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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
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
Copyright 息 2015 Earley Information Science3
How do we define a
compelling B2B digital experience?
Copyright 息 2015 Earley Information Science4
What defines a compelling B2B digital experience?
SEO:
Expose
Product &
Attributes to
Web Search
to drive lead
generation
Copyright 息 2015 Earley Information Science5
What defines a compelling B2B digital experience?
Site Search
Pricing
Availability
Crossrefs
Filter
Compare
Downloads
Images
Order
Copyright 息 2015 Earley Information Science6
What is a compelling e-Commerce experience?
Product ID
Breadcrumb
Pricing
Availability
Details
Crossrefs
Downloads
Images
Related
Items
Order
Copyright 息 2015 Earley Information Science7
How does the average
B2B digital experience rate?
Copyright 息 2015 Earley Information Science8
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
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
Copyright 息 2015 Earley Information Science10
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
Copyright 息 2015 Earley Information Science11
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
Copyright 息 2015 Earley Information Science12
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
Copyright 息 2015 Earley Information Science13
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?
Copyright 息 2015 Earley Information Science14
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
Copyright 息 2015 Earley Information Science15
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
Copyright 息 2015 Earley Information Science16
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
Copyright 息 2015 Earley Information Science17
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
Copyright 息 2015 Earley Information Science18
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.
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
Copyright 息 2015 Earley Information Science20
Simplify taxonomy by moving
nodes to attributes.
 Focus on is-ness categories
 Board-to-board/Wire-to-
board and Orientation are
attributes
Product Categories  attribute stuffing
Printed Circuit Board Connectors
> Board-to-Board Connectors
> Horizontal
> Receptacles
> Right Angle
> Headers
> Receptacles
> Vertical
> Headers
> Receptacles
> Wire-to-Board Connectors
> Headers
> Receptacles
> Housings
> Contacts
> PCB Connector Accessories
> Covers
> Keying Plugs
> Locking & Retention
> Post Hoods & Shunts
> Shrouding
> More Accessories
Printed Circuit Board Connectors
> Headers
> Receptacles
> Housings
> Contacts
> PCB Connector Accessories
> Covers
> Keying Plugs
> Locking & Retention
> Post Hoods & Shunts
> Shrouding
> More Accessories
Attributes
AfterBefore
Copyright 息 2015 Earley Information Science21
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.
Copyright 息 2015 Earley Information Science22
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
Copyright 息 2015 Earley Information Science23
Competitive / Distributor Attribute Research
Candidates
Item Count
Your Company Company 2 Company 3 Company 5Company 4
Copyright 息 2015 Earley Information Science24
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
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
Copyright 息 2015 Earley Information Science26
Questions?
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

More Related Content

EIS_B2Bonline_PaulWlodarczyk_World-Class-Product-Data_2015-04-27

  • 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?
  • 4. Copyright 息 2015 Earley Information Science4 What defines a compelling B2B digital experience? SEO: Expose Product & Attributes to Web Search to drive lead generation
  • 5. Copyright 息 2015 Earley Information Science5 What defines a compelling B2B digital experience? Site Search Pricing Availability Crossrefs Filter Compare Downloads Images Order
  • 6. Copyright 息 2015 Earley Information Science6 What is a compelling e-Commerce experience? Product ID Breadcrumb Pricing Availability Details Crossrefs Downloads Images Related Items Order
  • 7. Copyright 息 2015 Earley Information Science7 How does the average B2B digital experience rate?
  • 8. Copyright 息 2015 Earley Information Science8 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
  • 10. Copyright 息 2015 Earley Information Science10 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
  • 11. Copyright 息 2015 Earley Information Science11 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
  • 12. Copyright 息 2015 Earley Information Science12 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
  • 13. Copyright 息 2015 Earley Information Science13 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?
  • 14. Copyright 息 2015 Earley Information Science14 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
  • 15. Copyright 息 2015 Earley Information Science15 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
  • 16. Copyright 息 2015 Earley Information Science16 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
  • 17. Copyright 息 2015 Earley Information Science17 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
  • 18. Copyright 息 2015 Earley Information Science18 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
  • 20. Copyright 息 2015 Earley Information Science20 Simplify taxonomy by moving nodes to attributes. Focus on is-ness categories Board-to-board/Wire-to- board and Orientation are attributes Product Categories attribute stuffing Printed Circuit Board Connectors > Board-to-Board Connectors > Horizontal > Receptacles > Right Angle > Headers > Receptacles > Vertical > Headers > Receptacles > Wire-to-Board Connectors > Headers > Receptacles > Housings > Contacts > PCB Connector Accessories > Covers > Keying Plugs > Locking & Retention > Post Hoods & Shunts > Shrouding > More Accessories Printed Circuit Board Connectors > Headers > Receptacles > Housings > Contacts > PCB Connector Accessories > Covers > Keying Plugs > Locking & Retention > Post Hoods & Shunts > Shrouding > More Accessories Attributes AfterBefore
  • 21. Copyright 息 2015 Earley Information Science21 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.
  • 22. Copyright 息 2015 Earley Information Science22 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
  • 23. Copyright 息 2015 Earley Information Science23 Competitive / Distributor Attribute Research Candidates Item Count Your Company Company 2 Company 3 Company 5Company 4
  • 24. Copyright 息 2015 Earley Information Science24 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
  • 26. Copyright 息 2015 Earley Information Science26 Questions?
  • 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