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XML and Data Feeds - Standardisation and Implementation for Success (Robert Schneider)
1. Convert This! Effective Data Feeds
zanox @ A4U Amsterdam
Robert Schneider | Head of Global Publisher Sales
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. 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. 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. 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. 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. Automisation of Data Feed retrieval
Full automisation in any web environment
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zanox | Date 7
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. 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. 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. 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