Datafeeds 101

A simple overview is the best to digest a concept. I have created this summary layout because a lot of times things are assumed or perhaps just over looked, and if the basics are not understood the full potential will never be realized. By building and sending a product file, control, accuracy, and optimization can all be addressed. Essentially when building a datafeed, a merchant is creating a customized catalog just for the engine that is using the product file. Formats, terminology, and product selection can all be arranged according to the needs of the merchant and the engine reading the data. Typically, these product files are configured in one of the following formats:

· CSV – Comma separated

· TXT – Tab separated

· XML – Extensible markup language

· XLS - Excel

Each of these file types must then feed the comparison engines with the information they are looking for. For example, the below lay out is an example of how a product file may need to be converted over. Each product file contains pieces of information needed to accurately portray the product. These pieces of information are then divided up into a logical format, typically in this type of way:

Product Name: iPod Nano

Manufacturer: Apple

Description: 4GB, carry your music anywhere. Stores up to 2000 songs.

Price: $199.00

Product page: www.sample-store-abc.com/ipod-nano

Image location: www.sample-store-abc.com/ipod-nano.jpg

Shipping cost: $5.99

Now, this information needs to be translated to something the engine understands. In a product file, the product would be listed like this. On the top of row of the file would be the header row. This row indicates what type of information is coming in each column after the first row. Then each product is listed in the rows underneath that, which would read like this:

(Apologies for the sloppy chart, still working on the site coding)

Now, this information needs to be translated so Shopzilla will understand. Each column from the header row must be replaced as follows:

Merchant’s Data Shopzilla Requirements

Obviously from this example, there is a lot of information missing from the equation. This is where the gaps need to be filled in. If the information is not available in the product feed, then the information should be created through some process. Ideally any information relevant to the product should be included.

June 2nd, 2007