FindWAtt Express Product Data Prep Modules

Express Data Prep ModulesClothing • Footwear • Bags/Luggage • Jewelry

2014

1• Background - Who is FindWAtt? What do we do?

2• End Results - What do our results look like?

3• Process - What does the Step-by-Step data transformation entail?

4• FindWAtt System - What toolsets/technologies have we developed?

AGENDA

FindWAtt takes a Unique Approach to Product Data Services

INTRODUCTION TO FINDWATT

• Been working in Product Data since 2008

• Developed an Expert System– Self-learning, automated data processing– Purpose-built for ecommerce product data– Fixes errors, re-organizes information, adds structure

Worked in many different product categories for large and small clients

Example Customer(s) Industry

Apparel & Jewelry

Drugstore & HBA

Tools & Home Improvement

Office Supplies

CUSTOMERS & INDUSTRIES

New category specific solution that’s automatic, fast, and customizable.

NEW MODULAR EXPRESS DATA PROCESSING UTILITY

• Fast Processingo 24-hr turn around time

• Automatic Processingo Highly Accurateo Highly Consistent

• Expandable & Customizableo Can easily add custom attributeso Able to extract more and more over time

We are currently focused in apparel but are also working on expanding into other areas

READY-TO-GO MODULESClothing Shoes

Bags & Luggage Jewelry

There are 5 central things we do to fix errors, add missing information, and optimize product data

Service Examples

Data Cleaning • Fix Misspellings (e.g. Fushia, Fucshia -> Fuchsia)• Fix Abbreviations (e.g. Blk, Blck -> Black)

Fix Existing Attributes • Standardize Values (e.g. XL, Extra Large -> XL)• Split Attributes (e.g. Color -> Color, Pattern, Team)• Attribute Families (e.g. Dark Blue, Light Blue -> Blue)

Add New Attributes • Attributes (e.g. Type, Color, Size, Pattern)• Values (e.g. Dress Shirt, Black, XL, Striped)

*Rebuild Product Titles & Details • Ensure key information is present• Ensure titles are consistently built

*Data Feed Prep(Google Shopping)

• Ensure mandatory & recommended attributes• Remove disqualifiers• Validate GTIN

WHAT WE DO

*Optional services

Our approach combines the flexibility of hiring humans with the quality of big data providers

FINDWATT VS COMPETITION

• Limited• Not Unique

• Fast• Automatic• Consistent

• Manual• Slow• Inconsistent

Data Providers Data Clean Up FirmsFindWAtt

• Unlimited• Unique

Here is a sampling of the attributes we provide

ATTRIBUTES IN CLOTHINGModule Attributes Example Values

Clothing • Product Type

• Brand• Age/Gender• Material• Size• Color• Pattern

• Back Type• Closure• Features• Leather Type• Fit• Neck Type• Sleeve Length

• Shirts Dresses, Jeans

• Levis, Calvin Klein, Hugo Boss• Womens, Mens, Girls, Boys• Cotton, Polyester, Leather• Small, Medium, Large• Blue, Red, White• Striped, Polka Dots, Animal Print

• Backless, Crossback, T-Back• Button Up, Zip Up• Lightweight, Hooded, Insulated• Full Grain, Patent, Lamb, Nappa• Skinny Leg, Straight Leg, Bootcut• Crew Neck, V-Neck, Turtleneck• Short Sleeve, Long Sleeve, ¾ Sleeve


ATTRIBUTES IN FOOTWEARModule Attributes Example Values

Footwear • Product Type

• Brand• Age/Gender• Material• Shoe Size• Shoe Width• Color• Pattern

• Accents• Closure• Features• Heel Height• Occasion• Toe Type

• High Heels, Boots, Sneakers

• Clarks, Converse, Nike• Womens, Mens, Girls, Boys• Leather, Canvas, Rubber• 6.5, 8.0, 9.5• A, B, 2E• Black, Brown, Yellow• Snake Print, Cheetah Print

• Bow, Buckle, Button• Zip Up, Lace Up, Slip On• Lightweight, Waterproof, Glow in Dark• 1 Inch, 2 Inch, 3 Inch• Dress, Casual, Work• Closed Toe, Open Toe, Round Toe


ATTRIBUTES IN BAGS/LUGGAGEModule Attributes Example Values

Bags/Luggage • Product Type

• Brand• Age/Gender• Color• Pattern• Material• Size

• Features• # Pockets• Usage

• Luggage, Handbags, Wallets

• Samsonite, Coach• Womens, Mens, Girls, Boys• Beige, Green, Black• Houndstooth, Solid• Leather, Faux Leather• 14 Inch, 20 Inch, 29 Inch

• Expandable, Flap Over, Rolling• 5 Pocket, 8 Pocket, 12 Pocket• Hiking, Sports, Travel


ATTRIBUTES IN JEWELRYModule Attributes Example Values

Jewelry • Product Type

• Brand• Age/Gender• Color

• Material• Metal Type• Metal Stamp

• Chain Type• Clasp Type• Backing Type• Gem Type• Stone Clarity• Stone Shape

• Wedding Ring, Bangle Bracelet, Brooch Pin

• Tiffany, Vera Wang, Gucci• Womens, Mens• Black, Blue, Purple

• Crystal, Leather, Glass• Gold, Sterling Silver, Platinum• 14k, 18k, 24k, 925 Sterling

• Box, Figaro, Mariner, Omega• Lobster Claw, Snap, Toggle• Clip-on, Fishhook, Lever back• Diamond, Amethyst, Topaz• VVS1, VS1, SI1• Heart, Oval, Princess





AGENDA

DATA CLEANINGRESULTS

The first thing we do is clean the product data

ORIGINAL PRODUCT TITLES

Identifying the errors


And fixing them

CLEAN PRODUCT TITLES

So retailers have optimized & readable data

CLEAN PRODUCT TITLES

We provide a list of every error and how it was changed.

FIX ERRORS IN PRODUCT TITLES

Leather

Leahter

Leathe

Lether

Leathr

Lthr

Errors can often provide insight into common typos or misspellings which can be utilized as synonyms

COMMON MISSPELLINGS = SEARCH SYNONYMSOriginal Word Correct Word

Burgandy Burgundy

Camoflage Camouflage

Flourescent

FluorescentFlorescent

Fluoresent

FucshiaFuchsia

Fuschia

Moccassin Moccasin

StillettoStiletto

Stilleto

FIX EXISTING ATTRIBUTES:COLOR

RESULTS

Retailers often have laundry lists of colors, with inconsistencies and overloaded attribute values

FIX EXISTING ATTRIBUTES – COLOR

FindWAtt standardizes inconsistencies and reorganized the attributes for optimal navigation

FIX EXISTING ATTRIBUTES – COLOR

FIX EXISTING ATTRIBUTES:SIZE

RESULTS

Sizes have the same kinds of problems

FIX EXISTING ATTRIBUTES – SIZE

And similar sorts of restructuring can bring clarity to the online shopping process.

FIX EXISTING ATTRIBUTES – SIZE

ADD NEW ATTRIBUTESRESULTS

Sometimes retailers don’t have any attributes other than a messy category…

ADD NEW ATTRIBUTES

FindWAtt can extract the relevant attributes that shoppers need to make purchase decisions

ADD NEW ATTRIBUTES

RESTRUCTURING PRODUCT TITLES & DESCRIPTIONS

RESULTS

FindWAtt also rebuilds product titles…


Making them consistently expressed with the important information up front.

RESTRUCTURED PRODUCT TITLES

Product details are also rebuilt…

RESTRUCTURING PRODUCT DETAILSProduct Details (before)

Carbon Fiber Composite Weave Shell: Extremely lightweight. Superior fit and comfort using advanced CAD technology.Optically-superior Pinlock®-prepared Faceshield: New 3D design provides 95% UV protection, an anti-scratch coating and is prepared for the ultimate anti-fog Pinlock insert.RapidFire™ Shield Replacement System: Quick, secure, tool-less removal and installation. "ACS" Advanced Channeling Ventilation System: Full front to back airflow flushes heat and humidity up and out. SilverCool™ Interior: Removable moisture-wicking and odor-free interior with advanced silver anti-bacterial fabric. SNELL/DOT Approved. SIZES: XS-XXL. Weight: 3.51 lbs

Adding the necessary HTML markup and organizing them for maximal readability and SEO.

RESTRUCTURING PRODUCT DETAILSProduct Details (before) Product Details (after)

Carbon Fiber Composite Weave Shell: Extremely lightweight. Superior fit and comfort using advanced CAD technology.Optically-superior Pinlock®-prepared Faceshield: New 3D design provides 95% UV protection, an anti-scratch coating and is prepared for the ultimate anti-fog Pinlock insert.RapidFire™ Shield Replacement System: Quick, secure, tool-less removal and installation. "ACS" Advanced Channeling Ventilation System: Full front to back airflow flushes heat and humidity up and out. SilverCool™ Interior: Removable moisture-wicking and odor-free interior with advanced silver anti-bacterial fabric. SNELL/DOT Approved. SIZES: XS-XXL. Weight: 3.51 lbs

Features:• Carbon Fiber Composite Weave Shell. Extremely lightweight. Superior fit

and comfort using advanced CAD technology.

• Optically-superior Pinlock®-prepared Faceshield. New 3D design provides 95% UV protection, an anti-scratch coating and is prepared for the ultimate anti-fog Pinlock insert.

• RapidFire™ Shield Replacement System. Quick, secure, tool-less removal and installation..

• "ACS" Advanced Channeling Ventilation System. Full front to back airflow flushes heat and humidity up and out.

• SilverCool™ Interior. Removable moisture-wicking and odor-free interior with advanced silver anti-bacterial fabric.

Certification:• SNELL 2010 Rated• DOT Approved

Specifications:• SIZES: XS-XXL• WEIGHT: 3.51 lbs

DATA FEED PREPRESULTS

FindWAtt also optimizes feeds for CSE’s and online Marketplaces.

PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACES

• Don’t get blocked by Google– Verify GTIN– Fix Capitalization, Spelling & Spacing– Remove Promotional Info– Build strong Product Title– Ensure all Required & Recommended Attributes

PREP DATA FEEDS FOR GOOGLE, BING & MARKETPLACESProduct Title Brand Color Material Age

GroupGoogle Product Category

Jessica Simpson Discontinued Faux-Leather Jacket w/ Snap Detail

Jessica Simpson

Nine West New! Puffy Down Jacket Nine West Latte

Black Rivet Baseball Faux-Leather Bomber Jacket

Black Rivet Black,White

Calvin Klein Faux-Leather Bomber 2014 New Arrival

Calvin Klein

Big & Tall Black Rivet Raven Leather Jacket Black Rivet Black

Kenneth Cole Leather Walking Coat w/ Notch Collar

Kenneth Cole Black

Marc New York Lightweight Vintage Leather Jacket w/Hood

Marc New York

Leather King Leather Classic Asymmetrical Cycle Jacket (Free Shipping)

Leather King Black

Milwaukee Leather Pebbled Cycle Jacket w/ Reflector Sleeves

Milwaukee

Andrew Marc Center Exposed Zip Leather Scuba w/ Multi Stitching

Andrew Marc

Cognac

Promotional information is identified



Jessica Simpson Discontinued Faux-Leather Jacket w/ Snap Detail

Jessica Simpson

Nine West New! Puffy Down Jacket Nine West Latte



Calvin Klein Faux-Leather Bomber 2014 New Arrival

Calvin Klein



Kenneth Cole Black


Marc New York

Leather King Leather Classic Asymmetrical Cycle Jacket (Free Shipping)

Leather King Black


Milwaukee


Andrew Marc

Cognac

And removed…



Jessica Simpson Faux-Leather Jacket w/ Snap Detail

Jessica Simpson

Nine West Puffy Down Jacket Nine West Latte



Calvin Klein Faux-Leather Bomber Calvin Klein



Kenneth Cole Black


Marc New York

Leather King Leather Classic Asymmetrical Cycle Jacket

Leather King Black


Milwaukee


Andrew Marc

Cognac

And missing structured attributes are added, along with the necessary source category



Jessica Simpson Faux-Leather Jacket w/ Snap Detail

Jessica Simpson

Indigo Faux Leather

Adult Clothing & Accessories > Clothing > Outerwear > JacketsNine West Puffy Down Jacket Nine West Latte Down Adult


Black Rivet Black,White Faux Leather

Adult Clothing & Accessories > Clothing > Outerwear > Jackets > Bomber JacketsCalvin Klein Faux-Leather Bomber Calvin Klein Olive Faux

LeatherAdult

Big & Tall Black Rivet Raven Leather Jacket Black Rivet Black Leather Adult Clothing & Accessories > Clothing > Outerwear > Jackets > Leather JacketsKenneth Cole Leather Walking Coat w/ Notch

CollarKenneth Cole Black Leather Adult


Marc New York

Black Leather Adult

Leather King Leather Classic Asymmetrical Cycle Jacket

Leather King Black Leather Adult


Milwaukee Pink Leather Adult


Andrew Marc

Cognac Leather Adult





AGENDA

Just send us your data in any format, we do our magic and send it back to you with reports

WHAT YOU SEND & WHAT YOU GET BACK

Original Product Data

Original Product Data

Transformed Product Data

Transformed Product Data

Data Processing Reports

Data Processing Reports

FindWAtt Modules

DATA CLEANINGSTEP-BY-STEP DATA TRANSFORMATION

The first step involves fixing any spacing issues, misspellings, or abbreviations

DATA CLEANING

• Identify Problem Tokens• Identify Cleaning Rules– Deconcatenation– Misspelling– Deabbreviation– Acronym– Context Rules

• Run Rules to Fix Problem Tokens

Errors are identified…

DATA CLEANINGOriginal PN

The North Face Sun Hat - Fuschia

Pants , Polyproplyene , White , 2XL/3XL

Women's Trance 10 Runnning Shoe

Anna Women's Boots Darkbrown

Excel Long Sleeve Shirt , Navy2XL Long

Women's Diane Lace Shortsleeve Shift Dress

Men's Cowhide Leather Cycle Jckt

Adidas Womens Classic Wvn Training Jacket

Camo Wtprf Winter Gloves

Work Boots , Steel Toe , 6in , DkBrn

Work Boots , StlToe , 6in , Green

Whisper Cycling Rain Wind Vest WmnsXL

…and fixed…

DATA CLEANINGOriginal PN Fixed PN

The North Face Sun Hat - Fuschia The North Face Sun Hat - Fuchsia

Pants , Polyproplyene , White , 2XL/3XL Pants , Polypropylene , White , 2XL/3XL

Women's Trance 10 Runnning Shoe Women's Trance 10 Running Shoe

Anna Women's Boots Darkbrown Anna Women's Boots Dark Brown

Excel Long Sleeve Shirt , Navy2XL Long Excel Long Sleeve Shirt, Navy 2XL Long

Women's Diane Lace Shortsleeve Shift Dress Women's Diane Lace Short Sleeve Shift Dress

Men's Cowhide Leather Cycle Jckt Men's Cowhide Leather Cycle Jacket

Adidas Womens Classic Wvn Training Jacket Adidas Womens Classic Woven Training Jacket

Camo Wtprf Winter Gloves Camo Waterproof Winter Gloves

Work Boots , Steel Toe , 6in , DkBrn Work Boots , Steel Toe , 6in , Dark Brown

Work Boots , StlToe , 6in , Green Work Boots , Steel Toe , 6in , Green

Whisper Cycling Rain Wind Vest WmnsXL Whisper Cycling Rain Wind Vest Womens XL

Each rule is stored with it’s Rule Type for easy review and adjustment if necessary.

Problem Token Correct Token Rule Type

Fuschia Fuchsia Misspelling

Polyproplyene Polypropylene Misspelling

Runnning Running Misspelling

Darkbrown Dark Brown Deconcatenation

Navy2XL Navy 2XL Deconcatenation

LongSleeve Long Sleeve Deconcatenation

Jckt Jacket Deabbreviation

Wvn Woven Deabbreviation

Wtprf Waterproof Deabbreviation

DkBrn Dark Brown Combo

StlToe Steel Toe Combo

WmnsXL Womens XL Combo

DATA CLEANING

ADDING ATTRIBUTES:FROM PRODUCT TITLES

STEP-BY-STEP DATA TRANSFORMATION

The first source of attribute information is product titles, which usually contain the important stuff

Product Name

HJC AC-3 Helmet Carbon Black Large

HJC AC-3 Helmet Carbon Candy Red L

HJC CL-16 Blue Large Motorcycle Helmet

HJC CL-16 Flat Black XL Motorcycle Helmet

HJC CL-16 Street Black Medium Helmet

HJC CL-X6 Snow Helmet Black Extra Large

HJC CL-X6 Snow Helmet Matte Black Xlarge

HJC CL-X6 Snow Helmet Red Xtra Large

HJC CS-2N Helmet Flat Black XL Carbon

HJC CS-2N Helmet - Anthracite - X-Large

INPUT PRODUCT TITLES

Product Name Size Color Material Type











ATTRIBUTES ARE IDENTIFIED












ATTRIBUTE VALUES ARE IDENTIFIED


HJC AC-3 Helmet Carbon Black Large Large Black Carbon Fiber

HJC AC-3 Helmet Carbon Candy Red L L Candy Red Carbon Fiber

HJC CL-16 Blue Large Motorcycle Helmet Large Blue

HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black

HJC CL-16 Street Black Medium Helmet Medium Black Street

HJC CL-X6 Snow Helmet Black Extra Large Extra Large Black Snow

HJC CL-X6 Snow Helmet Matte Black Xlarge Xlarge Matte Black Snow

HJC CL-X6 Snow Helmet Red Xtra Large Xtra Large Red Snow

HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Carbon Fiber

HJC CS-2N Helmet - Anthracite - X-Large X-Large Anthracite

ATTRIBUTE VALUES ARE EXTRACTED












ATTRIBUTE VALUES ARE IDENTIFIED & EXTRACTED












INCONSISTENCIES ARE STANDARDIZED







HJC CL-X6 Snow Helmet Black Extra Large XL Black Snow

HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Snow

HJC CL-X6 Snow Helmet Red Xtra Large XL Red Snow


HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite



HJC AC-3 Helmet Carbon Black Large L Black Carbon Fiber


HJC CL-16 Blue Large Motorcycle Helmet L Blue


HJC CL-16 Street Black Medium Helmet M Black Street







Product Name Size Color Color Family

Material Type





HJC CL-16 Street Black Medium Helmet M Black Street






ATTRIBUTES ARE ROLLED UP INTO FAMILIES


Material Type




HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black Black

HJC CL-16 Street Black Medium Helmet M Black Black Street


HJC CL-X6 Snow Helmet Matte Black Xlarge XL Matte Black Black Snow



HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite Black



Material Type

HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber

HJC AC-3 Helmet Carbon Candy Red L L Candy Red Red Carbon Fiber

HJC CL-16 Blue Large Motorcycle Helmet L Blue Blue



HJC CL-X6 Snow Helmet Black Extra Large XL Black Black Snow


HJC CL-X6 Snow Helmet Red Xtra Large XL Red Red Snow

HJC CS-2N Helmet Flat Black XL Carbon XL Flat Black Black Carbon Fiber




Material Type

HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber

HJC AC-3 Helmet Carbon Candy Red L L Candy Red Red Carbon Fiber

HJC CL-16 Blue Large Motorcycle Helmet L Blue Blue








MISSING VALUES ARE INFERRED VIA RULES

AC-3 = Cruiser

CL-16 = Poly + Street

CS-2N = Carbon Fiber


Material Type

HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber Cruiser

HJC AC-3 Helmet Carbon Candy Red L L Candy Red Red Carbon Fiber Cruiser

HJC CL-16 Blue Large Motorcycle Helmet L Blue Blue Poly Street

HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black Black Poly Street

HJC CL-16 Street Black Medium Helmet M Black Black Poly Street





HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite Black Carbon Fiber

MISSING VALUES ARE INFERRED VIA RULES

AC-3 = Cruiser

CL-16 = Poly + Street

CS-2N = Carbon Fiber


Material Type

HJC AC-3 Helmet Carbon Black Large L Black Black Carbon Fiber Cruiser

HJC AC-3 Helmet Carbon Candy Red L L Candy Red Red Carbon Fiber Cruiser

HJC CL-16 Blue Large Motorcycle Helmet L Blue Blue Poly Street

HJC CL-16 Flat Black XL Motorcycle Helmet XL Flat Black Black Poly Street

HJC CL-16 Street Black Medium Helmet M Black Black Poly Street





HJC CS-2N Helmet - Anthracite - X-Large XL Anthracite Black Carbon Fiber

ATTRIBUTE ADDITION FROM PRODUCT TITLE IS COMPLETE

ATTRIBUTE ADDITION:FROM PRODUCT DETAILS

STEP-BY-STEP DATA TRANSFORMATION

Product details are a tremendously valuable source of attribute information as well

Product Details

This moto jacket from Black Rivet offers contemporary biker style with everyday appeal. Made with buffalo leather, it has a unique crackled finish that sets it apart from other leather jackets. Classic biker details include zip cuffs and pockets, and a strap collar with snap. Wear it with distressed jeans and a long-sleeve tee. All our Black Rivet styles have an ageless attitude and a slim, modern fit. Shell: Genuine leather. Lining: 65% polyester, 35% cotton; Fill: 100% polyester. Full-zip front; snap closure moto collar. Zip cuffs

INPUT PRODUCT DETAILS

Product Details Type Material Leather Type Closure Lining


ATTRIBUTES ARE IDENTIFIED



ATTRIBUTE VALUES ARE IDENTIFIED & EXTRACTED



Moto Jacket

Leather Buffalo Leather Zip-Up Poly/Cotton

ATTRIBUTE VALUES ARE IDENTIFIED, EXTRACTED & STANDARDIZED



Moto Jacket

Leather Buffalo Leather Zip-Up Poly/Cotton

ATTRIBUTE ADDITION FROM PRODUCT DETAILS IS COMPLETE

FIXING STRUCTURED ATTRIBUTESSTEP-BY-STEP

One very common issue with attribute values is 2 different concepts loaded into 1 attribute

FIXING OVERLOADED ATTRIBUTES

Orange

Snake Print

Orange Snake Print

FindWAtt separates things out into their proper homes, simplifying the decision for the shopper

FIXING OVERLOADED ATTRIBUTESOriginal Color FW Color FW Pattern

Yellow Floral Yellow Floral

Purple Zebra Purple Zebra

Striped Multi Color Multicolored Striped

Multicolored Stripe Multicolored Striped

Beige Snake Beige Snake Print

Orange Snake Print Orange Snake Print

Green Plaid Green Plaid

Black Herringbone Black Herringbone

Tan Leopard Tan Leopard Print

Gold Pinstripe Gold Pinstripe

Inevitably, data will have values in the wrong places…

FIXING INCORRECTLY MAPPED ATTRIBUTES

Product Title Original Color

Zero Restriction Mens Tour-Lite II GT Rain Jackets Navy

NIKE Ladies Dri-FIT Tech Classic Rise Pant Black

FootJoy Ladies WinterSof Golf Gloves 1 Pair

EP Pro Ladies Tour-Tech Y-Neck Jersey Polos Summer Pink

ProQuip Mens Ultralite Tour Rain Pants 33 Inch

FindWAtt identifies those errors…



Pack Size






…and moves them to their proper home



Pack Size






RESTRUCTURING PRODUCT TITLESSTEP-BY-STEP

Product Titles should be constructed according to some consistent set of parameters


FindWAtt builds a formula for reconstructing product titles

PRODUCT TITLE RESTRUCTURING FORMULAS

Whichever of those elements apply to a particular product title will determine how it is constructed

PRODUCT TITLE RESTRUCTURING FORMULAS

…and here are the final results.

RESTRUCTURED PRODUCT TITLES

DATA FEED PREPSTEP-BY-STEP

FindWAtt preps feed for many different marketing channels, e.g. Google

PREPPING FOR GOOGLEProduct Title

Michael Kors Glitter Gladiator Sandal Retail $100

Nina Free Shipping! Chain/Crystal Sandal

Kate Spade Turquoise T-Strap Sandal w/Gold Trim

Black Rivet Wedge Sandal w/ Small Stones

Vineyard Vines Canvas Flip Flops Also Available in WideKenneth Cole Nylon EZ Scan Laptop Compatible Briefcase New ArrivalMarc New York Top-Zip Leather Briefcase

Black Rivet Leather Messenger w/ Perforated Detail (Best Seller)Kenneth Cole Leather Flapover Messenger Bag

Disallowed expressions are identified…


Michael Kors Glitter Gladiator Sandal Retail $100

Nina Free Shipping! Chain/Crystal Sandal



Vineyard Vines Canvas Flip Flops Also Available in WideKenneth Cole Nylon EZ Scan Laptop Compatible Briefcase New ArrivalMarc New York Top-Zip Leather Briefcase

Black Rivet Leather Messenger w/ Perforated Detail New ArrivalKenneth Cole Leather Flapover Messenger Bag

…and removed.


Michael Kors Glitter Gladiator Sandal

Nina Chain/Crystal Sandal



Vineyard Vines Canvas Flip Flops

Kenneth Cole Nylon EZ Scan Laptop Compatible BriefcaseMarc New York Top-Zip Leather Briefcase

Black Rivet Leather Messenger w/ Perforated Detail

Kenneth Cole Leather Flapover Messenger Bag

Retail $100

Free Shipping!

Also Available in Wide

New Arrival

New Arrival

The product type is identified…

PREPPING FOR GOOGLEProduct Title FW Product Type

Michael Kors Glitter Gladiator Sandal Gladiator Sandals

Nina Chain/Crystal Sandal Sandals

Kate Spade Turquoise T-Strap Sandal w/Gold Trim Sandals

Black Rivet Wedge Sandal w/ Small Stones Wedge Sandals

Vineyard Vines Canvas Flip Flops Flip Flops

Kenneth Cole Nylon EZ Scan Laptop Compatible Briefcase

Briefcases

Marc New York Top-Zip Leather Briefcase Briefcases

Black Rivet Leather Messenger w/ Perforated Detail Messenger Bags

Kenneth Cole Leather Flapover Messenger Bag Messenger Bags

…and used to determine which destination category each product should reside.

PREPPING FOR GOOGLEProduct Title FW Product Type Google Product Category

Michael Kors Glitter Gladiator Sandal Gladiator Sandals Clothing & Accessories > Footwear > Sandals




Vineyard Vines Canvas Flip Flops Flip Flops Clothing & Accessories > Footwear > Sandals > Flip-Flops


Briefcases Luggage > Briefcases


Black Rivet Leather Messenger w/ Perforated Detail Messenger Bags Luggage > Messenger Bags


Based on the requirements of each channel, the required & optional attributes are identified.

PREPPING FOR GOOGLEProduct Title FW Product Type Google Product Category

Michael Kors Glitter Gladiator Sandal Gladiator Sandals Clothing & Accessories > Footwear > Sandals




Vineyard Vines Canvas Flip Flops Flip Flops Clothing & Accessories > Footwear > Sandals > Flip-Flops


Briefcases Luggage > Briefcases


Black Rivet Leather Messenger w/ Perforated Detail Messenger Bags Luggage > Messenger Bags


Footwear & Apparel• Required:

• Age Group• Color• Size

• Optional:• Material

Non-Apparel• Recommended:

• Age Group• Color

• Optional:• Material

Those attributes are added to the feed (if they don’t already exist)

PREPPING FOR GOOGLEProduct Title Google Grouping Age Group Color Size Material


Footwear

Nina Chain/Crystal Sandal

Kate Spade Turquoise T-Strap Sandal w/Gold TrimBlack Rivet Wedge Sandal w/ Small StonesVineyard Vines Canvas Flip Flops


Non-Apparel N/A

Marc New York Top-Zip Leather BriefcaseBlack Rivet Leather Messenger w/ Perforated DetailKenneth Cole Leather Flapover Messenger Bag

Attribute values are also extracted accordingly.

PREPPING FOR GOOGLEProduct Title Google Grouping Age Group Color Size Material


Footwear Adult Silver 10 Polyurethane

Nina Chain/Crystal Sandal Adult Gold 6 Leather


Adult Turquoise 7-1/2 Leather


Adult Black 9 Faux Suede

Vineyard Vines Canvas Flip Flops Adult Navy XL Canvas


Non-Apparel Adult Black N/A Nylon

Marc New York Top-Zip Leather Briefcase

Adult Brown Leather

Black Rivet Leather Messenger w/ Perforated Detail

Adult Blue Leather

Kenneth Cole Leather Flapover Messenger Bag

Adult Black Leather





AGENDA

FindWAtt has an extensive technology stack with several techniques to profile and prep the data

DATA PROFILING & PREP

• Identify Fields• Analyze Fields• Prepare Fields– Close HTML Tags– Standardize HTML Tags– De-dupe Spaces– De-dupe Punctuation– Add Spaces where necessary– Strategically Convert HTML Tags– Parsing Details

Extensive vocabularies & rules are stored in category specific ontologies.

ONTOLOGIES & SCHEMAS

Each circle represents…

Domain Specific Vocabularies

Attribute/Value Schemas

Multiple Data Types

Attribute Rules/Relationships

Technically (of course) everything is stored in an extensively designed relational database.

RELATIONAL DATABASE

ASP.Net

Microsoft SQL

WHY HAVE DIFFERENT MODULES?TECHNOLOGY

Different modules are needed because different categories have different attributes.

Footwear Jewelry

Age

Brand

Color

Gemstone

Gender

Heel Height

Metal Type

Metal Stamp

Pattern

Shoe Size

Shoe Width

ATTRIBUTES VARY BY CATEGORY

In different contexts, the same abbreviation can mean completely different things.

CONTEXTUAL SENSITIVITY IN DATA CLEANINGProblem Token

Original PN Correct Token Fixed PN

Wt GUESS Women's Lace Ruffle Shirt-Dress in Wt

White GUESS Women's Lace Ruffle Shirt-Dress in White

1/4 Carat Wt Round Diamond Stud Earrings In 14K White Gold

Weight 1/4 Carat Weight Round Diamond Stud Earrings In 14K White Gold

Trl New Balance Women's WT610 Trl Running Shoe

Trail New Balance Women's WT610 Trail Running Shoe

Castelli Time Trl Shoe Covers black Trial Castelli Time Trial Shoe Covers black

Even the same word can mean different things…

CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUES

Product Name

Burnt Orange Bridesmaid Dress

Trident Splash Orange Sugar Free Gum

Pine-Sol All Purpose Cleaner, Orange

Orange Guitar Speaker Cabinet

…depending on the context.


Product Name Color Flavor Scent Brand

Burnt Orange Bridesmaid Dress Orange

Trident Splash Orange Sugar Free Gum Orange

Pine-Sol All Purpose Cleaner, Orange Orange

Orange Guitar Speaker Cabinet Orange

The trick is not to do a simple string match(you might think this item is for girls)


Girls Night Out Tank Top - Black

Age/Gender: Girls

But in fact it’s part of a larger context…



Design: Girls Night Out

…and really is more appropriate for Adults.



Design: Girls Night Out

Age/Gender: Women

Some more examples of this emphasize the point, and the complexity in doing this sort of work.

CONTEXTUAL SENSITIVITY IN ATTRIBUTE VALUESOriginal PN/Description Out of Context Attribute

AvoidedIn Context Attribute Found

Girls Night Out Tank Top - Black Age/Gender: Girls Design: Girls Night Out

Women's Active Boy Shorts Age/Gender: Boy Product Type: Boy Shorts

Baby Blue Long Sleeved Polo Age: Baby Color: Baby Blue

Nautica Boys 8-20 Dress Shirt with Bow Tie Product Type: DressProduct Type: Bow Tie

Product Type: Dress ShirtFeatures: with Bow Tie

Fine Jersey Short Sleeve Crew Neck T-Shirt Dress Product Type: T-Shirt Product Type: T-Shirt Dress

Sharp and stylish , this Black Rivet bomber instantly elevates any look

Color: Black Brand: Black Rivet

WHAT DO MODULES CONTAIN?TECHNOLOGY

PHRASE IDENTIFICATIONTECHNOLOGY

A key part of the technology is identifying phrases – and various ways of describing the same thing

Phrase (in PN) Attribute Value

Leopard Pattern Leopard Print

Leopard Pattern Pattern Leopard Print

Leopard Print Pattern Leopard Print

Leopard Printed Pattern Leopard Print

Leopard Prints Pattern Leopard Print

Leopard-print Pattern Leopard Print

3/4 Length Sleeves Sleeve Length 3/4 Sleeve

3/4 Sleeve Sleeve Length 3/4 Sleeve

3/4 Sleeves Sleeve Length 3/4 Sleeve

Three Quarter Sleeve Sleeve Length 3/4 Sleeve

Long Sleeved Sleeve Length Long Sleeve

Long Sleeves Sleeve Length Long Sleeve

Full Length Sleeves Sleeve Length Long Sleeve

LOOKING FOR PHRASES IN PRODUCT TITLE

In the product details this is even more challenging, and an understanding of sentences is necessary.

Phrase Type Phrase Attribute Value

Sentence Add the finishing touch with this leather hat. Material Leather

Bullet Point Genuine leather Material Leather

Bullet Point Leather construction Material Leather

Bullet Point Material: 100% leather Material Leather

Bullet Point Shell: Geniune leather Material Leather

Sentence This Black Rivet genuine leather jacket exudes vintage style with its heavily distressed exterior and multiple pockets.

Material Leather

Sentence This classic leather jacket from is updated with modern contrast zippers and topstitched trim. Material Leather

Sentence You can't go wrong with this pebbled leather jacket. Material Leather

Sentence Faux leather construction looks and feels like the real thing. Material Faux Leather

Sentence From Black Rivet , it's made with faux leather that could pass for the real thing. Material Faux Leather

Bullet Point Shell: Faux leather Material Faux Leather

Sentence This edgy faux leather jacket exudes rock star appeal with its moto collar and sleek hardware. Material Faux Leather

LOOKING FOR PHRASES IN PRODUCT DETAILS

DATA RULESTECHNOLOGY

Standardization rules are critical, so you avoid presenting the customer with crazy long lists.

STANDARDIZATION RULES

Aqua Baby Blue

Blue Blue Denim

Cornflower Dark Blue

Dark Navy

Deep Blue

Denim Blue

Light Blue Marine Navy

Royal Royal Blue

Sea Surf

Blue

Where data is missing, much can be inferred about the relationship between attributes.

INFERENCE RULES

Original Attribute Original Value Inference Attribute

Inference Value

Size Type Big & Tall Gender MaleSize Type Petite Gender FemaleSize Type Plus Size Gender FemaleBrand Jessica Simpson Gender FemaleBrand Carter’s Age KidsBrand Aerosoles Gender FemaleProduct Type Board Shorts Category SwimwearProduct Type Bikinis Category SwimwearProduct Type Bathing Suits Category SwimwearProduct Type Swimsuits Category Swimwear

Contact us for a Demo or for more information about the capabilities of our data prep system.

CONTACT INFORMATION

Andrew [email protected]

Dan BarbataDirector of [email protected]

mailto:[email protected]

mailto:[email protected]

FindWAtt Express Product Data Prep Modules

Software

Transcript of FindWAtt Express Product Data Prep Modules