SEMA News—July 2013

INTERNET
By Joe Dysart

YouTube’s Redesign

Getting Your Business to Look Good on All Computer Devices Just Became Effortless

“The main focus of this update is to make your new channel look great on browsers across all screens and devices,” said Jeb Havens, a product manager at YouTube.

The solution is perfect for a business that is eager to develop a web presence that looks good on all computer devices but may not have the time, revenue or fortitude to do a complete redesign of its current website. Essentially, a business can use YouTube for its mobile presence on the web and retain its current website for web surfers who use more traditional desktop and laptop computers.

The redesign, which the company is calling YouTube One, also offers businesses an opportunity to either enhance their video presence on the web or finally launch that video promotion strategy they’ve been considering for months or even years but never quite got around to implementing.

All told, it’s a tough offer to pass up, given YouTube’s juggernaut web status. It’s the third most popular site on the Internet, just behind Google and Facebook, according to market research firm Alexa. And it’s currently averaging more than one billion unique visitors each month, according to its company stats page. Plus, YouTube’s asking price for hosting a business channel on its service—free—makes establishing a beachhead there almost impossible to resist.

YouTube is able to offer a one-size-fits-all website by stripping down the homepage for a business’ web channel on its network to its bare essentials. Each business is invited to personalize its homepage by uploading a banner featuring its logo or other identifying graphics, which runs along the top of its page. Otherwise, the rest of the homepage design for business channels—which includes a basic white background—is pretty much standardized. Perhaps most interesting about the standardization is that a wide middle column that is flanked on each side by a much skinnier column now dominates the homepage.

The new wide middle column—which appears a lot like the Newsfeed column on Facebook—is where the action is. The business can arrange its videos into separate playlists there, based on categories of its choosing.

There’s also a navigation bar just below the company banner in the middle column where visitors can click to access videos in other ways, look at and participate in discussion about the videos or get a brief text description of what the business is about. The skinny column on the left actually has nothing to do with the business. It’s used by YouTube to promote other video channels on its service. Ditto for the skinny right column.

Probably the best news about the update is that getting started on YouTube is nearly effortless. If you’re looking to establish your own business channel there, here are some tips offered by the company:

Create Your Own Channel: Getting a business channel on YouTube literally takes a few seconds. There’s a quick sign-in and—shazam!—you suddenly have your own business channel.

Upload a Banner: Banners are the sole piece of artwork, other than your actual videos, that personalize your channel’s homepage. So you’ll probably want to give the banner some thought. The optimum size for the banner is 2,120 x 1,192 pixels, according to YouTube’s online design guide. For details on maximizing your banner’s usefulness, check out YouTube’s text tutorial.

Prioritize the Appearance of Critical Videos: Once you’ve uploaded a number of videos on YouTube, you’ll be able to use a new feature to position the most important videos at the top of your channel page.

Consider Organizing Videos by Playlists: Another great new feature, playlists allow businesses to organize videos by theme. You may want one playlist devoted entirely to breaking news from your firm—executive video announcements, company news coverage from national or local TV, etc. Another playlist might be devoted entirely to a new product line or new service you’ve added to your business.

Consider Creating a Welcome Video: Another new feature of the upgrade—a welcome video or trailer—can be programmed to play for visitors who are new to your channel on YouTube, then disappear when YouTube senses that your visitor has subscribed to your channel. “A compelling channel trailer is the most engaging way of introducing your channel and encouraging your viewers to subscribe so that they’ll make you part of their YouTube habit,” said Andres Palmister, audience development strategist for YouTube.

Take Advantage of the Global Change Tool: Another great new feature of the service is the ability to make global changes to the specifications associated with your videos. You may decide down the line that you want to run YouTube ads before your videos play to generate some extra coin from your presence there. YouTube’s Bulk Action tool enables you to make that change to all videos simultaneously. You can also categorize all videos with a single action, change the formats of ads that run with your videos and more. For more info, look here.

Leverage YouTube Analytics: With YouTube’s free analytics, you can find out the number of views for each of your videos, see who’s subscribing to your channel, analyze how long each person watched each video, see at what point in the video viewers are leaving and more. YouTube Analytics is a powerful tool that will tell you what’s going on with your videos and suggest ways to improve what you’re doing.

Embed a YouTube player on Your Traditional Website: Once you’ve uploaded all your videos to YouTube, you can embed a YouTube player on your company website that visitors can use. Simply click the “Share” button under a video you have on YouTube and then click “Embed.” You’ll be presented with a single line of code that you or your web designer can embed on any page of your traditional website and—presto!—you’ve got a YouTube viewer on your website that can be used to view all the videos on your YouTube business channel.

Consult the Free YouTube Playbook: For the last word on how to optimize every aspect of your YouTube channel, check out YouTube’s free guide.

Joe Dysart is an Internet speaker and business consultant based in Manhattan.

For more information:
646-233-4089
joe@joedysart.com
visit www.joedysart.com

SEMA News—July 2013

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

America’s First Driving Shoe

In its December 1965 issue, Car Craft magazine featured an extensive review of the ‘66 Pontiac GTO. But not just any GTO. This particular car was the GeeTO Tiger, a hot hard-top owned by Hurst Performance and used as a test mule for various engine, suspension and tire-and-wheel modifications. Adding to the GTO’s pedigree, it was tuned by Milt Schornack of Royal Pontiac, the Detroit-area dealer that had developed the famous “Royal Bobcat” tune-up packages for GTOs and other performance Pontiacs.

The article went into great detail about the modifications performed on the Tiger, from Air Lift bags in the suspension to Schornack’s careful cylinder-head work. The author, Roger Huntington, also advised Car Craft readers to not buy a GTO “without having a careful look at the list of options. The dealer might sell you one off his back lot for a little less money. But for maybe another $100 or so, you might be able to get a combination that would suit you a lot better.” A combination, in other words, ready to hit the dragstrip.

In 1966, the GTO’s order form included a 360hp V8 with Tri-Power induction, a close-ratio Muncie four-speed transmission and 4.33:1 rearend gears in a Saf-T-Track differential. With its Bobcat tune, the GeeTO Tiger ran consistent 13.04-sec. quarter-mile e.t.’s at more than 106 mph.

In the midst of all this race-ready tech advice, Huntington took time to mention that the new GTO was “the inspiration for a wild new line of shoes from Thom McAn.” Described by the shoemaker as “America’s first driving shoe,” the GTOs featured “such footwear greats as split grill, stacked headlights, fastback styling and an accelerator pedal heel for really ‘putting it to the wood.’ The real gas is a unique sole tread for better brake and clutch action, which means maximum traction for the street.”

The Thom McAns were not only featured prominently in Huntington’s text but also in the photo you see here, using one of the GTO’s M&H Super Stock rear tires mounted on a Hurst forged aluminum wheel as a backdrop.

Blatant plug? Obvious product placement? Of course. A lot of that went on back in the day, and it still does today (though it may be a bit more sophisticated in its approach). It doesn’t say so in the article, but we suspect the guiding hand of Jim Wangers behind the shoe deal. Wangers, a marketing genius, was always looking for new ways to promote his beloved GTO, and he did so through rock ‘n’ roll records, model contests, car giveaways and, apparently, clothing deals.

SEMA News—July 2013

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

America’s First Driving Shoe

In its December 1965 issue, Car Craft magazine featured an extensive review of the ‘66 Pontiac GTO. But not just any GTO. This particular car was the GeeTO Tiger, a hot hard-top owned by Hurst Performance and used as a test mule for various engine, suspension and tire-and-wheel modifications. Adding to the GTO’s pedigree, it was tuned by Milt Schornack of Royal Pontiac, the Detroit-area dealer that had developed the famous “Royal Bobcat” tune-up packages for GTOs and other performance Pontiacs.

The article went into great detail about the modifications performed on the Tiger, from Air Lift bags in the suspension to Schornack’s careful cylinder-head work. The author, Roger Huntington, also advised Car Craft readers to not buy a GTO “without having a careful look at the list of options. The dealer might sell you one off his back lot for a little less money. But for maybe another $100 or so, you might be able to get a combination that would suit you a lot better.” A combination, in other words, ready to hit the dragstrip.

In 1966, the GTO’s order form included a 360hp V8 with Tri-Power induction, a close-ratio Muncie four-speed transmission and 4.33:1 rearend gears in a Saf-T-Track differential. With its Bobcat tune, the GeeTO Tiger ran consistent 13.04-sec. quarter-mile e.t.’s at more than 106 mph.

In the midst of all this race-ready tech advice, Huntington took time to mention that the new GTO was “the inspiration for a wild new line of shoes from Thom McAn.” Described by the shoemaker as “America’s first driving shoe,” the GTOs featured “such footwear greats as split grill, stacked headlights, fastback styling and an accelerator pedal heel for really ‘putting it to the wood.’ The real gas is a unique sole tread for better brake and clutch action, which means maximum traction for the street.”

The Thom McAns were not only featured prominently in Huntington’s text but also in the photo you see here, using one of the GTO’s M&H Super Stock rear tires mounted on a Hurst forged aluminum wheel as a backdrop.

Blatant plug? Obvious product placement? Of course. A lot of that went on back in the day, and it still does today (though it may be a bit more sophisticated in its approach). It doesn’t say so in the article, but we suspect the guiding hand of Jim Wangers behind the shoe deal. Wangers, a marketing genius, was always looking for new ways to promote his beloved GTO, and he did so through rock ‘n’ roll records, model contests, car giveaways and, apparently, clothing deals.

SEMA News—July 2013

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

America’s First Driving Shoe

In its December 1965 issue, Car Craft magazine featured an extensive review of the ‘66 Pontiac GTO. But not just any GTO. This particular car was the GeeTO Tiger, a hot hard-top owned by Hurst Performance and used as a test mule for various engine, suspension and tire-and-wheel modifications. Adding to the GTO’s pedigree, it was tuned by Milt Schornack of Royal Pontiac, the Detroit-area dealer that had developed the famous “Royal Bobcat” tune-up packages for GTOs and other performance Pontiacs.

The article went into great detail about the modifications performed on the Tiger, from Air Lift bags in the suspension to Schornack’s careful cylinder-head work. The author, Roger Huntington, also advised Car Craft readers to not buy a GTO “without having a careful look at the list of options. The dealer might sell you one off his back lot for a little less money. But for maybe another $100 or so, you might be able to get a combination that would suit you a lot better.” A combination, in other words, ready to hit the dragstrip.

In 1966, the GTO’s order form included a 360hp V8 with Tri-Power induction, a close-ratio Muncie four-speed transmission and 4.33:1 rearend gears in a Saf-T-Track differential. With its Bobcat tune, the GeeTO Tiger ran consistent 13.04-sec. quarter-mile e.t.’s at more than 106 mph.

In the midst of all this race-ready tech advice, Huntington took time to mention that the new GTO was “the inspiration for a wild new line of shoes from Thom McAn.” Described by the shoemaker as “America’s first driving shoe,” the GTOs featured “such footwear greats as split grill, stacked headlights, fastback styling and an accelerator pedal heel for really ‘putting it to the wood.’ The real gas is a unique sole tread for better brake and clutch action, which means maximum traction for the street.”

The Thom McAns were not only featured prominently in Huntington’s text but also in the photo you see here, using one of the GTO’s M&H Super Stock rear tires mounted on a Hurst forged aluminum wheel as a backdrop.

Blatant plug? Obvious product placement? Of course. A lot of that went on back in the day, and it still does today (though it may be a bit more sophisticated in its approach). It doesn’t say so in the article, but we suspect the guiding hand of Jim Wangers behind the shoe deal. Wangers, a marketing genius, was always looking for new ways to promote his beloved GTO, and he did so through rock ‘n’ roll records, model contests, car giveaways and, apparently, clothing deals.

SEMA News—July 2013

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

America’s First Driving Shoe

In its December 1965 issue, Car Craft magazine featured an extensive review of the ‘66 Pontiac GTO. But not just any GTO. This particular car was the GeeTO Tiger, a hot hard-top owned by Hurst Performance and used as a test mule for various engine, suspension and tire-and-wheel modifications. Adding to the GTO’s pedigree, it was tuned by Milt Schornack of Royal Pontiac, the Detroit-area dealer that had developed the famous “Royal Bobcat” tune-up packages for GTOs and other performance Pontiacs.

The article went into great detail about the modifications performed on the Tiger, from Air Lift bags in the suspension to Schornack’s careful cylinder-head work. The author, Roger Huntington, also advised Car Craft readers to not buy a GTO “without having a careful look at the list of options. The dealer might sell you one off his back lot for a little less money. But for maybe another $100 or so, you might be able to get a combination that would suit you a lot better.” A combination, in other words, ready to hit the dragstrip.

In 1966, the GTO’s order form included a 360hp V8 with Tri-Power induction, a close-ratio Muncie four-speed transmission and 4.33:1 rearend gears in a Saf-T-Track differential. With its Bobcat tune, the GeeTO Tiger ran consistent 13.04-sec. quarter-mile e.t.’s at more than 106 mph.

In the midst of all this race-ready tech advice, Huntington took time to mention that the new GTO was “the inspiration for a wild new line of shoes from Thom McAn.” Described by the shoemaker as “America’s first driving shoe,” the GTOs featured “such footwear greats as split grill, stacked headlights, fastback styling and an accelerator pedal heel for really ‘putting it to the wood.’ The real gas is a unique sole tread for better brake and clutch action, which means maximum traction for the street.”

The Thom McAns were not only featured prominently in Huntington’s text but also in the photo you see here, using one of the GTO’s M&H Super Stock rear tires mounted on a Hurst forged aluminum wheel as a backdrop.

Blatant plug? Obvious product placement? Of course. A lot of that went on back in the day, and it still does today (though it may be a bit more sophisticated in its approach). It doesn’t say so in the article, but we suspect the guiding hand of Jim Wangers behind the shoe deal. Wangers, a marketing genius, was always looking for new ways to promote his beloved GTO, and he did so through rock ‘n’ roll records, model contests, car giveaways and, apparently, clothing deals.

SEMA News—July 2013

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

America’s First Driving Shoe

In its December 1965 issue, Car Craft magazine featured an extensive review of the ‘66 Pontiac GTO. But not just any GTO. This particular car was the GeeTO Tiger, a hot hard-top owned by Hurst Performance and used as a test mule for various engine, suspension and tire-and-wheel modifications. Adding to the GTO’s pedigree, it was tuned by Milt Schornack of Royal Pontiac, the Detroit-area dealer that had developed the famous “Royal Bobcat” tune-up packages for GTOs and other performance Pontiacs.

The article went into great detail about the modifications performed on the Tiger, from Air Lift bags in the suspension to Schornack’s careful cylinder-head work. The author, Roger Huntington, also advised Car Craft readers to not buy a GTO “without having a careful look at the list of options. The dealer might sell you one off his back lot for a little less money. But for maybe another $100 or so, you might be able to get a combination that would suit you a lot better.” A combination, in other words, ready to hit the dragstrip.

In 1966, the GTO’s order form included a 360hp V8 with Tri-Power induction, a close-ratio Muncie four-speed transmission and 4.33:1 rearend gears in a Saf-T-Track differential. With its Bobcat tune, the GeeTO Tiger ran consistent 13.04-sec. quarter-mile e.t.’s at more than 106 mph.

In the midst of all this race-ready tech advice, Huntington took time to mention that the new GTO was “the inspiration for a wild new line of shoes from Thom McAn.” Described by the shoemaker as “America’s first driving shoe,” the GTOs featured “such footwear greats as split grill, stacked headlights, fastback styling and an accelerator pedal heel for really ‘putting it to the wood.’ The real gas is a unique sole tread for better brake and clutch action, which means maximum traction for the street.”

The Thom McAns were not only featured prominently in Huntington’s text but also in the photo you see here, using one of the GTO’s M&H Super Stock rear tires mounted on a Hurst forged aluminum wheel as a backdrop.

Blatant plug? Obvious product placement? Of course. A lot of that went on back in the day, and it still does today (though it may be a bit more sophisticated in its approach). It doesn’t say so in the article, but we suspect the guiding hand of Jim Wangers behind the shoe deal. Wangers, a marketing genius, was always looking for new ways to promote his beloved GTO, and he did so through rock ‘n’ roll records, model contests, car giveaways and, apparently, clothing deals.

SEMA News—July 2013

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

America’s First Driving Shoe

In its December 1965 issue, Car Craft magazine featured an extensive review of the ‘66 Pontiac GTO. But not just any GTO. This particular car was the GeeTO Tiger, a hot hard-top owned by Hurst Performance and used as a test mule for various engine, suspension and tire-and-wheel modifications. Adding to the GTO’s pedigree, it was tuned by Milt Schornack of Royal Pontiac, the Detroit-area dealer that had developed the famous “Royal Bobcat” tune-up packages for GTOs and other performance Pontiacs.

The article went into great detail about the modifications performed on the Tiger, from Air Lift bags in the suspension to Schornack’s careful cylinder-head work. The author, Roger Huntington, also advised Car Craft readers to not buy a GTO “without having a careful look at the list of options. The dealer might sell you one off his back lot for a little less money. But for maybe another $100 or so, you might be able to get a combination that would suit you a lot better.” A combination, in other words, ready to hit the dragstrip.

In 1966, the GTO’s order form included a 360hp V8 with Tri-Power induction, a close-ratio Muncie four-speed transmission and 4.33:1 rearend gears in a Saf-T-Track differential. With its Bobcat tune, the GeeTO Tiger ran consistent 13.04-sec. quarter-mile e.t.’s at more than 106 mph.

In the midst of all this race-ready tech advice, Huntington took time to mention that the new GTO was “the inspiration for a wild new line of shoes from Thom McAn.” Described by the shoemaker as “America’s first driving shoe,” the GTOs featured “such footwear greats as split grill, stacked headlights, fastback styling and an accelerator pedal heel for really ‘putting it to the wood.’ The real gas is a unique sole tread for better brake and clutch action, which means maximum traction for the street.”

The Thom McAns were not only featured prominently in Huntington’s text but also in the photo you see here, using one of the GTO’s M&H Super Stock rear tires mounted on a Hurst forged aluminum wheel as a backdrop.

Blatant plug? Obvious product placement? Of course. A lot of that went on back in the day, and it still does today (though it may be a bit more sophisticated in its approach). It doesn’t say so in the article, but we suspect the guiding hand of Jim Wangers behind the shoe deal. Wangers, a marketing genius, was always looking for new ways to promote his beloved GTO, and he did so through rock ‘n’ roll records, model contests, car giveaways and, apparently, clothing deals.

SEMA News—July 2013

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

America’s First Driving Shoe

In its December 1965 issue, Car Craft magazine featured an extensive review of the ‘66 Pontiac GTO. But not just any GTO. This particular car was the GeeTO Tiger, a hot hard-top owned by Hurst Performance and used as a test mule for various engine, suspension and tire-and-wheel modifications. Adding to the GTO’s pedigree, it was tuned by Milt Schornack of Royal Pontiac, the Detroit-area dealer that had developed the famous “Royal Bobcat” tune-up packages for GTOs and other performance Pontiacs.

The article went into great detail about the modifications performed on the Tiger, from Air Lift bags in the suspension to Schornack’s careful cylinder-head work. The author, Roger Huntington, also advised Car Craft readers to not buy a GTO “without having a careful look at the list of options. The dealer might sell you one off his back lot for a little less money. But for maybe another $100 or so, you might be able to get a combination that would suit you a lot better.” A combination, in other words, ready to hit the dragstrip.

In 1966, the GTO’s order form included a 360hp V8 with Tri-Power induction, a close-ratio Muncie four-speed transmission and 4.33:1 rearend gears in a Saf-T-Track differential. With its Bobcat tune, the GeeTO Tiger ran consistent 13.04-sec. quarter-mile e.t.’s at more than 106 mph.

In the midst of all this race-ready tech advice, Huntington took time to mention that the new GTO was “the inspiration for a wild new line of shoes from Thom McAn.” Described by the shoemaker as “America’s first driving shoe,” the GTOs featured “such footwear greats as split grill, stacked headlights, fastback styling and an accelerator pedal heel for really ‘putting it to the wood.’ The real gas is a unique sole tread for better brake and clutch action, which means maximum traction for the street.”

The Thom McAns were not only featured prominently in Huntington’s text but also in the photo you see here, using one of the GTO’s M&H Super Stock rear tires mounted on a Hurst forged aluminum wheel as a backdrop.

Blatant plug? Obvious product placement? Of course. A lot of that went on back in the day, and it still does today (though it may be a bit more sophisticated in its approach). It doesn’t say so in the article, but we suspect the guiding hand of Jim Wangers behind the shoe deal. Wangers, a marketing genius, was always looking for new ways to promote his beloved GTO, and he did so through rock ‘n’ roll records, model contests, car giveaways and, apparently, clothing deals.

SEMA News—July 2013

BUSINESS TECHNOLOGY
By Jon Wyly

Owning Your Data Is Owning Your Future

British computer scientist Tim Berners-Lee is credited with inventing the World Wide Web in 1989 when he implemented the first successful communication between a Hypertext Transfer Protocol client and a server via the Internet. He had this to say about data ownership: “Customers need to be given control of their own data—not being tied into a certain manufacturer so that when there are problems they are always obliged to go back to them.”

With that in mind, I selected the words in the title of this article very carefully. “Owning Your Data Is Owning Your Future.” Seems simple enough, and certainly makes sense. But think about the reciprocal meaning of that statement. If someone else owns your data, someone else owns your future. Yep, that’s a scary thought.

Now what I really want to talk about isn’t another lecture about data ownership, but rather how ownership of your data can define the future of your business. Ownership of the process. Ownership of the results. And the control that ownership of your data enables.

Let’s break it down.

In our industry, product data is essentially made up of two very broad segments: the foundational “industry standard” data that defines all the details, fitment, basic descriptions and more found in most data sets, and a second level I’ll call “enhanced” data. More specifically, we’re talking about content.

Managing the foundational data is a chore, albeit a necessary one. You just can’t power business systems, websites, warehouse operations and more without part numbers, DIMS, hazmat codes, order quantities, UPC codes and the like. If your parts are vehicle specific, you have to gather and maintain vehicle fitment information along with that.

This is all stuff that in one way or another you already know (or should know) about your parts. So doesn’t it seem a little ridiculous to expect someone else to “create” that data for you? Remember what I said about “someone else” at the start of this article. All of this represents the concrete foundation of your business and should be constructed with care, precision and dedication. Maintain it like you would your bank balance or your inventory. It’s that important!

Now imagine a scenario where you don’t provide quality product data to the marketplace but rather leave the resellers to their own devices to acquire product information. Information they will use to describe, market and promote your products. Information that is gathered, written and openly used without the benefit of having come from the manufacturer or originator of the product. Do you think Coca Cola or Tommy Hilfiger or Chevrolet would ever put their companies in that position? Of course not, and neither should you. Your brand is one of your most valuable assets, and you should guard its integrity with everything you have. Lose control of your marketing and you will lose control of your business.

So there you have it. One man’s opinion, based on a lot of experience, about the importance of data authorship and ownership. Anything less than keeping that control will cost you money and customers in the long run and might even wreck your chances at success. And just in case you are sitting there thinking, “We made it just fine this far,” my advice is to step up and join the 21st century. The volume of data flow today is exponentially greater than it was just a few years ago, and it’s a game changer. Own the process, own the data and own your future.

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven via e-mail at jimg@SEMAdatacoop.org or by phone at 888-958-6698 x4.

SEMA News—July 2013

BUSINESS TECHNOLOGY
By Jon Wyly

Owning Your Data Is Owning Your Future

British computer scientist Tim Berners-Lee is credited with inventing the World Wide Web in 1989 when he implemented the first successful communication between a Hypertext Transfer Protocol client and a server via the Internet. He had this to say about data ownership: “Customers need to be given control of their own data—not being tied into a certain manufacturer so that when there are problems they are always obliged to go back to them.”

With that in mind, I selected the words in the title of this article very carefully. “Owning Your Data Is Owning Your Future.” Seems simple enough, and certainly makes sense. But think about the reciprocal meaning of that statement. If someone else owns your data, someone else owns your future. Yep, that’s a scary thought.

Now what I really want to talk about isn’t another lecture about data ownership, but rather how ownership of your data can define the future of your business. Ownership of the process. Ownership of the results. And the control that ownership of your data enables.

Let’s break it down.

In our industry, product data is essentially made up of two very broad segments: the foundational “industry standard” data that defines all the details, fitment, basic descriptions and more found in most data sets, and a second level I’ll call “enhanced” data. More specifically, we’re talking about content.

Managing the foundational data is a chore, albeit a necessary one. You just can’t power business systems, websites, warehouse operations and more without part numbers, DIMS, hazmat codes, order quantities, UPC codes and the like. If your parts are vehicle specific, you have to gather and maintain vehicle fitment information along with that.

This is all stuff that in one way or another you already know (or should know) about your parts. So doesn’t it seem a little ridiculous to expect someone else to “create” that data for you? Remember what I said about “someone else” at the start of this article. All of this represents the concrete foundation of your business and should be constructed with care, precision and dedication. Maintain it like you would your bank balance or your inventory. It’s that important!

Now imagine a scenario where you don’t provide quality product data to the marketplace but rather leave the resellers to their own devices to acquire product information. Information they will use to describe, market and promote your products. Information that is gathered, written and openly used without the benefit of having come from the manufacturer or originator of the product. Do you think Coca Cola or Tommy Hilfiger or Chevrolet would ever put their companies in that position? Of course not, and neither should you. Your brand is one of your most valuable assets, and you should guard its integrity with everything you have. Lose control of your marketing and you will lose control of your business.

So there you have it. One man’s opinion, based on a lot of experience, about the importance of data authorship and ownership. Anything less than keeping that control will cost you money and customers in the long run and might even wreck your chances at success. And just in case you are sitting there thinking, “We made it just fine this far,” my advice is to step up and join the 21st century. The volume of data flow today is exponentially greater than it was just a few years ago, and it’s a game changer. Own the process, own the data and own your future.

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven via e-mail at jimg@SEMAdatacoop.org or by phone at 888-958-6698 x4.