Who Needs Product Master Data Management?

Identifying the pain and meeting the challenges of executives responsible for purchasing Product Master Data Management (MDM)

Information Technology
!! Are you asking your legacy system to do more than it can? Is your ERP not giving you what you expected from a catalog or product/ content management perspective?
! Dont settle for less just because your current system has been customized. ! A bolted-on Product MDM system will extend the life of your legacy applications no need to do an expensive and complex ERP migration just yet. ! Give your merchandisers and creative group an efficient tool to produce print and online catalogs, but still utilize key data from the ERP. Thats what Product MDM does. ! And Product MDM solutions have proven to be intuitive with installation and integration experts who make your job easy.

Information Technology
!! Is your data synchronized from your print catalog and the web?
! Product MDM helps you eliminate duplicate entry and create paths of the same data to multiple publishing outlets. ! No more dropping what youre doing to eliminate a product on the web because youre the only who can access the data it happens automatically as a consequence of your edits.

Information Technology
!! Will you get the personal support you need from your Product MDM software providers?
! The honeymoon is never over with Product MDM support. First, make sure your provider has strategically placed geographical locations. Or, you can choose a Software-as-a-Service solution, if thats more appealing. ! One thing to look for is a model that provides customized training - for you and your workflow.

* Print channel may have additional requirements

Information Technology
!! What does a proven track record mean with a Product MDM solution?
! Look for a Product MDM provider that has multichannel / catalog customers in your space. Theyll do it better. And theyll speak your language. ! Product MDM solutions provide robust content management that can get bolted on to your existing systems. Product MDM providers will create smooth transitions of data from systems that are 30 years old. And they can do it in time frames conducive to keeping your multichannel business from missing a beat.

Creative
!! Is there a way to avoid crunch time?
! There are several key functions within Product MDM that are designed to help you during print catalog production. ! Pricing, for one, becomes a non-issue. If its available (whether in your legacy system or, more importantly, wherever it is maintained), then a Product MDM system can get pricing to your page layout program. ! The collaborative nature of Product MDM, along with statuses and workflows, help eliminate those times when products have to change partly because the productivity of the software actually can push your deadlines back. But, it can also occur when those changes are made, sometimes as simply as pushing the update button.

Creative
!! Is your data wired to give you accuracy and consistency?
! Once the copy is changed in the database, its changed across the board no need to enter information into anotherdatabase (like a web database) or to make the change again on a Quark Xpress or Adobe InDesign page. ! And, to make Product MDM even more appealing, there are ways to give access to your vendors, eliminating reentry of specifications, and in some instances, high-quality data entry that youve had to do yourself in the past.

Creative
!! Tired of hearing how easy it is to build a page?
! Product MDM gives you the tools to eliminate many of the problems associated with page production. Without the concerns of getting the right price, the right copy and the right image, you can focus on whats important to you making sure the page is designed to sell your products. ! Youll end up being a hero fewer mistakes making it to print and the web (or mobile, or tablet, etc.). Anxiety levels will decrease with accountability, the end-of-cycle index generation becomes a breeze, and squareinch-analysis associated with page design will drive better decisions on future page geography, product performance, and web usage.

Creative
!! Is your team working together?
! With the tools available to each contributing group, collaboration becomes second nature with Product MDM. ! The flow from vendor through production will streamline the process and increase communications.

eCommerce
!! Is your data synchronized to print, mobile and the web?
! With Product MDM, synchronizing data and eliminating data entry redundancies is a core competency. ! No more having to re-enter data from a catalog page. Youll also be able to give access to those responsible for copy, images, specifications, etc. which increases accuracy and opens doors to ideas on targeted profile information. ! And speed-to-market on products will increase significantly, as integration between databases becomes seamless.

eCommerce
!! Are all your SEO opportunities clear?
! With your merchandisers having access to this integrated data (or even your front-line sales team), youll be able to compile the most relevant keywords based on their customer exposure. ! Your copywriters can take this pertinent information and weave it into the metadata, and use it to create better copy for all your channels. After all, mobile shoppers dont look a lot like catalog shoppers.

eCommerce
!! Is your team working together?
! A Product MDM solution is also a valuable collaboration tool, which incorporates workflows, statuses and ways to create priorities for your work environment. ! Then, integrate that with your legacy application or ERP and connect it to the mobile, web and the catalog and what do you have? A team working together and developing the best possible information so your customers can get where they want to go, and buy what they need.

eCommerce
!! Are you using the right productivity tools?
! Web masters or e-commerce managers sometimes need to move faster than those developing the print catalog. Thats where a Product MDM system really shines. ! When data becomes available, youll have access to it immediately. Then, by executing the flow to e or m commerce, youll quickly (and accurately) get done in seconds what may have taken days, weeks, or even months in the past.

Product Management
!! Are your processes and roles making you do things over (and over, and over) again?
! Sometimes, roles and responsibilities can get muddied from a lack of standards, workflows or repeated statuses in the production process. And, thats the last thing you need when youre on a tight deadline, managing old products and trying to get new products to market. ! Product MMD has built-in functionality to help alleviate those challenges with intuitive Product Content Management (PCM) for multichannel marketing. On top of that, Product MDM reduces those steps and decreases errors with a single point of entry standard, using an enter-once/publish-many protocol.

Product Management
!! Are your analytics predicting your next situation?
! With data from the page captured in the database as the designers place them on the page, that data (square inch analysis) can be combined with your business system data to provide you with the best profitability reporting giving you accurate information, while eliminating those tedious manual methods. Results? Better future catalog product exposure and better decision-making on your web product selection. ! And, to make it even easier, Product MDM systems have tools to export/ import files directly from spreadsheets so learning a new spreadsheet way for the software is not needed.

Product Management
!! Implementation, training and support
! The support of your Product MDM system should include a thorough Needs Analysis, which will define the optimal workflows specific to your production cycle. ! Training should be done with a personalized approach, which incorporates your data within the confines of your flow and your environment. When youre done training, you should know exactly how the product works in your cycle and how it looks with your data. ! Your ongoing support people should be trained on and have thorough knowledge of your unique data set and workflow.

Product Management
!! Are your vendors leaving you to carry the load?
! One of the most important aspects of Product MDM is shifting data entry to your vendors (suppliers), which eliminates multiple entry points just entering specs alone can be a daunting task. ! But, it also streamlines those pesky approval cycles you have with the vendor, and makes both parties much more efficient.

Marketing
!! Where does your competitive advantage come from?
! You need to get your products to market as fast as you can. Being first, as you know, can make your brand stand for something great. ! Being able to react quickly and accurately is what Product MDM does by nature giving your marketing team a collaborative enter-once / publish-many mentality.

Marketing
!! Are you using the right productivity tools?
! Content proofing cycles have historically been a pain point especially as the printers deadline gets closer. First, the vendor has to be collaborative in order for this flow to work. Then, the Merchandising team has to get all the data into the system. And, finally, the Advertising/ Creative/eCommerce groups have to assemble it all. ! With Product MDM, all these groups work together in the same package, reducing the proofing, while increasing accuracy and allowing quicker, easier and timely changes at nearly any point in the cycle.

Marketing
!! What are your analytical tools telling you?
! Fighting green-bar reports and putting sticky dots with numbers on catalog pages is a common protocol for merchandisers when analyzing page profitability. Its an arduous task, to say the least. ! Product MDM provides the tools to systematically deliver this critical information at any given time in the process. You can find out square inch analysis, information to help with vendor co-op dollar responsibility, and even where the best places on the page are to place your products, based on product performance. For an E-or-M Commerce person, having product profiling can also help with buying search terms through relevancy searches.

Marketing
!! How hard is it to get the right ROI?
! Heres where the rubber meets the road. Were not talking soft dollars. These are real savings. Youll be able to handle more products with the same amount of people. What are products worth to you? Thats what we thought. And, dont forget, if you have a printed catalog, page profitability is king, so getting the best products and results will be a result. ! Lets not forget how quickly products get to the web or the additional amount or products you can present. The prospects are mind-boggling. ! Youll also see fewer mistakes which have an effect on the bottom line; and, at the same time, practically eliminate overtime. We think that will resonate with you. ! Its time for an ROI analysis if you have stiff competition, a propensity for errors in a diverse product offering, and when overhead is growing. If thats you, Product MDM can help you through the research and processes to get there. Its part of the package, so dont be afraid to ask your provider.

CXO
!! Have you had trouble figuring out where to start when making determinations on your companys business systems - whether its for growth, efficiencies or managing integration? ! The providers approach should be to start with a Needs Analysis. In order to present a customized solution that best meets your expectations, the PIM provider will have developed (with their current customers help) a preimplementation, implementation, integration and postimplementation process. Additionally, a Change Management model should be incorporated with your core team, including their insights, defining the current flow, developing the optimal flow - and making sure there are as few obstacles as possible, whether its creating enthusiasm around the project, or helping with systems/technical expertise. ! A Product MDM support system should have a reputation of allowing key implementation team members from the provider to continue with customer interaction way beyond the go-live date an ongoing feature. Its not unusual to have the same support person who was on site for the implementation to be solving problems years later.

CXO
!! (continued) ! Besides having a thorough up-front approach, a Product MDM provider should also have experienced and highly knowledgeable IT expertise available throughout the implementation and support phases. Theyll make sure that the integration needs between the Product MDM system and your business applications are as seamless as can be. ! The same goes with developing supplier integration. You should be able to count on Product MDM technologists to be concerned, personable and available to make this a part of your core competencies.

Thank You!

!! Bob Lewis
!! lewisrw@b2xsolutions.co !! (703) 727-8181

!! Tom Marine
!! marinetj@b2xsolutions.co !! (773) 266-0685