Vulnerability Awaiting Plunder

“With data collection, ‘the sooner the better’ is always the best answer.”—Marissa Mayer

It’s a simple truth in today’s business environment: Data is driving business like never before, whether it’s data about customers, products, competitors or any number of other factors that determine how well informed we are. For those of us in the automotive specialty-equipment trade, “data” is typically talked about in terms of product data—all of the properly presented words, numbers and pictures that illustrate the full rich value, function and desirability of a particular product.

Think of it as the selling Field of Dreams. Much like the enthralling Kevin Costner movie, it all starts with a lot of convincing, believing and perhaps a small leap of faith as you struggle to understand this challenging new requirement. This uncertain phase is followed by a period of ups and downs, ultimately creating some hard work that, at times, can feel like a hopelessly endless task. But man, oh, man: When you finally get to play, it’s suddenly all worth it!

I can’t stress enough how an ongoing regimen of product data gathering, expanding and quality control is critical to the success of your business. Own the process, understand its importance and seek help when you get confused or sidetracked.

Hourly Sessions All Day Monday, Sponsored by the SEMA Data Co-op

From beginner to expert, the SEMA Data Co-op (SDC) education track is sure to provide insight into better managing your product data and making use of the new SDC Product Information Management System. Join the SDC team for training and ideas presented through interactive discussions, questions and answers and demonstrations on the following topics:

SEMA Data Co-op at the Show:

No matter your skill level, beginner to expert, there will never be a better time to get a healthy dose of “data savvy” than at the 2013 SEMA Show.

The SEMA Data Co-op (SDC) will be giving presentations and demos all day Tuesday, November 5, through Friday, November 8, in booth #20579, and is also offering a full slate of educational sessions on Monday, November 4. All sessions are free, run one hour each and are repeated morning and afternoon to best accommodate busy Show schedules.

Top Five Reasons to Get Started Now!

Business is changing. And for those of us who have been in the industry for 20, 25, 30 years or more, it just feels different than it used to. I was talking to an old friend the other day who runs a specialty performance company, and he said, “You know, it just seems like nobody talks to each other on the phone anymore.” Yep, e-mail has changed the way we do business. The same sentiment can be heard in brick-and-mortar stores across the country in the form of, “You know, people don’t come into the store like they used to.”

Yep, the Internet has changed the way we do business as well. So what’s the common thread that is replacing the long-standing virtues of face-to-face business, customer relationships and loyalty? If you ask me, it’s technology.

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.

It’s Easier Than You Think!

Not too long ago, it took an expert in HTML to enable you to launch a website for your business. It was all very mysterious and was often communicated in a “trust us, you wouldn’t understand” manner. Today, there are numerous ready-to-go platform solutions that have made what was once an expensive and expertise-intensive process into a do-it-yourself reality. In fact, many business owners today are finding that understanding their business technology and managing the details internally is not only relatively easy to do, but also brings a whole new level of control into the business that most often produces better results while saving money.

Well, now the real fun begins! The SEMA Data Co-op’s (SDC) state-of-the-art data-management system has been up and running for a couple of months. The usual bugs have been shaken out, and we are actively receiving and distributing quality product data from nearly 200 suppliers to a horde of anxious receivers. Sure, we’re still adding new functionality and fine tuning things such as the user interface, documentation and reporting features, but it’s smooth sailing overall.

Check Out the SEMA Data Co-op for the First Time…Again!

Imagine a world where you could manage all of your product data in one place, at one time, with the latest state-of-the-art tools. Imagine never again having to use valuable internal resources to create multiple product data files for your customers. Imagine providing better product data delivery than you ever have before, with less effort, lower cost and in the exact format each of your customers require. Imagine the data for your new-product launches being available in near real time, with virtually no delays in delivery to the marketplace. That, my friends, is what the SEMA Data Co-op (SDC) is all about.