A Different End-to-End Solution for Product Information Management (PIM)

The term End-to-End is used a lot in marketing jargon. Now, I will jump on that wagon too.

In reality, no solution will be an End-to-End solution for all your business needs. Therefore, my take will merely be to cast some light on an End-to-End need for which there are only very scattered solutions today.

If we look at Product Information Management (PIM) there are many good solutions for taking care of the End-to-End needs within your organisation. The aim is to gather the product information that exist within your organisation in various silos, have one trusted place for all this information and being able to publish this information in a consistent way across all channels – the omnichannel theme.

However, product information does in many cases not live just within your organization. In most cases, it lives in a business ecosystem of manufacturers, distributors, retailers and large end users.

Therefore we need an End-to-End solution for product information that encompasses the path from manufacturers over distributors to retailers and large end users and in some cases the way back.

If you are a distributor or retailer, you can use the Product Data Pull service to achieve tangible business outcomes through:

  • Having complete, accurate and timely product information in front of your customers. You will sell more.
  • Having a fast and seamless flow of product information from your upstream trading partners. You will reduce costs.

MDM PIM DAM PDL

What a PIM-2-PIM Solution Looks Like

The importance of having a viable Product Information Management (PIM) solution has become well understood for companies who participates in supply chains.

The next step towards excellence in PIM is to handle product information in close collaboration with your trading partners. Product Data Lake is the solution for that. Here upstream providers of product information (manufacturers and upstream distributors) and downstream receivers of product information (downstream distributors and retailers) connect their choice of in-house PIM solution or other product master data solution as PLM (Product Lifecycle Management) or ERP.

The PIM-2-PIM solution resembles a social network where you request and accept partnerships with your trading partners from the real world.

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After connecting the next to set up is how your product attributes and digital asset types links with the one used by your trading partner. In Product Data Lake we encompass the use of these different scenarios (in prioritized order):

  • You and your trading partner uses the same standard in the same version
  • You and your trading partners uses the same standard in different versions
  • You and your trading partner uses different standards
  • You and/or your trading partners don’t use a public standard

Read more about that and the needed data governance in the post Approaches to Sharing Product Information in Business Ecosystems.

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Then it is time to link your common products. This can be done automatically if you both use a GTIN (or the older implementations as EAN number or UPC) as explained in the post Connecting Product Information. Alternatively, model numbers can be used for matching or, as a last option, the linking can be done in the interactive user interface.

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Now you and your trading partner are set to start automating the process of sharing product information. In Product Data Lake upstream providers of product information can push new products, attribute values and digital assets from the in-house PIM solution to a hot folder, where from the information is uploaded by Product Data Lake. Downstream receivers can set up pull requests, where the linked product information is downloaded, so it is ready to be consumed by the in-house PIM solution.

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This process can now be repeated with all your other trading partners, where you reuse the elements that are common between trading partners and build new linking where required.

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Chinese Whispers and Data Quality

There is a game called Chinese Whispers or Broken Telephone or some other names. In that game, one person whispers a message to another person. The message is passed through a line of people until the last player announces the message to the entire group. At that point the message is often quite different or very shortened. The reasons for that is human unreliability including how we put our own perceptions and filters into a message.

When working with data quality you often see the same phenomenon when data is passed through a chain. One area I have observed in recent years is within Product Information Management (PIM). Here the chain is not just the data chain within a given company but the whole data chain in ecosystems of manufacturers, distributors, retailers and end users.

While Product Information Management (PIM) solutions and Product Master Data Management (Product MDM) solutions – if there is a difference – address the issues within a given company, we haven’t seen adequate solutions for solving the problem in the exchange zones between trading partners.

Broken data supply chain

From what I have seen the solutions that upstream providers of product data work with and the solutions that downstream receivers of product data work with will not go well together.

Consequently, I am right now working with a solution to end Chinese whispers in product data supply chains. Check out the Product Data Lake.