How To Build It Better

16. There’s no one size fits all “magic formula”

17. Figure out what’s relevant to your products

18. Find Keywords from your analytics

19. Typically includes:

20. Brand/Manufacturer

21. Model Numbers

22. Colors and Sizes

23. Gender

24. Keyword PhrasesWhat Goes In a Title?

25. Logitech K350 Wireless Keyboard & Mouse [brand] [model] [feature] [keyword phrase]