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The Digital You
 

The Digital You

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"I need more marketing content now!" This is a common demand made by customers, but is much easier said than done. During this webinar, we'll help you determine ways to prioritize efforts so that you ...

"I need more marketing content now!" This is a common demand made by customers, but is much easier said than done. During this webinar, we'll help you determine ways to prioritize efforts so that you can build a strong web presence and create a consistent brand experience. We'll examine some of the industry-inspired solutions that manufacturers and distributors use to get results, such as leveraging the industry's Electrical Attribute Schema and integrating marketing content from the Industry Data Warehouse (IDW) with eCatalogs and web storefronts.

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    The Digital You The Digital You Presentation Transcript

    • The Digital You: Creating A Strong Web PresenceReal Solutions. Real Results. © Copyright 2012. All rights reserved. March 21, 2012
    • Agenda Environment Overview Developing Your Strategy Solutions Conclusion/Q&A C l i /Q&A Please type questions here. © Copyright 2012. All rights reserved.
    • Speakers/Presenters Introductions Mary Shaw, Director – Standards - IDEA • y y 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 o ga a o s , , a d o e dus y 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 © Copyright 2012. All rights reserved.
    • Environment Overview © Copyright 2012. All rights reserved.
    • The Quest for DataYour customer is asking forproduct info… “I need your marketing content now for my customers!” “OK!” …but if th don’t get it b t they d ’t t 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 f from another provider or th id scrape it from the Internet.” © Copyright 2012. All rights reserved.
    • Online CompetitionAre your products being published correctly? Manufacturer Website Online Retailer Website IDW © Copyright 2012. All rights reserved.
    • Challenges David StarrDistributor Pain Points: Corporate Director of eBusiness Demand f marketing d t D d for k ti data McNaughton-McKay Electric Company Difficult & expensive data integration Increasing p g pressure/competition from alternative sales outlets p Other limitations/challenges? Ron Schlader Crescent Electric Robert Reynolds Graybar & NAED Chairman © Copyright 2012. All rights reserved.
    • ChallengesManufacturer Pain Points: Peter Vient g Inconsistent brand management Data Sync Coordinator OSRAM SYLVANIA Product commoditization Strain on limited resources Trying to consolidate data from different systems/divisions Other limitations/challenges? Paul Suzio Bridgeport Fittings Phil Barrios Hubbell Inc Inc. © Copyright 2012. All rights reserved.
    • Product Data Flow: 1999 Manufacturers Distributors OEMs, Manf.  Reps, etc. Retailers End‐Users © Copyright 2012. All rights reserved.
    • Product Data Flow2012 OEMs Manf.  Reps The Customer © Copyright 2012. All rights reserved.
    • Ecosystem Clutter OEMs Manf.  Reps The Customer © Copyright 2012. All rights reserved.
    • To succeed: OEMs Manf.  Reps The Customer © Copyright 2012. All rights reserved.
    • Developing Your Strategy p g gy © Copyright 2012. All rights reserved.
    • Marketing Content StrategyQuestions 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? © Copyright 2012. All rights reserved.
    • Setting Strategic Goals Business Strategic Plan Marketing/ M k ti / eBusiness Plan Digital Plan: Digital Product Marketing Content © Copyright 2012. All rights reserved.
    • Setting Strategic GoalsS (specific) M (measurable) A (attainable) R (realistic) T (time-specific) SMART goal: Populate IDW with the 4 most‐ SMART l P l t IDW ith th 4 t requested marketing fields for top priority A  SKUs by end of Q2, 2012 © Copyright 2012. All rights reserved.
    • Business Drivers90% 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 © Copyright 2012. All rights reserved.
    • Essential Marketing Content What it is… © Copyright 2012. All rights reserved.
    • Essential Marketing Content How to search for it f it… © Copyright 2012. All rights reserved.
    • Essential Marketing Content What it looks  What it looks like… © Copyright 2012. All rights reserved.
    • Essential Marketing Content OCCUPANCY SENSOR WALL  SWITCH, INFRARED SENSOR;  120 VAC; 270 DEG FIELD OF  120 VAC; 270 DEG FIELD OF VIEW; 12 SEC TO 16 MIN  TIME DELAY;  ARCHITECTURAL GRAY;  How it’s  BOX/EAVE/WALL  MOUNTING; APPLICATION  MOUNTING APPLICATION desc bed described… DOCK LIGHTING, DRIVEWAY,  ENTRANCEWAY, GARAGE,  WALKWAY, WAREHOUSE;  APPROVAL UL 773A © Copyright 2012. All rights reserved.
    • Essential Marketing Content End Result:  A Richly Populated Website A Richly‐Populated Website © Copyright 2012. All rights reserved.
    • Solutions© Copyright 2012. All rights reserved.
    • Connecting the Supply Chain Distributors Manufacturers DIRECT GDSN Recipients End Users © Copyright 2012. All rights reserved.
    • Built on a Standards-based Foundation Guidelines IDEA White P Whit Papers INDUSTRY Templates T l t STANDARDS © Copyright 2012. All rights reserved.
    • Electrical Attribute SchemaThe Electrical Attribute Schema is: Global classification system based on UNSPSC codes • Standardized code set used to categorize products for reporting & spend analysis Th 1st standardized construct f The t d di d t t for populating descriptive marketing content Industry-approved Enables effective communication between trading partners © Copyright 2012. All rights reserved.
    • Electrical Channel Marketing Attribute Schema Full Word or Phrase Abbreviation UNSPSC Code Category Attribute Label FOUR-POLE-SINGLE-THROW 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 ALUMINUM-RIGID-CONDUIT ARC 39111501 Fluorescent fixtures Fl t fi t Reflector Type R fl t T 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 2012. All rights reserved.
    • Attribute Schema in Action Hierarchy Hi h Product P d t Attributes Att ib tDistributor 1: Wiring Devices Receptacles Receptacles, Straight BladeDistributor 2: Electrical Hierarchy is the path to the product Wiring Devices Receptacles Duplex/Single ReceptaclesIDEA: UNSPSC Hierarchy Electrical Systems Electrical Equipment Lugs, Plugs and Connectors Electrical Receptacles © Copyright 2012. All rights reserved.
    • Attribute Schema in Action Hierarchy Hi h Product P d t Attributes Att ib tDistributor 1: Brand Wiring Devices Sub-brand Type Receptacles Special Features Application Receptacles, Straight Blade Standard Number of Poles Number of WiresDistributor 2: Electrical Attributes describe the product Wire Size Amperage Rating Wiring Devices and provide the search capabilities Voltage Rating Wattage Receptacles Phase Duplex/Single Receptacles Material Color Nema RatingIDEA: UNSPSC Hierarchy Mounting Connection C ti Electrical Systems Size Electrical Equipment Environmental Conditions Lugs, Plugs and Connectors Dielectric Strength Insulation I l i Electrical Receptacles Temperature Rating © Copyright 2012. All rights reserved.
    • Benefits of Schema - DistributorsDistributors: Build own long descriptions & populate own catalogs web catalogs, storefronts, ERP systems, etc. according to own preferences Help end-users find correct products David Starr Corporate Director of eBusiness McNaughton-McKay Electric Company © Copyright 2012. All rights reserved.
    • Benefits of Schema - ManufacturersManufacturers: Differentiate/describe products through IDEA’s data sync platforms IDEA s Create/maintain consistent brand experience for end-users Peter Vient Data Sync Coordinator OSRAM SYLVANIA © Copyright 2012. All rights reserved.
    • AFS – Process Industry Data Manufacturer Warehouse Approve/Verify Data Confirms Sources DistributorIn partnership with © Copyright 2012. All rights reserved.
    • Population Options Less Option Your company:Support In-House •Fully-integrated ERP system with all product information (Manufacturer- in one location managed) •Internal resources & full-time staff to devote to data attribution efforts Full-Service •Multiple disparate systems of product data with AFS •Under pressure to meet trading partner mandates •Looking to jumpstart data attribution efforts •Resource constraints Continuing •Wants to concentrate on other priorities Service with •Has little to no knowledge of data attribution process More AFSSupportIn partnership with © Copyright 2012. All rights reserved.
    • Population Options In‐House Full Service with  Continuing Service  AFS with AFS h Maintain X X Control/Flexibility Use Resources X X Freely Understanding of X X Process/Big Picture Involvement X X X Leverage outside X X expertiseIn partnership with © Copyright 2012. All rights reserved.
    • How Is Richly Populated Data Used? Web Storefront (iCIMM2) In partnership with © Copyright 2012. All rights reserved.
    • How Is Richly Populated Data Used? eSmarts Catalog (Smart eCat) In partnership with © Copyright 2012. All rights reserved.
    • How Is Richly Populated Data Used? End User Estimating SystemsDistributor ERP System © Copyright 2012. All rights reserved.
    • Mary Shaw Denise Keatingmshaw@idea-esolutions.com dkeating@datagility.com 2900 Crystal Drive  |  Suite 500  |  Arlington, VA 22202   P 703.562.4600  |  F 703.562.4650  |  info@idea‐esolutions.com | | @ www.idea-esolutions.com/webinars Website | RSS | LinkedIn | YouTube | Flickr | Slideshare | Twitter #IDEAwebinars © Copyright 2012. All rights reserved.