The Essentials of Product Data

A Nontechnical Guide to Assess and Improve Your Feeds

As product advertising takes a larger slice of the budget each year, the importance of quality product data also rises. Google Shopping, for example, captures the majority of ad spending—and its share is growing dramatically. Is your data dragging your ad performance down?

To minimize cost per clicks and gain visibility in today’s competitive environment, sellers must first take stock of their own product data feeds to ensure they’re targeting the right buyers and are getting top returns out of their advertising efforts.

eMarketer was pleased to moderate a live Tech-Talk Webinar featuring ChannelAdvisor's Mike Shapaker, CMO, and Izabela Catiru, product marketing manager. They walked you through a series of practical tips that will enable you to review and address the maturity of your product data.

Watch this webinar and learn:

Why quality product data is critical to success

How to audit your feeds in a few easy steps

Four key best practices to follow


Mike Shapaker Mike Shapaker is the CMO of ChannelAdvisor. Mike oversees the company’s worldwide marketing initiatives, including corporate and product branding, demand generation, digital marketing, public relations, thought leadership and event management. Previously, he served as the EMEA vice president and managing director for ChannelAdvisor, where he was responsible for developing the company’s strategy and direction for growth.
Steven Lin Izabela Catiru is the product marketing manager for ChannelAdvisor. Izabela contributes to the go-to-market strategy. She works with several digital marketing platforms and manages campaigns across 27+ countries.


Douglas Clark is the global director of public relations at eMarketer. He leverages his relationships with top-tier journalists around the world to shine a spotlight on eMarketer’s latest forecasts and analysis. Prior to joining eMarketer, Doug spent nearly a decade as an on-air reporter and anchor at three TV affiliates across the country.

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