Product Feed or User Level Feed? – Part 1
When it comes to user-behavior, everyone looks at a specific offering from the seller. Be it a shoe on an e-com website, an insurance cover by a specific insurer or a flight ticket from an OTA site. At a superficial level, all such product behavior can be rolled-up into micro-segments – either they are standard products or a combination of parameters that can be used to define a product. Such information passed on to your marketing partner (through what is known as a feed) helps in customizing your marketing conversations at a user level.
Feeds can be of two types – Product feed and User Level feed. For the uninitiated, a product feed contains all of your products’ information. It is sent to your marketing partners to communicate all the information that your product listings contain. A User Level feed on the other hand, helps pass on behavioral information for every user visiting your website. A marketer’s dilemma however, has always been around the kind of feed that must be used for a particular objective.
Some examples of feed are below:
(PID) SHOEGDSUQH3H6KDK – (Name) Adidas ADIRAY M Running Shoes – (Price) 2024 – (Landing Page Link) http://www.flipkart.com/adidas-adiray-m-running-shoes/p/itmegs6uhnyvc8ea?pid=SHOEGDSUQH3H6KDK&al=lzXHu186h72R7T%2BfGLUumMldugMWZuE7eGHgUTGjVro%2Bvyawh9FRHnWRRcvnkv2FxqqeNgwGvtw%3D&ref=L%3A-6148140333017970467&srno=b_1
(PID) CarName_RegYear_RTO – (Name) Chevrolet Beats Petrol – (Price) 10,590 – (Landing Page Link) User Specific – (Provider) Insurer Name
(PID) ORIGIN_DESTINATION_DOJ_RD – (Origin) Bangalore – (Destination) Delhi – (Date) 24/09/2016 – (Price) 6,789 – (Landing Page Link) https://www.goibibo.com/flights/#flight-searchresult/#air-BLR-DEL-20160924–1-0-0-E
In the above 3 examples, ecommerce and OTA brands typically use a product feed since they have a common landing page and a lot of users will fall into the same bucket (PID).
Insurance on the other hand has user specific landing pages. This is done to create a better user experience. When a user comes back with a specific link specific, most of the details are pre-filled – this is possible with a User Level feed. User-specific feed helps you understand user behavioral state. While a lot of users will fall in the same PID bucket, they may have selected different prices offered by different insurers. In such a case, the insurance brand will want to show the price selected and not the lowest price (which is what will be stored in case of product level feed aggregation).
How do we go about choosing the right feed type?
This is where the Vizury’s consulting comes into effect. At the time of integration, we closely work with brands to understand multiple end-to-end use cases both from their business and marketing perspective. Based on these scenarios we advise clients on what kind of feed setup (product vs. user-level) will help them achieve the same. And what are the necessary changes that they need, if required.
Subsequently, we modify our data collection process and on-behalf of our clients either absorb:
1) Product feed provided by client (XML, CSV)
2) User Level feed (created and maintained by Vizury end-to-end)
Some typical use cases for Ecommerce, Insurance and Airlines coming soon. I will also include the business impact created by using the right kind of feed – Do watch out for the next one.
Also, you can reach me at firstname.lastname@example.org if you are looking for specific advice on setting up feeds for your marketing campaigns.