Everyone who works with product content knows keeping product information accurate is difficult, to say nothing of keeping data and assets, like images and videos, up-to-date. Data governance is a sure fire way to stay on top of your product content, drive team communication, and improve productivity as well as product content quality. Data governance is the way to drive sales success and grow market share today.

1. DATA GOVERNANCE
5 Ways to Drive Revenue and Grow Market Share
with Product Information Management (PIM)
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2. Definition
“Data governance is a
data management
concept concerning
the capability that
enables an
organization to ensure
that high data quality
exists throughout the
complete lifecycle of
the data.” -Wikipedia
Data governance is best suited for mid-
size, medium enterprise, and global
enterprise operations, because smaller,
simpler companies tend to place
responsibility for master data
management in the hands of only a few
key individuals.
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3. 5 KEY DATA
GOVERNANCE
PRINCIPLES
• Data quality must sit between data governance and
product content.
THUS
1. Identify everyone who has to use data for
discoverability, decision making, analytics, and
data maintenance.
2. Determine access security levels.
3. Entrust content updating to the right stakeholders
in the appropriate departments.
4. Enforce the necessary quality checks at the point
of data entry, in the form of system validation
5. Put the necessary review and approval steps into
place to verify data.
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4. PRODUCT DATA
ISN’T ENOUGH
4
Ecommerce is visual, so assets, like images
and videos, are critically important.
Marketing departments require governance
for data and assets.
Product data include:
Categorization
Product Families
Specifications
Packaging
Information
Weights and Units

5. 5 WAYS DATA
GOVERNANCE
DRIVES SALES
REVENUE
1. Product Experience
2. Time to Market
3. Buyer Satisfaction
4. Repeat Business
5. Scale
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6. 1. PRODUCT
EXPERIENCE
6
Data governance provides improved decision making
PIM passes this power on to your customers
Informed customers can make buying decisions with
confidence
Confidence comes from digesting enhanced content
Accurate, up-to-date information and rich digital assets add
up to enhanced content that delight and converts
customers
Hence, solid product pages are built on robust, enhanced
content

7. 2. TIME TO
MARKET
7
Data governance increases
communication
Better
communication leads
to better planning
Better planning
decreases wasted
time
Data governance increases
productivity
Automated
messaging means
work gets done
when it needs to get
done
Product content
quality improves
Increased communication and productivity
mean you can more reliably make deadlines:
launch windows, trade shows, press releases

8. 3. BUYER
SATISFACTION
8
Higher content quality draws in more potential
buyers
• Buyers have the information they need to make informed decision
More potential buyers means more sales
• High quality content converts more customers
Tailored product content empowers potential buyers
• Customers know exactly what they are buying, reducing returns

9. 4. REPEAT
BUSINESS
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Delighted customers who don’t return products are
more likely to return to buy again, and to recommend
your site to their friends and family
Data governance leads to increased product content
quality
Buyers are delighted with the
experience your site provides
•This increases sales
Buyers know exactly what they are
buying
•This reduces returns

10. 5. SCALE
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This means data governance is your ticket to
increasing market share
The single most valuable benefit of data governance
is product content enrichment
Leverage rich content to deploy across multiple sales channels
• Retail
• Marketplace
• Website
• Third party vendors

11. 9 tips for success:
1. Eliminate data silos
2. Enforce validation rules that eliminate duplicate data
3. Tie a simple approval process, using reliable methods, to
ensure data owners directly perform or supervise data
entry.
4. Review specifications when data changes annually.
5. Review new types of digital asset requests annually.
6. Fix inaccurate data: incorrect or incorrectly entered data.
7. Ensure the correct people make categorization and
hierarchical data decisions.
8. Implement internal communication mechanisms around
data.
9. Comply with regulations by having the data needed for
attributes like Prop 65.
DATA
GOVERNANCE
IMPLEMENTATIO
N
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12. PRODUCT PAGES
• All of the following should be required:
1. A spec-sheet, if applicable
2. An installation sheet, if applicable
3. A 360 degree photo
4. Several images covering different views
5. A rich description
6. An enhanced page comparing models of related products
• Bonus tip for multi-lingual organizations:
• Enforce a process that updates the same content across all markets when updating content in one
language
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