The explosion of data has accelerated digital commerce. Consumers now expect rich product experiences to make informed purchasing decisions. And enterprises leverage data insights to drive better business decisions.
However, the rapid pace of digital commerce also causes many businesses to struggle, exposing gaps in their approach to data management.
We discussed this phenomenon in our recent article on the Commerce Growth Loop. Rather than addressing data management in silos, Gartner tells us that "the complex product content life cycle is increasingly being understood as an end-to-end process." This process, which happens repeatedly, can be seen as a closed loop.
Our first post covered the five steps required to address a company's end-to-end commerce needs. Today, we're unpacking the first step — Ingest — and discussing how Syndigo and Riversand deliver a single commerce ecosystem to close the loop and deliver continual improvement.
First, it’s important to understand the types of content you need to be successful in digital commerce. As you grow your product offerings, rich content will not only serve your customers and retailers, it will also provide better analytics to make more informed decisions.
There are four main types of content for digital commerce:
A recent report from Gartner states that "retailers and distributors turn to brands and manufacturers for detailed, consistent product information to populate digital channels, but these organizations struggle to gather, disseminate, and optimize the information customers need in a timely fashion."
In other words, the online product experience is critical — and you can't deliver all this content without getting the data into a platform first. That makes "Ingest" a critical first step.
When you ingest data, you consolidate all accurate and validated product content into one centralized database.
Centralization comes with several key benefits, including:
While the benefits of ingesting data into an integrated platform are clear, organizations struggle to pull in content and assets from a wide variety of sources. Riversand and Syndigo help companies overcome these barriers with three options for a streamlined process.
When it comes to data ingestion, every enterprise has different needs. There are three core ways Syndigo and Riversand approach the Ingest step in the growth cycle:
In bringing together Syndigo and Riversand, enterprises can benefit from a single commerce ecosystem encompassing the leaders in multi-domain Master Data Management (MDM), Product Information Management (PIM), Digital Asset Management (DAM), Syndication, Enhanced Content, and Digital Shelf Analytics (DAS).
Why does this matter? Gartner explains that "Master data is a 'hygiene' factor — meaning it must be available and trustworthy, but on its own, it isn't sufficient for a customer to complete their purchase journey."
Throughout this five-part series, we'll provide tips and best practices for implementing an end-to-end commerce strategy.
To learn more about Syndigo and Riversand's strength in the market, contact us today.