Are Your Marketing Attributes Hidden Right Under Your Nose? - Mary Shaw, IDEA

© Copyright 2012. All rights reserved.


Do we have attributes???

September 26, 2012

Presented by Mary Shaw - Director, Standards


The Quest for Data

…but if they don’t get it

from you…

“OK!”

“This is going to take some time

because I have to pull it all

together from different systems.

When do you need it?”

“I need your marketing content

now for my customers!”

Your customer is asking for

product info…

“Forget it. I’ll just purchase

it from another provider or

scrape it from the

Internet.”

© Copyright 2012. All rights reserved. © Copyright 2010. All rights reserved.

Channel Today – Information is Power

Distributors must compete in the Digital Marketplace

Demand for marketing information is increasing with emerging

technologies

Demand is driving the need for rich product marketing descriptions

and visuals

Distributors can’t compete with web marketers, discounters and

mass merchandisers with the marketing information they currently

get today

Distributors are responding to down-stream customer by rapidly

building web storefronts


Digital Marketplace

http://www.twacomm.com/catalog/brand_list.htm?sid=51806A9E94886AFBA583189C0C971113

http://www.twacomm.com/catalog/brand_list.htm?sid=51806A9E94886AFBA583189C0C971113


Digital Marketplace


Digital Attributes


Essential Marketing Content

What it is…



How to search for it…



What it looks

like…



OCCUPANCY SENSOR WALL

SWITCH, INFRARED SENSOR;

120 VAC; 270 DEG FIELD OF

VIEW; 12 SEC TO 16 MIN TIME

DELAY; ARCHITECTURAL GRAY;

BOX/EAVE/WALL MOUNTING;

APPLICATION DOCK LIGHTING,

DRIVEWAY, ENTRANCEWAY,

GARAGE, WALKWAY,

WAREHOUSE; APPROVAL UL

773A

How it’s

described…



End Result:

A Richly-Populated Website


Banding Program

Background:

Banding methodology developed based on rate of completion for items

deemed critical for distributor eStorefronts: “SAID” elements

● S pec Sheets – what it is

● A ttributes – how to search on it

● I mages – what it looks like

● D escriptions – how it’s described

Bands based on % of SKUs that contain all “SAID” elements

● Platinum: 75 – 100 %

● Gold: 50-74

● Bronze: 10 – 49%

● Unbanded: 0 – 09%

Program started on July 1st


Technical Specification


Attributes

Purpose

Provide manufacturers with a standardized template for providing product

descriptors to IDW

Provide distributors with standardized product descriptors across multiple

suppliers

Methodology

Based on the lowest level UNSPSC (United Nations Standard Products and

Services Code)

An open, global electronic commerce standard that provides logical

framework for classifying products

© Copyright 2012. All rights reserved. © Copyright 2010. All rights reserved. 21 21

Attribute

Label

Data

Type Definition Example

Abbreviati

ons LUMENS AN

(Alpha

Numeric)

THE UNIT OF LUMINOUS FLUX, USED

TO MEASURE THE PERCEIVED POWER

OF LIGHT.

1000 LM LM (LUMENS)

UNSPSC Code Category Attribute Label

39111501 Fluorescent fixtures Amperage Rating

39111501 Fluorescent fixtures Application

39111501 Fluorescent fixtures Ballast Type

39111501 Fluorescent fixtures Brand Name

39111501 Fluorescent fixtures Color

39111501 Fluorescent fixtures Compatibility

39111501 Fluorescent fixtures Finish

39111501 Fluorescent fixtures Frequency Rating

39111501 Fluorescent fixtures Height

39111501 Fluorescent fixtures Lamp Included

39111501 Fluorescent fixtures Lamp Type

39111501 Fluorescent fixtures Length

39111501 Fluorescent fixtures Material

39111501 Fluorescent fixtures Mounting

39111501 Fluorescent fixtures Number Of Lamps

39111501 Fluorescent fixtures Power Factor

39111501 Fluorescent fixtures Reflector Type

39111501 Fluorescent fixtures Socket Type

39111501 Fluorescent fixtures Special Features

39111501 Fluorescent fixtures Standard

39111501 Fluorescent fixtures Style

39111501 Fluorescent fixtures Sub Brand

39111501 Fluorescent fixtures Type

39111501 Fluorescent fixtures Voltage Rating

39111501 Fluorescent fixtures Wattage

39111501 Fluorescent fixtures Width

Full Word or Phrase Abbreviation

FOUR-POLE-SINGLE-THROW 4PST

ABRASIVE ABRSV

ACCESSORY ACC

ACTUATOR ACTR

ADAPTER ADPTR

ADHESIVE ADH

ADJUSTABLE ADJ

AEROSOL AERO

AIR-CONDITIONER A/C

ALMOND ALM

ALTERNATING-CURRENT AC

ALTERNATOR ALTRNTR

ALUMINUM AL

ALUMINUM-COPPER AL-CU

ALUMINUM-RIGID-CONDUIT ARC

AMBER AMB

AMBIENT AMBNT

AMERICAN-WIRE-GUAGE AWG

Electrical Channel Marketing Attribute Schema


Image by Product


Image by Group


24

Type

Size

Standard

Finish

Color

Application

# of Holes

Special Features

UNSPSC

Material Mounting

Pushbutton Enclosure, 5 Holes, 14 Gauge Mild Steel, 12.5 Inch X 3.25 Inch X 2.75 Inch Size, 13 Inch X 2.38 Inch Mounting, UL 508A Listed, UL Listed PER CSA C22.2, IEC 60529, IP66, 22.5 mm Hole, 13.5 Inch L X 3.47 Inch W Overall, NEMA 12, Seams Continuously Welded and Ground Smooth, Captivated Cover Screws Thread Into Sealed Wells, Grounding Nut in Body of Enclosure, Bonding Provision on Cover, Oil-Resistant Gasket, 4-Way Pushbutton Holes, External Wall-Mounting Brackets, ANSI 61 Gray Polyester Powder Paint Finish, For 30.5 or 22.5 mm Pushbuttons and Switches

Long Description Using Attributes


Where is Attributed Data Used?

2

Shipping & Receiving

Clear identification of product for quick-pick/pack/ship/put-away


Where is Attributed Data Used?

Invoicing

© Copyright 2012. All rights reserved. 27 27 27

Product Information Sub-Committee

UNSPSC

25 Code requests submitted in September for Version 15 release at end of year

Entire new segment and hierarchy requested for Industrial Electrical Power Utilities

Category/Commodity Definition development continues

Attribute Schema 3.0

In development

Anticipated release to ISC for review October 2012

Over 3,600 product categories attributed in total

Utilizing work done in ETIM 5.0

ETIM Cross-Reference

In development

Schema 3.0 crossed to ETIM 5.0

Anticipated release to ISC for review October 2012


ETIM International

European Technical Information Model

European Categorization and Attribute Schema

● 9 Countries Participating

● German, Austria, Netherlands, Switzerland, Poland, Belgium, Spain, Sweden, France

IDEA introduced at June 2012 ETIM International Board Meeting

● Parallel standards development efforts recognized

● Agreement it would be mutually beneficial to align standards

August press release issued by IDEA and ETIM International

● Announcing intent to enter into a collaborative partnership

● Will align eCommerce standards used within the wholesale distribution channel

● Will help to make global business more efficient for both manufacturers and distributors

IDEA investigating BMEcat XML transport template for IDW


2900 Crystal Drive | Suite 500 | Arlington, VA 22202

P 703.562.4600 | F 703.562.4650 | [email protected]

www.idea-esolutions.com


http://www.idea-esolutions.com

Are Your Marketing Attributes Hidden Right Under Your Nose? - Mary Shaw, IDEA

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