To assess how good Nordstrom's online catalog product attribution is in understanding context in consumer search terms. We looked at 4 key dimensions in this analysis: (a) Completeness: Are the product data attributes adequately complete across required fields? (b) Accuracy: Is the available data correctly filled in and up to date? (c) Consistency: Are the values consistent and comply with specified formats? (d) Other: Product availability or search related issues resulting in irrelevant results

1. CrowdANALYTIX Inc. 2017
CrowdANALYTIX
IndependentEvaluationof
ProductDataAttributeQuality

2. SearchRelevanceScores- Summary
Note: Scoring methodology used by CrowdANALYTIX is crowdsourced and observational in nature
Search
Perform searches using widely
used search terms in retailer and
competitor e-commerce sites
Score
Score relevance of search results
for the competing retailer sites for
the same search term
Validate
Validate that any irrelevance in
search results is not due to
unavailability of products
Attribute
Attribution of search relevance
scores to product data quality
Search Relevance Score
Amazon
Neiman-Marcus
Nordstrom
strong weak
Root Causes
(a) Completeness: Are the product data attributes adequately complete
across required fields?
(b) Accuracy: Is the available data correctly filled in and up to date?
(c) Consistency: Are the values consistent and comply with specified
formats?
(d) Other: Product availability or search related issues resulting in irrelevant
results
Handbags
Baby Gear Skin Care
Shoes
Home Decor
Bath
Electronics & Tech
Women Clothing

3. CrowdANALYTIX Inc. 2017
Completeness
Are the product data attributes adequately complete across required fields?

4. CrowdANALYTIX Inc. 2017
(Completeness) Dresses Example - SearchRelevance for ‘Women Dresses’
Polka dot dress
Expected search results
• Search term returns dresses of additional types like wedding dresses, evening gowns, girls dresses, slipdress etc. which are
not relevant to the searched keyword term
• Search is not differentiating between “polka dot” or other types of dresses due to lack of searchable and structured attribute
which lead to inconsistent results even though the dresses in results do not have polka dot in description or title
Actual search results NeimanMarcus search results
Polka DotsDress
Product Type Pattern

5. Attributes Attribute Values
Product attribute information
is incomplete with some key
attribute values missing
Title
Polka Dot Fit & Flare Dress
WALLIS
A bold polka dot print comes
out to play in a swingy jersey
dress wrapped with a
removable sash.
• 43" length (size 12)
• Slips on over head
• Boat neck
• Slight cap sleeves
• Removable tie belt
• Unlined
• 86% polyester, 14%
elastane
• Machine wash, dry flat
• Imported
Details
Text Data from Nordstrom Text data from
Questions/Reviews
NA
NA
Category
Dress Length
Sleeve Length
Neckline
Style
Size
Color
Pattern
Material
Lined
Fabric
Product Type
Closure
Brand
Image Data from
Nordstrom
Available data from Nordstrom was assessed to identify the gaps in product data “completeness”

6. Attributes Attribute Values
Product attribute information is incomplete
with some key attribute values missing
Title
Polka Dot Fit & Flare Dress
WALLIS
A bold polka dot print comes
out to play in a swingy jersey
dress wrapped with a
removable sash.
• 43" length (size 12)
• Slips on over head
• Boat neck
• Slight cap sleeves
• Removable tie belt
• Unlined
• 86% polyester, 14%
elastane
• Machine wash, dry flat
• Imported
Details
Text Data from Nordstrom Text data from
Questions/Reviews
NA
NA
Category
Dress Length
Sleeve Length
Neckline
Style
Size
Color
Pattern
Material
Lined
Fabric
Product Type
Closure
Brand
Pattern: Polka Dot
Color: Black & White
Women Clothing
Dresses
43”
Slight Cap
Boat neck
Flare Dress
12
Black, White
Polka Dot
Polyester, Elastane
Unlined
Slips on over
WALLIS
Image Data from
Nordstrom
NA
CrowdANALYTIXunique(and proprietary) platform “datax.ai” is able to optimize Nordstrom’s catalog by extracting attribute values inan automated fashion from
unstructuredtext and product images

7. CrowdANALYTIX Inc. 2017
(Completeness) Electronics Example - Search Relevance for ‘In-Ear Headphones’
Expected search results
In-EarHeadphones
Product Type Feature
• Search returns headphones of all types including accessories
• Missing searchable and structured product attributes lead to sub-optimal results
Actual search results Amazon search results
In-Ear Headphones

8. Attributes Attribute Values
Product attribute information is incomplete
with some key attribute values missing
Title
SoundSport® Pulse In-Ear
Wireless Headphones
BOSE®
A durable, advanced design and ergonomic StayHear®+ tips
provide a secure, comfortable fit for sweat- and weather-
resistant headphones that use Bluetooth® technology to keep
wires out of your way. Volume-optimized EQ results in a richer
audio experience with natural-sounding low tones and overall
auditory presence. Control your device with an in-line remote
and microphone to skip a song or take a call with ease.
Includes three pairs of StayHear+ tips (Small, Medium and
Large)
Bluetooth and NFC pairing
Six-hour battery life
Sweat- and weather-resistant
Plastic/electrical components
Imported
Men's Furnishings
Details
Text Data from Nordstrom Text data from
Questions/Reviews
Image Data from
Nordstrom
I just got these and
went for a 3 mile
walk, a walk mind
you, to try them out.
In that time, t……….
Battery
Type
Wireless
Microphone
Style
Color
Product Type
Bluetooth
Compatible
Brand
Available data from Nordstrom was assessed to identify the gaps in product data “completeness”

9. Attributes Attribute Values
Product attribute information is incomplete
with some key attribute values missing
Title
SoundSport® Pulse In-Ear
Wireless Headphones
BOSE®
A durable, advanced design and ergonomic StayHear®+ tips
provide a secure, comfortable fit for sweat- and weather-
resistant headphones that use Bluetooth® technology to keep
wires out of your way. Volume-optimized EQ results in a richer
audio experience with natural-sounding low tones and overall
auditory presence. Control your device with an in-line remote
and microphone to skip a song or take a call with ease.
Includes three pairs of StayHear+ tips (Small, Medium and
Large)
Bluetooth and NFC pairing
Six-hour battery life
Sweat- and weather-resistant
Plastic/electrical components
Imported
Men's Furnishings
Details
Text Data from Nordstrom Text data from
Questions/Reviews
Image Data from
Nordstrom
I just got these and
went for a 3 mile
walk, a walk mind
you, to try them out.
In that time, t……….
Battery
Type
Wireless
Microphone
Resistant
Color
Product Type
Bluetooth
Compatible
Brand
Yes
In-Ear
Yes
In-Line
Red
Yes
Weather
Color: Black & White
CrowdANALYTIXunique(and proprietary) platform “datax.ai” is able to optimize Nordstrom’s catalog by extracting attribute values inan automated fashion from
unstructuredtext and product images

10. CrowdANALYTIX Inc. 2017
(Completeness) Home /Bath Example - Search Relevance for ‘Shower Curtains’
solid shower curtains
Expected search results
Solid/Gradientshower curtains
Product Type Pattern
• Filtering for ‘Solid/Gradient’ curtains bring up curtains with other patterns
• In some cases, in spite of title containing the pattern name like ‘Damask’ items are incorrectly tagged
Actual search results Amazon search results

11. Title
Medallion Border Shower Curtain
Add a vintage-chic element to your bathroom décor
with a medallion-patterned shower curtain
featuring ornate contrast borders.
72" square
100% cotton
Machine wash, tumble dry
Details
Text Data from Nordstrom
Title
Khoma Shower Curtain
Hand stitched in an ornate medallion pattern, this
cotton shower curtain will add rich elegance to any
bathroom.
72" square
100% cotton
Machine wash cold, tumble dry low
Details
Title
'Kalani' Shower Curtain Intricate floral medallions decorate a vibrantly hued
shower curtain sure to add zip to your morning
routine.
72" square.
100% cotton.
Machine wash.
Details
Prediction for “Pattern”
‘Solid’
or
‘Medallion’
‘Geometric’
Or
‘Medallion’
‘Floral’
Pattern: Geometric
Pattern: Solid
Image Data
Pattern: Floral
CrowdANALYTIXunique(and proprietary) platform, datax.ai is able to optimize Nordstrom’s catalog by extracting attribute values in an automated fashion from
unstructuredtext and product image

12. CrowdANALYTIX Inc. 2017
• While the results for the search term were accurate, the number of structured attributes (including filters) for the product is
limited
• The title, description does contain valuable attribute information which can be used to improve the search results and user
experience when looking for specific items
Standard Classic Wayfarer 50mm
Polarized Sunglasses
RAY-BAN
Logo-embellished temples provide a
polished finish for throwback Ray-Ban
sunglasses outfitted with glare-
reducing polarized lenses.
50mm lens width; 22mm bridge
width; 150mm temple length.
100% UV protection.
Resin.
Made in Italy.
(Completeness) Eyewear Example - Search Relevance for ‘Wayfarer Sunglasses’
Brand Frame
Style
Glass Type Lens Width Bridge
Width
Temple
Length
UV
Protection
Country of
Origin
RAY-BAN Wayfarer Polarized 50 mm 22 mm 150 mm 100 % Italy

13. CrowdANALYTIX Inc. 2017
Accuracy
Are the available product data attributes correctly filled in and up to date?

14. CrowdANALYTIX Inc. 2017
(Accuracy) Clothing Example - Search Relevance for ‘Denim Tops’
Denim Tops
Expected search results
DenimTops
Product Type Material
• Search returned lot of non-denim tops as well
• Some clothing tops were incorrectly labelled as denim (when using the filter Material = Denim)
Actual search results NeimanMarcus search results

15. CrowdANALYTIX Inc. 2017
Incorrect labeling of products for ‘Material’ as ‘Denim’ results in incorrect search results
(Accuracy) Clothing Example - Search Relevance for ‘Denim Tops’

16. CrowdANALYTIX Inc. 2017
• The title / Description does contain valuable attribute information which can be used to improve the search results and user
experience when looking for specific items
• Attributes like ‘Material’ and ‘Fabric’ of the product can be identified by Search engine if provided by extraction as
Structured Attributes
Denim Top
A vintage-inspired floral print covers
a breezy woven top that owes its
roomy fit to tiny pleats along the
front and back yoke.
Crossover V-neckline
Long sleeves with button cuffs
100% rayon
Dry clean
Imported
A rugged stretch-denim shirt is
detailed with gleaming snaps and a
back pleat for a perfectly drapey
silhouette.
Front snap closure
Spread collar
Long sleeves with three-snap cuffs
Snap-flap chest pockets
Back inverted pleat
Curved hem
98% cotton, 2% elastane
Hand wash cold, tumble dry low
Imported
Non-Denim Top
Ourproprietary platform datax.ai is able to optimize Nordstrom catalog by extracting attribute values inan automated fashion from Unstructuredtext and product
images and made searchable via a structured attributes table

17. CrowdANALYTIX Inc. 2017
(Accuracy) Women Clothing Example - Search Relevance for ‘Innerwear’
Camisoles
Expected search results
CamisolesInnerwear
Product Type Category
• Search returns items with wide variety of tops which were inconsistent with the actual definition of the camisoles as
innerwear; search heavily relies on product title (title is inaccurate for some products)
• Certain products like handbags also were returned which might be due to misclassification of product types
Actual search results Neiman-Marcus search results

18. List of Valid values for
‘Product Type’ attribute
from the datax.ai
repository
Text Data from Nordstrom
BP. Drape Ruffle Camisole
Details
ASTR the Label Cold Shoulder Cami Dress
Details
Free People Cascades Camisole
Title
Prediction for “Product
Type”
‘Blouses &
Tops’
‘Dresses’
‘Blouses &
Tops’
Datax.ai Repository
Deep Learning
Image Models
+
High Precision Text
Models
+
Prebuilt
PT/Category
Taxonomy &
Attributes
Image
Type: Blouses & Tops
Type: Dresses
Type: Blouses & Tops
CrowdANALYTIXunique(and proprietary) platform, datax.ai is able to optimize Nordstrom’s catalog by extracting attribute values in an automated fashion from
unstructuredtext and product image

19. CrowdANALYTIX Inc. 2017
Other
Product data attribute availability and/or search related issues resulting in irrelevant results

20. CrowdANALYTIX Inc. 2017
(Other) Women Sneakers Example - Search Relevance for ‘Sneakers’
Sneakers
Actual search results
SandalsSneakers
Product Type Category
• While search returns appropriate results for ‘Sneakers’, filtering for ‘Sandals’ shows products that are irrelevant; in
comparison Amazon shows ‘Sandals’ when filtered
• Inaccurate tagging of products may have resulted in irrelevant products appearing when applying filters
Actual search results

21. CrowdANALYTIX Inc. 2017
(Other) Men/Women Clothing Example - Search Relevance for ‘Shirts’
Mandarin collar shirts MandarinShirts
Product Type Collar
• While there are relevant products in search results for Men, product results for Women are irrelevant to the search term
• In comparison, Neiman Marcus shows relevant search results for the search term
Actual search results Neiman-Marcus search results

22. Appendix

23. 2A) Global/Regional Search
2B) External Research - Attributes derived from searchable
product content of global retailers
Search trends associated with ‘body lotion’
Body lotion for dry skin
Body lotion with spf
Natural body lotion
Shea butter lotion
Lush sleepy body lotion
Aromatic wood body lotion
Olay in shower body lotion
Best body lotion for men
Product Title
Structured Attributes (searchable)
NIVEA Smooth Daily Moisture
Body Lotion 16.9 Fluid Ounce
Hemps original Herbal Body
Moisturizer, 17 Fluid Ounce
Brand
Form
Skin Type
Gender
Ingredients
SPF Value
Type
Instructions
Travel size
Quantity
Brand
Skin Type
Quantity
Gender
Ingredients
Scent
Form
Care Type
Usage Type
Organic – Y/N
Instructions
3) Final Attribute List for Product1A) Product Type
1B) Virtual Shelf
Determine type using title and description
fields
Product Type
Body Moisturizers
1. Beauty & Personal Care
1.1 Skin Care
1.1.1 Body
1.1.1.1 Moisturizers
Determine shelf using in-built taxonomy –
mapped to retailer
Determine Product Type Analyze Attributes Finalized Attribute List
CrowdANALYTIXunique(and proprietary) platform, datax.ai is able to optimize Nordstrom’s catalog by extracting
attribute values inan automated fashion from unstructuredtext and product image

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