Gigi HoCo-founder & Data GoddessDigital Performance Inc.gigiho@digitalperformance.comYour Parts Data and Why You NEED SPEEDcat

Take this opportunity to talk to everyone about the current state of data in our industry.Introducing new SPEEDcat release to our customers with focus on new interfaces now available.Invited data receivers to take the mystery out of what data is available from SPEEDcat to them and in what formats.Reasons for the webinar

Why should you care?

Phase 1 – 2007 vs. Phase 2 – 2009Read full report at…BTC Data Pilot Phase 2 White Paper | Specialty Equipment Market Association http://bit.ly/UzmONSEMA Data Pilot Results

Phase 1 OverviewParticipants4 warehouse distributors7 manufacturersObjectivesTo confirm that incomplete, non-standardized data results in losses to the SEMA market equivalent or higher than other market segments.To confirm data standards were appropriate to SEMA market.To encourage adoption of industry data standards.

Phase 2 OverviewParticipants5 warehouse distributors19 manufacturersObjectivesTo continue to prove the inefficiencies of current data practices in the SEMA market and use information to encourage adoption of data standards.To show participants that perfect, synchronized data lowers costs, shortens time to market and increases sales.To encourage the adoption of industry data standards.

Price variances between Manufacturer and Distributors’ inventory systemsPhase 1 - 2007Phase 2 - 2009

Part Numbers in Distributors’ system thatwere NOT in Manufacturers’ systemPhase 1 - 2007Phase 2 - 2009

Part Numbers in Manufacturers’ systems thatwere NOT in Distributors’ systemsPhase 1 - 2007Phase 2 - 2009

Money being thrown away…

Enter the Data…standards

AAIA Legacy: original AAIA electronic catalog standard for vehicle year, make, model, and engine in a flat file format.ACES (AAIA Catalog Enhanced Standard): current electronic cataloging standard comprised of vehicle year, make, model, engine and vehicle attributes in a relational database in an XML format.PIES (Product Information Exchange Standards): standardized fields of product information, like part number, descriptions, price, dimensions, etc., in an XML format.Delimited Text File: an array of data separated by any character; most common delimiters are tabs, commas, and vertical bars (aka, “pipe”). This is a flat file format.XML (Extensible Mark-up Language): tags that define and validate data and facilitate transmission and interpretation of data between organizations.Let’s get the terms down

Product data standard is used for trading between you and your business partners.

Brand IdentificationPart NumberPart TypePart DescriptionPricingUniversal Product Code (UPC)Dimensions and WeightImagesSEMA BTC PIES template contains 32 fields, 12 are required.Sample product fields

SEMA BTC PIES TemplateClick any Template Field below. An Instruction Box will then appear on the spreadsheet next to field selected.

Part NumbersNo special characters (*, /, $, ”, etc.)DescriptionsMake them descriptive of the part and not just what vehicle it fits.UPC/GTINWithout this, your products can sit up to 72 hours before going to the shelfImagesMinimum 400x400 pixels at 72dpiWhite backgroundLeave between 5-15 pixels around borderKeep shadows to a minimumPricingMake sure your pricing is currentKey product fields

BAD descriptions from manufacturersFord Boss 351DTC-60 12mm00-02 Mustang V6 polishedrtrdrldsltdzpfrnt 1988-96 Corvette 13in. LhGOOD descriptions from manufacturers[Mfr Brand] Polo shirt – XL – NavyMay be silly – but you know what the part is, don’t you?!Air filter universal, rubber, 2-1/16in FLG, 3-1/2in Btm, 2in Top, 4in HtThis description is only 72 characters. You have up to 80!Description samples we’ve received

Application/vehicle fitment data is used to help determine what and how your part is installed.

Application/fitment fieldsBrand IdentificationPart NumberPart TypeYear or Year RangeMakeModel (sub-model if needed)Engine (if needed)Vehicle attributes/qualifiers (if needed)

Suggested application/fitment formatAbove, the part number is “related” to each year that the Chevrolet Tahoe LS was available. The year, make, model, sub-model each occupy their own column of data in this spreadsheet.

Suggested application/fitment formatIf your data receiver, the person/company/system that you’re sending your data to, can take this format, the years can be condensed to one line but indicate in separate columns the start and end years along with the rest of the vehicle information.

What do standardized data exports look like?

AAIA Legacy Sample (pipe delimited)AAIA_BrandID|Product_Number|Description|AAIA_Legacy_ID|AAIA_PartTerminology|Attributes_NotesBXYZ|ABC1001|Shock Absorber Jeep CJ Front|1180853|Shock Absorber|2 Door Sport Utility; 4WD; FrontBXYZ|ABC1002|Shock Absorber Jeep CJ Front|1180842|Shock Absorber|2 Door Sport Utility; 4WD; FrontBXYZ|ABC1003|Shock Absorber Jeep CJ Front|1181270|Shock Absorber|2 Door Sport Utility; 4WD; FrontBXYZ|DEF1001|Shock Absorber Jaguar XJ12 Front|1177848|Shock Absorber|4 Door Sedan; RWD; FrontBXYZ|DEF1002|Shock Absorber Jaguar XJ12 Front|1177860|Shock Absorber|4 Door Sedan; RWD; FrontBXYZ|DEF1003|Shock Absorber Jaguar XJ12 Front|1177871|Shock Absorber|4 Door Sedan; RWD; FrontBXYZ|GHI1001|Strut Porsche 911 Front|1351617|Suspension Strut Assembly|Front; 65-9/68BXYZ|GHI1001|Strut Porsche 911 Front|1351628|Suspension Strut Assembly|Front; 65-9/68BXYZ|GHI1001|Strut Porsche 911 Front|1351594|Suspension Strut Assembly|Front; 65-9/68

<Item MaintenanceType="A”> <HazardousMaterialCode>N</HazardousMaterialCode> <PartNumber>ABC123</PartNumber> <BrandAAIAID>BXYZ</BrandAAIAID> <BrandLabel>Flowmaster</BrandLabel> <PartTerminologyID>10727</PartTerminologyID> <Descriptions> <Description LanguageCode="EN" MaintenanceType="A" DescriptionCode="MKT">The marketing description is often the feature points of the product or part.</Description></Descriptions><Packages> <Package MaintenanceType="A”> <PackageLevelGTIN>700042055555</PackageLevelGTIN> <Dimensions UOM="IN”> <Height>12</Height> <Width>17</Width> <Length>66</Length> </Dimensions> <Weights UOM="PG”> <Weight>49.4</Weight> </Weights> </Package></Packages>. . .PIES XML Sample

<App id=“1” action=“A”> <BaseVehicle id=“3109” /> <SubModelID id=“450” /> <EngineBase id=“417” /> <Position id=“12” /> <Transmission id=“1197” /> <Note>65-9/68</Note> <Qty>1</Qty> <PartType id=“10727” /> <Part>GHI1001</Part></App><App id=“2” action="A”> <BaseVehicle id="3464” /> <Position id=“12” /> <BedType id=”5” /> <Note>65-9/68</Note> <Qty>1</Qty> <PartType id="2864"/> <Part>GHI1002</Part></App>ACES XML Sample

…but beautiful to the computer systems that process them.They’re ugly to our eyes…

…when someone is asking for your “electronic data”What NOT to send…

Excel spreadsheets made for human eyesYou might say, “This looks great!”Answer: Yes, *looks* great, but completely unreadable by a computer, and therefore, will not be loaded into your customer’s inventory system for a looong time...if ever.

Fields of mixed product informationYou might ask, “What’s wrong with this?”Answer: Sub-model, year range, and fitment notes are all crammed into one cell! Again, completely unreadable by a computer.

PDF Pages, Catalogs, Guides…PDFs.

“What can I do?”

12 Steps to SynchronicityStep 1: Admit your data files suckStep 2: Realize that the industry standards can help create order and PROFIT for your companyStep 3: Make a decision to do something about itStep 4: Make a searching and fearless inventory of all your data silosStep 5: Admit to your business partners, customers and company members the nature of your data’s wrongsStep 6: Be company-wide ready to remove these defects of dataStep 7: Make a list of all persons in your company who will be responsible for data

12 Steps to SynchronicityStep 8: Make sure those persons know and understand the industry standards and requirements of your customers, and appoint them as Data Lords and LadiesStep 9: Continue to take inventory of your data silosStep 10: Seek through seminars, webinars, conferences and tradeshows the current and future trends of data requirements and key contactsStep 11: License SPEEDcat software from Digital Performance!Step 12: Having had an awakening as the result of these steps, carry this message forward to others, and continue to practice these principles for even greater profit!

How can SPEEDcat help me with business?

GOAL: Distribute consistent data electronically to everyoneretaildistributiononline

Problem: Disparate and inconsistent data silos within a company

Problem: Channels have proprietary or require multiple formatsManual ManipulationsRetailersManual ManipulationsDistributorsManual ManipulationsWebsite Format

Solution: SPEEDcat® cataloging softwareSPEEDcatapplications mapping (ACES)part details (PIES)pre-formatted exports

applications mapping (ACES)

part details (PIES)

pre-formatted exports

SPEEDcat can help you to…Reduce costly data errorsCreate and Export standardized datasets in AAIA Legacy, ACES XML and PIES XML any time YOU want to or need to update your customersAccess parts information and pricing for quick updatesDistribute and help sales channels sell your parts through accurate parts data any time from any whereUtilize your parts data in marketing effortsPrint partial or full application guide sheets to send as needed

The SPEEDcat solutionSPEEDcat’s software-as-a-service (SaaS) model allows for quick startup and lower costs.You can access your data from anywhere you have Internet access.Will remain compliant to industry data standards as they continue to evolve.Can set up unique users to access all or only specific input interfaces.Centralize and deliver accurate and detailed data to boost sales and build customer confidence.

Parts are searchable on our Comparison Shopping GuideSyndicated to over 50 enthusiast and forum websitesGets over 4.5 million views monthlyHas approx 200 resellers participatingContains products from over 1,000 manufacturers

CATALOGING SOFTWAREDigital Performance Inc.4701 Von Karman Ave, Ste 100Newport Beach CA 92660949.379.6300 main949.379.6333 fax

AAIA Technology Standards & Solutions CommitteeScott Luckett, VP and Committee Liasonscott.luckett@aftermarket.orgSEMA Business Technology CommitteeAlan Dicker, Director Business Technologyaland@sema.orgWebsites and Bookmark ToolAAIA - www.aftermarket.org/Technology.aspxSEMA - www.sema.org/btcNAFTA - http://bit.ly/wfuwUBookmarks – www.foxmarks.comResources for Data Standards