NMPignite: The Future of Performance- Feeds

AUGUST 2020
The Future of Performance -
Feed Management
Shalaka Darshane
©2020 NMPi. ALL RIGHTS RESERVED.

1 Why are Feeds Important?
AGENDA
2 Free Shopping
3 Getting your Feed Right
4 The NMPi Approach

Why are feeds important?
Why are feeds
important for online
performance?

42% will shop more digitally
in the future
Source: ChannelAdvisor, "COVID-19 Consumer Shopping Habits" in
collaboration with Dynata, May 22, 2020
WHY ARE FEEDS IMPORTANT?

THE IMPORTANCE OF FEEDS
Shopping Amazon
Feeds
Display AﬃliatesSocialShoppingSearch

CHALLENGES
Slow Feed Updates
Stock Level
Competitor Pricing

Change is coming.

● Small tiled paid ads at
the top of the page
● Below this, organic/free
shopping ads
● Makes up ~10% of
Shopping traﬃc
What Is Changing?
Shopping Tab.
FREE SHOPPING

Getting Your Feed
Right.

UTILISE ADVANCED DATA
Use third party tools and API to take your feeds to the next level
SHARE WITH OTHER CHANNELS
Don’t let insights sit siloed in one channel
LEVERAGE YOUR OWN DATA
Use everything at your disposal
LAY THE FOUNDATIONS
Ensure data is accurate and testing is regular
FEED PYRAMID

©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.
THE IMPORTANT AREAS
Quality
The feed should have a full set of attributes
and be continuously optimised towards
channel speciﬁc best practices.
Governance
Regular auditing for disapprovals should be completed.
Alerts can be set up to ﬂag future issues and you can
stop pushing data automatically if it doesn’t meet your
standards.
Consistency
The feed should be updated ideally
through API integration. Or at least
as often as the site updates.

UTILISE ADVANCED DATA
Use third party tools and API to take your feeds to the next level
SHARE WITH OTHER CHANNELS
Don’t let insights sit siloed in one channel
LAY THE FOUNDATIONS
Ensure data is accurate and testing is regular
FEED PYRAMID
LEVERAGE YOUR OWN DATA
Use everything at your disposal

1414CENTRALISATION
FEED
FEED
Common. Correct.

FEED IMPROVEMENTS
Using Data to Gain Efficiencies.
Products
ranked by
several
factors:
● Performance
● Stock
● Margin
● Price
competitivity
Top
Products
prioritised
in creatives
Shopping Display
+ Top Seller
+ High Stock
+ High Margin
+ Price
Competitive
+ Poor Seller
+ Low Stock
+ Low Margin
+ Not Price
Competitive

USING DATA TO MAKE STRATEGIC DECISIONS
Item ID: Floral
Halterneck Bikini
Size 12
Sub-Category
Level: Bikinis
Size 12 All Sizes
Item Group ID:
Floral Halterneck
Bikini
Category Level:
Beachwear
80% of sales
60% of sales
15% of sales

UTILISING EXTERNAL DATA
Sports Fantasy
Football
API
Sports
Schedules
Clothing /
Pharmacy
Weather /
Pollen
Garden
Centre
Seasonality
2nd Hand
Books
Amazon
Everyone Social
Triggers
FEEDS

ADVANCED DATA
Retailer A
Item Price (£)
Model impact of price
positioning
Competitor Products
Assessing your product positioning.
Dynamically monitoring the Shopping landscape
across Google and Amazon:
● Show overlap rate with relevant competitors
and brands
● Reveal speciﬁc products or categories where
pricing strategies are not aligned with
competitors
● Model the impact of pricing on performance
in speciﬁc products and categories
● Automate decision making across paid
landscape

The NMPi Approach.

THE NMPi APPROACH
CSS Activity
Performance
Marketing
Agency
Heritage

Get the basics right.
Get your free feed audit!
CONCLUSION

Thank You for your Time!
Shalaka Darshane
shalaka@nmpidigital.com
Any Questions?

NMPignite: The Future of Performance- Feeds

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