Help customers find products quickly easily with structured data

Opportunity

Make it easy for Agilent customers to find accurate information and buy products (~100,000 SKUs). Product Information Management (PIM) centralizes, streamlines, and optimizes product data. This ensures that data is accurate, consistent, and accessible across different channels. PIM systems help improve operational efficiency, enhance customer experiences, maintain a competitive edge, and boost revenue.

Role

In charge of making sure everyone agrees on the plan, resources, and how to pay for it, with division CEOs and top leaders. Also responsible for checking the current content, getting feedback from customers, organizing information in a way that makes sense to customers, making sure the categories used make sense, changing how information is organized for different platforms, coming up with a plan for the content and helping product managers learn, and even writing content to make sure the project is successful.

Process

The transformation needed content activities to start simultaneously. Content strategy involved user feedback, content audit, SEO analysis, and site metrics. Product information analysis included examining existing structured data in various systems and identifying gaps. It also involved defining and building product hierarchy and attributes. The next steps were training the team, addressing skills gaps, rewriting product content, obtaining approvals, and loading the content into the product information management platform. After that, product teams were trained to support the new content, and a quarterly governance and support model was established.

Results

This PIM initiative delivered the expected results despite the bumpy transformation, driving incremental revenue, cost savings, and efficient content delivery end-to-end from a single repository. Laying the foundation for sophisticated personalization, recommendations, and substitutions.

Revenue

Annualized revenue: $47 million per year
0.5% increase in Agilent-wide revenue from better cross-selling: $25 million per year
0.1% increase in revenue from improved search engine visibility: $4 million per year
Extra offline sales from a 30% rise in eRFQs: $18 million per year

Business efficiencies

Marketing productivity savings: $1.6M per year
Reduced product data management and translation costs
Decreased data clean-up efforts
Enhanced customer support efficiency

Other top-line benefits

Increased customer experience scores by 20% as well as sales productivity
Enhanced in indirect channels and partner effectiveness
Lowered regulatory and compliance risk by sourcing content from one record

Genomics writing samples

Next Generation Sequencing (product group page)
Collaborated with product managers to create customer-focused product information, including reasons to buy and unique product features. And, identified important SEO terms for each product in this line. More importantly, trained marketing managers to write product content using the new PIM data model.

SureSelect Cancer CGP Assay (product detail page)