Data Management for Your Business: How to Harness the Potential (Part 3)

As we have seen in previous articles, data management and the use of structured data are already mandatory in most industries. But what does data management look like in practice and how is it actually implemented in the various e-commerce sectors? In the following article, we will show you some examples of the use of structured data and focus on the individual challenges and special features.

Whether you have an online store, work in tourism or publishing, by the end of this blog post you are guaranteed to have a comprehensive understanding of the benefits that well-thought-out data management can bring to your business.

And what does the practice look like?

Data management in practice – using the example of industries

In the following chapter, we will use examples from various industries to show you how successful data management and the resulting optimized data can have a positive impact on your sales performance. The ideal adaptation of data to the various “data languages” of the portals means that their potential is used ideally and to your advantage.

Platform-specific data optimization using the automotive case as an example

Especially in the automotive sector, terms are often not platform-compliant (e.g. on eBay), keywords are missing or definitely not optimized and texts only convey a low information content.

The Text Robot algorithm also converts the data from automotive suppliers and makes it compatible with the data model, improves it to clearly emphasize the added value and finally formulates informative texts – in a matter of seconds and with high precision.

You can find out more about structured data and automated content production here in this podcast.

In the automotive sector, too, the motto is: prepared data is 100% sales platform-optimized, automatic and future-proof scalable thanks to its uniform and structured nature.

As they increase the information content of a text, they also promote conversions and guarantee satisfied customers who are happy to return because they find exactly what they are looking for. As you can see, in addition to the semantic search engine, filter and comparison options can also be implemented in your store.

In order to designate the offered products, the automotive aftermarket usually uses the international industry standard TecDocwhich, however, usually does not meet the language requirements of the various sales platforms. This is why the Text Robot intervenes and transforms TecDoc data into platform-optimized data. Different units are converted as required, designations are simplified and summarized depending on the platform, errors are corrected, attributes are supplemented via other sources and gaps in the values are closed.

We optimize data for ebay

It is equally important to emphasize the respective added value of a product, which makes all the difference as it ultimately leads to more conversions.

It should also be noted that automatically generated texts adapt to the different shopping platforms and their requirements for optimum visibility as follows:

Platform-specific data optimization using the travel case as an example

If we switch to another industry, namely the travel and tourism sector, the question arises as to why data is so valuable here too.

Tour operators and hotel operators know the pain points of the industry and are well aware of how quickly they are relegated to page 2 or to unfavorable unoccupied niches by the major players in the sector. However, text automation and precise data management also guarantee unique, correct and complete content in the travel industry, which ensures consistent success in the online travel business – even for hotel or travel options with many details that are very similar to each other. However, the indispensable added value in the tourism industry is provided by the inclusion of geodata.

The data basis in the tourism and hotel sector is the industry standard GIATA and Global Type, but here, too, available data must be prepared, cleaned and structured in order to subsequently create appealing and meaningful product texts through automated text creation.

The tour operator only provides the data – the Text Robot optimizes it and uses it to create first-class, unique, platform-compliant, SEO-relevant and customer-specific hotel descriptions.

For the hotel industry, geo-data and environmental descriptions from various reputable sources are fundamental, as they ensure the relevance of the content and enrich existing data. This is precisely the added value in the tourism industry that goes far beyond the customer reviews and ratings often used in the industry.

The aim here is to include important content on places of interest, excursion options, beaches, restaurants, etc., which will definitely help to increase your visibility on Google. Because the more informative your travel offer is described, the better the prospective customers feel advised – and the more likely they are to make a purchase.

This also includes indirect access via alternative search phrases that do not ask directly for hotels, but for information on the surrounding area. In this way, your hotel offers are made known in a roundabout way.

This is exactly what data optimization is all about: Automatically enriching data in a targeted manner so that the added value of your travel or hotel offer is clearly emphasized.

Data optimization using the example of the soccer case

Many publishers often complain that detailed match coverage down to the lower regional and district leagues is not even possible due to inadequate resources, even though games in the amateur leagues in particular would be predominantly relevant for fans and readers of media with a regional focus. But that’s exactly what the Text Robot can do: cover all matches in all leagues, right down to the lowest divisions, with comprehensive pre- and post-match reports, taking into account the many different courses a soccer match can take. You can probably already guess what it needs for this comprehensive, fully automated reporting. Exactly! An optimized data basis thanks to sophisticated data management.

But how do you get from the data to the complete soccer report, which also guarantees increased visibility and a larger readership?

After the initial data collection and analysis, whereby the data can be provided per day, per match, per week, etc., depending on requirements, the special features of soccer reporting are also highlighted. This is achieved by integrating statistical information that creates additional relevance and interprets certain data constellations.

Of course, the time freed up for editors is an addtional benefit. It results from the fact that they no longer have to be present at every game and can therefore devote themselves to other content (commentaries, evaluations, interviews, etc.).

In the soccer example, the standardized, classifying parameters for the game results, scoring sequences and distances between events, which are precisely defined and played at the right place and at the right moment, are important. Moreover, these parameters are also transferable to other sports and projects.

What do they look like? They could, for example, be the following:

In soccer, it is of course extremely important to adequately highlight the uniqueness of each goal.

Equally important, however, are the different perspectives, so that the right style and choice of words are maintained. Thanks to a predefined, data-based rule, reports can be written either from the perspective of the winner or the loser at the touch of a button. Data optimization is also crucial here!

In the end, media receive a fully automated, detailed and natural language report that contains far more information than just the match result – what’s more, employees no longer have to watch every match themselves, which saves an enormous amount of time and personnel costs. If there was no reporting at all before, you can now look forward to an increasing conversion rate. The retention of textual sovereignty shouldn’t be underestimated, either. It remains with the individual journalists, who ultimately want to sign the articles and shine with good texts.

Another plus is the customized content that we, unlike other providers, offer. Thanks to automated soccer reporting and structured data management, your content world will multiply exponentially.

You would like to find out more about data management and automated soccer reporting? Then let’s talk about it!

Data management and seasonal texting

Data optimization also plays a decisive role in the term-controlled playout of texts.

• Updating data leads to conversion boosts through new, seasonally influenced texts

With the Text Robot software, texts can be revised regularly and updated without much effort. Once the project is set up, only the data needs to be updated. The existing text is then revised in real time or new and unique texts are generated immediately.

There is a lot of competitive pressure on Google or Amazon, which is why it is not easy to make your products optimally visible.

You need to generate customized texts for the period of the season (be it carnival, Christmas, Halloween or something similar) that not only make you instantly findable on Google, but also trigger your potential customers so emotionally that they end up making a purchase. These texts are also played out or removed and replaced by the text robot at the desired time.

Why it is also worth pushing products seasonally⬇️

Example earrings:

Of course, this product is particularly suitable for carnival or Halloween. However, it can be sold all year round, which is why it always remains in the range. Through careful data management and the sorting out or insertion of certain data, the texts will be different in the different seasons, as the search terms will probably also be different (e.g. “scary earrings” at Halloween and “gothic earrings” during the rest of the year).

Here is a comparison with a product text that has been revised for seasonal relevance (marked in red). Important keywords (or entire sentences) are inserted at the appropriate place. This inspires customers and provides tangible reasons to buy!

Adapting the entire text, and not just the title, to the respective occasion naturally increases the relevance and ranking of these earrings on Google.

Thematic text generation takes place with the help of the right data, because the link between your seasonal texts and the products can be found in your product data. If these are clearly structured in a detailed form, the Text Robot can derive from them which products are relevant in the respective season (for the respective event) and need to be adapted in terms of text. Occasion attributes, in which all events are listed, are particularly suitable for this. They are “peppered” with suitable keywords, phrases and synonyms, which are automatically inserted into the texts in time for the specified period.

This could look as follows:

The human intervention remains clear and one-time for each occasion. Simply search for the right keywords, find suitable synonyms, formulate individual sentences and thereby create a high-quality data basis once and for all. Then store the event calendar, which tells the software when which event text should automatically take place and be published or removed again. This will then only affect products that have the correct attribute filed under Occasion. All other products remain unaffected by this change.

What if no data is available?

Seasonal texts can also be generated without an optimal data structure (see Data Management Part 2 for this), even if there are no trigger elements such as “occasion”. A one-off preparation is worthwhile in any case. We then work at category level and ask ourselves which product categories may be relevant for one or more occasions. e.g. party dresses that are suitable for both New Year’s Eve and the prom, or costumes that are suitable for both Carnival and Halloween.

The benefits of data preparation: search queries in natural language, automatic text generation, product recommendations, filter and comparison options. Everything for the benefit of your customers.

Low return rate even for seasonal texts

Clothing items in particular, such as costumes, have a high rate of returns after the carnival season or Halloween. For this reason, it is essential that informative product text is also included in seasonal texts (images alone are often not sufficient or can even be misinterpreted). Is the material skin-friendly? What is the quality of the fabric? Is the carpet easy to vacuum? Questions like these should be answered in a good product description.

We addressed this topic in our webinar on seasonal texting. It’s worth taking a look.

Data management and SEO relevance

As is well known, SEO is an attempt to align your own website or online store in such a way that your own pages are relevant enough for the desired search results to be displayed as high up as possible in SERPs.

We know that the Google algorithm is adjusted weekly, but these regular changes don’t usually have a big impact on rankings. More significant algorithm updates are made several times a year (at irregular intervals) – and these can have a massive impact on the ranking.

However, the current on-page factors for high rankings always include high content quality, i.e. mainly that structure, links and language must be precisely defined and cleanly integrated. Updates, text length, deduplicated uniqueness, images, videos and the correct placement of keywords are also evaluated by Google.

Google also rewards a good user experience (UX) on your site, which can be created through real added value. This means – and here we are back to data management and data optimization – that high-quality and meaningful product descriptions must be played out. Informative content should also be updated constantly. Since this updating should take place at least once every quarter, automatic content generation is extremely helpful. However, as we have already found out, this requires a clear and enriched data structure from which SEO-relevant and SEO-bomb-proof texts can be created.

Here is a video on this topic. Copywriter and SEO expert Stefanie Reinhold explains all the details about SEO and automated content.

How good data management also influences internationalization

It goes without saying that many online retailers put a lot of emphasis on internationalization.

And here too, data optimization can significantly support your business.

Texts automatically generated with the Text Robot can be made available in up to 110 languages, although it should be noted that these are not simple translations from one language into another. No, these are versions and localizations by native speakers, in which the texts are created from scratch in each language, taking into account the respective linguistic and cultural characteristics. Advantage: The effort required is 90% less than for a manual translation of each individual language. Of course, data is also corrected and optimized in other languages.

You can find out more about internationalization in our webinar. How can this be automated and what role does localization play in this?

Conclusion

Data management and structured data open up unimagined opportunities for companies from a wide range of industries to increase the profitability of their business. It is therefore important for online store operators to keep up with the latest developments in data management and have a clear understanding of how structured data can make their business more profitable.

Here is a brief summary of all the advantages of successful data management:

Data management plays a crucial role in the digital age. We hope that this article has made it clear to you what requirements and benefits it entails and how you can implement it in practice. Whether outsourced or self-made, with improved data management and a good data basis, you are guaranteed to make the most of your data, as it simply represents a strategic competitive advantage that needs to be harnessed.