5 things to know about Feed Management

22 January 2019

The term Feed Management is a neologism from the English language that designates the management of offers and product catalogues for e-retailers. This method serves two key purposes for e-retailers:

  • The development of traffic to websites via product price comparators and affiliates
  • The distribution of offers on marketplaces.

This method is based on the centralisation of data enabling the distribution of product offers to dedicated marketing levers, while controlling their construction and evolution.

Here we look at the main principles of Feed Management, a genuine supply strategy, between the creation and launch of product flows, but also optimisation, monitoring and of course return on investment.

The Product Catalogue is THE key to online advertising

The feedback from the major e-commerce players is clear: product flow management is the primary method for traffic and monetary acquisition. It is therefore essential to pamper it!

Feed management is at the heart of any marketing strategy for the dissemination of e-retailers' offers. It means working on the offer by developing a flow, optimising to achieve the best distribution and analysis objectives.



1. Product Flow

Example of a product flow format

Example of a product flow format

The product flow simply corresponds to the lines each indicating a market offer. The formats can be various, but it is quite comparable to an excel file.

We find the source that will allow all the information to be disseminated.

Standard format of your product catalogues

Standard format of your product catalogues

Feed management is based on providing the most complete, qualitative and up-to-date information possible in order to hope to distribute quality content and gain visibility.



2. Flow management solutions

Feed management obviously involves setting parameters and optimising the catalogue, and for this there are two options available to e-retailers:

  • Choose a flow aggregator (flow management solution) :
    • This tool allows the centralisation of product catalogues, optimisations and all flows for dedicated marketing levers. It also avoids additional internal developments.
  • Develop a clean flow and manage the optimizations live:
    • This choice is suitable for smaller streams that you can edit live.

As you can see, the larger the product catalogue, the more recommended the first option is. These aggregators bring together a number of features that enable all product flows to be managed centrally.

This makes it possible to optimise and control the overall distribution of the various product catalogues to price comparison sites, marketplaces and affiliation platforms.



3. The strategy for the deployment of the offer

A flow must be unique, adaptable and flexible.

Once the objectives have been defined and the marketing strategy decided, it is time to apply it to the offer. This step is at the heart of feed management: adapting the offer to match the demand.

The aim is to adjust as well as possible to the requirements of the lever on which dissemination is envisaged.

It's time for optimisation: content, titles, shipping costs. Everything is adaptable!



4. Daily management and monitoring of offers

Once product campaigns have been launched on price comparison sites or marketplaces, no one is immune to seasonality, different promotional periods or a change in the technical characteristics expected by a distributor.

Feed management is not only involved in the deployment of the offer, but also throughout the various commercial periods. This is where the management and monitoring of offers takes place.

Curve of a feed on the Google Merchant Center platform, linked to the distribution on Google Shopping

Curve of a feed on the Google Merchant Center platform, linked to the distribution on Google Shopping

The more stable a feed is, the greater the chance of being visible and of broadcasting quality ads. Feed Management therefore contributes to the stabilisation of the offer, in order to achieve the best rate of diffusion or integration of products.

The work is based on the creation, deployment and maintenance of quality content in order to support the notoriety of the E-merchants via the distribution of content and paid campaigns.



5. Track and analyse performance more accurately.

The announcements are launched:

  • What are the results in terms of traffic inputs?
  • What share of sales on marketplaces?

These are questions that feed management makes it possible to answer by providing a readability of traffic and sales performance.

Example of a Shopping / Feed Manager ad

Example of a Shopping / Feed Manager ad

The management of the tracking of offers is facilitated. It is possible to track and analyse sales or incoming traffic using certain methods.

For example:

  • Add labels to segment campaigns more precisely
  • Add tracking URLs to the ads to qualify the analysis

These are solutions which, by combining Feed Management and performance analysis, offer a ROI vision of the work undertaken and enable all the KPIs to be analysed. It is possible to track everything according to the optimisations put in place and thus to adapt the offer as best as possible.

To sum up, Feed Management is based on the construction of a product flow synthesising the offers, their content and the various requirements of the web marketing levers envisaged. It enhances "push" marketing and allows you to find the demand that corresponds to the offer. And of course, by segmenting the offer, it is possible to communicate more accurately and to analyse more precisely the campaigns and their results for e-retailers. What more could you ask for?! 😉

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