Time for product data chief

Data qualityEcommerceTagging
By Yuval Ginor, Nov 24,2021


As more and more new product attributes and selling points keep popping up, it is important for sellers to take control over how their product data is distributed. Thus, every online retailer must have a person responsible for managing the data requirements and distribution across the entire business, with his mind on the customers’ needs - its time for a product data chief.



Most online retailers that offer multiple known brands in sectors like clothing and food, are having a hard time distinguishing themselves over the competition. They sell the same products, but each seller has a different product data structure, which often leads to complications. Each function in the structure owns and controls its own set of data. For instance, the shipping department owns the logistics data, while marketing controls pricing and sales.

A clear and organized product data management structure can help sellers make sure that their data is synchronized across all sections. Moreover, as more and more new product attributes and selling points keep popping up, it is important for sellers to take control over how their product data is distributed.    


Every online retailer must have a person responsible for managing the data requirements and distribution across the entire business, with his mind on the customers’ needs. 


This data chief would be in charge of synchronizing the different functions, such as marketing and shipping, to work together under clear data guidelines. For this purpose, the data chief would need to create an efficient process to handle all types of product data. 


Data management also requires working in different time frames. There is the annual time frame, and the day-to-day optimization time frame. Each one of these requires a different set of guidelines on how to properly manage. For example, updating new product images should be on a different time frame from updating the product material.    


As mentioned above, the data chief should also keep the customers in mind, and manage the data in a way that optimizes their shopping experience. Here as well, it is highly recommended to create clear guidelines that rule the way product data is distributed across all marketplaces and channels, with a focus on quality of the data and different requirements of each sales point. The data chief should always seek feedbacks from the different functions, looking for ways to optimize data and increase efficiency throughout the business. 


It is important to remember that because ecommerce is evolving daily and demand for information is only increasing, today’s online retailers are required to optimize their product data every day. Things change so fast, what’s new today may be irrelevant in a few days. 


The data chief’s work is not easy. Not many sellers can create different sets of structured guidelines for each function, keep up with every new attribute, or marketplace data requirements, and all while optimizing product data every day. This lack of coherence and uniformity leads to wasted efforts, duplication, and eventually to missed sales. 


Here is where we can help. Lisuto combines technology with deep ecommerce consumer product knowledge helping sellers manage and optimize their product data and extract much more out of the online store. Using proprietary AI technology, Lisuto goes through the existing product data, tagging the data with marketplace specific navigational tags, making necessary corrections and completions, bringing the quality of the sellers' product feed up to highest standard in terms of uniformity and completeness, making it perfectly optimized for each channel and for the user's eyes. 

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