Express Data Prep Modules
Clothing • Footwear • Bags/Luggage • Jewelry
2014
1
• Background - Who is FindWAtt? What do we do?
2
• End Results - What do our results look like?
3
• Process - What does ...
FindWAtt takes a Unique Approach to Product Data
Services
INTRODUCTION TO FINDWATT
• Been working in Product Data since 20...
Worked in many different product categories for
large and small clients
Example Customer(s) Industry
Apparel & Jewelry
Dru...
New category specific solution that’s automatic,
fast, and customizable.
NEW MODULAR EXPRESS DATA PROCESSING UTILITY
• Fas...
We are currently focused in apparel but are also
working on expanding into other areas
READY-TO-GO MODULES
Clothing
Shoes
...
There are 5 central things we do to fix errors, add
missing information, and optimize product data
Service Examples
Data C...
Our approach combines the flexibility of hiring
humans with the quality of big data providers
FINDWATT VS COMPETITION
• Li...
Here is a sampling of the attributes we provide
ATTRIBUTES IN CLOTHING
Module Attributes Example Values
Clothing • Product...
Here is a sampling of the attributes we provide
ATTRIBUTES IN FOOTWEAR
Module Attributes Example Values
Footwear • Product...
Here is a sampling of the attributes we provide
ATTRIBUTES IN BAGS/LUGGAGE
Module Attributes Example Values
Bags/Luggage •...
Here is a sampling of the attributes we provide
ATTRIBUTES IN JEWELRY
Module Attributes Example Values
Jewelry • Product T...
1
• Background - Who is FindWAtt? What do we do?
2
• End Results - What do our results look like?
3
• Process - What does ...
DATA CLEANING
RESULTS
The first thing we do is clean the product data
ORIGINAL PRODUCT TITLES
Identifying the errors
ORIGINAL PRODUCT TITLES
And fixing them
CLEAN PRODUCT TITLES
So retailers have optimized & readable data
CLEAN PRODUCT TITLES
We provide a list of every error and how it was
changed.
FIX ERRORS IN PRODUCT TITLES
Leather
Leahter
Leathe
Lether
Leathr...
Errors can often provide insight into common typos
or misspellings which can be utilized as synonyms
COMMON MISSPELLINGS =...
FIX EXISTING ATTRIBUTES:
COLOR
RESULTS
Retailers often have laundry lists of colors, with
inconsistencies and overloaded attribute values
FIX EXISTING ATTRIBUTES...
FindWAtt standardizes inconsistencies and
reorganized the attributes for optimal navigation
FIX EXISTING ATTRIBUTES – COLOR
FIX EXISTING ATTRIBUTES:
SIZE
RESULTS
Sizes have the same kinds of problems
FIX EXISTING ATTRIBUTES – SIZE
And similar sorts of restructuring can bring clarity
to the online shopping process.
FIX EXISTING ATTRIBUTES – SIZE
ADD NEW ATTRIBUTES
RESULTS
Sometimes retailers don’t have any attributes other than a
messy category…
ADD NEW ATTRIBUTES
FindWAtt can extract the relevant attributes that
shoppers need to make purchase decisions
ADD NEW ATTRIBUTES
RESTRUCTURING PRODUCT TITLES
& DESCRIPTIONS
RESULTS
FindWAtt also rebuilds product titles…
ORIGINAL PRODUCT TITLES
Making them consistently expressed with the
important information up front.
RESTRUCTURED PRODUCT TITLES
Product details are also rebuilt…
RESTRUCTURING PRODUCT DETAILS
Product Details (before)
Carbon Fiber Composite Weave Shel...
Adding the necessary HTML markup and organizing
them for maximal readability and SEO.
RESTRUCTURING PRODUCT DETAILS
Produc...
DATA FEED PREP
RESULTS
FindWAtt also optimizes feeds for CSE’s and online
Marketplaces.
PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES
• Don’t g...
PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES
Product Title Brand Color Material Age
Group
Google Product Category
Jessi...
Promotional information is identified
PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES
Product Title Brand Color Material A...
And removed…
PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES
Product Title Brand Color Material Age
Group
Google Product C...
And missing structured attributes are added, along
with the necessary source category
PREP DATA FEEDS FOR GOOGLE, BING & M...
1
• Background - Who is FindWAtt? What do we do?
2
• End Results - What do our results look like?
3
• Process - What does ...
Just send us your data in any format, we do our
magic and send it back to you with reports
WHAT YOU SEND & WHAT YOU GET BA...
DATA CLEANING
STEP-BY-STEP DATA TRANSFORMATION
The first step involves fixing any spacing issues,
misspellings, or abbreviations
DATA CLEANING
• Identify Problem Tokens
...
Errors are identified…
DATA CLEANING
Original PN
The North Face Sun Hat - Fuschia
Pants , Polyproplyene , White , 2XL/3XL
...
…and fixed…
DATA CLEANING
Original PN Fixed PN
The North Face Sun Hat - Fuschia The North Face Sun Hat - Fuchsia
Pants , P...
Each rule is stored with it’s Rule Type for easy
review and adjustment if necessary.
Problem Token Correct Token Rule Type...
ADDING ATTRIBUTES:
FROM PRODUCT TITLES
STEP-BY-STEP DATA TRANSFORMATION
The first source of attribute information is product
titles, which usually contain the important stuff
Product Name
HJC AC...
Product Name Size Color Material Type
HJC AC-3 Helmet Carbon Black Large
HJC AC-3 Helmet Carbon Candy Red L
HJC CL-16 Blue...
Product Name Size Color Material Type
HJC AC-3 Helmet Carbon Black Large
HJC AC-3 Helmet Carbon Candy Red L
HJC CL-16 Blue...
Product Name Size Color Material Type
HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber
HJC AC-3 Helmet Carbon C...
Product Name Size Color Material Type
HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber
HJC AC-3 Helmet Carbon C...
Product Name Size Color Material Type
HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber
HJC AC-3 Helmet Carbon C...
Product Name Size Color Material Type
HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber
HJC AC-3 Helmet Carbon C...
Product Name Size Color Material Type
HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber
HJC AC-3 Helmet Carbon Candy...
Product Name Size Color Color
Family
Material Type
HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber
HJC AC-3 Helmet...
Product Name Size Color Color
Family
Material Type
HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber
HJC AC-3 Helmet...
Product Name Size Color Color
Family
Material Type
HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber
HJC AC-3 Helmet...
Product Name Size Color Color
Family
Material Type
HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber
HJC AC-3 ...
Product Name Size Color Color
Family
Material Type
HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber
HJC AC-3 ...
Product Name Size Color Color
Family
Material Type
HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber Cruiser
H...
Product Name Size Color Color
Family
Material Type
HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber Cruiser
H...
ATTRIBUTE ADDITION:
FROM PRODUCT DETAILS
STEP-BY-STEP DATA TRANSFORMATION
Product details are a tremendously valuable source
of attribute information as well
Product Details
This moto jacket from ...
Product Details Type Material Leather Type Closure Lining
This moto jacket from Black Rivet offers
contemporary biker styl...
Product Details Type Material Leather Type Closure Lining
This moto jacket from Black Rivet offers
contemporary biker styl...
Product Details Type Material Leather Type Closure Lining
This moto jacket from Black Rivet offers
contemporary biker styl...
Product Details Type Material Leather Type Closure Lining
This moto jacket from Black Rivet offers
contemporary biker styl...
FIXING STRUCTURED ATTRIBUTES
STEP-BY-STEP
One very common issue with attribute values is 2
different concepts loaded into 1 attribute
FIXING OVERLOADED ATTRIBUTES
O...
FindWAtt separates things out into their proper
homes, simplifying the decision for the shopper
FIXING OVERLOADED ATTRIBUT...
Inevitably, data will have values in the wrong
places…
FIXING INCORRECTLY MAPPED ATTRIBUTES
Product Title Original
Color
Z...
FindWAtt identifies those errors…
FIXING INCORRECTLY MAPPED ATTRIBUTES
Product Title Original
Color
Pack Size
Zero Restric...
…and moves them to their proper home
FIXING INCORRECTLY MAPPED ATTRIBUTES
Product Title Original
Color
Pack Size
Zero Rest...
RESTRUCTURING PRODUCT TITLES
STEP-BY-STEP
Product Titles should be constructed according to
some consistent set of parameters
ORIGINAL PRODUCT TITLES
FindWAtt builds a formula for reconstructing
product titles
PRODUCT TITLE RESTRUCTURING FORMULAS
Whichever of those elements apply to a particular
product title will determine how it is constructed
PRODUCT TITLE RESTRUC...
…and here are the final results.
RESTRUCTURED PRODUCT TITLES
DATA FEED PREP
STEP-BY-STEP
FindWAtt preps feed for many different marketing
channels, e.g. Google
PREPPING FOR GOOGLE
Product Title
Michael Kors Glit...
Disallowed expressions are identified…
PREPPING FOR GOOGLE
Product Title
Michael Kors Glitter Gladiator Sandal Retail $100...
…and removed.
PREPPING FOR GOOGLE
Product Title
Michael Kors Glitter Gladiator Sandal
Nina Chain/Crystal Sandal
Kate Spade...
The product type is identified…
PREPPING FOR GOOGLE
Product Title FW Product Type
Michael Kors Glitter Gladiator Sandal Gl...
…and used to determine which destination
category each product should reside.
PREPPING FOR GOOGLE
Product Title FW Product...
Based on the requirements of each channel, the
required & optional attributes are identified.
PREPPING FOR GOOGLE
Product ...
Those attributes are added to the feed (if they
don’t already exist)
PREPPING FOR GOOGLE
Product Title Google Grouping Age...
Attribute values are also extracted accordingly.
PREPPING FOR GOOGLE
Product Title Google Grouping Age Group Color Size Ma...
1
• Background - Who is FindWAtt? What do we do?
2
• End Results - What do our results look like?
3
• Process - What does ...
FindWAtt has an extensive technology stack with
several techniques to profile and prep the data
DATA PROFILING & PREP
• Id...
Extensive vocabularies & rules are stored in
category specific ontologies.
ONTOLOGIES & SCHEMAS
Each circle represents…
 ...
Technically (of course) everything is stored in an
extensively designed relational database.
RELATIONAL DATABASE
 ASP.Net...
WHY HAVE DIFFERENT MODULES?
TECHNOLOGY
Different modules are needed because different
categories have different attributes.
Footwear Jewelry
Age
Brand
Color
Gems...
In different contexts, the same abbreviation can
mean completely different things.
CONTEXTUAL SENSITIVITY IN DATA CLEANING...
Even the same word can mean different things…
CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES
Product Name
Burnt Orange Bridesm...
…depending on the context.
CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES
Product Name Color Flavor Scent Brand
Burnt Orange B...
The trick is not to do a simple string match
(you might think this item is for girls)
CONTEXTUAL SENSITIVITY IN ATTRIBUTE ...
But in fact it’s part of a larger context…
CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES
Girls Night Out Tank Top - Black
Des...
…and really is more appropriate for Adults.
CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES
Girls Night Out Tank Top - Black
De...
Some more examples of this emphasize the point,
and the complexity in doing this sort of work.
CONTEXTUAL SENSITIVITY IN A...
WHAT DO MODULES CONTAIN?
TECHNOLOGY
PHRASE IDENTIFICATION
TECHNOLOGY
A key part of the technology is identifying phrases –
and various ways of describing the same thing
Phrase (in PN) Attribu...
In the product details this is even more challenging,
and an understanding of sentences is necessary.
Phrase Type Phrase A...
DATA RULES
TECHNOLOGY
Standardization rules are critical, so you avoid
presenting the customer with crazy long lists.
STANDARDIZATION RULES
Aqua...
Where data is missing, much can be inferred about
the relationship between attributes.
INFERENCE RULES
Original Attribute ...
Contact us for a Demo or for more information
about the capabilities of our data prep system.
CONTACT INFORMATION
Andrew G...
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FindWAtt Express Product Data Prep Modules

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Overview (Slides 1-15), End Results (16-40), Process (41-89), Technology (90-110)

An overview of FindWAtt's express data preparation service. Available in Clothing, Footwear, Jewelry, and Luggage/Bags. Preparing feeds for Google Shopping, Amazon Marketplace and other CSE's. Optimizing data for Site Search and CSE Campaigns.

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  • Input data feed
  • Google “blockers” are identifed
  • Google “blockers” are removed
  • Required attributes are filled in
  • Sports Authority Sizes that weren’t sizes
  • Sports Authority Sizes that weren’t sizes
  • Sports Authority Sizes that weren’t sizes
  • Input data feed
  • Google “blockers” are identified
  • Google “blockers” are removed
  • FW Product Type is Identified
  • Google Categories are Inferred
  • Requirements are identified based on product category
  • Requirements are identified based on product category
  • Required, Recommended and Optional Attributes are extracted
  • All of this information is stored in a very large complex relational database
  • Version 3
  • Context tokens
  • Gold for Material, Color, Collection?
    Nude for Brand, Color
  • FindWAtt Express Product Data Prep Modules

    1. 1. Express Data Prep Modules Clothing • Footwear • Bags/Luggage • Jewelry 2014
    2. 2. 1 • Background - Who is FindWAtt? What do we do? 2 • End Results - What do our results look like? 3 • Process - What does the Step-by-Step data transformation entail? 4 • FindWAtt System - What toolsets/technologies have we developed? AGENDA
    3. 3. FindWAtt takes a Unique Approach to Product Data Services INTRODUCTION TO FINDWATT • Been working in Product Data since 2008 • Developed an Expert System – Self-learning, automated data processing – Purpose-built for ecommerce product data – Fixes errors, re-organizes information, adds structure
    4. 4. Worked in many different product categories for large and small clients Example Customer(s) Industry Apparel & Jewelry Drugstore & HBA Tools & Home Improvement Office Supplies CUSTOMERS & INDUSTRIES
    5. 5. New category specific solution that’s automatic, fast, and customizable. NEW MODULAR EXPRESS DATA PROCESSING UTILITY • Fast Processing o 24-hr turn around time • Automatic Processing o Highly Accurate o Highly Consistent • Expandable & Customizable o Can easily add custom attributes o Able to extract more and more over time
    6. 6. We are currently focused in apparel but are also working on expanding into other areas READY-TO-GO MODULES Clothing Shoes Bags & Luggage Jewelry
    7. 7. There are 5 central things we do to fix errors, add missing information, and optimize product data Service Examples Data Cleaning • Fix Misspellings (e.g. Fushia, Fucshia -> Fuchsia) • Fix Abbreviations (e.g. Blk, Blck -> Black) Fix Existing Attributes • Standardize Values (e.g. XL, Extra Large -> XL) • Split Attributes (e.g. Color -> Color, Pattern, Team) • Attribute Families (e.g. Dark Blue, Light Blue -> Blue) Add New Attributes • Attributes (e.g. Type, Color, Size, Pattern) • Values (e.g. Dress Shirt, Black, XL, Striped) *Rebuild Product Titles & Details • Ensure key information is present • Ensure titles are consistently built *Data Feed Prep (Google Shopping) • Ensure mandatory & recommended attributes • Remove disqualifiers • Validate GTIN WHAT WE DO *Optional services
    8. 8. Our approach combines the flexibility of hiring humans with the quality of big data providers FINDWATT VS COMPETITION • Limited • Not Unique • Fast • Automatic • Consistent • Manual • Slow • Inconsistent Data Providers Data Clean Up FirmsFindWAtt • Unlimited • Unique
    9. 9. Here is a sampling of the attributes we provide ATTRIBUTES IN CLOTHING Module Attributes Example Values Clothing • Product Type • Brand • Age/Gender • Material • Size • Color • Pattern • Back Type • Closure • Features • Leather Type • Fit • Neck Type • Sleeve Length • Shirts Dresses, Jeans • Levis, Calvin Klein, Hugo Boss • Womens, Mens, Girls, Boys • Cotton, Polyester, Leather • Small, Medium, Large • Blue, Red, White • Striped, Polka Dots, Animal Print • Backless, Crossback, T-Back • Button Up, Zip Up • Lightweight, Hooded, Insulated • Full Grain, Patent, Lamb, Nappa • Skinny Leg, Straight Leg, Bootcut • Crew Neck, V-Neck, Turtleneck • Short Sleeve, Long Sleeve, ¾ Sleeve
    10. 10. Here is a sampling of the attributes we provide ATTRIBUTES IN FOOTWEAR Module Attributes Example Values Footwear • Product Type • Brand • Age/Gender • Material • Shoe Size • Shoe Width • Color • Pattern • Accents • Closure • Features • Heel Height • Occasion • Toe Type • High Heels, Boots, Sneakers • Clarks, Converse, Nike • Womens, Mens, Girls, Boys • Leather, Canvas, Rubber • 6.5, 8.0, 9.5 • A, B, 2E • Black, Brown, Yellow • Snake Print, Cheetah Print • Bow, Buckle, Button • Zip Up, Lace Up, Slip On • Lightweight, Waterproof, Glow in Dark • 1 Inch, 2 Inch, 3 Inch • Dress, Casual, Work • Closed Toe, Open Toe, Round Toe
    11. 11. Here is a sampling of the attributes we provide ATTRIBUTES IN BAGS/LUGGAGE Module Attributes Example Values Bags/Luggage • Product Type • Brand • Age/Gender • Color • Pattern • Material • Size • Features • # Pockets • Usage • Luggage, Handbags, Wallets • Samsonite, Coach • Womens, Mens, Girls, Boys • Beige, Green, Black • Houndstooth, Solid • Leather, Faux Leather • 14 Inch, 20 Inch, 29 Inch • Expandable, Flap Over, Rolling • 5 Pocket, 8 Pocket, 12 Pocket • Hiking, Sports, Travel
    12. 12. Here is a sampling of the attributes we provide ATTRIBUTES IN JEWELRY Module Attributes Example Values Jewelry • Product Type • Brand • Age/Gender • Color • Material • Metal Type • Metal Stamp • Chain Type • Clasp Type • Backing Type • Gem Type • Stone Clarity • Stone Shape • Wedding Ring, Bangle Bracelet, Brooch Pin • Tiffany, Vera Wang, Gucci • Womens, Mens • Black, Blue, Purple • Crystal, Leather, Glass • Gold, Sterling Silver, Platinum • 14k, 18k, 24k, 925 Sterling • Box, Figaro, Mariner, Omega • Lobster Claw, Snap, Toggle • Clip-on, Fishhook, Lever back • Diamond, Amethyst, Topaz • VVS1, VS1, SI1 • Heart, Oval, Princess
    13. 13. 1 • Background - Who is FindWAtt? What do we do? 2 • End Results - What do our results look like? 3 • Process - What does the Step-by-Step data transformation entail? 4 • FindWAtt System - What toolsets/technologies have we developed? AGENDA
    14. 14. DATA CLEANING RESULTS
    15. 15. The first thing we do is clean the product data ORIGINAL PRODUCT TITLES
    16. 16. Identifying the errors ORIGINAL PRODUCT TITLES
    17. 17. And fixing them CLEAN PRODUCT TITLES
    18. 18. So retailers have optimized & readable data CLEAN PRODUCT TITLES
    19. 19. We provide a list of every error and how it was changed. FIX ERRORS IN PRODUCT TITLES Leather Leahter Leathe Lether Leathr Lthr
    20. 20. Errors can often provide insight into common typos or misspellings which can be utilized as synonyms COMMON MISSPELLINGS = SEARCH SYNONYMS Original Word Correct Word Burgandy Burgundy Camoflage Camouflage Flourescent FluorescentFlorescent Fluoresent Fucshia Fuchsia Fuschia Moccassin Moccasin Stilletto Stiletto Stilleto
    21. 21. FIX EXISTING ATTRIBUTES: COLOR RESULTS
    22. 22. Retailers often have laundry lists of colors, with inconsistencies and overloaded attribute values FIX EXISTING ATTRIBUTES – COLOR
    23. 23. FindWAtt standardizes inconsistencies and reorganized the attributes for optimal navigation FIX EXISTING ATTRIBUTES – COLOR
    24. 24. FIX EXISTING ATTRIBUTES: SIZE RESULTS
    25. 25. Sizes have the same kinds of problems FIX EXISTING ATTRIBUTES – SIZE
    26. 26. And similar sorts of restructuring can bring clarity to the online shopping process. FIX EXISTING ATTRIBUTES – SIZE
    27. 27. ADD NEW ATTRIBUTES RESULTS
    28. 28. Sometimes retailers don’t have any attributes other than a messy category… ADD NEW ATTRIBUTES
    29. 29. FindWAtt can extract the relevant attributes that shoppers need to make purchase decisions ADD NEW ATTRIBUTES
    30. 30. RESTRUCTURING PRODUCT TITLES & DESCRIPTIONS RESULTS
    31. 31. FindWAtt also rebuilds product titles… ORIGINAL PRODUCT TITLES
    32. 32. Making them consistently expressed with the important information up front. RESTRUCTURED PRODUCT TITLES
    33. 33. Product details are also rebuilt… RESTRUCTURING PRODUCT DETAILS Product Details (before) Carbon Fiber Composite Weave Shell: Extremely lightweight. Superior fit and comfort using advanced CAD technology. Optically-superior Pinlock®-prepared Faceshield: New 3D design provides 95% UV protection, an anti-scratch coating and is prepared for the ultimate anti-fog Pinlock insert. RapidFire™ Shield Replacement System: Quick, secure, tool-less removal and installation. "ACS" Advanced Channeling Ventilation System: Full front to back airflow flushes heat and humidity up and out. SilverCool™ Interior: Removable moisture-wicking and odor-free interior with advanced silver anti-bacterial fabric. SNELL/DOT Approved. SIZES: XS-XXL. Weight: 3.51 lbs
    34. 34. Adding the necessary HTML markup and organizing them for maximal readability and SEO. RESTRUCTURING PRODUCT DETAILS Product Details (before) Product Details (after) Carbon Fiber Composite Weave Shell: Extremely lightweight. Superior fit and comfort using advanced CAD technology. Optically-superior Pinlock®-prepared Faceshield: New 3D design provides 95% UV protection, an anti-scratch coating and is prepared for the ultimate anti-fog Pinlock insert. RapidFire™ Shield Replacement System: Quick, secure, tool-less removal and installation. "ACS" Advanced Channeling Ventilation System: Full front to back airflow flushes heat and humidity up and out. SilverCool™ Interior: Removable moisture-wicking and odor-free interior with advanced silver anti-bacterial fabric. SNELL/DOT Approved. SIZES: XS-XXL. Weight: 3.51 lbs Features: • Carbon Fiber Composite Weave Shell. Extremely lightweight. Superior fit and comfort using advanced CAD technology. • Optically-superior Pinlock®-prepared Faceshield. New 3D design provides 95% UV protection, an anti-scratch coating and is prepared for the ultimate anti-fog Pinlock insert. • RapidFire™ Shield Replacement System. Quick, secure, tool-less removal and installation.. • "ACS" Advanced Channeling Ventilation System. Full front to back airflow flushes heat and humidity up and out. • SilverCool™ Interior. Removable moisture-wicking and odor-free interior with advanced silver anti-bacterial fabric. Certification: • SNELL 2010 Rated • DOT Approved Specifications: • SIZES: XS-XXL • WEIGHT: 3.51 lbs
    35. 35. DATA FEED PREP RESULTS
    36. 36. FindWAtt also optimizes feeds for CSE’s and online Marketplaces. PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES • Don’t get blocked by Google – Verify GTIN – Fix Capitalization, Spelling & Spacing – Remove Promotional Info – Build strong Product Title – Ensure all Required & Recommended Attributes
    37. 37. PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES Product Title Brand Color Material Age Group Google Product Category Jessica Simpson Discontinued Faux-Leather Jacket w/ Snap Detail Jessica Simpson Nine West New! Puffy Down Jacket Nine West Latte Black Rivet Baseball Faux-Leather Bomber Jacket Black Rivet Black,White Calvin Klein Faux-Leather Bomber 2014 New Arrival Calvin Klein Big & Tall Black Rivet Raven Leather Jacket Black Rivet Black Kenneth Cole Leather Walking Coat w/ Notch Collar Kenneth ColeBlack Marc New York Lightweight Vintage Leather Jacket w/Hood Marc New York Leather King Leather Classic Asymmetrical Cycle Jacket (Free Shipping) Leather King Black Milwaukee Leather Pebbled Cycle Jacket w/ Reflector Sleeves Milwaukee Andrew Marc Center Exposed Zip Leather Scuba w/ Multi Stitching Andrew Marc Cognac
    38. 38. Promotional information is identified PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES Product Title Brand Color Material Age Group Google Product Category Jessica Simpson Discontinued Faux-Leather Jacket w/ Snap Detail Jessica Simpson Nine West New! Puffy Down Jacket Nine West Latte Black Rivet Baseball Faux-Leather Bomber Jacket Black Rivet Black,White Calvin Klein Faux-Leather Bomber 2014 New Arrival Calvin Klein Big & Tall Black Rivet Raven Leather Jacket Black Rivet Black Kenneth Cole Leather Walking Coat w/ Notch Collar Kenneth ColeBlack Marc New York Lightweight Vintage Leather Jacket w/Hood Marc New York Leather King Leather Classic Asymmetrical Cycle Jacket (Free Shipping) Leather King Black Milwaukee Leather Pebbled Cycle Jacket w/ Reflector Sleeves Milwaukee Andrew Marc Center Exposed Zip Leather Scuba w/ Multi Stitching Andrew Marc Cognac
    39. 39. And removed… PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES Product Title Brand Color Material Age Group Google Product Category Jessica Simpson Faux-Leather Jacket w/ Snap Detail Jessica Simpson Nine West Puffy Down Jacket Nine West Latte Black Rivet Baseball Faux-Leather Bomber Jacket Black Rivet Black,White Calvin Klein Faux-Leather Bomber Calvin Klein Big & Tall Black Rivet Raven Leather Jacket Black Rivet Black Kenneth Cole Leather Walking Coat w/ Notch Collar Kenneth ColeBlack Marc New York Lightweight Vintage Leather Jacket w/Hood Marc New York Leather King Leather Classic Asymmetrical Cycle Jacket Leather King Black Milwaukee Leather Pebbled Cycle Jacket w/ Reflector Sleeves Milwaukee Andrew Marc Center Exposed Zip Leather Scuba w/ Multi Stitching Andrew Marc Cognac
    40. 40. And missing structured attributes are added, along with the necessary source category PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES Product Title Brand Color Material Age Group Google Product Category Jessica Simpson Faux-Leather Jacket w/ Snap Detail Jessica Simpson Indigo Faux Leather Adult Clothing & Accessories > Clothing > Outerwear > JacketsNine West Puffy Down Jacket Nine West Latte Down Adult Black Rivet Baseball Faux-Leather Bomber Jacket Black Rivet Black,White Faux Leather Adult Clothing & Accessories > Clothing > Outerwear > Jackets > Bomber JacketsCalvin Klein Faux-Leather Bomber Calvin Klein Olive Faux Leather Adult Big & Tall Black Rivet Raven Leather Jacket Black Rivet Black Leather Adult Clothing & Accessories > Clothing > Outerwear > Jackets > Leather JacketsKenneth Cole Leather Walking Coat w/ Notch Collar Kenneth ColeBlack Leather Adult Marc New York Lightweight Vintage Leather Jacket w/Hood Marc New York Black Leather Adult Leather King Leather Classic Asymmetrical Cycle Jacket Leather King Black Leather Adult Milwaukee Leather Pebbled Cycle Jacket w/ Reflector Sleeves Milwaukee Pink Leather Adult Andrew Marc Center Exposed Zip Leather Scuba w/ Multi Stitching Andrew Marc Cognac Leather Adult
    41. 41. 1 • Background - Who is FindWAtt? What do we do? 2 • End Results - What do our results look like? 3 • Process - What does the Step-by-Step data transformation entail? 4 • FindWAtt System - What toolsets/technologies have we developed? AGENDA
    42. 42. Just send us your data in any format, we do our magic and send it back to you with reports WHAT YOU SEND & WHAT YOU GET BACK Original Product Data Transformed Product Data Data Processing Reports FindWAtt Modules
    43. 43. DATA CLEANING STEP-BY-STEP DATA TRANSFORMATION
    44. 44. The first step involves fixing any spacing issues, misspellings, or abbreviations DATA CLEANING • Identify Problem Tokens • Identify Cleaning Rules – Deconcatenation – Misspelling – Deabbreviation – Acronym – Context Rules • Run Rules to Fix Problem Tokens
    45. 45. Errors are identified… DATA CLEANING Original PN The North Face Sun Hat - Fuschia Pants , Polyproplyene , White , 2XL/3XL Women's Trance 10 Runnning Shoe Anna Women's Boots Darkbrown Excel Long Sleeve Shirt , Navy2XL Long Women's Diane Lace Shortsleeve Shift Dress Men's Cowhide Leather Cycle Jckt Adidas Womens Classic Wvn Training Jacket Camo Wtprf Winter Gloves Work Boots , Steel Toe , 6in , DkBrn Work Boots , StlToe , 6in , Green Whisper Cycling Rain Wind Vest WmnsXL
    46. 46. …and fixed… DATA CLEANING Original PN Fixed PN The North Face Sun Hat - Fuschia The North Face Sun Hat - Fuchsia Pants , Polyproplyene , White , 2XL/3XL Pants , Polypropylene , White , 2XL/3XL Women's Trance 10 Runnning Shoe Women's Trance 10 Running Shoe Anna Women's Boots Darkbrown Anna Women's Boots Dark Brown Excel Long Sleeve Shirt , Navy2XL Long Excel Long Sleeve Shirt, Navy 2XL Long Women's Diane Lace Shortsleeve Shift Dress Women's Diane Lace Short Sleeve Shift Dress Men's Cowhide Leather Cycle Jckt Men's Cowhide Leather Cycle Jacket Adidas Womens Classic Wvn Training Jacket Adidas Womens Classic Woven Training Jacket Camo Wtprf Winter Gloves Camo Waterproof Winter Gloves Work Boots , Steel Toe , 6in , DkBrn Work Boots , Steel Toe , 6in , Dark Brown Work Boots , StlToe , 6in , Green Work Boots , Steel Toe , 6in , Green Whisper Cycling Rain Wind Vest WmnsXL Whisper Cycling Rain Wind Vest Womens XL
    47. 47. Each rule is stored with it’s Rule Type for easy review and adjustment if necessary. Problem Token Correct Token Rule Type Fuschia Fuchsia Misspelling Polyproplyene Polypropylene Misspelling Runnning Running Misspelling Darkbrown Dark Brown Deconcatenation Navy2XL Navy 2XL Deconcatenation LongSleeve Long Sleeve Deconcatenation Jckt Jacket Deabbreviation Wvn Woven Deabbreviation Wtprf Waterproof Deabbreviation DkBrn Dark Brown Combo StlToe Steel Toe Combo WmnsXL Womens XL Combo DATA CLEANING
    48. 48. ADDING ATTRIBUTES: FROM PRODUCT TITLES STEP-BY-STEP DATA TRANSFORMATION
    49. 49. The first source of attribute information is product titles, which usually contain the important stuff Product Name HJC AC-3 Helmet Carbon Black Large HJC AC-3 Helmet Carbon Candy Red L HJC CL-16 Blue Large Motorcycle Helmet HJC CL-16 Flat Black XL Motorcycle Helmet HJC CL-16 Street Black Medium Helmet HJC CL-X6 Snow Helmet Black Extra Large HJC CL-X6 Snow Helmet Matte Black Xlarge HJC CL-X6 Snow Helmet Red Xtra Large HJC CS-2N Helmet Flat Black XL Carbon HJC CS-2N Helmet - Anthracite - X-Large INPUT PRODUCT TITLES
    50. 50. Product Name Size Color Material Type HJC AC-3 Helmet Carbon Black Large HJC AC-3 Helmet Carbon Candy Red L HJC CL-16 Blue Large Motorcycle Helmet HJC CL-16 Flat Black XL Motorcycle Helmet HJC CL-16 Street Black Medium Helmet HJC CL-X6 Snow Helmet Black Extra Large HJC CL-X6 Snow Helmet Matte Black Xlarge HJC CL-X6 Snow Helmet Red Xtra Large HJC CS-2N Helmet Flat Black XL Carbon HJC CS-2N Helmet - Anthracite - X-Large ATTRIBUTES ARE IDENTIFIED
    51. 51. Product Name Size Color Material Type HJC AC-3 Helmet Carbon Black Large HJC AC-3 Helmet Carbon Candy Red L HJC CL-16 Blue Large Motorcycle Helmet HJC CL-16 Flat Black XL Motorcycle Helmet HJC CL-16 Street Black Medium Helmet HJC CL-X6 Snow Helmet Black Extra Large HJC CL-X6 Snow Helmet Matte Black Xlarge HJC CL-X6 Snow Helmet Red Xtra Large HJC CS-2N Helmet Flat Black XL Carbon HJC CS-2N Helmet - Anthracite - X-Large ATTRIBUTE VALUES ARE IDENTIFIED
    52. 52. Product Name Size Color Material Type HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet Large Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black HJC CL-16 Street Black Medium Helmet Medium Black Street HJC CL-X6 Snow Helmet Black Extra Large Extra Large Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge Xlarge Matte Black Snow HJC CL-X6 Snow Helmet Red Xtra Large Xtra Large Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large X-Large Anthracite ATTRIBUTE VALUES ARE EXTRACTED
    53. 53. Product Name Size Color Material Type HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet Large Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black HJC CL-16 Street Black Medium Helmet Medium Black Street HJC CL-X6 Snow Helmet Black Extra Large Extra Large Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge Xlarge Matte Black Snow HJC CL-X6 Snow Helmet Red Xtra Large Xtra Large Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large X-Large Anthracite ATTRIBUTE VALUES ARE IDENTIFIED & EXTRACTED
    54. 54. Product Name Size Color Material Type HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet Large Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black HJC CL-16 Street Black Medium Helmet Medium Black Street HJC CL-X6 Snow Helmet Black Extra Large Extra Large Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge Xlarge Matte Black Snow HJC CL-X6 Snow Helmet Red Xtra Large Xtra Large Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large X-Large Anthracite INCONSISTENCIES ARE STANDARDIZED
    55. 55. Product Name Size Color Material Type HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet Large Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black HJC CL-16 Street Black Medium Helmet Medium Black Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite INCONSISTENCIES ARE STANDARDIZED
    56. 56. Product Name Size Color Material Type HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet L Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black HJC CL-16 Street Black Medium Helmet M Black Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite INCONSISTENCIES ARE STANDARDIZED
    57. 57. Product Name Size Color Color Family Material Type HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet L Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black HJC CL-16 Street Black Medium Helmet M Black Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite ATTRIBUTES ARE ROLLED UP INTO FAMILIES
    58. 58. Product Name Size Color Color Family Material Type HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet L Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black HJC CL-16 Street Black Medium Helmet M Black Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite ATTRIBUTES ARE ROLLED UP INTO FAMILIES
    59. 59. Product Name Size Color Color Family Material Type HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet L Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black Black HJC CL-16 Street Black Medium Helmet M Black Black Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite Black ATTRIBUTES ARE ROLLED UP INTO FAMILIES
    60. 60. Product Name Size Color Color Family Material Type HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet L Blue Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black Black HJC CL-16 Street Black Medium Helmet M Black Black Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite Black ATTRIBUTES ARE ROLLED UP INTO FAMILIES
    61. 61. Product Name Size Color Color Family Material Type HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber HJC AC-3 Helmet Carbon Candy Red L L Candy Red Red Carbon Fiber HJC CL-16 Blue Large Motorcycle Helmet L Blue Blue HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black Black HJC CL-16 Street Black Medium Helmet M Black Black Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite Black MISSING VALUES ARE INFERRED VIA RULES AC-3 = Cruiser CL-16 = Poly + Street CS-2N = Carbon Fiber
    62. 62. Product Name Size Color Color Family Material Type HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber Cruiser HJC AC-3 Helmet Carbon Candy Red L L Candy Red Red Carbon Fiber Cruiser HJC CL-16 Blue Large Motorcycle Helmet L Blue Blue Poly Street HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black Black Poly Street HJC CL-16 Street Black Medium Helmet M Black Black Poly Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite Black Carbon Fiber MISSING VALUES ARE INFERRED VIA RULES AC-3 = Cruiser CL-16 = Poly + Street CS-2N = Carbon Fiber
    63. 63. Product Name Size Color Color Family Material Type HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber Cruiser HJC AC-3 Helmet Carbon Candy Red L L Candy Red Red Carbon Fiber Cruiser HJC CL-16 Blue Large Motorcycle Helmet L Blue Blue Poly Street HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black Black Poly Street HJC CL-16 Street Black Medium Helmet M Black Black Poly Street HJC CL-X6 Snow Helmet Black Extra Large XL Black Black Snow HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Black Snow HJC CL-X6 Snow Helmet Red Xtra Large XL Red Red Snow HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Black Carbon Fiber HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite Black Carbon Fiber ATTRIBUTE ADDITION FROM PRODUCT TITLE IS COMPLETE
    64. 64. ATTRIBUTE ADDITION: FROM PRODUCT DETAILS STEP-BY-STEP DATA TRANSFORMATION
    65. 65. Product details are a tremendously valuable source of attribute information as well Product Details This moto jacket from Black Rivet offers contemporary biker style with everyday appeal. Made with buffalo leather, it has a unique crackled finish that sets it apart from other leather jackets. Classic biker details include zip cuffs and pockets, and a strap collar with snap. Wear it with distressed jeans and a long-sleeve tee. All our Black Rivet styles have an ageless attitude and a slim, modern fit. Shell: Genuine leather. Lining: 65% polyester, 35% cotton; Fill: 100% polyester. Full-zip front; snap closure moto collar. Zip cuffs INPUT PRODUCT DETAILS
    66. 66. Product Details Type Material Leather Type Closure Lining This moto jacket from Black Rivet offers contemporary biker style with everyday appeal. Made with buffalo leather, it has a unique crackled finish that sets it apart from other leather jackets. Classic biker details include zip cuffs and pockets, and a strap collar with snap. Wear it with distressed jeans and a long-sleeve tee. All our Black Rivet styles have an ageless attitude and a slim, modern fit. Shell: Genuine leather. Lining: 65% polyester, 35% cotton; Fill: 100% polyester. Full-zip front; snap closure moto collar. Zip cuffs ATTRIBUTES ARE IDENTIFIED
    67. 67. Product Details Type Material Leather Type Closure Lining This moto jacket from Black Rivet offers contemporary biker style with everyday appeal. Made with buffalo leather, it has a unique crackled finish that sets it apart from other leather jackets. Classic biker details include zip cuffs and pockets, and a strap collar with snap. Wear it with distressed jeans and a long-sleeve tee. All our Black Rivet styles have an ageless attitude and a slim, modern fit. Shell: Genuine leather. Lining: 65% polyester, 35% cotton; Fill: 100% polyester. Full-zip front; snap closure moto collar. Zip cuffs ATTRIBUTE VALUES ARE IDENTIFIED & EXTRACTED
    68. 68. Product Details Type Material Leather Type Closure Lining This moto jacket from Black Rivet offers contemporary biker style with everyday appeal. Made with buffalo leather, it has a unique crackled finish that sets it apart from other leather jackets. Classic biker details include zip cuffs and pockets, and a strap collar with snap. Wear it with distressed jeans and a long-sleeve tee. All our Black Rivet styles have an ageless attitude and a slim, modern fit. Shell: Genuine leather. Lining: 65% polyester, 35% cotton; Fill: 100% polyester. Full-zip front; snap closure moto collar. Zip cuffs Moto Jacket Leather Buffalo Leather Zip-Up Poly/Cotton ATTRIBUTE VALUES ARE IDENTIFIED, EXTRACTED & STANDARDIZED
    69. 69. Product Details Type Material Leather Type Closure Lining This moto jacket from Black Rivet offers contemporary biker style with everyday appeal. Made with buffalo leather, it has a unique crackled finish that sets it apart from other leather jackets. Classic biker details include zip cuffs and pockets, and a strap collar with snap. Wear it with distressed jeans and a long-sleeve tee. All our Black Rivet styles have an ageless attitude and a slim, modern fit. Shell: Genuine leather. Lining: 65% polyester, 35% cotton; Fill: 100% polyester. Full-zip front; snap closure moto collar. Zip cuffs Moto Jacket Leather Buffalo Leather Zip-Up Poly/Cotton ATTRIBUTE ADDITION FROM PRODUCT DETAILS IS COMPLETE
    70. 70. FIXING STRUCTURED ATTRIBUTES STEP-BY-STEP
    71. 71. One very common issue with attribute values is 2 different concepts loaded into 1 attribute FIXING OVERLOADED ATTRIBUTES Orange Snake Print Orange Snake Print
    72. 72. FindWAtt separates things out into their proper homes, simplifying the decision for the shopper FIXING OVERLOADED ATTRIBUTES Original Color FW Color FW Pattern Yellow Floral Yellow Floral Purple Zebra Purple Zebra Striped Multi Color Multicolored Striped Multicolored Stripe Multicolored Striped Beige Snake Beige Snake Print Orange Snake Print Orange Snake Print Green Plaid Green Plaid Black Herringbone Black Herringbone Tan Leopard Tan Leopard Print Gold Pinstripe Gold Pinstripe
    73. 73. Inevitably, data will have values in the wrong places… FIXING INCORRECTLY MAPPED ATTRIBUTES Product Title Original Color Zero Restriction Mens Tour-Lite II GT Rain Jackets Navy NIKE Ladies Dri-FIT Tech Classic Rise Pant Black FootJoy Ladies WinterSof Golf Gloves 1 Pair EP Pro Ladies Tour-Tech Y-Neck Jersey Polos Summer Pink ProQuip Mens Ultralite Tour Rain Pants 33 Inch
    74. 74. FindWAtt identifies those errors… FIXING INCORRECTLY MAPPED ATTRIBUTES Product Title Original Color Pack Size Zero Restriction Mens Tour-Lite II GT Rain Jackets Navy NIKE Ladies Dri-FIT Tech Classic Rise Pant Black FootJoy Ladies WinterSof Golf Gloves 1 Pair EP Pro Ladies Tour-Tech Y-Neck Jersey Polos Summer Pink ProQuip Mens Ultralite Tour Rain Pants 33 Inch
    75. 75. …and moves them to their proper home FIXING INCORRECTLY MAPPED ATTRIBUTES Product Title Original Color Pack Size Zero Restriction Mens Tour-Lite II GT Rain Jackets Navy NIKE Ladies Dri-FIT Tech Classic Rise Pant Black FootJoy Ladies WinterSof Golf Gloves 1 Pair EP Pro Ladies Tour-Tech Y-Neck Jersey Polos Summer Pink ProQuip Mens Ultralite Tour Rain Pants 33 Inch
    76. 76. RESTRUCTURING PRODUCT TITLES STEP-BY-STEP
    77. 77. Product Titles should be constructed according to some consistent set of parameters ORIGINAL PRODUCT TITLES
    78. 78. FindWAtt builds a formula for reconstructing product titles PRODUCT TITLE RESTRUCTURING FORMULAS
    79. 79. Whichever of those elements apply to a particular product title will determine how it is constructed PRODUCT TITLE RESTRUCTURING FORMULAS
    80. 80. …and here are the final results. RESTRUCTURED PRODUCT TITLES
    81. 81. DATA FEED PREP STEP-BY-STEP
    82. 82. FindWAtt preps feed for many different marketing channels, e.g. Google PREPPING FOR GOOGLE Product Title Michael Kors Glitter Gladiator Sandal Retail $100 Nina Free Shipping! Chain/Crystal Sandal Kate Spade Turquoise T-Strap Sandal w/Gold Trim Black Rivet Wedge Sandal w/ Small Stones Vineyard Vines Canvas Flip Flops Also Available in Wide Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase New Arrival Marc New York Top-Zip Leather Briefcase Black Rivet Leather Messenger w/ Perforated Detail (Best Seller) Kenneth Cole Leather Flapover Messenger Bag
    83. 83. Disallowed expressions are identified… PREPPING FOR GOOGLE Product Title Michael Kors Glitter Gladiator Sandal Retail $100 Nina Free Shipping! Chain/Crystal Sandal Kate Spade Turquoise T-Strap Sandal w/Gold Trim Black Rivet Wedge Sandal w/ Small Stones Vineyard Vines Canvas Flip Flops Also Available in Wide Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase New Arrival Marc New York Top-Zip Leather Briefcase Black Rivet Leather Messenger w/ Perforated Detail New Arrival Kenneth Cole Leather Flapover Messenger Bag
    84. 84. …and removed. PREPPING FOR GOOGLE Product Title Michael Kors Glitter Gladiator Sandal Nina Chain/Crystal Sandal Kate Spade Turquoise T-Strap Sandal w/Gold Trim Black Rivet Wedge Sandal w/ Small Stones Vineyard Vines Canvas Flip Flops Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase Marc New York Top-Zip Leather Briefcase Black Rivet Leather Messenger w/ Perforated Detail Kenneth Cole Leather Flapover Messenger Bag Retail $100 Free Shipping! Also Available in Wide New Arrival New Arrival
    85. 85. The product type is identified… PREPPING FOR GOOGLE Product Title FW Product Type Michael Kors Glitter Gladiator Sandal Gladiator Sandals Nina Chain/Crystal Sandal Sandals Kate Spade Turquoise T-Strap Sandal w/Gold Trim Sandals Black Rivet Wedge Sandal w/ Small Stones Wedge Sandals Vineyard Vines Canvas Flip Flops Flip Flops Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase Briefcases Marc New York Top-Zip Leather Briefcase Briefcases Black Rivet Leather Messenger w/ Perforated Detail Messenger Bags Kenneth Cole Leather Flapover Messenger Bag Messenger Bags
    86. 86. …and used to determine which destination category each product should reside. PREPPING FOR GOOGLE Product Title FW Product Type Google Product Category Michael Kors Glitter Gladiator Sandal Gladiator Sandals Clothing & Accessories > Footwear > Sandals Nina Chain/Crystal Sandal Sandals Kate Spade Turquoise T-Strap Sandal w/Gold Trim Sandals Black Rivet Wedge Sandal w/ Small Stones Wedge Sandals Vineyard Vines Canvas Flip Flops Flip Flops Clothing & Accessories > Footwear > Sandals > Flip-Flops Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase Briefcases Luggage > Briefcases Marc New York Top-Zip Leather Briefcase Briefcases Black Rivet Leather Messenger w/ Perforated Detail Messenger Bags Luggage > Messenger Bags Kenneth Cole Leather Flapover Messenger Bag Messenger Bags
    87. 87. Based on the requirements of each channel, the required & optional attributes are identified. PREPPING FOR GOOGLE Product Title FW Product Type Google Product Category Michael Kors Glitter Gladiator Sandal Gladiator Sandals Clothing & Accessories > Footwear > Sandals Nina Chain/Crystal Sandal Sandals Kate Spade Turquoise T-Strap Sandal w/Gold Trim Sandals Black Rivet Wedge Sandal w/ Small Stones Wedge Sandals Vineyard Vines Canvas Flip Flops Flip Flops Clothing & Accessories > Footwear > Sandals > Flip-Flops Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase Briefcases Luggage > Briefcases Marc New York Top-Zip Leather Briefcase Briefcases Black Rivet Leather Messenger w/ Perforated Detail Messenger Bags Luggage > Messenger Bags Kenneth Cole Leather Flapover Messenger Bag Messenger Bags Footwear & Apparel • Required: • Age Group • Color • Size • Optional: • Material Non-Apparel • Recommended: • Age Group • Color • Optional: • Material
    88. 88. Those attributes are added to the feed (if they don’t already exist) PREPPING FOR GOOGLE Product Title Google Grouping Age Group Color Size Material Michael Kors Glitter Gladiator Sandal Footwear Nina Chain/Crystal Sandal Kate Spade Turquoise T-Strap Sandal w/Gold Trim Black Rivet Wedge Sandal w/ Small Stones Vineyard Vines Canvas Flip Flops Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase Non-Apparel N/A Marc New York Top-Zip Leather Briefcase Black Rivet Leather Messenger w/ Perforated Detail Kenneth Cole Leather Flapover Messenger Bag
    89. 89. Attribute values are also extracted accordingly. PREPPING FOR GOOGLE Product Title Google Grouping Age Group Color Size Material Michael Kors Glitter Gladiator Sandal Footwear Adult Silver 10 Polyurethane Nina Chain/Crystal Sandal Adult Gold 6 Leather Kate Spade Turquoise T-Strap Sandal w/Gold Trim Adult Turquoise 7-1/2 Leather Black Rivet Wedge Sandal w/ Small Stones Adult Black 9 Faux Suede Vineyard Vines Canvas Flip Flops Adult Navy XL Canvas Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase Non-Apparel Adult Black N/A Nylon Marc New York Top-Zip Leather Briefcase Adult Brown Leather Black Rivet Leather Messenger w/ Perforated Detail Adult Blue Leather Kenneth Cole Leather Flapover Messenger Bag Adult Black Leather
    90. 90. 1 • Background - Who is FindWAtt? What do we do? 2 • End Results - What do our results look like? 3 • Process - What does the Step-by-Step data transformation entail? 4 • FindWAtt System - What toolsets/technologies have we developed? AGENDA
    91. 91. FindWAtt has an extensive technology stack with several techniques to profile and prep the data DATA PROFILING & PREP • Identify Fields • Analyze Fields • Prepare Fields – Close HTML Tags – Standardize HTML Tags – De-dupe Spaces – De-dupe Punctuation – Add Spaces where necessary – Strategically Convert HTML Tags – Parsing Details
    92. 92. Extensive vocabularies & rules are stored in category specific ontologies. ONTOLOGIES & SCHEMAS Each circle represents…  Domain Specific Vocabularies  Attribute/Value Schemas  Multiple Data Types  Attribute Rules/Relationships
    93. 93. Technically (of course) everything is stored in an extensively designed relational database. RELATIONAL DATABASE  ASP.Net  Microsoft SQL
    94. 94. WHY HAVE DIFFERENT MODULES? TECHNOLOGY
    95. 95. Different modules are needed because different categories have different attributes. Footwear Jewelry Age Brand Color Gemstone Gender Heel Height Metal Type Metal Stamp Pattern Shoe Size Shoe Width ATTRIBUTES VARY BY CATEGORY
    96. 96. In different contexts, the same abbreviation can mean completely different things. CONTEXTUAL SENSITIVITY IN DATA CLEANING Problem Token Original PN Correct Token Fixed PN Wt GUESS Women's Lace Ruffle Shirt-Dress in Wt White GUESS Women's Lace Ruffle Shirt-Dress in White 1/4 Carat Wt Round Diamond Stud Earrings In 14K White Gold Weight 1/4 Carat Weight Round Diamond Stud Earrings In 14K White Gold Trl New Balance Women's WT610 Trl Running Shoe Trail New Balance Women's WT610 Trail Running Shoe Castelli Time Trl Shoe Covers black Trial Castelli Time Trial Shoe Covers black
    97. 97. Even the same word can mean different things… CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES Product Name Burnt Orange Bridesmaid Dress Trident Splash Orange Sugar Free Gum Pine-Sol All Purpose Cleaner, Orange Orange Guitar Speaker Cabinet
    98. 98. …depending on the context. CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES Product Name Color Flavor Scent Brand Burnt Orange Bridesmaid Dress Orange Trident Splash Orange Sugar Free Gum Orange Pine-Sol All Purpose Cleaner, Orange Orange Orange Guitar Speaker Cabinet Orange
    99. 99. The trick is not to do a simple string match (you might think this item is for girls) CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES Girls Night Out Tank Top - Black Age/Gender: Girls
    100. 100. But in fact it’s part of a larger context… CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES Girls Night Out Tank Top - Black Design: Girls Night Out
    101. 101. …and really is more appropriate for Adults. CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES Girls Night Out Tank Top - Black Design: Girls Night Out Age/Gender: Women
    102. 102. Some more examples of this emphasize the point, and the complexity in doing this sort of work. CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES Original PN/Description Out of Context Attribute Avoided In Context Attribute Found Girls Night Out Tank Top - Black Age/Gender: Girls Design: Girls Night Out Women's Active Boy Shorts Age/Gender: Boy Product Type: Boy Shorts Baby Blue Long Sleeved Polo Age: Baby Color: Baby Blue Nautica Boys 8-20 Dress Shirt with Bow Tie Product Type: Dress Product Type: Bow Tie Product Type: Dress Shirt Features: with Bow Tie Fine Jersey Short Sleeve Crew Neck T-Shirt Dress Product Type: T-Shirt Product Type: T-Shirt Dress Sharp and stylish , this Black Rivet bomber instantly elevates any look Color: Black Brand: Black Rivet
    103. 103. WHAT DO MODULES CONTAIN? TECHNOLOGY
    104. 104. PHRASE IDENTIFICATION TECHNOLOGY
    105. 105. A key part of the technology is identifying phrases – and various ways of describing the same thing Phrase (in PN) Attribute Value Leopard Pattern Leopard Print Leopard Pattern Pattern Leopard Print Leopard Print Pattern Leopard Print Leopard Printed Pattern Leopard Print Leopard Prints Pattern Leopard Print Leopard-print Pattern Leopard Print 3/4 Length Sleeves Sleeve Length 3/4 Sleeve 3/4 Sleeve Sleeve Length 3/4 Sleeve 3/4 Sleeves Sleeve Length 3/4 Sleeve Three Quarter Sleeve Sleeve Length 3/4 Sleeve Long Sleeved Sleeve Length Long Sleeve Long Sleeves Sleeve Length Long Sleeve Full Length Sleeves Sleeve Length Long Sleeve LOOKING FOR PHRASES IN PRODUCT TITLE
    106. 106. In the product details this is even more challenging, and an understanding of sentences is necessary. Phrase Type Phrase Attribute Value Sentence Add the finishing touch with this leather hat. Material Leather Bullet Point Genuine leather Material Leather Bullet Point Leather construction Material Leather Bullet Point Material: 100% leather Material Leather Bullet Point Shell: Geniune leather Material Leather Sentence This Black Rivet genuine leather jacket exudes vintage style with its heavily distressed exterior and multiple pockets. Material Leather Sentence This classic leather jacket from is updated with modern contrast zippers and topstitched trim. Material Leather Sentence You can't go wrong with this pebbled leather jacket. Material Leather Sentence Faux leather construction looks and feels like the real thing. Material Faux Leather Sentence From Black Rivet , it's made with faux leather that could pass for the real thing. Material Faux Leather Bullet Point Shell: Faux leather Material Faux Leather Sentence This edgy faux leather jacket exudes rock star appeal with its moto collar and sleek hardware. Material Faux Leather LOOKING FOR PHRASES IN PRODUCT DETAILS
    107. 107. DATA RULES TECHNOLOGY
    108. 108. Standardization rules are critical, so you avoid presenting the customer with crazy long lists. STANDARDIZATION RULES Aqua Baby Blue Blue Blue Denim Cornflower Dark Blue Dark Navy Deep Blue Denim Blue Light Blue Marine Navy Royal Royal Blue Sea Surf Blue
    109. 109. Where data is missing, much can be inferred about the relationship between attributes. INFERENCE RULES Original Attribute Original Value Inference Attribute Inference Value Size Type Big & Tall Gender Male Size Type Petite Gender Female Size Type Plus Size Gender Female Brand Jessica Simpson Gender Female Brand Carter’s Age Kids Brand Aerosoles Gender Female Product Type Board Shorts Category Swimwear Product Type Bikinis Category Swimwear Product Type Bathing Suits Category Swimwear Product Type Swimsuits Category Swimwear
    110. 110. Contact us for a Demo or for more information about the capabilities of our data prep system. CONTACT INFORMATION Andrew Griffiths CEO ajg@findwatt.com 707-237-9234 Dan Barbata Director of Marketing dan@findwatt.com 415-508-6805
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