The Digital You - April 23, 2012
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The Digital You - April 23, 2012

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    The Digital You - April 23, 2012 The Digital You - April 23, 2012 Presentation Transcript

    • The Digital You: Creating A Strong Web PresenceReal Solutions. Real Results. © Copyright 2012. All rights reserved. April 23, 2012
    • Agenda Environment Overview Developing Your Strategy Solutions Please type questions here. Conclusion/Q&A © Copyright 2012. All rights reserved.
    • 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 © 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 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.
    • Online CompetitionAre your products being published correctly? Manufacturer Website Online Retailer Website IDW © Copyright 2012. All rights reserved.
    • Challenges Jason ArchboldDistributor Pain Points: Marketing Catalog Supervisor Demand for marketing data Border States Electric Difficult & expensive data integration Increasing pressure/competition from alternative sales outlets Other limitations/challenges? Ron Schlader Crescent Electric Robert Reynolds Graybar & NAED Chairman © Copyright 2012. All rights reserved.
    • ChallengesManufacturer Pain Points: Rich Brooks Inconsistent brand management E-Business Development Manager Product commoditization BURNDY LLC Strain on limited resources Trying to consolidate data from different systems/divisions Other limitations/challenges? Paul Suzio Bridgeport Fittings Phil Barrios Hubbell 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 © 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/ 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- 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… © 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; APPLICATION DOCK LIGHTING, How it’s described… DRIVEWAY, ENTRANCEWAY, 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.
    • 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 Papers INDUSTRY Templates 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 The 1st standardized construct for populating descriptive marketing content Industry-approved Enables effective communication between trading partners © Copyright 2012. All rights reserved.
    • Electrical Channel Marketing Attribute Schema © Copyright 2012. All rights reserved.
    • 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 © Copyright 2012. All rights reserved.
    • Electrical Channel Marketing Attribute Schema Full Word or Phrase Abbreviation FOUR-POLE-SINGLE-THROW 4PST ABRASIVE ABRSV ACCESSORY ACC ACTUATOR ACTR ADAPTER ADPTR © Copyright 2012. All rights reserved.
    • Electrical Channel Marketing Attribute Schema Data Attribute Label Definition Example Abbreviations Type LUMENS AN THE UNIT OF LUMINOUS FLUX, 1000 LM LM (LUMENS) (Alpha USED TO MEASURE THE PERCEIVED Numeric) POWER OF LIGHT. © Copyright 2012. All rights reserved.
    • 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 Definition Example 39111501 Fluorescent fixtures Type 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 Product AttributesDistributor 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 Product AttributesDistributor 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 Electrical Systems Size Electrical Equipment Environmental Conditions Lugs, Plugs and Connectors Dielectric Strength Insulation Electrical Receptacles Temperature Rating © Copyright 2012. All rights reserved.
    • Benefits of Schema - DistributorsDistributors: 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 © Copyright 2012. All rights reserved.
    • Benefits of Schema - ManufacturersManufacturers: 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 © 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 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-es olutions .c om/webinars Website | RSS | LinkedIn | YouTube | Flickr | Slideshare | Twitter #IDEAwebinars © Copyright 2012. All rights reserved.