Shopper Marketing - July 2016 - 85


dumping everything we could find [at first] so we
could see the total landscape, and then we started evaluating and deciding what we needed."
2. Store and maintain the data. This requires
a DAM that, ideally, isn't unique to e-commerce
but constitutes an enterprise-wide system that
can satisfy all of the company's content needs
and, therefore, facilitate cross-functional assimilation and alignment.
"You need a single version of the product
truth, but with content that's diverse enough
to feed all the different systems," says Susan
Sentell, CEO at Gladson, Lisle, Illinois, a leading
vendor for basic content development (see
box, on page 87) and distribution.
Although the terms are somewhat interchangeable, there is consensus for using "DAM"
in reference to internal systems for storing and
maintaining digital assets and "PIM" for the
systems that will effectively deliver the content to other parties. And then there's "master
data management" (MDM), which refers to the
enterprise-wide systems that house all of a
company's business data.
So, ideally, your e-commerce DAM is at least
compatible with the MDM if not an actual component of it. Among the leading providers of
product data management cited in Stamford,
Connecticut-based technology consultant
Gartner's latest "Magic Quadrant" are Stibo
Systems, Riversand and Informatica. StyleLabs,
King of Prussia, Pennsylvania, is among vendors focused on marketing-specific DAMs.
"There are many potential uses for the data:
customers, business users, trading partners,
stores, distribution centers, legal/regulatory,
merchandising/selling, analytics, our manu-

facturing plants, corporate brands, etc.," Chris
Kirkland, business solutions architect at Kroger,
told Consumer Goods Technology to explain the
broader impact of the Program Mercury effort.
"All of these groups benefit by a much richer
set of data."
3. Supply the right data to each retail partner. This will require a PIM that can seamlessly
accept content from your DAM - if it doesn't
also serve as your DAM - and deliver it to all necessary parties, hopefully tailoring it to whatever
specifications might be needed. (For that last
task, working with one of the retailer's preferred
suppliers often is the easiest way to go.)
"We're doing as much as we can to support
our retailers. But retailers need to set up the

News of the Day

Three current product data drives
Walmart Store Assortment Online Initiative: The retailer's efforts to assemble
digital content for the entire store planogram in time for back to school and holiday 2016 had a target deadline of June 1.
Kroger Program Mercury: Finally taking major steps into e-commerce, the
nation's leading supermarket operator
has overhauled its digital data capabilities and is steadily adding detailed product content category by category.
Major Release 3: A content and functionality update to GS1's Global Data
Synchronization Network standards that
also had a May deadline.
JULY 2016 SHOPPER MARKETING y

85



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
Shopper Marketing - July 2016 - 23
Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
Shopper Marketing - July 2016 - 32
Shopper Marketing - July 2016 - 33
Shopper Marketing - July 2016 - 34
Shopper Marketing - July 2016 - 35
Shopper Marketing - July 2016 - 36
Shopper Marketing - July 2016 - 37
Shopper Marketing - July 2016 - 38
Shopper Marketing - July 2016 - 39
Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
Shopper Marketing - July 2016 - 44
Shopper Marketing - July 2016 - 45
Shopper Marketing - July 2016 - 46
Shopper Marketing - July 2016 - 47
Shopper Marketing - July 2016 - 48
Shopper Marketing - July 2016 - 49
Shopper Marketing - July 2016 - 50
Shopper Marketing - July 2016 - 51
Shopper Marketing - July 2016 - 52
Shopper Marketing - July 2016 - 53
Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
Shopper Marketing - July 2016 - 58
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Shopper Marketing - July 2016 - 60
Shopper Marketing - July 2016 - 61
Shopper Marketing - July 2016 - 62
Shopper Marketing - July 2016 - 63
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Shopper Marketing - July 2016 - 85
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Shopper Marketing - July 2016 - 89
Shopper Marketing - July 2016 - 90
Shopper Marketing - July 2016 - 91
Shopper Marketing - July 2016 - 92
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Shopper Marketing - July 2016 - 94
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Shopper Marketing - July 2016 - 97
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Shopper Marketing - July 2016 - 99
Shopper Marketing - July 2016 - 100
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Shopper Marketing - July 2016 - 140
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