How Prodos used Channable to scale their eCommerce success

A fast-growing Dutch eCommerce platform needed a scalable solution for managing ads for its large product range across multiple channels. They turned to Prodos , a leading digital marketing agency, who leveraged Channable to help them optimize their use of data and create consistent, high-quality ad content.

Challenges faced by the client

The client was in the process of scaling up its product range from 30,000 to over 100,000 items. Their goal was to create a smooth process for handling frequent product updates while maintaining high-quality, performance-based content. To achieve this for their client, Prodos would need to overcome these key challenges:

Working with limited data: The client was struggling with limited and suboptimally configured data. Essential information was buried within long threads of HTML code, which required extraction and reconfiguration. They also needed to copy over rules from a former Channable project.

While it was easy to copy those rules within Channable, the team still faced a big obstacle: the fields used in those rules sometimes had different names and sometimes simply no longer existed. So, Prodos would need to match all the fields with the old field names and recheck all the values.

Scaling up the product range: To scale from 30,000 to over 100,000 products, the client needed an efficient way of feeding updates into the Channable server. The data needed to be simple and ample to work with it flexibly while maintaining the right degree of specificity to inform customers about the products.

Prodos’s strategic approach using Channable

To offer their client the best possible solution, Prodos leveraged Channable’s robust platform to implement these strategic measures:

Data integration & management: By integrating various data sources, such as internal databases and data feeds like CSV and XML from the client’s website, Prodos streamlined and consolidated the data in Channable, so it could be seamlessly directed towards multiple advertising channels. Feedback from these channels looped back into Channable to optimize ads based on search volumes and product performance.

Creating efficient feed updates: To manage the client’s huge set of Shopify data more easily, Prodos first tried removing as many unused fields as possible. Eventually, they circumvented this altogether by placing a CSV feed between Shopify and Channable.

Optimizing use of performance data: Prodos incorporated additional performance data imports into Channable to enhance campaign strategies. Product filters required 10 different rules per category to ensure precise targeting and improve campaign results.

Performance tracking: Channable's data analytics capabilities enabled Prodos to perform performance-based campaign segmentation. This allowed products to perform optimally based on their ROAS. The tool also offers real-time data, empowering Prodos to create data-driven campaigns, generate reports and automate product segmentation.

Setting rules to overcome missing data: Although Prodos updated the product data as thoroughly as possible, there were still some significant gaps, especially in categories and product filters. They created an extensive set of rules in Channable to edit and categorize the data. The result was a rule waterfall that extracts relevant categories from noisy metadata, so products can be accurately categorized, even if specific categories are missing.

Boosting products: By importing a list of bestsellers into Channable, Prodos boosted those products by allocating extra budget to the shopping campaign. This helps the client achieve an optimal ROAS by maximizing the value gained from each conversion.

A rule-based product segmentation for success

What is rule-based segmentation? How do you choose the right product categories, and how can you efficiently manage your ads with Channable? Find the answers to all these questions in the full version of the success story on our website.