NMPignite: The Future of Performance- Feeds

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This document discusses the importance of product feed management for online performance. It notes that 42% of consumers will increase online shopping in the future. Product feeds are crucial for shopping channels like Amazon but can face challenges like slow updates, stock levels and competitor pricing. The document recommends centralizing feed management and utilizing tools and APIs to leverage additional data sources and make strategic decisions. It promotes getting fundamentals correct and offers a free feed audit from NMPi, the performance marketing agency presenting on their approach to optimized feed management.

Marketing

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
©2020 NMPi. ALL RIGHTS RESERVED.

Why are feeds important?
Why are feeds
important for online
performance?
©2020 NMPi. ALL RIGHTS RESERVED.

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?
©2020 NMPi. ALL RIGHTS RESERVED.

THE IMPORTANCE OF FEEDS
Shopping Amazon
Feeds
Display AﬃliatesSocialShoppingSearch
©2020 NMPi. ALL RIGHTS RESERVED.

CHALLENGES
Slow Feed Updates
Stock Level
Competitor Pricing
©2020 NMPi. ALL RIGHTS RESERVED.

Change is coming.
©2020 NMPi. ALL RIGHTS RESERVED.

● 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.
©2020 NMPi. ALL RIGHTS RESERVED.
FREE SHOPPING

Getting Your Feed
Right.
©2020 NMPi. ALL RIGHTS RESERVED.

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
©2020 NMPi. ALL RIGHTS RESERVED.

©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.
©2020 NMPi. ALL RIGHTS RESERVED.
Consistency
The feed should be updated ideally
through API integration. Or at least
as often as the site updates.

1414CENTRALISATION
FEED
FEED
Common. Correct.
©2020 NMPi. ALL RIGHTS RESERVED.

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
©2020 NMPi. ALL RIGHTS RESERVED.

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
©2020 NMPi. ALL RIGHTS RESERVED.

UTILISING EXTERNAL DATA
Sports Fantasy
Football
API
Sports
Schedules
Clothing /
Pharmacy
Weather /
Pollen
Garden
Centre
Seasonality
2nd Hand
Books
Amazon
Everyone Social
Triggers
FEEDS
©2020 NMPi. ALL RIGHTS RESERVED.

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
©2020 NMPi. ALL RIGHTS RESERVED.

The NMPi Approach.
©2020 NMPi. ALL RIGHTS RESERVED.

THE NMPi APPROACH
©2020 NMPi. ALL RIGHTS RESERVED.
CSS Activity
Performance
Marketing
Agency
Heritage

Get the basics right.
Get your free feed audit!
©2020 NMPi. ALL RIGHTS RESERVED.
CONCLUSION

Thank You for your Time!
Shalaka Darshane
shalaka@nmpidigital.com
Any Questions?
©2020 NMPi. ALL RIGHTS RESERVED.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers. • SEOs now use AI to optimize content. • Google now uses AI to generate answers. • Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape. Key Takeaways: How to use AI to optimize your content How to find topics that algorithms love How to get AI to mention your content and your brand

Growth Marketing in 2024 - Randy Rayess, Outgrow

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment. Key Takeaways: Learn how to use specific GPTs to help you Learn how to build your own marketing tools Generate marketing ideas for your business How to think through and use AI in marketing How AI changes the marketing game

Unlocking Everyday Narratives: The Power of Storytelling in Marketing - Chad...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear. Key Takeaways: Understand Why Personal Stories Connect Better How To Remember Forgotten Stories How To Use Customer Experiences As Stories For Your Brand

Podcast, The New Marketing Currency - Ozeal Debastos

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Email Marketing Master Class - Chris Ferris

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Forgotten Secret Weapon of Digital Marketing: Email Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email. Key Takeaways: Email has the best ROI of any digital tactic It can be used at any stage of the customer journey It is increasingly important as the cookie-less future gets closer and closer

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How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.

Efficient Website Management for Digital Marketing Pros

Lauren Polinsky

Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx

Boston SEO Services

From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge. In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you: 1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared. 2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort. 3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience. 4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic. 5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues: Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content. On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure. Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability. Backlinks: Not understanding the value of high-quality backlinks from reputable sources. Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively. 6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success. #SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO

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Mastering Email Campaign Automation Strategies and Best Practices - Michelle...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

How American Bath Group Leveraged Kontent

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.

Etsy Marketing Guide - Tips For Selling Digital Products

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How to Kickstart Content Marketing With A Small Team - Dennis Shiao

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources. Key Takeaways: - You don't need a large team to start a content marketing program - A webinar program yields a "one-to-many" approach to content creation - Use partnerships and licensing to create new content assets

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Recently uploaded (20)

Digital Strategy Master Class - Andrew Rupert

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SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina

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Podcast, The New Marketing Currency - Ozeal Debastos

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NMPignite: The Future of Performance- Feeds

4. 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? ©2020 NMPi. ALL RIGHTS RESERVED.

8. ● 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. ©2020 NMPi. ALL RIGHTS RESERVED. FREE SHOPPING

10. 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 ©2020 NMPi. ALL RIGHTS RESERVED.

11. 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 ©2020 NMPi. ALL RIGHTS RESERVED.

12. ©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. ©2020 NMPi. ALL RIGHTS RESERVED. Consistency The feed should be updated ideally through API integration. Or at least as often as the site updates.

13. 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 ©2020 NMPi. ALL RIGHTS RESERVED.

15. 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 ©2020 NMPi. ALL RIGHTS RESERVED.

16. 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 ©2020 NMPi. ALL RIGHTS RESERVED.

17. 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 ©2020 NMPi. ALL RIGHTS RESERVED.

18. UTILISING EXTERNAL DATA Sports Fantasy Football API Sports Schedules Clothing / Pharmacy Weather / Pollen Garden Centre Seasonality 2nd Hand Books Amazon Everyone Social Triggers FEEDS ©2020 NMPi. ALL RIGHTS RESERVED.

19. 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 ©2020 NMPi. ALL RIGHTS RESERVED.

NMPignite: The Future of Performance- Feeds

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