Master Data Elements for Digital Marketing and E-commerce

Digital Marketing and E-commerce
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Master data refers to the uniform and consistent collection of information used to describe the main components of an organization and identify trends and make future predictions. Within the business, Master Data is crucial information. There are many instances of master data that may be roughly grouped into many sorts. The operating system of retail e-commerce firms depends on the following categories of master data.

Product Master Data: What Is It?

All information about a product that details its use, configuration, use, and features is referred to as product master data. It is made up of text, numbers, value lists, hierarchy, relationships, and assets like pictures, videos, documents, certifications, and other rich media files.

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All of the data is accessible in the necessary languages, and when modifications are made over time, they are preserved in various versions.

Product master data may include a huge number of properties, connections, and records that are spread out throughout the company value chain in many siloed applications, systems, and locations.

Important Master Data Elements for Digital Marketing and E-Commerce

A large portion of digital marketing and e-commerce is focused on selling and promoting items and services that resemble products. In order to achieve high quality in Master Data Management for Digital Marketing and E-commerce, a product- and SKU-oriented master data strategy and components are appropriate places to start.

We advise well-established businesses to start by looking at the master data pieces. These suggestions hold true whether your business is an Amazon vendor or a third-party merchant on the site.

Merchandise Description

As far as it is about product descriptions, both humans and search engine algorithms/bots are your target audience. If you consider the underneath product description, it is obvious that the seller did all possible to make the description. The description has a lot of keywords that customers are likely to use while looking for massagers, although not Shakespearean.

Lists of points

Distinctive to Amazon listings, bullet points are often used to emphasize the advantages of a product and, in certain situations, its most important characteristics. The search engine of Amazon focuses on indexing the bullet points and utilizing them to improve search results.


Needless to say, the most crucial master data aspect of electronic commerce is pricing. Depending on the nature of the connection, the significance changes (third-party seller vs. vendor on electronic commerce channels).


Images (photos and videos) are often the most significant master data components in e-commerce, behind prices. There are standards for picture formats, sizes, positioning within the record, and naming arrangements on well-known e-commerce sites like Amazon.


One of the trickier parts of managing master data for e-commerce is variant management. Complexity is added by variable dimensions and potential values to areas of master data management, supply chain optimization, downstream production, and logistics.


Inventory information technically isn’t considered master data since it is always changing due to purchases and seller availability updates. However, coordinating the availability and inventory over all the channels effectively is vital and might be difficult based on our planning, backend order fulfillment, and logistics systems if your company is a third-party seller on many channels.

Examples of Master Data for Retail Businesses in E-Commerce

The master data required in e-commerce retail shops include the following examples.

  • The specifics of each delivery service that the company uses.
  • Location and account information for customers.
  • For each product, the current cost price.
  • Discount codes.

To get the most out of all of this data, good management is necessary. Master, data might be project- or entity-based handling these data. This suggests that the organization of master data is important for simple data searchability.

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Each piece of data is then organized in accordance with the project it was utilized for or the entity it seems to depict, taking their cues from this. (For example, a worker, a product, or a customer). While entity-based master data are searched using the entity queried’s keywords, project-based master data are searched by location, project lead, or project number.

Bottom Line

Today, having high-quality product data is essential for your success online. By implementing a PMDM approach, you’ll cut down on wasteful spending, give your staff more autonomy, and strengthen your connections with clients. By making your product data available to everyone throughout the value chain, PMDM assists you in growing your e-commerce and enhancing operational performance.