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FROM PIM TO MAGENTO :
E F FO R T L E S S P RODUC T I N FO RMAT I ON MANAG EMEN T F O R MA RK E T E R S
M E E T - M A G E N T O . N L - # M M 1 5 N L
FRÉDÉRIC DE GOMBERT CEO / CO-‐FOUNDER AKENEO
@FdeGombert
M E E T - M A G E N T O . N L - # M M 1 5 N L
KEY MILESTONES ABOUT AKENEO �
CE 1.0 RELEASE
AKENEO IN 6TH POSITION IN THE EBG TOP100
DISRUPTIVE COMPANIES
30+ ENTERPRISE CUSTOMERS
March 2014
May 2014
EE 1.0 RELEASE
September 2014
December 2014
2 NEW INSTALLATIONS PER HOUR IN THE WORLD
May 2015
M E E T - M A G E N T O . N L - # M M 1 5 N L
KEY FIGURES ABOUT AKENEO �
6TH IN THE EBG TOP100 DISRUPTIVE COMPANIES
TEAM
35+ passionate people
25
COMMUNITY MEMBERS
2500
ENTERPRISE CUSTOMERS
40+
INSTALLATIONS
+1 600 PER MONTH
17,000 165 COUNTRIES CONNECTED WITH US
HERE IS THE TOP 5 FRANCE -‐ USA -‐ UK -‐ GERMANY -‐ NETHERLANDS
SOLUTION PARTNERS
MAIN CHALLENGES WITH PRODUCT INFORMATION
# 1 – D E A L I N G W I T H MU L T I P L E D A T A S OUR C E S
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THE PRODUCT DATA FLOW DESCRIBED BEFORE THE PROJECT KICK-‐OFF
#1 -‐ RECONCILING MULTIPLE DATA SOURCES
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THE PRODUCT DATA FLOW AT THE END OF THE PROJECT
#1 -‐ RECONCILING MULTIPLE DATA SOURCES
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THE PRODUCT DATA FLOW DISCOVERED DURING THE PROJECT
#1 -‐ RECONCILING MULTIPLE DATA SOURCES
M E E T - M A G E N T O . N L - # M M 1 5 N L
WHY THIS IS PAINFUL ?
#1 -‐ RECONCILING MULTIPLE DATA SOURCES
Developing mulNple connectors is Nme consuming and expensive Imports in Magento can be slow… Very slow…
Defining which source is responsible for what can be preZy difficult
M E E T - M A G E N T O . N L - # M M 1 5 N L
AN ALTERNATIVE DATA FLOW
#1 -‐ RECONCILING MULTIPLE DATA SOURCES
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WHY THIS IS BETTER ?
#1 -‐ RECONCILING MULTIPLE DATA SOURCES
PIM soluNons are designed to easily interact with third party systems. It will be far less difficult to connect a PIM with mulNple data sources than Magento.
A PIM can reduce the number of incoming data feeds in Magento. Less imports = less Nme
PIM can orchestrate mulNple data sources and define different behaviors for each data source (ex : always trust the ERP when dealing with structural data like SKUs or weights)
M E E T - M A G E N T O . N L - # M M 1 5 N L
WHY PRODUCT INFORMATION QUALITY MATTERS ?
#2 – MAINTAIN DATA QUALITY
BETTER CONVERSATION
RATE (UP TO 56%)
BETTER SEO LESS RETURNS (UP TO 23%)
LESS INFORMATION ENQUIRIES
M E E T - M A G E N T O . N L - # M M 1 5 N L
MAGENTO TRAP : ATTRIBUTES REQUIRED VS AVAILABLES
#2 – MAINTAIN DATA QUALITY
An aZribute set in Magento defines which aZributes are required and which are not.
If the user is not able to fill all the required aZributes when creaNng a new product, he won’t be able to save the product.
It means that the contributor should have all the product informaNon from day one… which is very uncommon !
THIS LEADS TO TWO COMMON BEHAVIORS
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HOW A PIM CAN HELP ?
#2 – MAINTAIN DATA QUALITY
Dealing with product informa4on lifecycle : PIM will enable product informaNon preparaNon. Once ready it will be automaNcally pushed to Magento
Enabling collabora4ve contribu4on : Instead of sharing on unique spreasheet in a very iteraNve process, PIM soluNons are providing advanced rights management and validaNon workflow features enabling collaboraNve enrichement processes.
Repor4ng on Quality : PIM can provide accurate reports on product informaNon quality (how many products have no images, badly formated labels, …)
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MAGENTO IS ONLY ONE CHANNEL AMONG OTHERS
#3 – REUSING PRODUCT DATA
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WHY IT IS PAINFUL ?
#3 – REUSING PRODUCT DATA
SomeNme you need different values for a same aZribute depending on the desNnaNon channel (a shorter descripNon for a mobile applicaNon for instance)
Product InformaNon requirements can change from a channel to another (different classificaNon, unit metrics, aZribute names, …)
Some channels might need some informaNon that can / should not be stored in Magento (HD images for printed material for instance)
M E E T - M A G E N T O . N L - # M M 1 5 N L
PIM IS MADE FOR MULTICHANNEL
#3 – REUSING PRODUCT DATA
Mul4ple values for a same a>ribute : A PIM will allow your users to create values per channel.
Requirements per channel : Instead of defining one global rule of completeness for every channels, a PIM will allow you to define those rules channel per channel.
One Single Source of Truth : You will be able to put a lot more product informaNon in a PIM than in Magento – even non e-‐commerce related informaNon !
M E E T - M A G E N T O . N L - # M M 1 5 N L
PIM VS ERP VS CRM VS DAM VS ERP … WHAT IS A PIM ? �
A single source of truth for product informaNon
E-‐COMMERCE
MOBILE APPLICATION
PRINT CATALOG
POINTS OF SALE
ERP
MEDIA SERVER
SUPPLIERS
PURCHASING DPT
MARKETING DPT
COLLECT DATA FROM ANY SOURCE !
ENRICH AND CONTROL THE QUALITY OF YOUR PRODUCT INFORMATION
SPREAD IT TO MULTIPLE CHANNELS 1 2 3
CSV
FTP
XML
XLS
SUPPLIERS PORTAL
M E E T - M A G E N T O . N L - # M M 1 5 N L
WHAT A PIM IS NOT ! WHAT IS A PIM ? �
A BETTER MAGENTO BACKEND
A MERCHANDISING
TOOL AN ERP
M E E T - M A G E N T O . N L - # M M 1 5 N L
SURVIVAL GUIDE FOR PROJECT MANAGERS
WHAT IS A PIM
60% of a PIM project has nothing to do with technical ma>ers : it’s all about your data dicNonnary !
Avoid « big bang » projects – Start with a subpart of your catalog or only a few channels
PIM is a tool that can increase from more than 60% the producNvity of your markeNng team.. If they are involved in the project from day one!