To assess how good Tiffany'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
IndependentEvaluationof
ProductDataAttributeQuality
CrowdANALYTIX Inc. 2017

2. How Well DoesTiffany’sProductDataSupportSearchRelevance? – QualityAssessment 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
Walmart
Tiffany
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
Necklaces & Pendants
Watches
Bracelets
Men’s Accessories
Rings Earrings
Women’s Accessories
Men’s Jewelry

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

4. CrowdANALYTIX Inc. 2017
(Completeness) Rings Example - Search Relevance for ‘Diamond Rings’
Princess cut diamond rings
Expected search results
Only 3 search results showed up while there are more diamond rings with princess cut present in the catalogue
Actual search results Amazon search results
PrincessRings
Product Type Diamond Cut

5. CrowdANALYTIX Inc. 2017
(Completeness) Earrings Example - Search Relevance for ‘Dangle Earrings’
Dangle earrings
Expected search results
• A search for ‘Dangle earrings’ returned no results as the data for identifying the type of earrings is not structured like ‘Drop,
‘Dangle’, ‘Chandelier’, ‘Earstring’, ‘Ear spikes’, ‘Fish hook’, ‘Hoop’ etc.
• Search relies heavily on the title of products
Actual search results Amazon search results
DangleEarrings
Product Type Type

6. CrowdANALYTIX Inc. 2017
(Completeness) Necklaces Example - Search Relevance for ‘ChokerNecklaces’
Choker necklace
Expected search results
Chokernecklace
Product Type Necklace Type
There is no structured data for attribute ‘Necklace Type’ and hence search engine fails to identify products, hampering the
search experience
Actual search results Amazon search results

7. CrowdANALYTIX Inc. 2017
(Completeness) Chains Example - SearchRelevance for ‘Chain Types’
Rolo chain, curb chain, chain necklace
‘rolo chain necklace’ results
Rolo, curbnecklace
Product Type Chain Type
• Classification of chains as ‘Rolo’, ‘Curb’, ‘box’, ‘ Crimpable’ etc. is not available for products which results in different search
terms returning exactly same results (427 results for all 3 different search terms)
• Opportunity to identify, structure and tag the products for different chain types so customers can find relevant products
‘curb chain necklace’ results ‘chain necklace’ results

8. CrowdANALYTIX Inc. 2017
(Completeness) Watches Example - Search Relevance for ‘Leather Strap Watches’
Leather strap watches
Expected search results
LeatherWatches
Product Type Strap Material
• Lack of structured information results in sub-optimal results
• While some leather watches come up when searched for ‘Leather strap watches’, not all appropriate products in the
catalogue show up
Actual search results Amazon search results

9. CrowdANALYTIX Inc. 2017
(Completeness) Sunglasses Example - Search Relevance for ‘Half rimsunglass’
Half rim sunglass
Expected search results
Half rimSunglass
Product Type Frame Type
• Lack of structured data results in incomplete search results; there are several half rim glasses in the catalogue but they don’t
show up in search results
• In comparison, Amazon shows accurate results
Actual search results Amazon search results

10. Available data from Tiffany is assessed to identify the gaps inproduct data “completeness”
Title
Rubellite Ring
Ring in platinum with a
cushion-cut rubellite and
round brilliant diamonds.
Rubellite, carat weight 1.50.
Diamonds, carat total
weight .45
Brand
Material
Gemstone
Gemstone color
Gemstone cut
Total carat wt.
Occassion
Gemstone shape
Stone size
Stone setting
Details
Text Data from Tiffany’s Catalogue Image Data from Catalogue Attributes Attribute Values
Product attribute information is incomplete
with some key attribute values missing
Product Type
Tiffany Filter
Tiffany Filter
Stone setting
Tiffany Filter
Tiffany Filter
Tiffany Filter

11. CrowdANALYTIXunique(and proprietary) platform “datax.ai” is able to optimize Tiffany’s catalog by extracting attribute values in an automated fashion from
unstructuredtext and product images
Title
Tiffany Soleste Rubellite
Ring
Ring in platinum with a
cushion-cut rubellite and
round brilliant diamonds.
Rubellite, carat weight 1.50.
Diamonds, carat total
weight .45
Brand
Material
Gemstone
Gemstone color
Gemstone cut
Total carat wt.
Occassion
Stone setting
Stone size
Number of stones
Details
Text Data from Tiffany’s Catalogue Image Data from Catalogue Attributes Attribute Values
Product attribute information is incomplete
with some key attribute values missing
Product Type
Tiffany Soleste
Ring
Metal color
Platinum
Rubellite, Diamond
Red, White
Cushion, Round
1.50, 0.45
NA
4 Prong
NA
NA
White
Gemstone Color: Red
Stone setting: 4 prong

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