Looking for the right API to achieve this

There is a module here that imports feeds but once it has done so it takes the values in from the feed header, assigns them a column number and uses that as an easy way to create a template as demonstrated in this short video:

http://www.digitalquill.co.uk/datafeedplugin/tutorials/creating-a-basic-template-design

It’s still using the post content type but once set it keeps the same layout for every item taken from the feed

Is this done using custom post types? (http://codex.wordpress.org/Post_Types)

I want to create my first Wordpress addon that will include this method of templating but I need somebody to point me in the right direction…