DIY or DIFM
What’s the Best Method for Manufacturers To Get Standard Compliant Data?

By Dan Jondron

For more information on service providers, as well as additional background on the SEMA Business Technology Committee please visit www.sema.org and click Programs & Services/eCommerce.

In Jon Wyly’s overview of aftermarket technology (Required Reading For Specialty-Parts Manufacturers), he outlines the important reasons for manufacturers to take the time to “clean-up” their product data. He cites benefits like fewer returns, reduced order-processing costs, and arguably the granddaddy of them all; opening new sales outlets for your products. Once you buy-in to Jon’s conclusion that clean, standardized product data will result in increased sales and profitability, the next question is, “How do I do it?”

Fundamentally for SEMA manufacturers there are two ways to get standards compliant—do-it-yourself (DIY) or find someone to do-it-for-you (DIFM). “Becoming standards compliant” simply means that you have created a file (usually an Excel spreadsheet). That file contains the information about the physical attributes of your products (numbers, quantities, size, descriptions, etc.). But what is critical is that the information in the spreadsheet is in the accepted “industry standard” formats of PIES & ACES (see “Why Data Matters").

The do-it-yourself method for becoming PIES compliant requires starting with a simple spreadsheet that is formatted in the PIES standard. Then you fill in the fields with information about your products that is consistent with the PIES format. That means standards are observed for abbreviations (pair is PR, each is EA), numerical format (61/2” is 6.5IN) and field length (a short description=12 characters max). For ACES, becoming standards compliant requires matching your part numbers with the ACES standard identification number for each application. There are also web-based services (some free, some fee based) that help guide you in entering your data in both the PIES and ACES formats.

Alternately, there is the do-it-for-me path. There are many service providers that will take information from you—in the form of catalogs, price sheets and product literature, in either paper or electronic formats—and translate them into standard-compliant files. These services can also be engaged to store and distribute data on your behalf as well.

Whether you opt to do-it-yourself or have it done for you, remember, in the new technology enabled aftermarket your data is as important as the product you sell. That means manufacturers need to pay close attention that the quality of their data matches the quality of their products. Outsourcing every aspect of data management without oversight will likely result in less than accurate data, not to mention added expense.

There is an old adage “Give a man a fish; you have fed him for today. Teach a man to fish; and you have fed him for a lifetime.” That same thought might apply to your data. Increasingly there are do-it-for-me services that will teach you how to internalize your data gathering and management skills. Since no one knows your products (and subsequently your data) better than you do, developing those skills in-house will serve you in the long run.

For more information on service providers, how to get started, or just more background reference, please e-mail btc@sema.org or visit www.sema.org and click on Programs & Services/eCommerce.