Good data takes you nice places – What is missing?

When you deal with marketplaces such as eBay, or want search filters on your website you need to HAVE this data to hand. Most suppliers don’t add this additional data, you are lucky if you get colour and size!

In a data feed you would normally get:

1. Title
2. Description
3. Price
4. Quantity
5. Image name
6. Product Code
7. Size & Colour but these could be tacked into the title field and NOT separate.

The best way to figure out what is missing is by looking at eBay. eBay does so much research on how shoppers BUY stuff and they use an ever evolving filter system based on item specifics. This is typically the model I use for extra data.

So, if I was working with a fashion retailer, I would go to the women dresses category and see what filters eBay uses.

1. Size

2. Brand

3. Occasion

are the top 3 that eBay feel are the MOST important, then you have…

4. Main Colour (not so important because people will search for ‘Red Dress’ more often than not)

5. Style

6. Material

7. Size type (Petite/Tall etc)

These are all things people want to know about a dress. Shopping for dresses is a fine art, hence the number of specifics. Looking at these you can also start to construct a TITLE for your item, that will be found better.

An example of good title for a dress with multiple sizes would be:

ASOS Long Black Maxi Silk Party Dress Petite & Tall Sizes Available

(I assume here that with your size variations in dropdown that they are searchable by whatever system/marketplace this is used for)

Your supplier will probably give you ‘Black Maxi Dress’ and this could apply to many different dress styles with different codes. This is rubbish, and you will find you spend MOST of your time with this part of the data.

So now we have sorted the attributes we are missing in our data which gives us better titles, but how about description data?

A classic good ‘supplier’ description of an item is:

Beach dress by ASOS Collection

  • Made from a silky fabric
  • Plunging neckline
  • Halterneck design
  • Keyhole detail to back

However, a full description would include material, washing instructions and what the fit was ‘Regular, Tall or Petite’. A snip-it about the collection would also help sell this item.

This is probably the data you will find you can standarise over large proportions of data. If your supplier descriptions are NOT so good. This could take a while.

Next is the all important IMAGES!

Typical supplier image:

suppler

Images you ACTUALLY need:

image1xl image2xl image3xl image4xl

You need images around the 1200px x 1200px mark for zoom functionality and detail. Consider this a minimum.

So, wow a lot of data needed to sell an item! A lot of this data CAN be standardised in an excel sheet, however you need to be careful of mistakes.

Anyone want this dress? It’s here and cheap too!

This is the FIRST point from the good data series http://kidsontalks.com/good-data-takes-you-nice-places-introduction/

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