E-Commerce Taxonomies

e-‐commerce taxonomy: a union catalog you can shop in. Jenny Benevento Sears Holdings Corp Twi7er: jennybento email: jennyb@gmail.com

taxonomy of this presenta7on about me about my employer & our collec7on about our taxo how it’s like every other taxo how it’s diﬀerent what I expect of an e-‐commerce taxo

about me librarian -‐public -‐academic -‐reference -‐cataloging -‐circula7on -‐serials -‐collec7on development -‐digital projects/metadata employers -‐UIUC/IMLS -‐Associated Press -‐freelance -‐Sears/Kmart

geography people -‐poli7cians (even local) taxos built -‐celebri7es -‐corpora7ons subject hierarchy text ar7cles automa7cally items text archive in the ﬁeld classiﬁed photos every news story video every day audio

22 million items (Sears & other retailers) 240 million visitors annually products & services 3 levels of hierarchy 20+ websites 20+ websites

~1 million Sears products ~21 million vendor products

Appliances Tools Bed, Bath & Home Jewelry Books Apparel

Baby Fitness & Sports Automo7ve Toys & Games Electronics

Fitness & Sports Outdoor Living Lawn & Garden Fitness & Sports

Lawn & Garden Pets>Horse & Riding

Computers & Electronics Office Supplies Beauty Office Supplies Office Supplies Office Supplies

cell phone service dish network downloads

ver7cal redesign vs. ad-‐hoc changes Three level hierarchy: ver7cal = Clothing category = Women’s subcategory = Dresses adributes = Color, Size, Brand, Sleeve Length

meet with stakeholders -‐-‐merchants -‐-‐SEO -‐-‐promo -‐-‐mobile what do you love? what do you hate? what are we selling a ton of? what should we be selling more of? what can I not change? what sites do you wish we were like? what sites do you hate? what will be diﬀerent in 2 years? what do you wish you knew about our users? compara7ve analysis

it’s the same thing 636 -‐638 Pets 639  Fitness & Sports>Hun7ng 640  For the Home 641  Groceries 642 -‐643 For the Home>Kitchen & Dining 644  Appliances 645  For the Home>Furniture 646  Clothing 648  Groceries>Cleaning Supplies 649 Baby physical objects & digital things (and services)

…but it’s diﬀerent! the government makes laws about selling things that I have to obey. if my users aren’t happy, no one gets paid. I don’t control “collec7on development.” I support merchants. trademarks are important correctness isn’t as important as ﬁndablity

laws & trademarks & taxos

Carats are important

I fought the law.

toy guns! blaster?

water guns

Wii guns

Nerf guns

paintball guns

Airsop guns

…and the law won

Blasters? Blasters.

Trademarks Schrademarks

SnowTHROWers.

I work FOR the business

Correctness isn’t as important as ﬁndablity

Gun Rights Gun Poli7cs Gun Control

true facts about dogs The Family Canidae (canids, commonly known as either dogs or canines) includes wolves, dogs, foxes and so on. They are the most social of all the caniforms, living in packs. The dog is the most diverse of all mammals in terms of body structure. The Canidae family is divided into the "true dogs" of the tribe Canini and the "foxes" of the tribe Vulpini. The two species of the basal Caninae are more primi7ve and dont ﬁt into either tribe.

true facts about human shoppers no one will ever look in the category Canidae for their dachshund sombrero & matching poncho.

I don’t control “collec7on development.”

I will never meet the people who put items into my taxo. There’s no way to punish them for “bad behavior.” They WILL put things in the wrong place for convenience but also to get more sales. It can go wrong. Terribly, terribly wrong.

if my users aren’t happy, no one gets paid. or, “I pay your salary”

50%+ of site purchases are by consumers who browse the taxo. That means hundreds of millions of dollars. I don’t need to jus7fy the taxo department as vital to my company, because it’s how more than half of our customers buy things. The CEO of a Fortune 50 company knows & cares about what taxonomy is and how it aﬀects the business. The defense “this is what will sell more things” wins most arguments. Good taxo will ALWAYS sell more things Can you say that about your intranet?

Jenny Benevento jennyb@gmail.com twider: jennybento LinkedIn

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E-Commerce Taxonomies

by Jenny Benevento on Jun 14, 2011

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E-Commerce Taxonomies — Presentation Transcript