Product Feed Optimization

Every client’s product feed is subjected to a six-phase, 77-step data feed optimization process where feed attributes are reviewed and revised for optimal visibility and performance. This process begins with an evaluation of the quality and structure of the current product feed as produced by your ecommerce platform.

Title Optimization: Ensure Top Search Queries Exist In Titles
Rule-Based & Manual Revisions

SKU Grading (Separate Top Products From Those That Underperform)
Segmentation by COGS & VOH Costs & Excess Inventory

Optimization	Title Formula	Example
More Relevant	[Brand]+[Style]+[Gender]+[Color]+[Size]+[Material]	Adidas NMD XR1 Men’s Running Shoes, Olive White Size 9 Lightweight Primeknit
More Volume	[Brand]+[Gender]+[Product]+[Style]+[Material]+[Size]	Adidas Men’s Running Shoes NMD XR1 in Olive White, Size 9

Example

OUR PROCESS

How it works

PHASE 1: Initial Audit

Audit existing feed structure for presence of critical fields, data formatting and quality issues.

PHASE 2: Map Primary and Custom Fields

Map the proper values from root feed to outbound feeds. Eliminate common errors such as invalid GTINs.

PHASE 3: Revise Fields

Apply automated and manual revisions to solve for missing or inadequate data.

PHASE 4: Categorization & Tagging

Define account structure by determining product groupings within feed.

PHASE 5: SKU Grading

Group products based on similar attributes and past performance. Segment top SKUs from underperformers by cohort.

PHASE 6: Daily Sync With Engines

Sync product feeds with engines daily and automatically build new campaigns/ad groups.

Attribution, Measurement & Reporting

Omnitail is a mission-driven organization, not only dedicated to providing exceptional quality and sophisticated analysis and reporting, but also to raising the industry benchmark for agency accountability. We aim to exceed performance expectations by taking a highly segmented approach to measurement.

We believe in the expression “averages are lies.” Therefore we constantly monitor and report on performance in isolated components, beginning with the segmentation of branded and non-branded channel performance. Our measurement and reporting capabilities meet the needs of the most sophisticated analysts, managers and executives in the industry. Many benefits come with being an Omnitail client, including:

Learn More

Multi-attribution reporting

We work with you to establish a minimum of two attribution models to be used for reporting: one used to assign credit, and the other to inform decision making.

SEO/SEM overlap analysis

We segment search engine marketing (SEM) initiatives that drive incremental sales from those that cannibalize sales from organic search.

Budgeting and forecasting

We work with internal stakeholders to provide accurate budgets and forecasts of future channel performance.

Customizable, detailed reporting and dashboards

We tailor our reporting to meet your business objectives and to resonate with their audience. Analysts, managers and executives have different expectations for reporting, so we work to produce reporting that meets the needs of all stakeholders.

Business Intelligence

By integrating with your marketing database, we combine web analytics data with customer data in order to gain a better understanding of the true business impact of marketing initiatives.