session  twoDeploying  Enterprise  Miva  Merchant                                                                 ...
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corr...
What  are  we  talking  about?             Twi$er:  #mmconf11    |    @fuze  
In  this  session  we  will  be  talking  about…  •    Considering  Miva  as  a  plaMorm  vs.  a  shopping  cart  •    Mai...
Speakers  •  Bryan  Landaburu,  President,  FUZEblox  CMS  @fuze  •  Sco$  Zielinski  -­‐  B7  -­‐  SearchSpring  @b7i  • ...
Hi.  My  name  is  Bryan.                                  Twi$er:  #mmconf11    |    @fuze  
FUZE  Twi$er:  #mmconf11    |    @fuze  
ParSculars  •  A  digitally-­‐led  agency  est.  2003  •  We  develop  &  execute  campaigns     for  clients  naSonwide  ...
Clients              Twi$er:  #mmconf11    |    @fuze  
QuesSon:                  Do  you  see  Miva  as  a  PlaMorm  or                                                    a  Sho...
QuesSon:                  Do  you  see  Miva  as  a  PlaMorm  or                                                    a  Sho...
IMPORTANT:                       Remember  that  modules  are  not  the  only  way      to  add  funcSonality  to  your  s...
PossibiliSes.                                      The  new  Miva  plaMorm  direcSon  allows  for  integraSon  and  develo...
Customers.            Twi$er:  #mmconf11    |    @fuze  
People  decide  if  they  like  what  they    see  online  in  less  than  1  second       Credibility  and  trustworthine...
In  those  6  seconds…    Do  I  trust     What  do  you                          What  should      you?              do? ...
New  Customer  ExpectaSons                            The  way  we  search,  research,  the  devices  we  use,            ...
What  people  expect  •    We  connect  on  new  devices;  smaller  and  different  screen  •    We  expect  relevant  and ...
Do  the  big  commerce  sites  effect             your  business?                Twi$er:  #mmconf11    |    @fuze  
New  trends  in  commerce   Niche  shopping  –  members  only.                                                Twi$er:  #mm...
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Acquired  by  Nordstrom  for  $270M                   Twi$er:  #mmconf11    |    @fuze  
Maybe  those  don’t  match  your             business           What  about  the  big  guys?                 Twi$er:  #mmc...
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Do  the  big  commerce  sites  effect             your  business?                Twi$er:  #mmconf11    |    @fuze  
Do  the  big  commerce  sites  effect             your  business?                         YES!                             ...
What  is  consistent  on  large  sites  •    Nice  design                                  •      Lots  of  good,  unique ...
Zappos  tour   Home     Search     Results     Stumble          SuggesSon                  Detail     OpSons     Reassuran...
This  is  ALL  possible  with  Miva.                                                  Twi$er:  #mmconf11    |    @fuze  
Fuze  Gear  System  Our  methods  incorporate  three  integrated  systems  working  together  on  every  page  to  generat...
FUZEblox               Twi$er:  #mmconf11    |    @fuze  
Can  your  CMS  do  all  this?                                     Twi$er:  #mmconf11    |    @fuze  
IDZone  tour   Home     Search     Results     Stumble          SuggesSon                  Detail     OpSons     Reassuran...
What  is  the  criScal  element  to  making  these  experiences  work?                      Twi$er:  #mmconf11    |    @fu...
What  is  the  criScal  element  to  making  these  experiences  work?              More  module  development?            ...
What  is  the  criScal  element  to  making  these  experiences  work?              More  module  development?            ...
What  is  the  criScal  element  to  making  these  experiences  work?                              Data.                 ...
Even  with  data,  you  need  to  have  a           way  to  manage  it.      Our  next  presenters  can  help  you  get  ...
Site Search & Navigation     presented by SearchSpring            Twi$er:  #mmconf11    |    @fuze  
Driving factorsVisitors spend an average of 8 seconds before deciding whether to stayon a website60% of online merchants f...
The percentage of shoppers who use site search is typically     15-35%, yet they can contribute half of total revenue     ...
Shoppers who use site search convert 2X to 3X higher thanusers who browse only                       Twi$er:  #mmconf11   ...
Faceted Navigation        l    The gold standard of navigation        l    Proven by Amazon.com, lowes.com to maximize  ...
Faceted Navigation A/B test showed 21% increase in categoryconversion rate. Refinements for style, color, etc, yielded 59 ...
l  Live Examplesl  Free SearchSpring Facebook accountl  Q & AWeb: http://www.searchspring.netEmail: info@searchspring.n...
Sell  More  with  Good  Product  Data             Dan Barbata               Twi$er:  #mmconf11    |    @fuze  
Overview•  What  is  Product  Data?  •  What  is  Good  Product  Data?  •  Do  You  Have  Product  Data  Problems?       –...
Product  Name                                       Unique  ID                                       DescripNon           ...
Twi$er:  #mmconf11    |    @fuze  
Twi$er:  #mmconf11    |    @fuze  
Good  Data  =  Structured  Product  Data                                                                                  ...
Good  Data  =  Structured  Product  Data                                                                                  ...
Product Data Problems        Twi$er:  #mmconf11    |    @fuze  
Example  1:                           No  Facets                           Can t  filter  search  Twi$er:  #mmconf11    |  ...
Under  the  Hood  SKU                                 Product  Name  140256      4  MICHELIN  ENERGY  MXV-­‐4  S-­‐8,  225...
Under  the  Hood  SKU                                 Product  Name  140256      4  MICHELIN  ENERGY  MXV-­‐4  S-­‐8,  225...
Example  2:  Too  Many  Facets  35  values  for  color       Twi$er:  #mmconf11    |    @fuze  
Color    Barely  Beige  Beige  Neutral  Beige  Wood  Beige        Under  the  Hood  Aqua  Blue  Mist  Navy  New  Navy  Tea...
Color              Family    Barely  Beige      Beige  Beige              Beige  Neutral  Beige     Beige  Wood  Beige    ...
Color              Family                                     Shade    Barely  Beige      Beige                           ...
Example  3:     Missing  Facets                       Twi$er:  #mmconf11    |    @fuze  
Example  3:     Missing  Facets                       Twi$er:  #mmconf11    |    @fuze  
Example  3:     Missing  Facets        Doesn t Add Up      41 helmets, 16 values for Gender                       Twi$er: ...
Under  the  Hood  Product  Name                                          Gender    Rawlings  Cool-­‐flo  Youth  Bawng  Helm...
Under  the  Hood  Product  Name                                          Gender    Rawlings  Cool-­‐flo  Youth  Bawng  Helm...
How do you Fix Problems with...•  Unstructured Data•  Semi-Structured Data•  Complex SKUs              Twi$er:  #mmconf11 ...
Dealing  with  Unstructured  Data               Twi$er:  #mmconf11    |    @fuze  
User  Experience  -­‐  Before  NO FacetsSo customercannot refinetheir searchClicking NextIs the only wayto see moreproduct...
Under  the  Hood  -­‐  Before    Title                               DescripNon  1W  1.5  ohm  Allen  Bradley       Carbon...
Under  the  Hood  -­‐  Before    Title                               DescripNon  1W  1.5  ohm  Allen  Bradley       Carbon...
Under  the  Hood     Ayer  Adding  A$ributes    Title                               DescripNon                            ...
Under  the  Hood     Ayer  Adding  A$ributes    Title                               DescripNon                            ...
User  Experience  -­‐  Ayer  Refine by 10 Ohms, and you re there                    Twi$er:  #mmconf11    |    @fuze  
Dealing  with  Semi-­‐Structured  Data                  Twi$er:  #mmconf11    |    @fuze  
User  Experience  -­‐  Before    Twi$er:  #mmconf11    |    @fuze  
User  Experience  -­‐  Before             Same value in two places  Twi$er:  #mmconf11    |    @fuze  
User  Experience  -­‐  Before             Values in the Wrong Place  Twi$er:  #mmconf11    |    @fuze  
User  Experience  -­‐  Before           Values Need Breaking Up  Twi$er:  #mmconf11    |    @fuze  
User  Experience  -­‐  Before    Values Need Standardization  Twi$er:  #mmconf11    |    @fuze  
User  Experience  -­‐  Before    Attributes Need to be Combined  Twi$er:  #mmconf11    |    @fuze  
Under  the  Hood  -­‐  Before                                         Overall                                    Overall  ...
Under  the  Hood  -­‐  Before                                         Overall                                    Overall  ...
Under  the  Hood  -­‐  Before                                         Overall                                    Overall  ...
Under  the  Hood  -­‐  Before                                         Overall                                    Overall  ...
Under  the  Hood  -­‐  Before                                         Overall                                    Overall  ...
Under  the  Hood  -­‐  Before                                         Overall                                    Overall  ...
Under  the  Hood  –  Ayer  Re-­‐OrganizaSon                                    Overall  Size              Wire            ...
User  Experience  -­‐  Before                   So What Started as…                           8 Attributes                ...
User  Experience  -­‐  Ayer                 Becomes…                         6 Attributes                         12 Value...
Dealing  with  Complex  SKUs             Twi$er:  #mmconf11    |    @fuze  
User  Experience  -­‐  Before  Fits FacetForces customer tocarefully read eachvalue.                          Twi$er:  #mm...
User  Experience  -­‐  Before  Fits FacetForces customer tocarefully read eachvalue.                          Twi$er:  #mm...
User  Experience  -­‐  Before   Which should  I choose?                          Twi$er:  #mmconf11    |    @fuze  
Under  the  Hood  -­‐  Before   SKU                                             Fits                                1969-­...
Under  the  Hood  -­‐  Ayer   SKU                  Fits                                   Year   Model                    ...
User  Experience  -­‐  Ayer  Clear NavigationAllows customer toselect exact year &model of vehicle                        ...
Data.  The  Missing  Piece            Twi$er:  #mmconf11    |    @fuze  
Good News & Bad News Bad News                                   Good News•  You Probably Don t Have                  •  Yo...
Any Other Questions?Dan  Barbata  DAN@FINDWATT.com  415-­‐508-­‐6805                   Twi$er:  #mmconf11    |    @fuze  
Q&A  Twi$er:  #mmconf11    |    @fuze  
In  case  you  want  to  reach  out  and  say  what s  up…  Drop  me  your  business  card  if  you  want  these  slides. ...
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Deploying Enterprise Miva Merchant, Thinking Beyond Modules

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When Out of the Box Isn’t Enough
The 2nd of two presentations at the 2011 Miva Merchant Conference. This sessions was a 3 speaker panel that discusses the importance of sound architecture, quality UI design, 3rd party tools that bring mainstream features to Miva Merchant based ecommerce sites. This session includes presentation decks from Fuze (CMS, Desgin, Architecture, Best Practices), SearchSpring (intra site searching, faceted search, suggestive search, social commerce), and FindWatt (data organization, data cleansing, and the importance data has on site searchability).

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Deploying Enterprise Miva Merchant, Thinking Beyond Modules

  1. 1.   session  twoDeploying  Enterprise  Miva  Merchant     Thinking  Beyond  Modules,  When  Out  of  the  Box  Isn’t  Enough Bryan  Landaburu  (@fuze)   President     Twi$er:  #mmconf11    |    @fuze  
  2. 2. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Twi$er:  #mmconf11    |    @fuze  
  3. 3. What  are  we  talking  about?   Twi$er:  #mmconf11    |    @fuze  
  4. 4. In  this  session  we  will  be  talking  about…  •  Considering  Miva  as  a  plaMorm  vs.  a  shopping  cart  •  Mainstream  site  features  that  your  customers  expect  •  The  (real  or  perceived)  importance  of  mobile  &  social  commerce  •  How  to  manage  content  on  larger  sites  •  Thinking  beyond  click-­‐navigaSon  •  Importance  of  good  data  •  How  the  search  experience  is  impacted  by  data  quality  •  Scenarios  in  the  room   Twi$er:  #mmconf11    |    @fuze  
  5. 5. Speakers  •  Bryan  Landaburu,  President,  FUZEblox  CMS  @fuze  •  Sco$  Zielinski  -­‐  B7  -­‐  SearchSpring  @b7i  •  Dan  Barbata  –  FindWa$  -­‐  @findwa$   Twi$er:  #mmconf11    |    @fuze  
  6. 6. Hi.  My  name  is  Bryan.   Twi$er:  #mmconf11    |    @fuze  
  7. 7. FUZE  Twi$er:  #mmconf11    |    @fuze  
  8. 8. ParSculars  •  A  digitally-­‐led  agency  est.  2003  •  We  develop  &  execute  campaigns   for  clients  naSonwide  that  include:   –  Web,  applicaSon,  system,  UI  design   –  Content  Management  Systems   –  Business  process  design   –  E-­‐mail  markeSng   –  Blog  strategy   –  Social  &  mixed  media  campaigns   –  E-­‐Commerce  development   –  Search  MarkeSng  (SEO/PPC)   –  Advanced  analyScs   –  TradiSonal  creaSve  services   Twi$er:  #mmconf11    |    @fuze  
  9. 9. Clients   Twi$er:  #mmconf11    |    @fuze  
  10. 10. QuesSon:  Do  you  see  Miva  as  a  PlaMorm  or     a  Shopping  Cart?   Twi$er:  #mmconf11    |    @fuze  
  11. 11. QuesSon:  Do  you  see  Miva  as  a  PlaMorm  or     a  Shopping  Cart?   It’s  both.  Just  depends  on  how  you  use  it.   Twi$er:  #mmconf11    |    @fuze  
  12. 12. IMPORTANT:  Remember  that  modules  are  not  the  only  way   to  add  funcSonality  to  your  store.   Modules  address  simple  issues,  but  their  scalability  is  limited   (typically)   Twi$er:  #mmconf11    |    @fuze  
  13. 13. PossibiliSes.  The  new  Miva  plaMorm  direcSon  allows  for  integraSon  and  development   capabiliSes  that  were  never  before  possible.   Twi$er:  #mmconf11    |    @fuze  
  14. 14. Customers.   Twi$er:  #mmconf11    |    @fuze  
  15. 15. People  decide  if  they  like  what  they   see  online  in  less  than  1  second   Credibility  and  trustworthiness  is  determined  in  6-­‐8  seconds   Twi$er:  #mmconf11    |    @fuze  
  16. 16. In  those  6  seconds…   Do  I  trust   What  do  you   What  should   you?   do?   I  do  next?   Twi$er:  #mmconf11    |    @fuze  
  17. 17. New  Customer  ExpectaSons   The  way  we  search,  research,  the  devices  we  use,   and  the  future  generaSons.   Twi$er:  #mmconf11    |    @fuze  
  18. 18. What  people  expect  •  We  connect  on  new  devices;  smaller  and  different  screen  •  We  expect  relevant  and  consistent  experiences  •  We  expect  speedy  access  •  We  expect  clear  content  developed  for  us  •  We  expect  things  to  be  where  we  anScipate  them  to  be  •  We  trust  the  opinions  of  others  like  us   –  More  than  we  trust  you  •  We  expect  honest  presentaSons  •  We  have  very  li$le  paSence   Twi$er:  #mmconf11    |    @fuze  
  19. 19. Do  the  big  commerce  sites  effect   your  business?   Twi$er:  #mmconf11    |    @fuze  
  20. 20. New  trends  in  commerce   Niche  shopping  –  members  only.   Twi$er:  #mmconf11    |    @fuze  
  21. 21. Twi$er:  #mmconf11    |    @fuze  
  22. 22. Twi$er:  #mmconf11    |    @fuze  
  23. 23. Twi$er:  #mmconf11    |    @fuze  
  24. 24. Acquired  by  Nordstrom  for  $270M   Twi$er:  #mmconf11    |    @fuze  
  25. 25. Maybe  those  don’t  match  your   business   What  about  the  big  guys?   Twi$er:  #mmconf11    |    @fuze  
  26. 26. Twi$er:  #mmconf11    |    @fuze  
  27. 27. Twi$er:  #mmconf11    |    @fuze  
  28. 28. Twi$er:  #mmconf11    |    @fuze  
  29. 29. Twi$er:  #mmconf11    |    @fuze  
  30. 30. Twi$er:  #mmconf11    |    @fuze  
  31. 31. Twi$er:  #mmconf11    |    @fuze  
  32. 32. Twi$er:  #mmconf11    |    @fuze  
  33. 33. Twi$er:  #mmconf11    |    @fuze  
  34. 34. Do  the  big  commerce  sites  effect   your  business?   Twi$er:  #mmconf11    |    @fuze  
  35. 35. Do  the  big  commerce  sites  effect   your  business?   YES!   Twi$er:  #mmconf11    |    @fuze  
  36. 36. What  is  consistent  on  large  sites  •  Nice  design   •  Lots  of  good,  unique  photos  •  OpSmized  offers   •  Reviews  and  raSngs  •  A$enSon  to  detail   •  Share  to  social  •  Guided  navigaSon   •  Mailing  lists  •  Different  but  the  same   •  Customer  service  access  •  Stepped  account  concepts   •  Clear  policies  •  Clear  descripSons   •  Secure  guarantees   Twi$er:  #mmconf11    |    @fuze  
  37. 37. Zappos  tour   Home   Search   Results   Stumble   SuggesSon   Detail   OpSons   Reassurance   Checkout   Twi$er:  #mmconf11    |    @fuze  
  38. 38. This  is  ALL  possible  with  Miva.   Twi$er:  #mmconf11    |    @fuze  
  39. 39. Fuze  Gear  System  Our  methods  incorporate  three  integrated  systems  working  together  on  every  page  to  generate  content,  navigaSon,  and   Handles all store content, promotions,experience  for  the  user,  centrally  managed   company pages, blog, etc. Alsoby  the  company.   FUZEblox   maintains overall structural elements. CMS   SearchSpring   Intra-­‐site   Search   Generates dynamic navigation, left rail MivaSQL   Handles all product and cat facets, compare, configure, images, product displays, PPC campaign landings, etc. maintains all customer and order data, integrates with back-office systems for order processing & fulfillment. Twi$er:  #mmconf11    |    @fuze  
  40. 40. FUZEblox   Twi$er:  #mmconf11    |    @fuze  
  41. 41. Can  your  CMS  do  all  this?   Twi$er:  #mmconf11    |    @fuze  
  42. 42. IDZone  tour   Home   Search   Results   Stumble   SuggesSon   Detail   OpSons   Reassurance   Checkout   Twi$er:  #mmconf11    |    @fuze  
  43. 43. What  is  the  criScal  element  to  making  these  experiences  work?   Twi$er:  #mmconf11    |    @fuze  
  44. 44. What  is  the  criScal  element  to  making  these  experiences  work?   More  module  development?   Twi$er:  #mmconf11    |    @fuze  
  45. 45. What  is  the  criScal  element  to  making  these  experiences  work?   More  module  development?   NO.   Twi$er:  #mmconf11    |    @fuze  
  46. 46. What  is  the  criScal  element  to  making  these  experiences  work?   Data.   Twi$er:  #mmconf11    |    @fuze  
  47. 47. Even  with  data,  you  need  to  have  a   way  to  manage  it.   Our  next  presenters  can  help  you  get  your  arms  around  this.   Twi$er:  #mmconf11    |    @fuze  
  48. 48. Site Search & Navigation presented by SearchSpring Twi$er:  #mmconf11    |    @fuze  
  49. 49. Driving factorsVisitors spend an average of 8 seconds before deciding whether to stayon a website60% of online merchants find site search optimization to be the secondmost effective way to boost sales43% of shoppers say the very first thing they do is search for the nameor product or categoryForrester projects that 47% of online revenue comes from repeatcustomers Twi$er:  #mmconf11    |    @fuze  
  50. 50. The percentage of shoppers who use site search is typically 15-35%, yet they can contribute half of total revenue Twi$er:  #mmconf11    |    @fuze  
  51. 51. Shoppers who use site search convert 2X to 3X higher thanusers who browse only Twi$er:  #mmconf11    |    @fuze  
  52. 52. Faceted Navigation l  The gold standard of navigation l  Proven by Amazon.com, lowes.com to maximize conversion rates l  The most intuitive, engaging navigation experience l  AJAX makes it easy to add to existing category structures, without affecting SEO l  Easy admin control of facet sorting, display, numerical ranges Twi$er:  #mmconf11    |    @fuze  
  53. 53. Faceted Navigation A/B test showed 21% increase in categoryconversion rate. Refinements for style, color, etc, yielded 59 moreorders for every 10,000 visits Before After Twi$er:  #mmconf11    |    @fuze  
  54. 54. l  Live Examplesl  Free SearchSpring Facebook accountl  Q & AWeb: http://www.searchspring.netEmail: info@searchspring.netTel: 888-643-9043 Twi$er:  #mmconf11    |    @fuze  
  55. 55. Sell  More  with  Good  Product  Data   Dan Barbata Twi$er:  #mmconf11    |    @fuze  
  56. 56. Overview•  What  is  Product  Data?  •  What  is  Good  Product  Data?  •  Do  You  Have  Product  Data  Problems?   –  Look  at  Website  User  Experience   –  Look  Under  the  Hood  (at  the  Data)  •  How  Do  You  Fix  Problems  with  Product  Data?            So  You  Sell  More!     Twi$er:  #mmconf11    |    @fuze  
  57. 57. Product  Name   Unique  ID   DescripNon   AQributes  Twi$er:  #mmconf11    |    @fuze  
  58. 58. Twi$er:  #mmconf11    |    @fuze  
  59. 59. Twi$er:  #mmconf11    |    @fuze  
  60. 60. Good  Data  =  Structured  Product  Data    SKU   Product  Name   Brand   End   Material   Valve   Size     American  2  Cast  Iron  40002   American   Flanged   Cast  Iron   Ball   2"   Flanged  Full  Port  Ball   American    3  Cast  Iron  40003   American   Flanged   Cast  Iron   Ball   3"   Flanged  Full  Port  Ball   American    2  DucSle  Iron  4000D2   American   Flanged   DucSle  Iron   Ball   1/2"   Flanged  Ball   American    3  DucSle  Iron  4000D3   American   Flanged   DucSle  Iron   Ball   3"   Flanged  Ball   Stockham    1  Globe  125#  B13T1   Bronze  Threaded  Bonnet   Stockham   Threaded   Bronze   Globe   1"   Teflon  Disc   Twi$er:  #mmconf11    |    @fuze  
  61. 61. Good  Data  =  Structured  Product  Data    SKU   Product  Name   Brand   End   Material   Valve   Size     American  2  Cast  Iron  40002   Flanged  Full  Port  Ball   American    3  Cast  Iron   Product  AQributes   American   Flanged   Cast  Iron   Ball   2"  40003   American   Flanged   Cast  Iron   Ball   3"   Flanged  Full  Port  Ball   American    2  DucSle  Iron  4000D2   American   Flanged   DucSle  Iron   Ball   1/2"   Flanged  Ball   American    3  DucSle  Iron  4000D3   American   Flanged   DucSle  Iron   Ball   3"   Flanged  Ball   Stockham    1  Globe  125#  B13T1   Bronze  Threaded  Bonnet   Stockham   Threaded   Bronze   Globe   1"   Teflon  Disc   Twi$er:  #mmconf11    |    @fuze  
  62. 62. Product Data Problems Twi$er:  #mmconf11    |    @fuze  
  63. 63. Example  1:   No  Facets   Can t  filter  search  Twi$er:  #mmconf11    |    @fuze  
  64. 64. Under  the  Hood  SKU   Product  Name  140256   4  MICHELIN  ENERGY  MXV-­‐4  S-­‐8,  225/50/17,  TIRES  #  13774  140257   4  NICE  MICHELIN  ENERGY  MXV-­‐4,  235/65/17,  TIRES  #  1436  140258   4  NICE  MICHELIN  ENERGY  MXV-­‐4,  235/55/17,  TIRES  #  14378  140259   4  NICE  MICHELIN  ENERGY  MXV-­‐4,  255/55/18,  TIRES  #  711  140260   ONE  NEW  MICHELIN  PILOT  SPORT,  235/40/18,  TIRE  #  81999    140261   ONE  NEW,  MICHELIN  PILOT  SPORT,  245/40/20,  TIRE  #  81549   Twi$er:  #mmconf11    |    @fuze  
  65. 65. Under  the  Hood  SKU   Product  Name  140256   4  MICHELIN  ENERGY  MXV-­‐4  S-­‐8,  225/50/17,  TIRES  #  13774  140257   4  NICE  MICHELIN  ENERGY  MXV-­‐4,  235/65/17,  TIRES  #  1436  140258   4  NICE  MICHELIN  ENERGY  MXV-­‐4,  235/55/17,  TIRES  #  14378  140259   4  NICE  MICHELIN  ENERGY  MXV-­‐4,  255/55/18,  TIRES  #  711  140260   ONE  NEW  MICHELIN  PILOT  SPORT,  235/40/18,  TIRE  #  81999    140261   ONE  NEW,  MICHELIN  PILOT  SPORT,  245/40/20,  TIRE  #  81549   No  Custom  AQribute  Fields   Twi$er:  #mmconf11    |    @fuze  
  66. 66. Example  2:  Too  Many  Facets  35  values  for  color   Twi$er:  #mmconf11    |    @fuze  
  67. 67. Color    Barely  Beige  Beige  Neutral  Beige  Wood  Beige   Under  the  Hood  Aqua  Blue  Mist  Navy  New  Navy  Teal   Twi$er:  #mmconf11    |    @fuze  
  68. 68. Color   Family    Barely  Beige   Beige  Beige   Beige  Neutral  Beige   Beige  Wood  Beige   Beige  Aqua   Blue  Blue   Blue  Mist   Blue  Navy   Blue  New  Navy   Blue  Teal   Blue  Twi$er:  #mmconf11    |    @fuze  
  69. 69. Color   Family   Shade    Barely  Beige   Beige   Light  Beige   Beige   Medium  Neutral  Beige   Beige   Medium  Wood  Beige   Beige   Dark  Aqua   Blue   Light  Blue   Blue   Medium  Mist   Blue   Light  Navy   Blue   Dark  New  Navy   Blue   Dark  Teal   Blue  Twi$er:  #mmconf11    |    @fuze   Medium  
  70. 70. Example  3:   Missing  Facets   Twi$er:  #mmconf11    |    @fuze  
  71. 71. Example  3:   Missing  Facets   Twi$er:  #mmconf11    |    @fuze  
  72. 72. Example  3:   Missing  Facets   Doesn t Add Up 41 helmets, 16 values for Gender Twi$er:  #mmconf11    |    @fuze  
  73. 73. Under  the  Hood  Product  Name   Gender    Rawlings  Cool-­‐flo  Youth  Bawng  Helmet   Youth  Rawlings  Cool-­‐flo  Pro  Style  Bawng   Adult  Helmet  Youth  Bawng  Helmet  –  Dark  Grey  Easton  Two  Toned  Bawng  Helmet  -­‐  Youth  Wilson  The  One  Adult  Bawng  Helmet   Adult  Schu$  Air3  Adult  Bawng  Helmet  –  Black   Adult  Schu$  Air  3  Adult  Bawng  Helmet  –  Red  Schu$  Air  3  Adult  Bawng  Helmet  -­‐  White  Easton  Junior  NaSonal  Grip  Red  Helmet   Youth  Rawlings  Cool-­‐flo  Ma$e  Bawng  Helmet   Mens   Twi$er:  #mmconf11    |    @fuze  
  74. 74. Under  the  Hood  Product  Name   Gender    Rawlings  Cool-­‐flo  Youth  Bawng  Helmet   Youth  Rawlings  Cool-­‐flo  Pro  Style  Bawng   Adult  Helmet  Youth  Bawng  Helmet  –  Dark  Grey  Easton  Two  Toned  Bawng  Helmet  -­‐  Youth  Wilson  The  One  Adult  Bawng  Helmet   Missing Gender Adult  Schu$  Air3  Adult  Bawng  Helmet  –  Black   Adult  Schu$  Air  3  Adult  Bawng  Helmet  –  Red  Schu$  Air  3  Adult  Bawng  Helmet  -­‐  White  Easton  Junior  NaSonal  Grip  Red  Helmet   Youth  Rawlings  Cool-­‐flo  Ma$e  Bawng  Helmet   Mens   Twi$er:  #mmconf11    |    @fuze  
  75. 75. How do you Fix Problems with...•  Unstructured Data•  Semi-Structured Data•  Complex SKUs Twi$er:  #mmconf11    |    @fuze  
  76. 76. Dealing  with  Unstructured  Data   Twi$er:  #mmconf11    |    @fuze  
  77. 77. User  Experience  -­‐  Before  NO FacetsSo customercannot refinetheir searchClicking NextIs the only wayto see moreproducts Twi$er:  #mmconf11    |    @fuze  
  78. 78. Under  the  Hood  -­‐  Before    Title    DescripNon  1W  1.5  ohm  Allen  Bradley   Carbon  Comp  Resistors  Carbon  Comp  Resistor  Military   Military  NOS…  1W  2  ohm  Allen  Bradley  Carbon  Carbon  Comp  Resistors   No StructureComp  Resistor   Military  NOS…   But lots of good1W  10  ohm  Allen  Bradley   Carbon  Comp  Resistors   attribute informationCarbon  Comp  Resistor   Military  NOS…  1W  5.6  ohm  Allen  Bradley   Carbon  Comp  Resistors  Carbon  Comp  Resistor  Military   Military  NOS…  2W  5.6  ohm  10%  Allen   Carbon  Comp  Resistors  Bradley  Carbon  Comp  Resistors   NOS…  1W  10  ohm  MIL  Allen  Bradley   Allen  Bradley  Military  Carbon  Comp  Resistors   Carbon  ComposiSo…   Twi$er:  #mmconf11    |    @fuze  
  79. 79. Under  the  Hood  -­‐  Before    Title    DescripNon  1W  1.5  ohm  Allen  Bradley   Carbon  Comp  Resistors  Carbon  Comp  Resistor  Military   Military  NOS…  1W  2  ohm  Allen  Bradley  Carbon  Carbon  Comp  Resistors   No StructureComp  Resistor   Military  NOS…   But lots of good1W  10  ohm  Allen  Bradley   Carbon  Comp  Resistors   attribute informationCarbon  Comp  Resistor   Military  NOS…  1W  5.6  ohm  Allen  Bradley   Carbon  Comp  Resistors  Carbon  Comp  Resistor  Military   Military  NOS…   10 Ohm is in there!2W  5.6  ohm  10%  Allen   Carbon  Comp  Resistors  Bradley  Carbon  Comp  Resistors   NOS…  1W  10  ohm  MIL  Allen  Bradley   Allen  Bradley  Military  Carbon  Comp  Resistors   Carbon  ComposiSo…   Twi$er:  #mmconf11    |    @fuze  
  80. 80. Under  the  Hood     Ayer  Adding  A$ributes    Title    DescripNon   Brand   WaQs    Ohms    Toler..   Material  1W  1.5  ohm  Allen  Bradley   Carbon  Comp  Resistors   Allen   Carbon  Carbon  Comp  Resistor  Military   Military  NOS…   1W   1.5   5%   Bradley   Comp  1W  2  ohm  Allen  Bradley  Carbon  Carbon  Comp  Resistors   Allen   Carbon  Comp  Resistor   Military  NOS…   1W   2   5%   Bradley   Comp  1W  10  ohm  Allen  Bradley   Carbon  Comp  Resistors   Allen   Carbon  Carbon  Comp  Resistor   Military  NOS…   1W   10   5%   Bradley   Comp  1W  5.6  ohm  Allen  Bradley   Carbon  Comp  Resistors   Allen   Carbon  Carbon  Comp  Resistor  Military   Military  NOS…   1W   5.6   5%   Bradley   Comp  2W  5.6  ohm  10%  Allen   Carbon  Comp  Resistors   Allen   Carbon  Bradley  Carbon  Comp  Resistors   NOS…   2W   5.6   10%   Bradley   Comp  1W  10  ohm  MIL  Allen  Bradley   Allen  Bradley  Military   Allen   Carbon  Carbon  Comp  Resistors   Carbon  ComposiSo…   1W   10   5%   Bradley   Comp   Twi$er:  #mmconf11    |    @fuze  
  81. 81. Under  the  Hood     Ayer  Adding  A$ributes    Title    DescripNon   Brand   WaQs    Ohms    Toler..   Material  1W  1.5  ohm  Allen  Bradley   Carbon  Comp  Resistors   Allen   Carbon  Carbon  Comp  Resistor  Military   Military  NOS…   1W   1.5   5%   Bradley   Comp  1W  2  ohm  Allen  Bradley  Carbon  Carbon  Comp  Resistors   Allen   Carbon  Comp  Resistor   Military  NOS…   1W   2   5%   Bradley   Comp  1W  10  ohm  Allen  Bradley   Carbon  Comp  Resistors   Allen   Carbon  Carbon  Comp  Resistor   Military  NOS…   1W   10   5%   Bradley   Comp  1W  5.6  ohm  Allen  Bradley   Carbon  Comp  Resistors   Allen   Carbon  Carbon  Comp  Resistor  Military   Military  NOS…   1W   5.6   5%   Bradley   Comp  2W  5.6  ohm  10%  Allen   Carbon  Comp  Resistors   Allen   Carbon  Bradley  Carbon  Comp  Resistors   NOS…   2W   5.6   10%   Bradley   Comp  1W  10  ohm  MIL  Allen  Bradley   Allen  Bradley  Military   Allen   Carbon  Carbon  Comp  Resistors   Carbon  ComposiSo…   1W   10   5%   Bradley   Comp   Twi$er:  #mmconf11    |    @fuze  
  82. 82. User  Experience  -­‐  Ayer  Refine by 10 Ohms, and you re there Twi$er:  #mmconf11    |    @fuze  
  83. 83. Dealing  with  Semi-­‐Structured  Data   Twi$er:  #mmconf11    |    @fuze  
  84. 84. User  Experience  -­‐  Before   Twi$er:  #mmconf11    |    @fuze  
  85. 85. User  Experience  -­‐  Before   Same value in two places Twi$er:  #mmconf11    |    @fuze  
  86. 86. User  Experience  -­‐  Before   Values in the Wrong Place Twi$er:  #mmconf11    |    @fuze  
  87. 87. User  Experience  -­‐  Before   Values Need Breaking Up Twi$er:  #mmconf11    |    @fuze  
  88. 88. User  Experience  -­‐  Before   Values Need Standardization Twi$er:  #mmconf11    |    @fuze  
  89. 89. User  Experience  -­‐  Before   Attributes Need to be Combined Twi$er:  #mmconf11    |    @fuze  
  90. 90. Under  the  Hood  -­‐  Before   Overall   Overall   Size   Wire   Length  Voltage   Amps   Color   Length   Color   1/4  in     4  in.   4  in.   12  V   30  A   Blue             30  A       Blue  1/4  in,  16-­‐14  AWG     100  y.         Black             12  V   15   Nickel             20  A        1/4  in,  16-­‐14  AWG   100  y.                     12  V   15  A   Nickel             12  V   15  A   Black     100  y.   16-­‐14  AWG             Blue   100  y.   16-­‐14  ga.             Black   Twi$er:  #mmconf11    |    @fuze  
  91. 91. Under  the  Hood  -­‐  Before   Overall   Overall   Size   Wire   Length  Voltage   Amps   Color   Length   Color   1/4  in     4  in.   4  in.   12  V   30  A   Blue             30  A       Blue  1/4  in,  16-­‐14  AWG     100  y.         Black             12  V   15   Nickel             20  A        1/4  in,  16-­‐14  AWG   100  y.                     12  V   15  A   Nickel             12  V   15  A   Black     100  y.   16-­‐14  AWG             Blue   100  y.   16-­‐14  ga.             Black   Same Value in Two Places 100ft in both Size and Overall Length Twi$er:  #mmconf11    |    @fuze  
  92. 92. Under  the  Hood  -­‐  Before   Overall   Overall   Size   Wire   Length  Voltage   Amps   Color   Length   Color   1/4  in     4  in.   4  in.   12  V   30  A   Blue             30  A       Blue  1/4  in,  16-­‐14  AWG     100  y.         Black             12  V   15   Nickel             20  A        1/4  in,  16-­‐14  AWG   100  y.                     12  V   15  A   Nickel             12  V   15  A   Black     100  y.   16-­‐14  AWG             Blue   100  y.   16-­‐14  ga.             Black   Values in Wrong Place 20A and 30A are in incorrectly in Voltage Twi$er:  #mmconf11    |    @fuze  
  93. 93. Under  the  Hood  -­‐  Before   Overall   Overall   Size   Wire   Length  Voltage   Amps   Color   Length   Color   1/4  in     4  in.   4  in.   12  V   30  A   Blue             30  A       Blue  1/4  in,  16-­‐14  AWG     100  y.         Black             12  V   15   Nickel             20  A        1/4  in,  16-­‐14  AWG   100  y.                     12  V   15  A   Nickel             12  V   15  A   Black     100  y.   16-­‐14  AWG             Blue   100  y.   16-­‐14  ga.             Black   Values Need Breaking Up 16-14 AWG is in wrong place and needs to be moved Twi$er:  #mmconf11    |    @fuze  
  94. 94. Under  the  Hood  -­‐  Before   Overall   Overall   Size   Wire   Length  Voltage   Amps   Color   Length   Color   1/4  in     4  in.   4  in.   12  V   30  A   Blue             30  A       Blue  1/4  in,  16-­‐14  AWG     100  y.         Black             12  V   15   Nickel             20  A        1/4  in,  16-­‐14  AWG   100  y.                     12  V   15  A   Nickel             12  V   15  A   Black     100  y.   16-­‐14  AWG             Blue   100  y.   16-­‐14  ga.             Black   Values Need Standardization 15 should probably be 15 A Twi$er:  #mmconf11    |    @fuze  
  95. 95. Under  the  Hood  -­‐  Before   Overall   Overall   Size   Wire   Length  Voltage   Amps   Color   Length   Color   1/4  in     4  in.   4  in.   12  V   30  A   Blue             30  A       Blue  1/4  in,  16-­‐14  AWG     100  y.         Black             12  V   15   Nickel             20  A        1/4  in,  16-­‐14  AWG   100  y.                     12  V   15  A   Nickel             12  V   15  A   Black     100  y.   16-­‐14  AWG             Blue   100  y.   16-­‐14  ga.             Black   Attributes Need to be Combined Color & Overall Color can be combined, as can Length & Overall Length Twi$er:  #mmconf11    |    @fuze  
  96. 96. Under  the  Hood  –  Ayer  Re-­‐OrganizaSon   Overall  Size   Wire   Voltage   Amps   Color   Length  1/4  in     4  in.   12  V   30  A   Blue              30  A    Blue  1/4  in    16-­‐14  AWG   100  y.         Black             12  V   15  A   Nickel              20  A      1/4  in   16-­‐14  AWG   100  y.                     12  V   15  A   Nickel             12  V   15  A   Black     16-­‐14  AWG    100  y.          Blue   16-­‐14  AWG    100  y.         Black     Everything in the Right Place Twi$er:  #mmconf11    |    @fuze  
  97. 97. User  Experience  -­‐  Before   So What Started as… 8 Attributes 19 Values Twi$er:  #mmconf11    |    @fuze  
  98. 98. User  Experience  -­‐  Ayer   Becomes… 6 Attributes 12 ValuesTwi$er:  #mmconf11    |    @fuze  
  99. 99. Dealing  with  Complex  SKUs   Twi$er:  #mmconf11    |    @fuze  
  100. 100. User  Experience  -­‐  Before  Fits FacetForces customer tocarefully read eachvalue. Twi$er:  #mmconf11    |    @fuze  
  101. 101. User  Experience  -­‐  Before  Fits FacetForces customer tocarefully read eachvalue. Twi$er:  #mmconf11    |    @fuze  
  102. 102. User  Experience  -­‐  Before   Which should I choose? Twi$er:  #mmconf11    |    @fuze  
  103. 103. Under  the  Hood  -­‐  Before   SKU   Fits   1969-­‐1971  XJ6  008526   AND   1976-­‐1978  XJS   An Extra Complexity Where attributes are related to each other. E.g. 1969 goes with XJ6 but not XJS Twi$er:  #mmconf11    |    @fuze  
  104. 104. Under  the  Hood  -­‐  Ayer   SKU   Fits   Year   Model   1969   XJ6   1969-­‐1971  XJ6   1970   XJ6  008526   AND   1971   XJ6     1976-­‐1977  XJS     1976   XJS   1977   XJS   Break Out Each Combination And roll up on the SKU Twi$er:  #mmconf11    |    @fuze  
  105. 105. User  Experience  -­‐  Ayer  Clear NavigationAllows customer toselect exact year &model of vehicle Twi$er:  #mmconf11    |    @fuze  
  106. 106. Data.  The  Missing  Piece   Twi$er:  #mmconf11    |    @fuze  
  107. 107. Good News & Bad News Bad News Good News•  You Probably Don t Have •  You have the Data, and it Structured Product Data Can be Fixed•  You Can t Get Away With •  Fix Your Data Problems, it Anymore and Sell More! Twi$er:  #mmconf11    |    @fuze  
  108. 108. Any Other Questions?Dan  Barbata  DAN@FINDWATT.com  415-­‐508-­‐6805   Twi$er:  #mmconf11    |    @fuze  
  109. 109. Q&A  Twi$er:  #mmconf11    |    @fuze  
  110. 110. In  case  you  want  to  reach  out  and  say  what s  up…  Drop  me  your  business  card  if  you  want  these  slides.  Or  give  us  a  jingle…     twi$er    |    twi$er.com/fuze     my  blog    |    bryanlandaburu.com     Email    |    bryan@ifuze.com     phone    |    877-­‐879-­‐3893     Use  These   Twi$er:  #mmconf11    |    @fuze  

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