The Digital You

The Digital You: Creating A Strong Web PresenceThe Digital You: Creating A Strong Web PresenceThe Digital You: Creating A Strong Web PresenceThe Digital You: Creating A Strong Web Presence

© Copyright 2012. All rights reserved.Real Solutions. Real Results. March 21, 2012

AgendaAgenda

Environment OverviewEnvironment Overview

Developing Your Strategy

Solutions

C l i /Q&AConclusion/Q&APlease type questions here.

© Copyright 2012. All rights reserved.

Speakers/Presenters IntroductionsSpeakers/Presenters Introductions

Mary Shaw, Director – Standards - IDEA

• Involved in Electrical Industry for 25+ yearsy y

• Instrumental in development of Industry’s Electrical Attribute Schema

• Leader of IDEA Industry Standards Committee (ISC) & active with NAED, NEMA, and other industry organizations , , a d o e dus y o ga a o s

• Represents US & Canadian electrical industry on global e-commerce committees with GS1 and ASC X12

Denise Keating, President – DATAgility

• 20+ years experience in consulting for development & implementation of successful EDI, VMI, Product Data Governance business strategies

• IDEA partnered with DATAgility to develop the Electrical Attribute Schema

• Member of the ISC and the Data Content and Product Identification


Sub-Committees

Environment OverviewEnvironment OverviewEnvironment OverviewEnvironment Overview

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

The Quest for DataThe Quest for Data

Your customer is asking for product info…

b t if th d ’t t it

“OK!”“I need your marketing content now for my customers!”

…but if they don’t get it from you…

“This is going to take some time because I have to pull it allbecause I have to pull it all together from different systems. When do you need it?”

“Forget it. I’ll just purchase it f th idit from another provider or scrape it from the Internet.”


Online CompetitionOnline Competition

Are your products being published correctly?

Online Retailer

Manufacturer Website

Online Retailer Website

IDW


IDW

ChallengesChallenges

Distributor Pain Points: D d f k ti d t

David StarrCorporate Director of eBusiness

Demand for marketing data

Difficult & expensive data integration

Increasing pressure/competition from alternative sales outlets

McNaughton-McKay Electric Company

g p p

Other limitations/challenges?

Ron SchladerRon SchladerCrescent Electric

Robert Reynolds

Graybar & NAED


Chairman

ChallengesChallenges

Manufacturer Pain Points:Inconsistent brand management

Peter VientData Sync Coordinator g

Product commoditization

Strain on limited resources

OSRAM SYLVANIA

Trying to consolidate data from different systems/divisions

Other limitations/challenges?

Paul SuzioPaul SuzioBridgeport Fittings

Phil BarriosHubbell Inc


Hubbell Inc.

Product Data Flow: 1999Product Data Flow: 1999

Manufacturers

Distributors

OEMs, Manf. Reps, etc.


End‐UsersRetailers

Product Data Flow 2012

OEMs

Manf. Reps

The CustomerThe Customer


Ecosystem Clutter

OEMs

Manf. Reps



To succeed:

OEMs

Manf. Reps



Developing Your StrategyDeveloping Your Strategyp g gyp g gy


Marketing Content StrategyMarketing Content Strategy

Questions to consider: Who controls manufacturers’ data?

Who describes manufacturers’ products?

Do internal resources handle customers’ product info needs?

How is progress prioritized & measured?

How can distributors provide more value in an advisory role?

How can manufacturers get more product/program info to the end-user?How can manufacturers get more product/program info to the end-user?


Setting Strategic GoalsSetting Strategic Goals

Business Business Strategic PlanStrategic Plan

M k ti /M k ti /M k ti /M k ti /Marketing/Marketing/eBusinesseBusiness

PlanPlan

Digital PlanDigital PlanDigital PlanDigital Plan: : Digital Product Digital Product

Marketing ContentMarketing Content


Setting Strategic GoalsSetting Strategic Goals

SMART l P l t IDW ith th 4 t

S (specific) M (measurable) A (attainable) R (realistic) T (time-specific)

SMART goal: Populate IDW with the 4 most‐requested marketing fields for top priority A

SKUs by end of Q2, 2012


Business DriversBusiness Drivers

90% of business is driven by90% of business is driven by90% of business is driven by 10% of the total items –

“90:10 Rule”

90% of business is driven by 10% of the total items –

“90:10 Rule”

*In sample of 10 manufacturers, .8% of their IDW catalog is driving 90% of the

distributors’ business with them


distributors’ business with them

Essential Marketing ContentEssential Marketing Content

What it is…



How to search f itfor it…



What it looksWhat it looks like…



OCCUPANCY SENSOR WALL SWITCH, INFRARED SENSOR; 120 VAC; 270 DEG FIELD OF120 VAC; 270 DEG FIELD OF VIEW; 12 SEC TO 16 MIN TIME DELAY; ARCHITECTURAL GRAY; BOX/EAVE/WALL MOUNTING APPLICATION

How it’s described…MOUNTING; APPLICATION

DOCK LIGHTING, DRIVEWAY, ENTRANCEWAY, GARAGE, WALKWAY, WAREHOUSE; APPROVAL UL 773A

desc bed



End Result: A Richly‐Populated WebsiteA Richly Populated Website


SolutionsSolutions


Connecting the Supply ChainConnecting the Supply Chain

ManufacturersDistributors

DIRECT

End Users

GDSN Recipients


Built on a Standards-based FoundationBuilt on a Standards-based FoundationGuidelines

IDEAINDUSTRYWhit P T l tINDUSTRY

STANDARDSWhite Papers Templates


Electrical Attribute SchemaElectrical Attribute Schema

The Electrical Attribute Schema is: Global classification system based on UNSPSC codesGlobal classification system based on UNSPSC codes

• Standardized code set used to categorize products for reporting & spend analysis

Th 1st t d di d t t fThe 1st standardized construct for populating descriptive marketing content

Industry-approved

Enables effective communicationbetween trading partners


Electrical Channel Marketing Attribute SchemaElectrical Channel Marketing Attribute Schema

UNSPSC Code Category Attribute LabelFull Word or Phrase Abbreviation

FOUR POLE SINGLE THROW 4PST39111501 Fluorescent fixtures Amperage Rating39111501 Fluorescent fixtures Application39111501 Fluorescent fixtures Ballast Type39111501 Fluorescent fixtures Brand Name39111501 Fluorescent fixtures Color39111501 Fluorescent fixtures Compatibility39111501 Fluorescent fixtures Finish39111501 Fluorescent fixtures Frequency Rating

FOUR-POLE-SINGLE-THROW 4PSTABRASIVE ABRSVACCESSORY ACCACTUATOR ACTRADAPTER ADPTRADHESIVE ADHADJUSTABLE ADJAEROSOL AERO 39111501 Fluorescent fixtures Height

39111501 Fluorescent fixtures Lamp Included39111501 Fluorescent fixtures Lamp Type39111501 Fluorescent fixtures Length39111501 Fluorescent fixtures Material39111501 Fluorescent fixtures Mounting39111501 Fluorescent fixtures Number Of Lamps39111501 Fluorescent fixtures Power Factor39111501 Fl t fi t R fl t T

AEROSOL AEROAIR-CONDITIONER A/CALMOND ALMALTERNATING-CURRENT ACALTERNATOR ALTRNTRALUMINUM ALALUMINUM-COPPER AL-CUALUMINUM-RIGID-CONDUIT ARC

Attribute Label

Data Type

Definition ExampleAbbreviati

ons

39111501 Fluorescent fixtures Reflector Type39111501 Fluorescent fixtures Socket Type39111501 Fluorescent fixtures Special Features39111501 Fluorescent fixtures Standard39111501 Fluorescent fixtures Style39111501 Fluorescent fixtures Sub Brand39111501 Fluorescent fixtures Type39111501 Fluorescent fixtures Voltage Rating39111501 Fluorescent fixtures Wattage

ALUMINUM RIGID CONDUIT ARCAMBER AMBAMBIENT AMBNTAMERICAN-WIRE-GUAGE AWG


LUMENS AN (Alpha Numeric)

THE UNIT OF LUMINOUS FLUX, USED TO MEASURE THE PERCEIVED POWER OF LIGHT.

1000 LM LM (LUMENS) 39111501 Fluorescent fixtures Wattage39111501 Fluorescent fixtures Width

Attribute Schema in ActionAttribute Schema in ActionHi h P d t Att ib tHierarchy Product Attributes

Distributor 1:

Wiring Devices

Receptacles

Receptacles, Straight Blade

Distributor 2:

Electrical

Wiring Devices

Receptacles

Hierarchy is the path to the product

IDEA: UNSPSC Hierarchy

Receptacles

Duplex/Single Receptacles

Electrical Systems

Electrical Equipment

Lugs, Plugs and Connectors


Electrical Receptacles

Attribute Schema in ActionAttribute Schema in ActionHi h P d t Att ib tHierarchy Product Attributes

Distributor 1:

Wiring Devices

BrandSub-brandType

Receptacles

Receptacles, Straight Blade

Special FeaturesApplicationStandardNumber of PolesNumber of Wires

Distributor 2:

Electrical

Wiring Devices

Receptacles

Number of WiresWire SizeAmperage RatingVoltage RatingWattagePhase

Attributes describe the product and provide the search capabilities

IDEA: UNSPSC Hierarchy

Receptacles

Duplex/Single Receptacles

PhaseMaterialColorNema RatingMountingC ti

Electrical Systems

Electrical Equipment

Lugs, Plugs and Connectors

ConnectionSizeEnvironmental ConditionsDielectric StrengthI l i


Electrical ReceptaclesInsulationTemperature Rating

Benefits of Schema - DistributorsBenefits of Schema - Distributors

Distributors:Build own long descriptions & populate own catalogs webBuild own long descriptions & populate own catalogs, web storefronts, ERP systems, etc. according to own preferences

Help end-users find correct products

David StarrCorporate Director of

eBusinessMcNaughton-McKay

Electric CompanyElectric Company


Benefits of Schema - ManufacturersBenefits of Schema - Manufacturers

Manufacturers:Differentiate/describe products through IDEA’s data sync platformsDifferentiate/describe products through IDEAs data sync platforms

Create/maintain consistent brand experience for end-users

Peter VientData Sync Coordinator OSRAM SYLVANIA


AFS – ProcessAFS – Process

Industry Data

WarehouseManufacturer

Approve/Verify Data

Confirms Confirms Sources

Distributor


In partnership with

Population OptionsPopulation Options

Option Your company:Less Support

In-House(Manufacturer-managed)

•Fully-integrated ERP system with all product information in one location•Internal resources & full-time staff to devote to data attribution efforts

Support

attribution efforts

Full-Service with AFS

•Multiple disparate systems of product data•Under pressure to meet trading partner mandates•Looking to jumpstart data attribution efforts•Resource constraints

Continuing Service with AFS

•Wants to concentrate on other priorities•Has little to no knowledge of data attribution process

More AFSMore Support


In partnership with

Population Options Population Options

In‐House Full Service with Continuing Service hAFS with AFS

Maintain Control/Flexibility

X X

Use Resources X XUse Resources Freely

X X

Understanding of Process/Big

X X

PictureInvolvement X X X

Leverage outside expertise

X Xexpertise


In partnership with

How Is Richly Populated Data Used?How Is Richly Populated Data Used?

Web Storefront(iCIMM2)

In partnership with



eSmarts Catalog(Smart eCat)

In partnership with



End User Estimating Systems

Distributor ERP System


The Digital You

Education

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