This document discusses how world-class product data is essential for delivering a compelling digital experience for B2B customers. It notes that most B2B companies still rely on legacy systems and manual processes that do not provide the rich product attribute data needed. The document outlines steps companies can take to assess, design, implement, and govern a taxonomy and attributes framework that will power improved search, filtering, comparisons and other experiences across their digital channels. This includes quick wins, long-term design, data normalization, governance processes, and case studies of the impact of improved product data.
1. Copyright 息 2015 Earley Information Science1 Copyright 息 2015 Earley Information Science.
World Class Customer
Experience Requires
World Class Product Data
May 2015
Paul Wlodarczyk
VP & Practice Leader
Industrial Solutions
Earley Information Science
2. Copyright 息 2015 Earley Information Science2
In a brand name, keyword-driven
world where search results drive leads
directly to company websites, a B2B
company must deliver a compelling e-
Commerce experience on its own
website.
Andy Hoar, Forrester Research,
February 2014
3. Copyright 息 2015 Earley Information Science3
How do we define a
compelling B2B digital experience?
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What defines a compelling B2B digital experience?
SEO:
Expose
Product &
Attributes to
Web Search
to drive lead
generation
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What defines a compelling B2B digital experience?
Site Search
Pricing
Availability
Crossrefs
Filter
Compare
Downloads
Images
Order
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What is a compelling e-Commerce experience?
Product ID
Breadcrumb
Pricing
Availability
Details
Crossrefs
Downloads
Images
Related
Items
Order
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How does the average
B2B digital experience rate?
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Most B2B Digital Experiences Dont Deliver
We hear the same stories time
and time again:
B2B Customers:
Cant find it in Google
Cant find anything on website
searching or browsing
Cant filter on product attributes
Cant compare products
Cant transact on-line
9. Copyright 息 2015 Earley Information Science9
Most B2B Publishing Processes Dont Deliver
We hear the same stories time and time again:
Digital marketers:
Takes too long to on-board products to digital channel
Not all products are on-line
Cant relate products even flashlights and batteries
Cant connect stories to products
Stale or incorrect data
Duplicated data
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The majority of B2B companies are still in the process of deciding
how much and how quickly to invest in Digital.
As a result, they are running on legacy platforms, scant product
data, and largely manual publishing processes.
Getting Ready Base Capability Infrastructure
In Place
Best in Class
Time
NumberofCompanies
B2B Digital Maturity
B2B Digital Capability Maturity Lags B2C
Brand or
Brochure
Site
Catalog Site
on Legacy
Platform
Catalog Site
on Digital
Platform
Integrated
Commerce
& Marketing
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Which came first?
In most cases, the Chicken came
first: Companies generate product
data using legacy systems and
processes that werent purpose-built
for the digital channel
Technical publishing of datasheets,
brochures, print catalogs
Warehouse management or e-procurement
systems
Corporate marketing websites
As a result, product data is low
resolution does not have the rich
attributes needed to power a modern
digital experience
Process
Capability
Product Data
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Awareness
Product attributes &
cross-references are
SEO friendly
available for web search
to drive traffic to site
Brand story reinforced
throughout the
experience including
product detail pages
Customer terminology
used in product
content, search &
navigation
Consideration
Product attributes
support search,
filtering, compare for
customer product
research
Base products relate
product variants for
easy navigation, search
Pricing - ideally specific
to buyers organization
Availability, lead time,
MOQ, and samples
Decision
Purchase on-line -
directly or through a
channel partner
Product relationships
enable up-sell & cross-
sell recommendations
Multi-channel:
Purchase on-line
Direct off-line sales
Distributor sales
e-Procurement
Print catalog
Customers Product Research & Purchase Process
World-ClassB2BDigitalExperience
Rich product data enables a
World-class end-to-end Customer Experience
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How good is your Product Digital Experience?
Are fewer than 90% of your eligible products online?
Does N/A show up frequently in product attributes?
Are your products findable in web search, site search, or
distributor site searches?
Can customers use product attributes to filter search?
Do you expose the attributes your customers need for
researching and completing purchases?
Do your product categories read like your org chart?
Do you display relevant related products for up-sell &
cross-sell?
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World-class
Commerce
World-class
Digital Experience
World-class
Search & SEO
Product Thesaurus, Relationships,
& Cross References
Normalized Product Attributes & Attribute Data Fill
Product Category & Attribute Design
Thoughtful Product Taxonomy is the Foundation
of World Class B2B Digital Experience
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Our web platform was state-of-the-art
but our taxonomy and product data
hadnt been properly managed. So,
despite our hard work and investment,
we had a garbage-in, garbage-out
situation.
VP Engineering Systems,
$15B Electronic Component Manufacturer
What people are saying about Product Taxonomy
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We spent millions upgrading technology . Looking
back, Id get the taxonomy right
from the beginning. Chief Marketing Officer
$8B Scientific Equipment Maker
When we fixed the taxonomy, search finally worked!
CIO of S&P 500 Manufacturer
We solve this problem every 18 months.
VP Product Management, High-tech Manufacturer
What people are saying about Product Taxonomy
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Assess &
Diagnose
Core Issues
Goals &
Gaps
Baseline &
KPIs
Quick Wins
& Pilot
Leading
Category
Taxonomy
Quick Wins
UX Quick
Wins
Search Quick
Wins
Design &
Implement
Categories
Collection &
Display
Taxonomies
Cleaner leaf-
node
categories
Style &
labeling
guidelines
Design &
Implement
Attributes
Normalize
Implement
schema
Style
guidelines
Attribute Fill
Governance
Deployment
Prevent drift
Accommodate
portfolio
growth
Clarify roles,
policies,
structure
The Pathway to World Class Product Data
Get it right
Optimize Product
Categories & Attributes for
the Digital Channel
Keep it right
Measurable, Sustainable,
Repeatable & Scalable
Governance & Operations
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Assess & Diagnose Product Taxonomy
Your Company
Competitor 1
Competitor 2
Supplier 1
Supplier 2
Use standard heuristic measures to asses
the effectiveness and fit to purpose of the
current Product Taxonomy & Attributes in
the context of the Search and Navigation
user experience.
19. Copyright 息 2015 Earley Information Science19
Quick Win Example: Product Page UX Redesign
Clearer Product Information
Product name / ID
Image
Pricing / availability
Key product facts
Clearer Calls to action
Purchase
Click to chat/call
Order samples
Downloads
Clearer Refinement
Example Results:
43% Increase: Click-thru Rate
45% Increase: Downloads
27% Increase: Time on Page
10% Decrease: Bounce Rate
17% Increase: Searches with
Refinement
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Attribute Style Guidelines
Preferred:
Phosphor Bronze (20,478 search results)
Non-Preferred (search results):
Phosphor Bronze Alloy (79)
Phosphor-Bronze (20,478)
Phos Bronze (83)
Phos-Bronze (81)
Phos Bronze Alloy (1080)
Phospher Bronze (1)
Style Guidelines assure that the
taxonomy can grow and evolve in a
controlled fashion and continue to
work effectively for On-boarding,
Search & Navigation.
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Attribute Normalization
After assigning
products to the new
category structure,
normalize attribute
values looking across
the legacy product
data.
Consistent formats
Fill missing values
Apply style
guidelines
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Competitive / Distributor Attribute Research
Candidates
Item Count
Your Company Company 2 Company 3 Company 5Company 4
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Governance: Keeping it Right
Governance is essential to maintaining the quality of a
newly-minted digital-ready product taxonomy
Stakeholders must be active participants
(merchandising, web team, product teams)
Search analytics and market-facing research must drive
routine updates to taxonomy and attributes
Minor changes managed through operations; major
changes (overhauls) approved through governance
Impact analysis informs decisions
Technology assures syndication of updates to al
consuming systems
25. Copyright 息 2015 Earley Information Science25
Impact of an Updated Product Taxonomy
>20% increase in SEO travel traffic
>20% increase in SEO page entries
>40% increase in product search click-through (CTR)
>40% increase in product detail page conversions
>20% increase in website usability customer satisfaction
Radically increase the pace of item on-boarding
Reduce or eliminate on-boarding backlog
27. Copyright 息 2015 Earley Information Science27
Information Architects for the Digital Age
Specializing in making information more
findable, useable, and valuable to drive digital
commerce innovation, enhance customer
experience, and improve operational
efficiency and effectiveness.
.
Earley Information Science
Founded 1994
Headquarters Boston, MA
www.earley.com
Paul Wlodarczyk
VP, Practice Leader
585-598-6050
paul@earley.com