Talk about prescient. Over 15 months ago, The Edge committed a flagrant act of foresight by detailing what many considered to be the first use of the term "showrooming." 

In our post, we described the steps Target was taking to combat Amazon - specifically, to limit the behavior of "showrooming" - essentially serving as a showroom for products, where shoppers would visit, touch, feel, study...and then ultimately, purchase on Amazon.

The term has entered the mainstream, as exhibited by this cool "showrooming" infographic. Check it out, because the statistics in the infographic swerve into an industry Edgenet has been working with - the Pet Industry. The infographic details the top five retailers at risk for showrooming, with a major big-box pet store listed as the second most likely retailer to be at risk. 

Edgenet figures your anxiety regarding showrooming should be in a direct inverse relationship with the quality of your product data. The better your data, the less your anxiety about showrooming and all of the other waves of consumer behaviors to come. 

We've been telling you for years that better, highly structured data results in a bigger bottom line. Better data reduces inefficiencies, as indicated in an IBM study showing that companies lose an average of 8.2 million dollars annually from data collection issues.

And that's just data collection, not dissemination. One of our partners indicated that a supplier in their industry had to create between 50-100 data sets for 50-100 distributors.

We're under 30 days until Google officially, permanently changes its Google Shopping to a pay-for-play model. For those of you who are still figuring Google will reverse course on its decision, take a peek at Google's earnings ever since it has started shifting to the pay-for-play model. They're not going back, folks.

Experts have already begun to study, experiment and opine on how the new Google Shopping world will work. Rick Backus, the CEO and Co-Founder of CPC Strategy, a comparison shopping engine management company, has a lot of insight on how things will work - and how businesses can succeed.

In a discussion about feed optimization, Backus commented, "In reality the most difficult part of feed optimization is the categorization. And so, depending on how many categories the retailer has, in some instances they have 500, 600, 700 categories and the shopping engines don’t do the best job of categorizing the feeds unless you’re dictating to them what the proper category is."

When it comes to structuring data into categories, no one in the world can duplicate the work done by the experts at Edgenet. We know the difference between a bunch of information and a bunch of information structured so that it can be selected, parsed and compared.

In the same interview, Backus describes a data quality scoring system that sounds VERY FAMILIAR to us at Edgenet: "For major hypothetical example: Google says “we’re not going to show any PLAs for a retailer with a data feed quality score below 75.” And your retailer has a 72. Which would mean then they are not eligible for PLAs as the quality of the feeds isn’t high enough to show to their users independent of bids."

Edgenet's Ezeedata collects, then scores product data. Ezeedata has built-in processes that will optimize the product data, along with intuitive prompts for users to improve their score. Once the data receives a score of 75 or higher, it's considered "certified" and we will then deliver it to our partners like Google and Bing.

Coincidence? Perhaps. But the fact that a forward-thinking expert like Backus is thinking like the experts at Edgenet is not really surprising. It's just further proof that Edgenet has built the product data solution for this moment.

Most of us suffer from a bit of the "So What?" syndrome - the mindset that causes emails, dishes, or voicemails to stack up. The syndrome gets worse when it comes to change. Think of how many of your Facebook friends grouse about minute changes to Facebook. Often, we are dragged kicking and screaming to change.

On May 31, Google announced changes to its Google Shopping which will require any merchant who wants their products visible to submit a feed of information to Google. And the information you submit better match what's on your website.

Even before the product is rolled out, some members of the jury are returning a verdict.

On May 31, Google announced massive changes to Google Shopping, which are scheduled to take effect completely by October 1. Changes have already begun , and as experts begin to understand what's coming, some are worried about how retailers will react. Blogger Andrew Davis details "Why The New Google Shopping S*cks For E-Merchants."

Take it from us - Davis is right when he expresses concerns about a general, industry-wide ignorance to the importance of product data. We've been on our soap box a while, and even though we see the overwhelming evidence that Ezeedata's a game changer for data quality - and earnings - we have continued to witness businesses that don't see value in high quality product data.

Until now.

Many of us who remember the old days of searching for products online - like two weeks ago - will recall that typing in a general term at Google.com would yield a smattering of results that you had to parse through.

Google realized that's just plain bad business - and it breaks one of its principal rules: be relevant.

So, if you typed in "tent" at Google.com in May, you'd get some AdWords ads, and some listings. CPCStrategy.com is reporting that today, you'll see something like this:

(note: we tried and did not get this result, but that would be normal for Google, as it experiments with its new interface)

Even though the changes are massive, there's no need for panic. Google may be a giant, but it's no Godzilla.

By now, most savvy retailers - and even a few of the late adopters - have realized that Google has changed online retail with its announced changes to move to a pay-for-play model. Here are a few details you might not have realized.

In its latest video, Edgenet gives examples of how Ezeedata, its data feed optimization tool, changes how products appear on the internet. In example after example, more and higher-quality data was provided for shoppers. Sometimes you just need to see the difference to understand how better product data will result in better branding and increased sales.

Edgenet's Peter Montross and Craig Cervenka are featured in the latest episode of "Edgenet Trends," and they're talking about the demanding world of product data feeds, product data management, and meeting the ever-changing target set by consumers and retailers.

In 2000, no one would have cared too much about how many ounces your travel-size shampoo was. By the end of 2001, laws had changed, and 3.5 ounce bottles were necessary. Does your car have an ipod dock or interface? Some people are making buying decisions based on whether they can play their music while driving.

We at Edgenet continue to hear from manufacturers and suppliers who are certain they know who is shopping for their products, and therefore these manufacturers and suppliers KNOW what product details their shoppers want and need.

You sure about that?

We'd like to present Exhibit A: The Cave People.

The LA Times reports that millions of people in China live in caves. They like it there. Some of the caves have running water, electricity.

What product details are valuable to Chinese cave people?

We'll give you a moment to think about it.

Perfection Spring & Stamping Corp, a family-owned manufacturer of metal stampings, extension springs and wire forms, is a great example of a company that has only just begun to scratch the surface of what the internet can do.

At one point, Perfection employed 18 agencies to sell its parts. They've since eliminated many of those agencies, and have begun to embrace the power of internet search.

Edgenet Trends is back, and in this episode, Edgenet's Vice President Peter Montross and Product Data Specialist Joel Carstedt share some comedy - and tragedy - of bad data. They also show the rich, quality product data that Ezeedata delivers every day.

When veteran technology reporter Steven Levy wrote a book, "In The Plex," he was given unprecedented access to the campus and the minds of the geniuses at Google. From the founders on down, he found that one word was mentioned everywhere, in any strategic conversation. "In The Plex" mentions the word 319 times:

We've been telling you for years that consumer behavior has shifted forever. We see it in studies like this one, which explain that impulse buying is dead. Challenging economic times, the rise of mobile devices being used as "data devices", and the increased demand for better images, videos and details have all combined to create a population clamoring for more.

We've recently stumbled across a study which proved our point. The study showed

Intelligent 1:1 marketing has been foretold for decades. It was even featured in Back to the Future II, for goodness sakes. But only now are we getting to the point where technology, the consumer, the retailer, and product data are all capable of supporting it.

In this insightful article at the Forbes website, author Lisa Arthur, the CMO of Aprimo, defines and lays out the case for intelligent 1:1 marketing. By her definition, 1:1 is "Going forward, it won’t be enough to know that a certain customer bought a shirt from your store last month or that they “liked” your brand’s Facebook page last week. Going forward, marketers will need to combine and analyze these data points plus others, from a variety of different resources, in real time.

"Sure, you’ll still want to know about that past purchase, the more recent social media engagement, etc.  –but you’ll also need to integrate that data with even more information. Perhaps most important of all, you’ll want to know when that customer is in your store, considering a purchase. Then, you’ll be able to put all that CRM data to work. (Does your customer want another shirt like the one she bought last month –according to warehouse records, there are plenty more left in stock. Does she know that slacks to match are now on sale? Etc.)

"Think of intelligent 1:1 marketing as a strategy defined by this simple formula: Intelligent 1:1 Marketing = Mobile Devices + Triggers + Social Media + Point of Sale Data."

We couple Arthur's comments with Google's "How to GoMo" promotion - where the tech giant gives you insights and resources on taking your site mobile, and you can see the world changing.

The assumption in Arthur's column is that product data is going to be rich, complete and plentiful. Unfortunately, today's web can only attest to one of those three. There's a lot of data out there. Whether it's good, bad, complete or not is another issue entirely. That's the reason the two largest search engines in the world, and more and more retailers and shopping sites, are flocking to Edgenet to receive an optimized product data feed. The 1:1 model doesn't work without the best product data possible. And no one delivers better product data than Edgenet.

We're always excited by experts who validate our vision and projections about the future of internet retail and data feed optimization.

In an earlier blog post, we commented on Lisa Williams' enthusiasm about Data Feed Optimization, and were intrigued by her assertion that Data Feed Optimization results in increased sales. So we decided to go deeper with her in an email interview.

The Edge: A little about you: Your website says you’re an SEO rockstar. What does that mean? Do you get to demand what color m&m’s you have in your trailer? Tell me about your company.

LW: That testimonial is one of my favorites, but I have to say that our industry has few rock stars (and I wouldn't count myself among them). I do think there's an advantage for search practitioners who've been around awhile. Yet the industry is still so new and being a rock star or guru to me means owning a discipline the way Jimi Hendrix owns a guitar. For online marketers our guitar changes all the time.

I think the best online marketers can do is push the limits, spend lots of time learning and testing and keep coming up with wins for their clients or bosses. We do Pay for Performance online marketing so focus is primarily on immediate ROI, I love that model because both client and vendor have the same success metric of sales. Though I love the term Search Rockstar, my preference is Goddess or Princess.

The Edge: Great blog post, btw. I’m assuming you’re among those who believes search is sexy. Why?

I think search is super sexy. It's so much fun, so unpredictable, so messy, so thrilling, sometimes scary and never boring. There's always something new to explore. If you have a handle on Paid search, spend more time learning about Analytics or Landing Page Optimization.

You can't rest on your laurels in this industry, you have to keep succeeding and experimenting. It can only get boring if you're boring. Hate to go too far with this analogy, but also think some of the best practitioners have long term experience with a single site. It's a red flag to me if a marketer brags about wins with a lot of companies and all those wins are from simply doing one thing. You can only become skilled if you experiment and win (and it doesn't count unless both client and vendor agree you're winning.)

The Edge: You noted that product data feeds can contribute to an uptick in revenue. What did you base that on? Are there stories you can tell or studies you can cite?

LW: Sure, we do see lower CTR (Click Thru Rate) and lower Conversion Rate from Product Listings, but we also see CPC (Cost Per Click) decreases and CPA (Cost Per Acquisition) decreases across the board.

We saw CPC decrease by 25% with a 10% lift in Conversion for a best selling category (blue ox base plates http://www.hitchsource.com/blue-ox-base-plate.php) for a client.

When you have multiple links on page one (Natural Search listing, Paid Search listing and Product Listing) there's a lift from that consistency and branding. From a math standpoint, you're getting more links on the page, from a psychology standpoint, you're reinforces the brand.

The Edge: We see Data Feed Optimization’s growth and popularity paralleling that of SEO – a lot of ignorance at first, but eventually, a general acceptance that it is critical to today’s marketing. Do you agree or disagree? Why or why not?

LW: Absolutely agree. Test it, refine it and if it works, keep trying to make it better. Data Feed Optimization helps Product Extensions (extensions on Paid ads that include additional product information), Product Listings (supplemental listings that appear in Paid search results) and Shopping Results.

It generates enough revenue that it deserves more than just a "set it and forget it" mentality. Helping clients understand the upside to Data Feed Optimization and creating reporting that demonstrates value of that optimization helps companies make it a standard line item in their online marketing strategies.

The Edge: What would you say to someone who is trying to make a “business case” for employing data feed optimization tactics?

LW: It is free to upload your data feed to Google Merchant Center, but it's not free to implement and maintain. The business mistake some companies make is thinking that since sharing the feed is free, the entire tactic is free. It takes skill to employ data feed optimization tactics and to make a business case for it, implementation needs to be attached to business goals and strategies.

I believe there is a branding case to be made here as well. More links on the page is brand reinforcement. I think that's a business case that's fairly easy to prove.

The Edge: Plug your business/book/latest enterprise/blog/twitter/facebook/googlePlus/scheme.

LW: I'm working on a book titled "Sustainable Online Marketing: When Everybody Clicks". I've interviewed many of the best online marketing practitioners in search of the path to great client/vendor relationships. I am proud of the work I've done for many of my clients, but to be honest, there have been times in my career that I sucked. I didn't appropriately create expectations for the client, or manage unreasonable expectations.

I started writing the book to learn how to be better at my job. I'm so impressed by the level of brilliance in this industry. Search practitioners come from science, computer science, information retrieval, journalism, PR and other backgrounds, but what the great ones have in common is their desire to win. Their desire to approach their work with honesty, integrity and fairness in a field that, frankly, has seen its' fair share of practitioners that suck. I'm grateful to the industry for all they've shared and if I never sell a copy the process has been awesome. It's still a work in progress, but looking forward to sharing. In the meantime,

I'm excited about speaking at SMX Social Media Marketing (http://searchmarketingexpo.com/socialmediamarketing/agenda) in December.

Meet a blogger who is as enthusiastic about the effectiveness of product data feed optimization as we are - Lisa Williams. She explains that data feed optimization can increase revenues 5% - 20% - consistent with Steve Tucker's success - and says that she thinks search is "sexy."

Impressive - almost! This article at the Local Internet Marketing Consultants site is just about as forward-thinking, spot-on with the lingo, 100% right with today's world as an article can be.