Competitive Advantage from Data: How Can Product Data and Content Be Leveraged to Drive Growth?

In today’s digital world, companies have a vast amount of product data and product-related content. Yet in many organizations, the utilization of product data and content remains inadequate or slow. The data exists, but it is not being fully leveraged.

This article is the second part of our blog series examining how data can be leveraged to support business growth. In the first part of the series, we discussed the problem of siloed data and how the right system architecture transforms data into a business advantage. If you haven’t read it yet, you can check out the article here.

In this part, we’ll move from structures to everyday practice. How can product data and content be harnessed to support growth? And what is the role of artificial intelligence in this context?

Let’s start with product data.

We need to make better use of product data

Here at Mediasignal, we never tire of repeating this point: Product data is a vital source of business intelligence that is not being utilized to its full potential. Why? In many organizations, product data is scattered across multiple locations, such as ERP systems, separate Excel spreadsheets, e-commerce platforms, or sales materials.

The same information is manually updated across different systems. Versions differ from one another. Launches are delayed because the data isn’t ready or consistent. This takes up a significant amount of staff time.

In today’s multichannel environment, product data cannot be managed in a decentralized manner. Or at least, doing so effectively is difficult. That is why product data must be centralized and automated.

PIM (Product Information Management System) brings all of a company’s product data together in one place and creates a single platform from which the data is maintained and distributed to various channels. Easily, quickly, and without duplicate work. Centralized product information management reduces manual update work and shortens the time it takes to bring products to market compared to decentralized processes.

This has a direct impact on growth:

• New products reach the market faster

• Information is accurate across every channel

• The customer experience improves as conflicting information is reduced

• Sales and marketing use the same up-to-date data

When product data is centralized in a PIM system, it is maintained in one place and automatically distributed to the right channels. The information does not get lost in the background. It appears as accurate content in the online store, sales materials, and partner channels. That’s when data begins to directly impact revenue.

Content data: leverage content to genuinely support brand growth 

Data isn’t just numbers. Images, brochures, videos, user manuals, and campaign materials are also data. In many companies, content is scattered. Marketing has its own folders. Sales has its own versions. Partners have their own files. This quickly becomes apparent:

• Different markets use different versions of materials

• Outdated content ends up reaching the customer

• The brand image lacks consistency

• Time is wasted searching for and verifying the correct version

If content data isn’t managed centrally, the brand starts to take on a life of its own. When content data is centralized in one place and linked to product data, the situation changes:

• First, the correct material is found quickly, and the user can trust that it is the latest approved version.

• Additionally, localized content is displayed to the right markets.

• Resellers also see only the material intended for them.

• The brand’s image remains consistent across different channels.

This builds trust. Purchasing decisions are based on up-to-date, high-quality information. The partner network operates more efficiently when they don’t have to guess which version is correct. Content is therefore not just a part of communication. It is part of a data ecosystem that supports sales and strengthens the brand.

Targeted data creates a competitive advantage

When product data, content, and customer data are combined, a company can do more than just publish the right information. It can target its audience. For example, according to a 2024 study (2024 Forbes State of Customer Service and CX Survey), 81% of customers prefer companies that offer personalized experiences, meaning that personalization is no longer just a nice-to-have, but a clear expectation.

With targeting:

• Different content can be offered to different segments

• Market regions automatically receive localized materials

• The online service adapts to the user’s interests

• Sales teams gain access to materials optimized specifically for that segment

At this point, data is no longer just for reporting. It influences what is published, to whom, and when. And that creates a pathway to growth.

What is the role of AI in leveraging data?

AI brings data down to a practical level. Even if data is centralized and structured, leveraging it takes time. Data is useless if it isn’t used in day-to-day operations.

A secure AI agent tailored to a company’s processes acts as an interface to the company’s own data. It doesn’t come up with answers, but rather retrieves and combines existing data from various systems, such as a PIM system and ERP.

In everyday use, this is evident in situations such as:

• Customer service compiles product information for a customer. The customer no longer needs to spend time gathering the information themselves but receives a quick, concise answer from the AI agent.

• Sales gets quick answers to product and availability questions without spending time searching for information.

• Internal teams can find documents without system-specific expertise.

The company’s own AI agent reliably compiles information from various systems and also displays the sources. The speed enabled by AI is no longer just a nice-to-have. It is a competitive advantage. Customers expect quick answers, and the service experience increasingly depends on response speed. When information is found in seconds, decisions don’t have to wait.

Final thoughts 

PIM, content data, and AI agents are not isolated technologies. They are tools for transforming data into an easily manageable whole and a business benefit.

When product data is structured, content is managed, data is targetable, and information is readily available, a true competitive advantage is created.

You might also be interested in:

Part 1 of the blog series: Competitive Advantage from Data: There’s plenty of data, so why aren’t we seeing results?
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