THE ILLUMINATOR

VOLUME II

Keeping Pace With New AAIA Standards

One
of
the
many
challenges
Catalog
 available.
Evokat
was
expanded
last
year
to

Managers
face
is
keeping
up
with
changes
in
 support
the
assignment
of
digital
assets
to

ALSO
IN
THIS
EDITION the
automoAve
aCermarket,
while
at
the
 applicaAons
through
the
Digital
Asset

same
Ame
staying
current
with
changing
 Library.
More
informaAon
about
the
steps

industry
data
standards.
AAIA
recently
 required
to
link
assets
to
applicaAons
can
be

INCREASE
SALES

announced
that
updated
versions
of
the
 found
in
the
Evokat
User
Guide.
WITH
CONSISTENT
ACES
and
PIES
standards
are
now
available.

PRODUCT
DATA
Evokat
enables
a
smooth
transiAon
to
these
 The
new
PIES
standard
has
been
expanded

PAGE
2
new
formats. to
include
addiAonal
methods
of
defining
a

“Brand
Owner”
as
well
as
building
toward

Illumaware
keeps
current
with
changing
 future
support
of
Product
AKributes.
Evokat

industry
data
standards
so
that
Catalog
 has
always
tracked
Product
AKributes
(a.k.a.

PERFORMANCE
 Managers
can
focus
on
data
quality
and
 SpecificaAons)
and
has
recently
expanded

IMPROVEMENTS
SEEN coverage
issues
that
support
their
boKom
 support
for
Product
AKributes
to
ensure

WITH
DATABASE
 line.
Evokat’s
unique
database
design
and
 consistency
across
part
types
and
enAre

ENHANCEMENTS
 flexible
web
based
architecture
allow
us
to
 catalogs.
PAGE
2 keep
pace
with
or
stay
ahead
of
changes
in

the
aCermarket. Look
for
ACES
3.0
and
PIES
6.2
report

formats
in
your
Evokat
Report
Library
soon.

Perhaps
the
most
eagerly
anAcipated
 Confirm
with
your
trading
partners
that
they

addiAon
to
the
new
ACES
standard
is
the
 are
able
to
accept
the
new
formats
before

EVOKAT
 ability
to
include
digital
assets
with
an
 relying
upon
them
for
communicaAon.
If

USER
GUIDE
2.5 actual
applicaAon
record.
This
feature
 you
are
interested
in
more
informaAon
on

PAGE
3 enables
the
inclusion
of
targeted
installaAon
 how
to
take
advantage
of
the
new
features

instrucAons,
wiring
diagrams,
and
addiAonal
 of
these
standards,
send
your
quesAons
to

fitment
details
that
were
previously
not
 support@illumaware.com.

Your Money Tree Contact Information

Bruce Speicher
Your
electronic
data
is
a
business
asset
that
 Resellers
and
e‐Catalog
providers
match
your
 Managing Partner
can
be
transformed
into
a
‘money
tree’
 data
against
this
target.
If
your
data
is

Adrian Klingel
when
you
care
for
it
properly.
Good
data
 rejected
because
it’s
‘off
target’,
it
can
add
 Founder and CTO
equates
to
increased
sales,
greater
speed
to
 90
or
more
days
to
your
Ame
to
market. Brian Williams
market,
reduced
non‐damaged
returns
and
 Making
this
responsibility
a
part
Ame
job
for
 Director of Operations
lower
prinAng
costs
among
other
benefits. someone
within
your
organizaAon,
who
is
 Brenda Heinitz
not
a
catalog
professional,
is
a
risky
decision.
 Director of Cataloging
However,
it’s
not
easy
to
make
a
money
tree
 It’s
very
tempAng
in
a
Aght
economy
to
 Ralph Bowen
grow
in
the
automoAve
aCermarket.
The
 avoid
the
cost,
but
there
is
an
expensive
 Evokat Subscription Sales
ACES
standard
is
a
moving
target
that
is
 downside.
 Richelle Powell
updated
(moved)
every
30
days.
Retailers,
 (
conAnued
on
page
3
) Director of Finance

FEB
9,
2010 www.illumaware.com 1
 THE ILLUMINATOR VOLUME II

Increase Sales With Consistent Product Data

Sales
increase
when
necessary
informaAon
can
be
clearly
and

consistently
presented
to
retailers
and
consumers.
Evokat

drives
this
consistency
in
many
ways,
including
the
ability
to

define
product
aKributes
and
manage
digital
assets
centrally.


Product
aKributes
are
now
created
and
managed
in
the
new

Manage
Product
AKributes
page
in
Evokat.
AKribute
names

are
created,
with
the
opAon
of
defining
a
set
list
of
values,
for

use
on
the
Product
and
ApplicaAon
Detail
page.
Defining
these

aKributes
in
a
central
locaAon
eliminates
confusing
product

informaAon
that
can
be
generated
by
human
error
at
Ame
of

entry.
AddiAonally,
the
opAonal
list
of
values
for
each
aKribute
 Digital
Assets
have
been
transiAoned
into
an
asset
library,

shortens
the
process
of
adding
each
specificaAon
and
further
 allowing
a
single
asset
to
be
assigned
to
mulAple
products
and

reduces
the
opportunity
for
error.
Users
have
the
ability
to
 applicaAons
to
reduce
duplicaAon
and
centralize

assign
Product
AKributes
to
specific
part
types
to
ensure
that
 management.
RepresentaAve
images
can
now
the
loaded
one

they
are
properly
applied
or
to
allow
more
generic
aKributes
 Ame
and
used
as
needed
throughout
your
product

to
be
considered
universal.
These
assignments
will
empower
 assortment.
Digital
assets
can
also
be
assigned
to
applicaAons,

extended
excepAon
reporAng
within
the
Analyze
My
Catalog
 opening
up
a
wealth
of
opportuniAes
that
were
previously
not

secAon,
which
will
be
introduced
in
the
coming
months. available.
Several
universal
fitment
applicaAons
could
be

adjusted
to
include
more
detailed
installaAon
instrucAons
that

ExisAng
fitment
notes
should
also
be
reviewed
on
a
regular
 were
previously
too
complex
to
cover
using
applicaAon
notes.

basis
for
opportuniAes
to
transiAon
product
informaAon
from
 InstallaAon
movies
or
sound
files
could
also
be
added
to

applicaAon
records
to
product
records
where
it
belongs.
 enhance
the
applicaAon
record.
The
ability
to
communicate

Evokat
appends
these
product
aKributes
as
notes
on
each
of
 digital
asset
informaAon
with
applicaAons
is
included
in
the

the
products
applicaAons
when
an
ACES
file
is
generated
to
 ACES
3.0
standard,
which
is
currently
in
a
beta
test.
We

provide
addiAonal
ways
to
differenAate
an
applicaAon.
 recommend
that
you
confirm
that
your
business
partners
will

Leveraging
the
Product
AKributes
is
the
most
reliable
method
 be
able
to
accept
this
informaAon
if
it
is
required
for

to
ensure
consistent
applicaAon
of
this
informaAon. communicaAng
proper
fitment.

Performance Improvements Seen

With Database Enhancements
Illumaware
has
engaged
a
leading
database
design
consultant
 ModificaAons
range
from
more
efficient
query
methods
to

to
perform
a
complete
review
of
our
database
architecture.
 database
replicaAon,
and
providing
a
separate
database
for

That
review
is
complete
and
Illumaware
is
rapidly
 report
processing.
Evokat’s
performance
metrics
are

implemenAng
the
suggested
modificaAons.
These
changes
 improving
with
the
on‐going
implementaAon
of
these

will
result
in
improved
performance
across
all
product
lines.
 changes.

FEB
9,
2010 www.illumaware.com 2
 THE ILLUMINATOR VOLUME II

Your Money Tree

(
conAnued
from
page
1
)
A
part‐Ame
Catalog
Manager
won’t
have
the
Ame
to
keep
up
with
changes
in
the
ACES

standard
or
new
data
requirements
from
your
Trading
Partners.
Your
data
is
only
kept
up‐to‐
date
as
Ame
permits.
Improper
fitments
are
not
addressed
in
a
Amely
fashion
creaAng
returns.

Data
authoring
mistakes
create
invalid
and
conflicAng
records
causing
lost
sales
from
major

delays
gefng
to
market.


PIES
data
that
is
only
filled
out
to
the
minimum
informaAon
requirement
puts
your
products
in

a
compeAAve
disadvantage
at
the
point
of
sale.
A
retailer,
re‐seller,
consumer
or
jobber
has
a

choice
of
selecAng
parts
that
have
digital
images,
installaAon
guides,
specificaAons
and
other

relevant
informaAon
or
parts
that
don’t.
Guess
which
part
gets
purchased?

Evokat
is
a
great
vehicle
to
drive
your
data
to
market,
but
it
won’t
get
you
there
if
your
driver

runs
it
off
the
road.
If
you’re
too
small
or
cash
strapped
to
afford
a
full‐Ame
professional
to

harvest
your
money
tree,
think
about
outsourcing
the
responsibility
to
a
professional

cataloging
person
that
doesn’t
have
to
be
a
full
Ame
employee.
We
may
be
able
to
help
find

you
such
a
person.
Remember,
if
your
salesperson
is
spending
hours
trying
to
decipher
the

complexiAes
of
the
ACES
standard,
they
aren’t
out
selling
anything…

User Guide 2.5

With
the
many
exciAng
enhancements
to
Evokat
2.5,
you
may

not
have
noAced
that
the
User
Guide
has
also
been
updated

and
improved.
Accessible
from
within
Evokat,
via
the
User

Guide
link
near
the
boKom
right
of
each
page,
the
new
guide

serves
as
your
first
resource
for
support
on
the
basic

funcAonality
of
Evokat.

The
expanded
User
Guide
includes
industry
informaAon
such

as
common
terminology
and
a
FAQ
secAon,
in
addiAon
to

technical
improvements
like
expandable
screen
shots
for
ease

of
viewing.
Subjects
covered
in
the
User
Guide
originate
from

the
support
quesAons
we
receive
from
you,
our
customer.
If

there
are
topics
you
would
like
to
see
more
informaAon
on,
 We
hope
you
find
this
to
be
a
useful
tool
and
look
forward
to

or
subjects
in
the
guide
that
could
use
more
clarity,
links
to
 making
it
an
even
more
valuable
resource
to
you.
AddiAonal

email
us
are
included
on
each
page
of
the
guide
to
make
 topics
are
planned
to
cover
our
most
recent
Evokat

these
requests
more
convenient. enhancements
as
well
as
informaAon
on
catalog
strategies.

FEB
9,
2010 www.illumaware.com 3