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© Copyright 2012. All rights reserved.
The Digital You: Creating A Strong Web Presence
Real Solutions. Real Results. April 23, 2012
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Agenda
Environment Overview
Developing Your Strategy
Solutions
Conclusion/Q&A
Please type questions here.
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Speakers/Presenters Introductions
Mary Shaw, Director – Standards - IDEA
• Involved in Electrical Industry for 25+ years
• Instrumental in development of Industry’s Electrical Attribute Schema
• Leader of IDEA Industry Standards Committee (ISC) & active with NAED, NEMA, and other industry organizations
• Represents US & Canadian electrical industry on global e-commerce committees with GS1 and ASC X12
Denise Keating, President – DATAgility
• 20+ years experience in consulting for development & implementation of successful EDI, VMI, Product Data Governance business strategies
• IDEA partnered with DATAgility to develop the Electrical Attribute Schema
• Member of the ISC and the Data Content and Product Identification Sub-Committees
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Environment Overview
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The Quest for Data
…but if they don’t get it from you…
“OK!”
“This is going to take some time because I have to pull it all together from different systems. When do you need it?”
“I need your marketing content now for my customers!”
Your customer is asking for product info…
“Forget it. I’ll just purchase it from another provider or scrape it from the Internet.”
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Online Retailer Website
Online Competition
Manufacturer Website
IDW
Are your products being published correctly?
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Challenges
Distributor Pain Points: Demand for marketing data
Difficult & expensive data integration
Increasing pressure/competition from alternative sales outlets
Other limitations/challenges?
Ron Schlader Crescent Electric
Robert Reynolds
Graybar & NAED Chairman
Jason Archbold Marketing Catalog Supervisor Border States Electric
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Challenges
Manufacturer Pain Points: Inconsistent brand management
Product commoditization
Strain on limited resources
Trying to consolidate data from different systems/divisions
Other limitations/challenges?
Phil Barrios Hubbell Inc.
Paul Suzio Bridgeport Fittings
Rich Brooks E-Business Development Manager BURNDY LLC
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Product Data Flow: 1999
OEMs, Manf. Reps, etc.
End-Users Retailers
Distributors
Manufacturers
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OEMs
Manf. Reps
The Customer
Product Data Flow 2012
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OEMs
Manf. Reps
The Customer
Ecosystem Clutter
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OEMs
Manf. Reps
The Customer
To succeed:
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Developing Your Strategy
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Marketing Content Strategy
Questions to consider: Who controls manufacturers’ data?
Who describes manufacturers’ products?
Do internal resources handle customers’ product info needs?
How is progress prioritized & measured?
How can distributors provide more value in an advisory role?
How can manufacturers get more product/program info to the end-user?
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Business Strategic Plan
Marketing/ eBusiness
Plan
Digital Plan: Digital Product
Marketing Content
Setting Strategic Goals
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SMART goal: Populate IDW with the 4 most-requested marketing fields for top priority A
SKUs by end of Q2, 2012
Setting Strategic Goals
S (specific) M (measurable) A (attainable) R (realistic) T (time-specific)
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Business Drivers
90% of business is driven by 10% of the total items –
“90:10 Rule”
*In sample of 10 manufacturers, .8% of their IDW catalog is driving 90% of the
distributors’ business with them
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Essential Marketing Content
What it is…
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Essential Marketing Content
How to search for it…
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Essential Marketing Content
What it looks like…
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Essential Marketing Content
OCCUPANCY SENSOR WALL SWITCH, INFRARED SENSOR; 120 VAC; 270 DEG FIELD OF VIEW; 12 SEC TO 16 MIN TIME DELAY; ARCHITECTURAL GRAY; BOX/EAVE/WALL MOUNTING; APPLICATION DOCK LIGHTING, DRIVEWAY, ENTRANCEWAY, GARAGE, WALKWAY, WAREHOUSE; APPROVAL UL 773A
How it’s described…
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Essential Marketing Content
End Result: A Richly-Populated Website
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Solutions
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Manufacturers
End Users
Distributors
DIRECT
GDSN Recipients
Connecting the Supply Chain
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Built on a Standards-based Foundation
IDEA INDUSTRY
STANDARDS White Papers Templates
Guidelines
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Electrical Attribute Schema
The Electrical Attribute Schema is: Global classification system based on UNSPSC codes
• Standardized code set used to categorize products for reporting & spend analysis
The 1st standardized construct for populating descriptive marketing content
Industry-approved
Enables effective communication between trading partners
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Electrical Channel Marketing Attribute Schema
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Electrical Channel Marketing Attribute Schema
UNSPSC Code Category Attribute Label
39111501 Fluorescent fixtures Amperage Rating 39111501 Fluorescent fixtures Application 39111501 Fluorescent fixtures Ballast Type 39111501 Fluorescent fixtures Brand Name 39111501 Fluorescent fixtures Color 39111501 Fluorescent fixtures Compatibility 39111501 Fluorescent fixtures Finish 39111501 Fluorescent fixtures Frequency Rating 39111501 Fluorescent fixtures Height 39111501 Fluorescent fixtures Lamp Included
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Electrical Channel Marketing Attribute Schema
Full Word or Phrase Abbreviation
FOUR-POLE-SINGLE-THROW 4PST
ABRASIVE ABRSV
ACCESSORY ACC
ACTUATOR ACTR
ADAPTER ADPTR
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Electrical Channel Marketing Attribute Schema
Attribute Label Data Type
Definition Example Abbreviations
LUMENS AN (Alpha Numeric)
THE UNIT OF LUMINOUS FLUX, USED TO MEASURE THE PERCEIVED POWER OF LIGHT.
1000 LM LM (LUMENS)
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Electrical Channel Marketing Attribute Schema
Attribute Label
Data Type
Definition Example Abbreviati
ons LUMENS AN
(Alpha Numeric)
THE UNIT OF LUMINOUS FLUX, USED TO MEASURE THE PERCEIVED POWER OF LIGHT.
1000 LM LM (LUMENS)
UNSPSC Code Category Attribute Label
39111501 Fluorescent fixtures Amperage Rating 39111501 Fluorescent fixtures Application 39111501 Fluorescent fixtures Ballast Type 39111501 Fluorescent fixtures Brand Name 39111501 Fluorescent fixtures Color 39111501 Fluorescent fixtures Compatibility 39111501 Fluorescent fixtures Finish 39111501 Fluorescent fixtures Frequency Rating 39111501 Fluorescent fixtures Height 39111501 Fluorescent fixtures Lamp Included 39111501 Fluorescent fixtures Lamp Type 39111501 Fluorescent fixtures Length 39111501 Fluorescent fixtures Material 39111501 Fluorescent fixtures Mounting 39111501 Fluorescent fixtures Number Of Lamps 39111501 Fluorescent fixtures Power Factor 39111501 Fluorescent fixtures Reflector Type 39111501 Fluorescent fixtures Socket Type 39111501 Fluorescent fixtures Special Features 39111501 Fluorescent fixtures Standard 39111501 Fluorescent fixtures Style 39111501 Fluorescent fixtures Sub Brand 39111501 Fluorescent fixtures Type 39111501 Fluorescent fixtures Voltage Rating 39111501 Fluorescent fixtures Wattage 39111501 Fluorescent fixtures Width
Full Word or Phrase Abbreviation
FOUR-POLE-SINGLE-THROW 4PST ABRASIVE ABRSV ACCESSORY ACC ACTUATOR ACTR ADAPTER ADPTR ADHESIVE ADH ADJUSTABLE ADJ AEROSOL AERO AIR-CONDITIONER A/C ALMOND ALM ALTERNATING-CURRENT AC ALTERNATOR ALTRNTR ALUMINUM AL ALUMINUM-COPPER AL-CU ALUMINUM-RIGID-CONDUIT ARC AMBER AMB AMBIENT AMBNT AMERICAN-WIRE-GUAGE AWG
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Attribute Schema in Action
IDEA: UNSPSC Hierarchy
Electrical Systems
Electrical Equipment
Lugs, Plugs and Connectors
Electrical Receptacles
Distributor 2:
Electrical
Wiring Devices
Receptacles
Duplex/Single Receptacles
Hierarchy Product Attributes Distributor 1:
Wiring Devices
Receptacles
Receptacles, Straight Blade
Hierarchy is the path to the product
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Attribute Schema in Action
IDEA: UNSPSC Hierarchy
Electrical Systems
Electrical Equipment
Lugs, Plugs and Connectors
Electrical Receptacles
Distributor 2:
Electrical
Wiring Devices
Receptacles
Duplex/Single Receptacles
Hierarchy Product Attributes Distributor 1:
Wiring Devices
Receptacles
Receptacles, Straight Blade
Brand Sub-brand Type Special Features Application Standard Number of Poles Number of Wires Wire Size Amperage Rating Voltage Rating Wattage Phase Material Color Nema Rating Mounting Connection Size Environmental Conditions Dielectric Strength Insulation Temperature Rating
Attributes describe the product and provide the search capabilities
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Benefits of Schema - Distributors
Distributors: Build own long descriptions & populate own catalogs, web storefronts, ERP systems, etc. according to own preferences
Help end-users find correct products
Jason Archbold Marketing Catalog
Supervisor Border States Electric
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Benefits of Schema - Manufacturers
Manufacturers: Differentiate/describe products through IDEA’s data sync platforms
Create/maintain consistent brand experience for end-users
Rich Brooks E-Business Development Manager BURNDY LLC
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AFS – Process
Industry Data
Warehouse
Distributor
Approve/Verify Data
Manufacturer
Confirms Sources
In partnership with
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Population Options
Option Your company:
In-House (Manufacturer-managed)
•Fully-integrated ERP system with all product information in one location •Internal resources & full-time staff to devote to data attribution efforts
Full-Service with AFS
•Multiple disparate systems of product data •Under pressure to meet trading partner mandates •Looking to jumpstart data attribution efforts •Resource constraints
Continuing Service with AFS
•Wants to concentrate on other priorities •Has little to no knowledge of data attribution process
In partnership with
More Support
Less Support
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Population Options
In-House Full Service with AFS
Continuing Service with AFS
Maintain Control/Flexibility
X X
Use Resources Freely
X X
Understanding of Process/Big
Picture
X X
Involvement X X X Leverage outside
expertise X X
In partnership with
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Web Storefront (iCIMM2)
How Is Richly Populated Data Used?
In partnership with
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How Is Richly Populated Data Used?
eSmarts Catalog (Smart eCat)
In partnership with
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How Is Richly Populated Data Used?
Distributor ERP System
End User Estimating Systems
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2900 Crystal Drive | Suite 500 | Arlington, VA 22202 P 703.562.4600 | F 703.562.4650 | info@idea-esolutions.com
www.idea-es olutions .c om/webinars
Website | RSS | LinkedIn | YouTube | Flickr | Slideshare | Twitter #IDEAwebinars
Mary Shaw mshaw@idea-esolutions.com
Denise Keating dkeating@datagility.com