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.
Product Feed Optimization
- 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 |
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:
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.
Vendor analysis
We help you understand which vendors tend to cannibalize sales and which deserve additional credit.
SUCCESS STORIES
Trusted by companies large and small
- 1416% Y/Y Increase in operating profit
- 6352% Increase in operating profit vs prior 3 months
- 176% Lift in revenue Y/Y
- 4+ Years of growth with Omnitail
“ Omnitail drives a 6352% increase in PLA profit for Tennis[...] ”
- 94.5% Y/Y Revenue growth (Y1)
- 266% Peak monthly growth (Y1)
- 73% Increase in profit (Y1)
- 17% Increase in profit per order
“ You miraculously planted a “money tree” for me that I[...] ”
