Are Your Marketing Attributes Hidden Right Under Your Nose? - Mary Shaw, IDEA
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Are Your Marketing Attributes Hidden Right Under Your Nose? - Mary Shaw, IDEA

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You've heard about the industry's Electrical Attribute Schema and the need for marketing attributes. Now, come hear how easy it is to organize and syndicate the SAID elements (Spec docs, Images, ...

You've heard about the industry's Electrical Attribute Schema and the need for marketing attributes. Now, come hear how easy it is to organize and syndicate the SAID elements (Spec docs, Images, Attributes and Descriptions) your customers demand. This session will share tips and tricks on how to find information within your own business system that you may not realize is already there, saving you time and cost. We'll also demonstrate how you can take control and provide input on the development of both the United Nations Standard Products and Services Code® (UNSPSC®) category sets and the Electrical Attribute Schema. And, find out new features for the Electrical Attribute Schema 3.0 and its integration with Europe's product classification model.

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Are Your Marketing Attributes Hidden Right Under Your Nose? - Mary Shaw, IDEA Are Your Marketing Attributes Hidden Right Under Your Nose? - Mary Shaw, IDEA Presentation Transcript

  • Do we have attributes???Presented by Mary Shaw - Director, StandardsSeptember 26, 2012 © Copyright 2012. All rights reserved.
  • The Quest for Data Your customer is asking for product info… “I need your marketing content now for my customers!” “OK!” …but if they don’t get it from you… “This is going to take some time because I have to pull it all together from different systems. When do you need it?” “Forget it. I’ll just purchase it from another provider or scrape it from the Internet.” © Copyright 2012. All rights reserved.
  • Channel Today – Information is PowerDistributors must compete in the Digital Marketplace Demand for marketing information is increasing with emerging technologies Demand is driving the need for rich product marketing descriptions and visuals Distributors can’t compete with web marketers, discounters and mass merchandisers with the marketing information they currently get today Distributors are responding to down-stream customer by rapidly building web storefronts © Copyright 2010. All rights reserved. 2012.
  • Digital Marketplacehttp://www.twacomm.com/catalog/brand_list.htm?sid=51806A9E94886AFBA583189C0C971113 © Copyright 2010. All rights reserved. 2012.
  • Digital Marketplace © Copyright 2010. All rights reserved. 2012.
  • Digital Marketplace © Copyright 2010. All rights reserved. 2012.
  • Digital Marketplace © Copyright 2010. All rights reserved. 2012.
  • Digital Attributes © Copyright 2010. All rights reserved. 2012.
  • Digital Attributes © Copyright 2010. All rights reserved. 2012.
  • Digital Attributes © Copyright 2010. All rights reserved. 2012.
  • Essential Marketing Content What it is… © Copyright 2012. All rights reserved.
  • Essential Marketing Content How to search for it… © Copyright 2012. All rights reserved.
  • Essential Marketing Content What it looks like… © Copyright 2012. All rights reserved.
  • 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; How it’s APPLICATION DOCK LIGHTING, DRIVEWAY, ENTRANCEWAY, described… GARAGE, WALKWAY, WAREHOUSE; APPROVAL UL 773A © Copyright 2012. All rights reserved.
  • Essential Marketing Content End Result: A Richly-Populated Website © Copyright 2012. All rights reserved.
  • Banding ProgramBackground: Banding methodology developed based on rate of completion for items deemed critical for distributor eStorefronts: “SAID” elements ● S pec Sheets – what it is ● A ttributes – how to search on it ● I mages – what it looks like ● D escriptions – how it’s described Bands based on % of SKUs that contain all “SAID” elements ● Platinum: 75 – 100 % ● Gold: 50-74 ● Bronze: 10 – 49% ● Unbanded: 0 – 09% Program started on July 1st © Copyright 2010. All rights reserved. 2012.
  • Technical Specification © Copyright 2012. All rights reserved.
  • Technical Specification © Copyright 2012. All rights reserved.
  • Technical Specification © Copyright 2012. All rights reserved.
  • AttributesPurpose Provide manufacturers with a standardized template for providing product descriptors to IDW Provide distributors with standardized product descriptors across multiple suppliersMethodology Based on the lowest level UNSPSC (United Nations Standard Products and Services Code) An open, global electronic commerce standard that provides logical framework for classifying products © Copyright 2010. All rights reserved. 2012.
  • Electrical Channel Marketing Attribute Schema Full Word or Phrase Abbreviation UNSPSC Code Category Attribute Label FOUR-POLE-SINGLE-THROW 4PST 39111501 Fluorescent fixtures Amperage Rating ABRASIVE ABRSV 39111501 Fluorescent fixtures Application ACCESSORY ACC 39111501 Fluorescent fixtures Ballast Type ACTUATOR ACTR 39111501 Fluorescent fixtures Brand Name ADAPTER ADPTR 39111501 Fluorescent fixtures Color ADHESIVE ADH 39111501 Fluorescent fixtures Compatibility ADJUSTABLE ADJ 39111501 Fluorescent fixtures Finish 39111501 Fluorescent fixtures Frequency Rating AEROSOL AERO 39111501 Fluorescent fixtures Height AIR-CONDITIONER A/C 39111501 Fluorescent fixtures Lamp Included ALMOND ALM 39111501 Fluorescent fixtures Lamp Type ALTERNATING-CURRENT AC 39111501 Fluorescent fixtures Length ALTERNATOR ALTRNTR 39111501 Fluorescent fixtures Material ALUMINUM AL 39111501 Fluorescent fixtures Mounting 39111501 Fluorescent fixtures Number Of Lamps ALUMINUM-COPPER AL-CU 39111501 Fluorescent fixtures Power Factor ALUMINUM-RIGID-CONDUIT ARC 39111501 Fluorescent fixtures Reflector Type AMBER AMB 39111501 Fluorescent fixtures Socket Type AMBIENT AMBNT 39111501 Fluorescent fixtures Special Features AMERICAN-WIRE-GUAGE AWG 39111501 Fluorescent fixtures Standard 39111501 Fluorescent fixtures Style 39111501 Fluorescent fixtures Sub Brand Attribute Data Abbreviati 39111501 Fluorescent fixtures Type Definition Example Label Type ons 39111501 Fluorescent fixtures Voltage Rating 39111501 Fluorescent fixtures WattageLUMENS AN THE UNIT OF LUMINOUS FLUX, USED 1000 LM LM (LUMENS) 39111501 Fluorescent fixtures Width (Alpha TO MEASURE THE PERCEIVED POWER Numeric) OF LIGHT. © Copyright 2010. All rights reserved. 2012. 21
  • Image by Product © Copyright 2012. All rights reserved.
  • Image by Group © Copyright 2012. All rights reserved.
  • Long Description Using Attributes # of Special UNSPSC Material Mounting Holes Features Pushbutton Enclosure, 5 Holes, 14 Gauge Mild Steel, 12.5 Inch X 3.25 Inch X 2.75 Inch Size, 13 Inch X 2.38 Inch Mounting, UL 508A Listed, UL Listed PER CSA C22.2, IEC 60529, IP66, 22.5 mm Hole, 13.5 Inch L X 3.47 Inch W Overall, NEMA 12, Seams Continuously Welded and Ground Smooth, Captivated Cover Screws Thread Into Sealed Wells, Grounding Nut in Body of Enclosure, Bonding Provision on Cover, Oil-Resistant Gasket, 4-Way Pushbutton Holes, External Wall-Mounting Brackets, ANSI 61 Gray Polyester Powder Paint Finish, For 30.5 or 22.5 mm Pushbuttons and Switches Type Size Standard Finish Color Application © Copyright 2010. All rights reserved. 2012.24
  • Where is Attributed Data Used?Shipping & ReceivingClear identification of product for quick-pick/pack/ship/put-away © Copyright 2010. All rights reserved. 2012.
  • Where is Attributed Data Used? Invoicing © Copyright 2010. All rights reserved. 2012.
  • Product Information Sub-Committee UNSPSC 25 Code requests submitted in September for Version 15 release at end of year Entire new segment and hierarchy requested for Industrial Electrical Power Utilities Category/Commodity Definition development continues Attribute Schema 3.0 In development Anticipated release to ISC for review October 2012 Over 3,600 product categories attributed in total Utilizing work done in ETIM 5.0 ETIM Cross-Reference In development Schema 3.0 crossed to ETIM 5.0 Anticipated release to ISC for review October 2012 © Copyright 2012. All rights reserved.27
  • ETIM InternationalEuropean Technical Information Model European Categorization and Attribute Schema ● 9 Countries Participating ● German, Austria, Netherlands, Switzerland, Poland, Belgium, Spain, Sweden, France IDEA introduced at June 2012 ETIM International Board Meeting ● Parallel standards development efforts recognized ● Agreement it would be mutually beneficial to align standards August press release issued by IDEA and ETIM International ● Announcing intent to enter into a collaborative partnership ● Will align eCommerce standards used within the wholesale distribution channel ● Will help to make global business more efficient for both manufacturers and distributors IDEA investigating BMEcat XML transport template for IDW © Copyright 2012. All rights reserved.
  • 2900 Crystal Drive | Suite 500 | Arlington, VA 22202P 703.562.4600 | F 703.562.4650 | info@idea-esolutions.com www.idea-esolutions.com © Copyright 2012. All rights reserved.