© 2013 Eaton. All Rights Reserved.
Our Journey to Platinum:
Finding the Gold Nugget
Lorraine Mott, Project Lead Ecommerce
...
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 existin...
5© 2013 Eaton. All Rights Reserved.
Voice of Customer
What our distributors are saying:
• Normalize your descriptions, att...
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 prod...
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 cust...
10© 2013 Eaton. All Rights Reserved.
Where to Start
• DISCOVERY
• What information was required
• What information did we ...
11© 2013 Eaton. All Rights Reserved.
Steps Taken
• Data verification
• Data validation
• COLLABORATIVE EFFORT
• Workflow f...
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 glo...
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
• Maintain...
21© 2013 Eaton. All Rights Reserved.
Ongoing
• No launches until all data in place
• Addressing acquisitions
• Constant pr...
22© 2013 Eaton. All Rights Reserved.
What it Will Come Down to
• Need rich info – videos, attributes, images,
360 degree v...
23© 2013 Eaton. All Rights Reserved.
“Product content management has come to the
forefront as a critical function of EComm...
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 dat...
26© 2013 Eaton. All Rights Reserved.
CHECKLIST
• Get business buy in
• Develop & implement your standard operating procedu...
27© 2013 Eaton. All Rights Reserved.
28© 2013 Eaton. All Rights Reserved.
29© 2013 Eaton. All Rights Reserved.
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Maintaining Clean Product Data for Customers - Lorraine Mott, Eaton Crouse-Hinds

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Yes, you did it! You provided clean data to your customers. While that's a great accomplishment, the job's not done yet. Keeping data clean is an integral part of dissemination of your product information. This presentation discusses one manufacturer's journey of listening to customers, providing the data necessary, validating and correcting errors through the IDW Master Data Tool (formerly the DMP) and Industry Data Warehouse (IDW), and finally implementing an error-proof process to provide clean data the first time, every time.

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Maintaining Clean Product Data for Customers - Lorraine Mott, Eaton Crouse-Hinds

  1. 1. © 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. 2. 2© 2013 Eaton. All Rights Reserved. What does these two items have in common?
  3. 3. 3© 2013 Eaton. All Rights Reserved. Times have changed Arpit Dhariwal
  4. 4. 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. 5. 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. 6. 6© 2013 Eaton. All Rights Reserved. Why did we make this a priority? WRONG INFORMATION and its IMPACT RISK
  7. 7. 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. 8. 8© 2013 Eaton. All Rights Reserved. Remember this….. No Data No Decision NO SALE No Data No Decision NO SALE
  9. 9. 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. 10. 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. 11. 11© 2013 Eaton. All Rights Reserved. Steps Taken • Data verification • Data validation • COLLABORATIVE EFFORT • Workflow for creating, reviewing, approving, publishing & enforcing
  12. 12. 12© 2013 Eaton. All Rights Reserved. Success Requires Change
  13. 13. 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. 14. 14© 2013 Eaton. All Rights Reserved. Master Data Defined
  15. 15. 15© 2013 Eaton. All Rights Reserved. Field Definitions
  16. 16. 16© 2013 Eaton. All Rights Reserved. Description Example
  17. 17. 17© 2013 Eaton. All Rights Reserved.
  18. 18. 18© 2013 Eaton. All Rights Reserved.
  19. 19. 19© 2013 Eaton. All Rights Reserved.
  20. 20. 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. 21. 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. 22. 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. 23. 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. 24. 24© 2013 Eaton. All Rights Reserved. Information closes the deal means more profit
  25. 25. 25© 2013 Eaton. All Rights Reserved. Getting clean and Staying clean • Data cleansing • Using IDW, SCA & DAC as master data management tools
  26. 26. 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. 27. 27© 2013 Eaton. All Rights Reserved.
  28. 28. 28© 2013 Eaton. All Rights Reserved.
  29. 29. 29© 2013 Eaton. All Rights Reserved.
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