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E-Commerce Data Feeds: Data for Marketing

cloud connectionThe nearby article on data feeds for e-tailers emphasizes the value of accurate data for good customer relations. That's far from the only potential e-tailing data has, though.

When you begin your first e-tailing project, you'll think in terms of a Web site with shopping cart functionality, a system for customer support, and payment and fulfillment systems. Your Web development team will focus on basic functionality, and only secondarily on integration of data feeds. Formats for the latter remain poorly standardized, and you'll need to manage the integration closely.

Most teams treat marketing opportunities as, at best, a third priority. With sales support and data feeds in place, though, the magnitude of your success depends on the extent to which you can reach prospective customers. Your data need to flow into comparison search engines, product search engines, social network campaigns, or other marketing projects appropriate for your market. Marketing is likely not a strength of your Web developers; expect to work with an outside service like MerchantAdvantage or SingleFeed to begin to learn what is possible.

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