Sell More with Good Product Data Dan Barbata
Overview <ul><li>What is Product Data? </li></ul><ul><li>What is Good Product Data? </li></ul><ul><li>Do You Have Product ...
Product Name Description Unique ID Attributes
 
 
Good Data = Structured Product Data SKU Product Name Brand End Material Valve Size 40002 American 2 Cast Iron Flanged Full...
Product Attributes Good Data = Structured Product Data SKU Product Name Brand End Material Valve Size 40002 American 2 Cas...
Product Data Problems
No Facets Can’t filter search Example 1:
Under the Hood SKU Product Name 140256 4 MICHELIN ENERGY MXV-4 S-8, 225/50/17, TIRES # 13774 140257 4 NICE MICHELIN ENERGY...
Under the Hood No Custom Attribute Fields SKU Product Name 140256 4 MICHELIN ENERGY MXV-4 S-8, 225/50/17, TIRES # 13774 14...
Too Many Facets 35 values for color Example 2:
Under the Hood Color Barely Beige Beige Neutral Beige Wood Beige Aqua Blue Mist Navy New Navy Teal
Color Family Barely Beige Beige Beige Beige Neutral Beige Beige Wood Beige Beige Aqua Blue Blue Blue Mist Blue Navy Blue N...
Color Family Shade Barely Beige Beige Light Beige Beige Medium Neutral Beige Beige Medium Wood Beige Beige Dark Aqua Blue ...
Missing Facets Example 3:
Missing Facets Example 3:
Missing Facets Doesn’t Add Up 41 helmets, 16 values for Gender Example 3:
Under the Hood Product Name Gender Rawlings Cool-flo Youth Batting Helmet Youth Rawlings Cool-flo Pro Style Batting Helmet...
Under the Hood Missing Gender Product Name Gender Rawlings Cool-flo Youth Batting Helmet Youth Rawlings Cool-flo Pro Style...
<ul><li>How do you Fix Problems with... </li></ul><ul><ul><li>Unstructured Data </li></ul></ul><ul><ul><li>Semi-Structured...
Dealing with Unstructured Data
NO Facets So customer cannot refine their search Clicking Next Is the only way to see more products User Experience  - Bef...
Under the Hood  - Before No Structure But lots of good attribute information Title Description 1W 1.5 ohm Allen Bradley Ca...
Under the Hood  - Before No Structure But lots of good attribute information 10 Ohm is in there! Title Description 1W 1.5 ...
After  Adding Attributes Under the Hood   Title Description Brand Watts Ohms  Toler.. Material 1W 1.5 ohm Allen Bradley Ca...
After  Adding Attributes Under the Hood   Title Description Brand Watts Ohms  Toler.. Material 1W 1.5 ohm Allen Bradley Ca...
User Experience  - After Refine by 10 Ohms, and you’re there
Dealing with Semi-Structured Data
User Experience  - Before
User Experience  - Before Same value in two places
User Experience  - Before Values in the Wrong Place
User Experience  - Before Values Need Breaking Up
User Experience  - Before Values Need Standardization
User Experience  - Before Attributes Need to be Combined
Under the Hood  - Before Size Wire Overall Length Length Voltage Amps Color Overall Color 1/4 in   4 in. 4 in. 12 V 30 A B...
Under the Hood  - Before Same Value in Two Places 100ft in both Size and Overall Length Size Wire Overall Length Length Vo...
Under the Hood  - Before Values in Wrong Place 20A and 30A are in incorrectly in Voltage Size Wire Overall Length Length V...
Under the Hood  - Before Values Need Breaking Up 16-14 AWG is in wrong place and needs to be moved Size Wire Overall Lengt...
Under the Hood  - Before Values Need Standardization 15 should probably be 15 A Size Wire Overall Length Length Voltage Am...
Under the Hood  - Before Attributes Need to be Combined Color & Overall Color can be combined, as can Length & Overall Len...
Under the Hood  – After Re-Organization Everything in the Right Place Size Wire Overall Length Voltage Amps Color 1/4 in  ...
User Experience  - Before <ul><li>So What Started as… </li></ul><ul><ul><li>8 Attributes </li></ul></ul><ul><ul><li>19 Val...
User Experience  - After <ul><li>Becomes… </li></ul><ul><ul><li>6 Attributes </li></ul></ul><ul><ul><li>12 Values </li></u...
Dealing with Complex SKUs
User Experience  -  Before Fits Facet Forces customer to carefully read each value.
Fits Facet Forces customer to carefully read each value. User Experience  -  Before
Which should I choose? User Experience  -  Before
An Extra Complexity Where attributes are related to each other. E.g. 1969 goes with XJ6 but not XJS Under the Hood  - Befo...
Under the Hood  - After Break Out Each Combination And roll up on the SKU SKU Fits Year Model 008526 1969-1971 XJ6 AND 197...
Clear Navigation Allows customer to select exact year & model of vehicle User Experience  -  After
Data. The Missing Piece
<ul><li>Bad News </li></ul><ul><li>You Probably Don’t Have Structured  Product Data </li></ul><ul><li>You Can’t Get Away W...
Any Other Questions? <ul><li>Dan Barbata </li></ul><ul><li>[email_address] </li></ul><ul><li>415-508-6805 </li></ul>
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Sell More with Good Product Data

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Sell More with Good Product Data

  1. 1. Sell More with Good Product Data Dan Barbata
  2. 2. Overview <ul><li>What is Product Data? </li></ul><ul><li>What is Good Product Data? </li></ul><ul><li>Do You Have Product Data Problems? </li></ul><ul><ul><li>Look at Website User Experience </li></ul></ul><ul><ul><li>Look Under the Hood (at the Data) </li></ul></ul><ul><li>How Do You Fix Problems with Product Data? </li></ul><ul><li>So You Sell More! </li></ul>
  3. 3. Product Name Description Unique ID Attributes
  4. 6. Good Data = Structured Product Data SKU Product Name Brand End Material Valve Size 40002 American 2 Cast Iron Flanged Full Port Ball American Flanged Cast Iron Ball 2&quot; 40003 American 3 Cast Iron Flanged Full Port Ball American Flanged Cast Iron Ball 3&quot; 4000D2 American 2 Ductile Iron Flanged Ball American Flanged Ductile Iron Ball 1/2&quot; 4000D3 American 3 Ductile Iron Flanged Ball American Flanged Ductile Iron Ball 3&quot; B13T1 Stockham 1 Globe 125# Bronze Threaded Bonnet Teflon Disc Stockham Threaded Bronze Globe 1&quot;
  5. 7. Product Attributes Good Data = Structured Product Data SKU Product Name Brand End Material Valve Size 40002 American 2 Cast Iron Flanged Full Port Ball American Flanged Cast Iron Ball 2&quot; 40003 American 3 Cast Iron Flanged Full Port Ball American Flanged Cast Iron Ball 3&quot; 4000D2 American 2 Ductile Iron Flanged Ball American Flanged Ductile Iron Ball 1/2&quot; 4000D3 American 3 Ductile Iron Flanged Ball American Flanged Ductile Iron Ball 3&quot; B13T1 Stockham 1 Globe 125# Bronze Threaded Bonnet Teflon Disc Stockham Threaded Bronze Globe 1&quot;
  6. 8. Product Data Problems
  7. 9. No Facets Can’t filter search Example 1:
  8. 10. 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
  9. 11. Under the Hood No Custom Attribute Fields 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
  10. 12. Too Many Facets 35 values for color Example 2:
  11. 13. Under the Hood Color Barely Beige Beige Neutral Beige Wood Beige Aqua Blue Mist Navy New Navy Teal
  12. 14. 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
  13. 15. 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 Medium
  14. 16. Missing Facets Example 3:
  15. 17. Missing Facets Example 3:
  16. 18. Missing Facets Doesn’t Add Up 41 helmets, 16 values for Gender Example 3:
  17. 19. Under the Hood Product Name Gender Rawlings Cool-flo Youth Batting Helmet Youth Rawlings Cool-flo Pro Style Batting Helmet Adult Youth Batting Helmet – Dark Grey Easton Two Toned Batting Helmet - Youth Wilson The One Adult Batting Helmet Adult Schutt Air3 Adult Batting Helmet – Black Adult Schutt Air 3 Adult Batting Helmet – Red Schutt Air 3 Adult Batting Helmet - White Easton Junior National Grip Red Helmet Youth Rawlings Cool-flo Matte Batting Helmet Mens
  18. 20. Under the Hood Missing Gender Product Name Gender Rawlings Cool-flo Youth Batting Helmet Youth Rawlings Cool-flo Pro Style Batting Helmet Adult Youth Batting Helmet – Dark Grey Easton Two Toned Batting Helmet - Youth Wilson The One Adult Batting Helmet Adult Schutt Air3 Adult Batting Helmet – Black Adult Schutt Air 3 Adult Batting Helmet – Red Schutt Air 3 Adult Batting Helmet - White Easton Junior National Grip Red Helmet Youth Rawlings Cool-flo Matte Batting Helmet Mens
  19. 21. <ul><li>How do you Fix Problems with... </li></ul><ul><ul><li>Unstructured Data </li></ul></ul><ul><ul><li>Semi-Structured Data </li></ul></ul><ul><ul><li>Complex SKUs </li></ul></ul>
  20. 22. Dealing with Unstructured Data
  21. 23. NO Facets So customer cannot refine their search Clicking Next Is the only way to see more products User Experience - Before
  22. 24. Under the Hood - Before No Structure But lots of good attribute information Title Description 1W 1.5 ohm Allen Bradley Carbon Comp Resistor Military Carbon Comp Resistors Military NOS… 1W 2 ohm Allen Bradley Carbon Comp Resistor Carbon Comp Resistors Military NOS… 1W 10 ohm Allen Bradley Carbon Comp Resistor Carbon Comp Resistors Military NOS… 1W 5.6 ohm Allen Bradley Carbon Comp Resistor Military Carbon Comp Resistors Military NOS… 2W 5.6 ohm 10% Allen Bradley Carbon Comp Resistors Carbon Comp Resistors NOS… 1W 10 ohm MIL Allen Bradley Carbon Comp Resistors Allen Bradley Military Carbon Compositio…
  23. 25. Under the Hood - Before No Structure But lots of good attribute information 10 Ohm is in there! Title Description 1W 1.5 ohm Allen Bradley Carbon Comp Resistor Military Carbon Comp Resistors Military NOS… 1W 2 ohm Allen Bradley Carbon Comp Resistor Carbon Comp Resistors Military NOS… 1W 10 ohm Allen Bradley Carbon Comp Resistor Carbon Comp Resistors Military NOS… 1W 5.6 ohm Allen Bradley Carbon Comp Resistor Military Carbon Comp Resistors Military NOS… 2W 5.6 ohm 10% Allen Bradley Carbon Comp Resistors Carbon Comp Resistors NOS… 1W 10 ohm MIL Allen Bradley Carbon Comp Resistors Allen Bradley Military Carbon Compositio…
  24. 26. After Adding Attributes Under the Hood Title Description Brand Watts Ohms Toler.. Material 1W 1.5 ohm Allen Bradley Carbon Comp Resistor Military Carbon Comp Resistors Military NOS… Allen Bradley 1W 1.5 5% Carbon Comp 1W 2 ohm Allen Bradley Carbon Comp Resistor Carbon Comp Resistors Military NOS… Allen Bradley 1W 2 5% Carbon Comp 1W 10 ohm Allen Bradley Carbon Comp Resistor Carbon Comp Resistors Military NOS… Allen Bradley 1W 10 5% Carbon Comp 1W 5.6 ohm Allen Bradley Carbon Comp Resistor Military Carbon Comp Resistors Military NOS… Allen Bradley 1W 5.6 5% Carbon Comp 2W 5.6 ohm 10% Allen Bradley Carbon Comp Resistors Carbon Comp Resistors NOS… Allen Bradley 2W 5.6 10% Carbon Comp 1W 10 ohm MIL Allen Bradley Carbon Comp Resistors Allen Bradley Military Carbon Compositio… Allen Bradley 1W 10 5% Carbon Comp
  25. 27. After Adding Attributes Under the Hood Title Description Brand Watts Ohms Toler.. Material 1W 1.5 ohm Allen Bradley Carbon Comp Resistor Military Carbon Comp Resistors Military NOS… Allen Bradley 1W 1.5 5% Carbon Comp 1W 2 ohm Allen Bradley Carbon Comp Resistor Carbon Comp Resistors Military NOS… Allen Bradley 1W 2 5% Carbon Comp 1W 10 ohm Allen Bradley Carbon Comp Resistor Carbon Comp Resistors Military NOS… Allen Bradley 1W 10 5% Carbon Comp 1W 5.6 ohm Allen Bradley Carbon Comp Resistor Military Carbon Comp Resistors Military NOS… Allen Bradley 1W 5.6 5% Carbon Comp 2W 5.6 ohm 10% Allen Bradley Carbon Comp Resistors Carbon Comp Resistors NOS… Allen Bradley 2W 5.6 10% Carbon Comp 1W 10 ohm MIL Allen Bradley Carbon Comp Resistors Allen Bradley Military Carbon Compositio… Allen Bradley 1W 10 5% Carbon Comp
  26. 28. User Experience - After Refine by 10 Ohms, and you’re there
  27. 29. Dealing with Semi-Structured Data
  28. 30. User Experience - Before
  29. 31. User Experience - Before Same value in two places
  30. 32. User Experience - Before Values in the Wrong Place
  31. 33. User Experience - Before Values Need Breaking Up
  32. 34. User Experience - Before Values Need Standardization
  33. 35. User Experience - Before Attributes Need to be Combined
  34. 36. Under the Hood - Before Size Wire Overall Length Length Voltage Amps Color Overall Color 1/4 in   4 in. 4 in. 12 V 30 A Blue           30 A     Blue 1/4 in, 16-14 AWG   100 ft.       Black           12 V 15 Nickel           20 A       1/4 in, 16-14 AWG 100 ft.                   12 V 15 A Nickel           12 V 15 A Black   100 ft. 16-14 AWG           Blue 100 ft. 16-14 ga.           Black
  35. 37. Under the Hood - Before Same Value in Two Places 100ft in both Size and Overall Length Size Wire Overall Length Length Voltage Amps Color Overall Color 1/4 in   4 in. 4 in. 12 V 30 A Blue           30 A     Blue 1/4 in, 16-14 AWG   100 ft.       Black           12 V 15 Nickel           20 A       1/4 in, 16-14 AWG 100 ft.                   12 V 15 A Nickel           12 V 15 A Black   100 ft. 16-14 AWG           Blue 100 ft. 16-14 ga.           Black
  36. 38. Under the Hood - Before Values in Wrong Place 20A and 30A are in incorrectly in Voltage Size Wire Overall Length Length Voltage Amps Color Overall Color 1/4 in   4 in. 4 in. 12 V 30 A Blue           30 A     Blue 1/4 in, 16-14 AWG   100 ft.       Black           12 V 15 Nickel           20 A       1/4 in, 16-14 AWG 100 ft.                   12 V 15 A Nickel           12 V 15 A Black   100 ft. 16-14 AWG           Blue 100 ft. 16-14 ga.           Black
  37. 39. Under the Hood - Before Values Need Breaking Up 16-14 AWG is in wrong place and needs to be moved Size Wire Overall Length Length Voltage Amps Color Overall Color 1/4 in   4 in. 4 in. 12 V 30 A Blue           30 A     Blue 1/4 in, 16-14 AWG   100 ft.       Black           12 V 15 Nickel           20 A       1/4 in, 16-14 AWG 100 ft.                   12 V 15 A Nickel           12 V 15 A Black   100 ft. 16-14 AWG           Blue 100 ft. 16-14 ga.           Black
  38. 40. Under the Hood - Before Values Need Standardization 15 should probably be 15 A Size Wire Overall Length Length Voltage Amps Color Overall Color 1/4 in   4 in. 4 in. 12 V 30 A Blue           30 A     Blue 1/4 in, 16-14 AWG   100 ft.       Black           12 V 15 Nickel           20 A       1/4 in, 16-14 AWG 100 ft.                   12 V 15 A Nickel           12 V 15 A Black   100 ft. 16-14 AWG           Blue 100 ft. 16-14 ga.           Black
  39. 41. Under the Hood - Before Attributes Need to be Combined Color & Overall Color can be combined, as can Length & Overall Length Size Wire Overall Length Length Voltage Amps Color Overall Color 1/4 in   4 in. 4 in. 12 V 30 A Blue           30 A     Blue 1/4 in, 16-14 AWG   100 ft.       Black           12 V 15 Nickel           20 A       1/4 in, 16-14 AWG 100 ft.                   12 V 15 A Nickel           12 V 15 A Black   100 ft. 16-14 AWG           Blue 100 ft. 16-14 ga.           Black
  40. 42. Under the Hood – After Re-Organization Everything in the Right Place Size Wire Overall Length Voltage Amps Color 1/4 in   4 in. 12 V 30 A Blue             30 A   Blue 1/4 in   16-14 AWG 100 ft.       Black           12 V 15 A Nickel             20 A     1/4 in 16-14 AWG 100 ft.                   12 V 15 A Nickel           12 V 15 A Black   16-14 AWG   100 ft.         Blue 16-14 AWG   100 ft.       Black 
  41. 43. User Experience - Before <ul><li>So What Started as… </li></ul><ul><ul><li>8 Attributes </li></ul></ul><ul><ul><li>19 Values </li></ul></ul>
  42. 44. User Experience - After <ul><li>Becomes… </li></ul><ul><ul><li>6 Attributes </li></ul></ul><ul><ul><li>12 Values </li></ul></ul>
  43. 45. Dealing with Complex SKUs
  44. 46. User Experience - Before Fits Facet Forces customer to carefully read each value.
  45. 47. Fits Facet Forces customer to carefully read each value. User Experience - Before
  46. 48. Which should I choose? User Experience - Before
  47. 49. An Extra Complexity Where attributes are related to each other. E.g. 1969 goes with XJ6 but not XJS Under the Hood - Before SKU Fits 008526 1969-1971 XJ6 AND 1976-1978 XJS
  48. 50. Under the Hood - After Break Out Each Combination And roll up on the SKU SKU Fits Year Model 008526 1969-1971 XJ6 AND 1976-1977 XJS 1969 XJ6 1970 XJ6 1971 XJ6 1976 XJS 1977 XJS
  49. 51. Clear Navigation Allows customer to select exact year & model of vehicle User Experience - After
  50. 52. Data. The Missing Piece
  51. 53. <ul><li>Bad News </li></ul><ul><li>You Probably Don’t Have Structured Product Data </li></ul><ul><li>You Can’t Get Away With it Anymore </li></ul><ul><li>Good News </li></ul><ul><li>You have the Data, and it Can be Fixed </li></ul><ul><li>Fix Your Data Problems, and Sell More! </li></ul>Good News & Bad News
  52. 54. Any Other Questions? <ul><li>Dan Barbata </li></ul><ul><li>[email_address] </li></ul><ul><li>415-508-6805 </li></ul>

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