Date post: | 18-Oct-2014 |
Category: |
Technology |
View: | 369 times |
Download: | 4 times |
© 2013 Eaton. All Rights Reserved.
Our Journey to Platinum: Finding the Gold Nugget
Lorraine Mott, Project Lead Ecommerce
Eaton Crouse-Hinds
EBiz Forum 2013 “Dream it, Do it, Let the Innovation Begin”
Orlando, FL
2 © 2013 Eaton. All Rights Reserved.
What does these two items have in common?
3 © 2013 Eaton. All Rights Reserved.
Times have changed
Arpit Dhariwal
4 © 2013 Eaton. All Rights Reserved.
Why Are Distributors Asking for MORE Data?
• Satisfy customer demand
• Enhance existing customer relationships
• Support more sales channels & reach new
customers
• Reduce catalog management and distribution
• Reduce order processing and customer
service costs
• Drive competitive advantage & differentiation
• Speed time to market
5 © 2013 Eaton. All Rights Reserved.
Voice of Customer
What our distributors are saying:
• Normalize your descriptions, attributes
• Need searchable information
• UNSPSC, long description, images, spec sheets and
attributes will help you differentiate your products on
the features, not solely on the price.
• Print catalogs are out of date sometimes even
before they are published….
6 © 2013 Eaton. All Rights Reserved.
Why did we make this a priority?
WRONG INFORMATION
and its IMPACT
RISK
7 © 2013 Eaton. All Rights Reserved.
Negative Impact
• 90% of buyers get lost before checkout
• 33% didn’t find enough product information
• Returns – products that can’t meet expectations
• If your customer can’t find what they are looking
for, or they don’t understand how your product
meets their needs – they won’t buy it!
8 © 2013 Eaton. All Rights Reserved.
Remember this…..
No Data
No Decision
NO SALE
No Data
No Decision
NO SALE
9 © 2013 Eaton. All Rights Reserved.
Bottom Line
“Rich, accurate, searchable data can serve as a
catalyst for enhanced customer relationships,
lower selling cost & give stronger competitive
advantage”. - TDWI Research
• Reach your business objectives with best product content
• Increase conversion and lower return sales
• Lower manual processing costs
• Build customer loyalty
10 © 2013 Eaton. All Rights Reserved.
Where to Start
• DISCOVERY
• What information was required
• What information did we have
• Identify where flawed content is
• Who was responsible for providing content
• Incentives to provide the data???
11 © 2013 Eaton. All Rights Reserved.
Steps Taken
• Data verification
• Data validation
• COLLABORATIVE EFFORT
• Workflow for creating, reviewing, approving,
publishing & enforcing
12 © 2013 Eaton. All Rights Reserved.
Success
Requires
Change
13 © 2013 Eaton. All Rights Reserved.
Things we initiated
• Lockdown the data
• Sharepoint site established
• Created a glossary
• Established a process flow with standard work
• Designed a form for NPN (New Product
Notification), applicable to legacy as well
• Implemented data quality tools of IDW
14 © 2013 Eaton. All Rights Reserved.
Master Data Defined
15 © 2013 Eaton. All Rights Reserved.
Field Definitions
16 © 2013 Eaton. All Rights Reserved.
Description Example
17 © 2013 Eaton. All Rights Reserved.
18 © 2013 Eaton. All Rights Reserved.
19 © 2013 Eaton. All Rights Reserved.
20 © 2013 Eaton. All Rights Reserved.
CHALLENGES
• Sheer volume and complexity of data
• Creating/gathering data
• Maintaining
• Need a strategy and all responsible parties’ buy in
• Multiple systems and departments have the information
• Ability to handle all forms of information
• Having the solution in ONE place
• This is the task that never ends……
21 © 2013 Eaton. All Rights Reserved.
Ongoing
• No launches until all data in place
• Addressing acquisitions
• Constant process to keep updated.
• We have complete control over our data – it is
our responsibility to ensure it is accurate
22 © 2013 Eaton. All Rights Reserved.
What it Will Come Down to
• Need rich info – videos, attributes, images,
360 degree view, unique selling points
• Who has the best descriptions, images, videos
• The companies that INVEST in their data will
have the competitive advantage
23 © 2013 Eaton. All Rights Reserved.
“Product content management has come to the
forefront as a critical function of ECommerce”
– AMR research
• Companies will reach their business objectives with best
product content
• Increase conversion & lower return sales – customers get
right information
• Lower manual processing costs
• TRUSTED PRODUCT INFORMATION IS THE #1 DRIVER
FOR BUSINESS
Why is this the Right Thing to do?
24 © 2013 Eaton. All Rights Reserved.
Information
closes
the deal
means
more
profit
25 © 2013 Eaton. All Rights Reserved.
Getting clean and Staying clean
• Data cleansing
• Using IDW, SCA & DAC as master data
management tools
26 © 2013 Eaton. All Rights Reserved.
CHECKLIST
• Get business buy in
• Develop & implement your standard operating procedure
• Purge old product info – if obsolete greater than 6 mo, remove from IDW
• ONE storage place!!!
• Prioritize products - clean up high sellers first
• Legacy data – attack by product family and use full NPN process
• Normalize – use best practice description white paper, product life cycle,
marketing codes, etc.
• DMP Scrubbing rules – CORRECT ERRORS!
• IDW errors – CORRECT ERRORS!
• DAC – obsolete, duplicates, UNSPSC, unpriced - CORRECT ERRORS!
• SCA – great tool to find inconsistencies
• Send data regularly
27 © 2013 Eaton. All Rights Reserved.
28 © 2013 Eaton. All Rights Reserved.
29 © 2013 Eaton. All Rights Reserved.