Business Efficiency 101

SEMA News - October 2009

How Several Educational Sessions at the SEMA Show Will Help Your Business Run More Efficiently

SEMA’s Business Technology Committee is sponsoring seven seminars at the 2009 SEMA Show, beginning on Monday, November 2, 2009, from 9:30 to 10:30 a.m. in room N255-257 of the Las Vegas Convention Center.

Keeping with the theme of trying to do more with less, SEMA’s Business Technology Committee (BTC) is sponsoring a track of seven seminars at the 2009 SEMA Show that will help your business do exactly that through the use of technology and quality product information. The sessions are geared toward manufacturers, distributors and anyone else involved in the aftermarket distribution chain, and each is chock full of suggestions on how to make your business work smarter.

Titled “Business Efficiency 101,” the track will kick off on Monday, November 2, 2009, from 9:30 to 10:30 a.m. in room N255-257 of the Las Vegas Convention Center (LVCC) with John Zinn of Advanced Digital Strategies presenting “Getting Your Data House in Order, Part I: We Really Want to Sell Your Products but Your Data Won’t Let Us.” The session will include a real-life case study (or should we say horror story) on a substantial brick-and-mortar retail chain that recently decided to have an online presence. Thirteen months and tens of thousands of dollars later, this website still isn’t operating because the retailer can’t get the data it needs from its suppliers. If you are a manufacturer who wants to see your products on more websites or are a retailer considering creating or expanding your website, this case study is a must see.

Immediately following that session, from 11:00 a.m. to 12:00 p.m., Bob Moore of Bob Moore and Partners will present “Getting Your Data House in Order, Part II: Data Standards 101.” A popular speaker at last year’s Show, Moore’s session is a must for anyone who is just getting started with data or is confused by all the “geek-speak” related to data and data standards. This presentation will focus on the basics of standardized product information in easy-to-follow “non-tech” speak and will show the differences between product attribute data (i.e., PIES) and catalog application data (i.e., ACES) and how both are critical to your success.

Motor State Distributing’s Scott O’Toole will present the third session of the track: “Getting Your Data House in Order, Part III: Product Attribute Data—The Path to Profits.” O’Toole will present on November 2, from 1:00 to 2:00 p.m. in LVCC room N255-257. The session aims to show you how to increase sales, lower returns and improve product exposure by formatting and managing product information required by today’s distribution channel.

Finally, those selling products based on year/make/model data should watch Gigi Ho, co-founder of Digital Performance Inc., present “Getting Your Data House in Order, Part IV: ACES Data Standards—Fit Happens.” Ho’s presentation will run from 3:00 to 4:00 p.m. on November 2 in LVCC room N255-257. Recent industry studies show that most manufacturers have major holes in their application data, meaning that they don’t catalog every application that their parts fit. This seminar will help anyone who depends on electronic catalogs to match parts to specific vehicles or engines to understand how to use industry application standards to eliminate holes and provide their customers with more accurate application data. This seminar helps explain the differences between AAIA Legacy data standards and ACES and how to get the most out of each.

Want to learn how to measure the effectiveness of your online presence from the source? Linda Boudiab and Mark Contreras, both of Google, will tell you how to “Measure the Success of Your Online Efforts with eMetrics” on November 3 from 3:00 to 4:00 p.m. in LVCC room N255-257. The speakers will help you determine who is finding your site, what pages they’re visiting and how you should react once you’ve determined the answers. This course is an eye-opener for anybody who is concerned about measuring the results of their labors.

By implementing internet parts ordering (IPO) technology, a reseller can leverage its suppliers’ inventories to offer a wider range of products while reducing inventory. You can confirm product availability and order and calculate special shipping through an electronic process in seconds while your customer is standing at the counter. IPO technology can help provide a commerce solution that any retailer, installer or distributor can use to sell more with less. SEMA’s session entitled “Offer More Products with Reduced Inventory—Welcome to IPO Technology” will take place on November 4 from 11:00 a.m. to 12:00 p.m. in LVCC room N255-257. The session covers both basics and intermediate sections of the IPO standards and process.

During the final session, “Trading Partner Connectivity—E-Hub Solutions” on November 5 from 9:30 to 10:30 a.m. in LVCC room N255-257, Steve Smith of GCommerce Inc. will explain how enabling trading partner connectivity can provide critical business information and operational efficiencies, thereby improving profitability for all, showing the business value and technology requirements at each level within the supply chain. If you need connectivity solutions to fit your needs, this seminar is not to be missed!

The sessions, part of SEMA Education Week at the 2009 SEMA Show, are free to all attendees of the SEMA Show, with no RSVPs required. For more information on the SEMA Business Technology Committee and the programs that it offers, e-mail btc@sema.org.