Managed Digital Marketing

Managed Digital Marketing Services

Where Managed Digital Marketing Services are designated in a SOW, ChannelAdvisor will provide the following Services directed toward managing the Digital Marketing Module on Customers’ behalf, in accordance with the scope detailed in the SOW:

Launch Services.  For the initial Launch Services, Customer will work with ChannelAdvisor to complete a “Get Started” questionnaire inclusive of Network Site account credentials (usernames and passwords). ChannelAdvisor and Customer will work together to integrate inventory into the ChannelAdvisor Platform subject to the restrictions and assumptions of the SOW. ChannelAdvisor will configure and launch new advertisements and feeds from the ChannelAdvisor Platform. If applicable, prior to launch, ChannelAdvisor will provide Customer with the necessary instructions on installation of tracking pixels that must be implemented by the Customer in order for Orders and Revenue to populate within the software. Network Site launch timelines may vary depending on Customer priorities.

Customer will have access to the ChannelAdvisor Platform Report interface, which includes the following data at the provider, campaign, ad group and keyword level, where applicable: Impressions* / Clicks* / Cost per click* / Orders / Conversion % / Revenue / Cost* / ERS / AOV (* indicates that this information will appear only where provided to ChannelAdvisor by the Network Site):

Managed Services. The various types of Managed Digital Marketing Services ChannelAdvisor provides are listed below. The particular Managed Digital Marketing Services Customer has selected are designated in the applicable SOW, and ChannelAdvisor will provide those Services in accordance with the terms herein and with the scope detailed in the SOW:

Feed Management

Feed Services.  For avoidance of doubt, this Section describes the Services provided where the applicable SOW references “Managed Flex Feeds.” ChannelAdvisor will utilize proprietary best practices and ChannelAdvisor’s Merchandising Engine technology to optimize the data feeds associated with Customer’s Network Site accounts and/or Flex Feed destinations. Such actions may include but are not limited to:

  1. Category Mapping.  Category mapping to Network Site taxonomy of new categories to Customer inventory feed, where applicable.
  2. Content Enhancements.  Product title and description enhancement will be made on an ongoing basis as needed and where applicable to maximize offer visibility.  In addition to data collected by the ChannelAdvisor tracking system, ChannelAdvisor may request historical performance data at the product, category and/or keyword level from other marketing campaigns as a basis for such efforts.
  3. Feed Changes.  Implementation of changes to feeds that are requested by the Customer.
  4. Feed Creation.  ChannelAdvisor will configure and map product data to applicable Network Sites in accordance with Customer’s requirements/specifications.
  5. Feed Monitoring.  ChannelAdvisor will regularly monitor the status of inbound and outgoing feeds with the goal of successful and timely processing of inventory.
  6. Issue Identification & Resolution. ChannelAdvisor will identify and resolve feed issues as they arise.
  7. Feed Submission.  ChannelAdvisor will syndicate inventory feeds to applicable Network Sites on a daily basis.

Campaign Management

For each of the Campaign Management Services listed below, ChannelAdvisor will provide:

  1. Bid Management. ChannelAdvisor will leverage its proprietary bidding technology and a variety of other methods to optimize to Customer’s profitability goals.
  2. Budget Management.  ChannelAdvisor will manage Customer’s ad budget as stated in the SOW and allocate spend across agreed-upon Network Sites in support of achieving Customer’s performance goals.
  3. Promotional Updates.  ChannelAdvisor will work with Customer to understand promotional strategy and align efforts to accurately display applicable promotions on managed Network Sites.
  4. Reporting & Analytics.  In addition to providing the ChannelAdvisor Platform Report as stated in the SOW, ChannelAdvisor will provide regular performance reporting to provide deep performance insights to Customer.
  5. Strategy & Planning.  ChannelAdvisor will work with Customer to develop an ongoing strategy within the scope of the Agreement directed toward achieving Customer’s goals.
  • Campaign Management – Search Engine Marketing Services
  1. Ad Copy Development.  ChannelAdvisor will create, maintain, optimize and test ad copy to maximize clickthrough rates for Customer.
  2. Audience Management.  ChannelAdvisor will leverage best practices to create audiences based on consumer behavior to better segment different valued consumers and align bid management strategies accordingly.
  3. Campaign Development.  ChannelAdvisor will architect a campaign structure to align with Customer dynamics, including but not limited to budget, profit margin, pricing, and inventory data.
  4. Keyword Management.  ChannelAdvisor will utilize a variety of different methods to create effective keywords that target qualified consumers to direct back to Customer’s website.
  5. Query Management.  ChannelAdvisor will regularly review user queries available at Network Sites and optimize based on performance.
  6. Audience Management.  ChannelAdvisor will leverage best practices to create audiences based on consumer behavior to better segment different valued consumers and align bid management strategies accordingly.
  • Campaign Management – Product Listing Ad Services
  1. Audience Management.  ChannelAdvisor will leverage best practices to create audiences based on consumer behavior to better segment different valued consumers and align bid management strategies accordingly.
  2. Campaign Development.  ChannelAdvisor will architect a campaign structure to align with Customer dynamics, including but not limited to budget, profit margin, pricing, and inventory data.
  3. Query Management.  ChannelAdvisor will regularly review user queries available at network sites and optimize based on performance.
  • Campaign Management – Advertising Services for Amazon (Third Party/First Party)

Services provided under this Section shall be directed toward assisting Customer with marketing and advertising activities in conjunction with (i) Amazon Advertising Services available through Customer’s Amazon Seller Central accounts and/or (ii) Amazon Marketing Services (“AMS”) available through Customer’s AMS portal, as indicated in the SOW:

  1. ASIN / Ad Optimization for the Network Sites designated in the SOW. ChannelAdvisor will work with Customer to develop and add a list of ASIN’s (which contain products available for purchase) to target ads and display an ad for this given set of ASIN’s.
  2. Campaign Development.  ChannelAdvisor will architect a campaign structure to align with Customer dynamics, including but not limited to budget, profit margin, pricing, and inventory data.
  3. Keyword Management.  ChannelAdvisor will utilize a variety of different methods to create effective keywords that target qualified consumers to direct back to Customer’s website.
  • Campaign Management – Paid Social Services
  1. Ad Copy Development.  ChannelAdvisor will create, maintain, optimize and test ad copy to maximize clickthrough rates for Customer.
  2. Audience Management.  ChannelAdvisor will leverage best practices to create audiences based on consumer behavior to better segment different valued consumers and align bid management strategies accordingly.
  3. Campaign Development.  ChannelAdvisor will architect a campaign structure to align with Customer dynamics, including but not limited to budget, profit margin, pricing, and inventory data.

Requirements. ChannelAdvisor’s performance of the Services is subject to Customer’s ongoing fulfillment of the following requirements to ChannelAdvisor’s reasonable satisfaction:

  1. Customer must provide all hardware and connectivity necessary to gain access to and use the ChannelAdvisor Platform Report functionality.
  2. Customer must have a basic understanding of applicable Network Sites.
  3. Customer must have one-to-one SKU/Inventory Number-per-Item relationship in place, or ChannelAdvisor will either i) use an existing unique value or ii) generate SKUs so each item has a unique SKU number. Existing SKU values cannot exceed 40 characters in length.
  4. Services will begin when Customer provides an Inventory Feed that meets ChannelAdvisor’s specifications or approval and that contains product page URLs of a single domain. Up to two (2) Inventory Feeds may be provided. The Customer must update each Inventory Feed at least weekly.  “Inventory Feed” means a transfer of product data from Customer to ChannelAdvisor by means of FTP or API.
  5. If Customer would like to utilize ChannelAdvisor’s APIs, then Customer is responsible for integrating with ChannelAdvisor’s API. All documentation is provided via the ChannelAdvisor Developer Network Google Group/Forum (http://developer.channeladvisor.com) and any technical support or questions should be directed to SSC (http://ssc.channeladvisor.com/support/create-case).
  6. Customer must have no more than 1,000 unique categories.
  7. Exclusivity. During the Initial Term or any Renewal Term of this Agreement, Customer shall not engage any other service provider to provide the same or similar Services for which CA has been engaged under an applicable SOW.
  8. Customer must provide at least one Account per Network Site. Customer must have completed the approval process for the Network Site(s) and have access to applicable Network Site Account(s).
  9. Customer must submit Customer’s advertising budget guidelines to ChannelAdvisor in writing prior to the first day of the applicable month in which the budget is to be used.  If the guidelines are not timely received, ChannelAdvisor is authorized to continue incurring costs to avoid disruptions to Customer’s advertising campaigns and will use reasonable judgment in managing those costs. Customer acknowledges and agrees that the cost of placing advertisements on Network Sites is not “fixed” and is affected by factors beyond the exclusive control of either party. ChannelAdvisor will use commercially reasonable efforts to manage Customer’s advertising in accordance with Customer’s budgetary guidelines. ChannelAdvisor is not responsible for third-party advertising costs that exceed Customer’s budgetary guidelines. If advertising costs materially exceed Customer’s budgetary guidelines for three (3) consecutive months and are not otherwise authorized by Customer, Customer may, as its sole and exclusive remedy, terminate this SOW upon at least thirty (30) days prior written notice to ChannelAdvisor, with the notice to be provided at least ten (10) days following the end of the month at issue.
  10. Customer must dedicate the effort necessary to configure and utilize the Managed Services in a timely manner.
  11. Customer may also be subject to additional terms and conditions should Customer choose to use content, software, or APIs provided by third parties.

IN ADDITION TO ANY WARRANTY DISCLAIMERS IN THE MSA, CHANNELADVISOR MAKES NO WARRANTY OR REPRESENTATION WITH RESPECT TO THE EFFECTIVENESS OF ADVERTISING MANAGED BY THE TECHNOLOGY, CUSTOMER SITE RANKING AND PENETRATION FOR NETWORK SITES OR FLEX FEED DESTINATIONS. CHANNELADVISOR IS NOT LIABLE FOR ANY COSTS INCURRED BY CUSTOMER AS A RESULT OF CUSTOMER’S FAILURE TO UNDERSTAND BIDDING AND SPENDING LIMIT FUNCTIONALITY.

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