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Automated Data Creation

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The positive customer experience

When you automatically enrich your products with relevant data, you can quickly set up and import new products into your E-Commerce platform. This saves you having to import and link all metadata to each product manually. It also helps your company present a clear and well described product catalogue, allowing your customer to find the information they're looking for quickly. And hopefully, convert on your site rather than on the competitions.
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The relevant data

Your products and services are more attractive to your customers if you package them in the right data. This can be the difference between simply showing a product number on an ordering page or a full product with images, relevant specifications, live stock and order status and automated correct pricing. This brings the customer closer to your product - also online.

How to begin data enrichment

The first step in the process is to identify important user journeys that you want to support by data enriching the product catalogue. You can do this by examining what the users on your existing E-Commerce platform are searching under, or by using Google Analytics to analyse the user journey that ends with a purchase of the most sold products. You can also compare converted user journeys with user journeys that end with the customer leaving your site. Perhaps you discover that some products have a better description than others? The basic aim of data enrichment should be to create value by improving searchability and filtering and increasing conversion on the site.

The next step is to identify what data is available, the format the data is saved in and where the data lives in your internal systems. If you discover gaps in your user analysis, which your internal data can't support, you can find out whether there are external sources that can deliver the data you want.

To reach the next step you need to be able to correlate data either in a good old-fashioned excel spreadsheet or with integration between your ERP or PIM solutions, from where the data can be imported into your E-Commerce platform.

Data sources

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Exchange rates can be pulled from external suppliers.

Shipment costs and estimated transport times can be pulled from external carriers.
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Pricing can be pulled from a price monitoring robot.
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Product numbers, prices, warehouse and order status, can be pulled from your ERP system.

Specifications and product images can be pulled from the manufacturer's PIM or an external provider.

Language versions of specifications can be pulled from the manufacturer's PIM.

Automate product set-up

If you have an extensive product catalogue, the job of setting up and maintaining products will be time-consuming and almost impossible unless you have an automated process that takes high-quality data and connects it to the right products when imported into your e-commerce platform. Highly consistent data quality also means that you can make the search function and filter options on the site far better so that your customers find the exact product they're looking for.

However, data enrichment will never be better than the data quality of the systems they come from. Read more about this here:

How to ensure optimal filtering and search

You can enrich your e-commerce platform with much more than product data.


Customer data can be pulled from the CRM for a quick checkout.
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Segments for personalisation can be pulled from external databases.
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The customer's previous purchases from CRM can generate additional purchase options.

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Want to know more about automated data creation?

Feel free to contact me
Adam Peter Nielsen
Adam Peter NielsenGroup CTOSend e-mail

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