Case Study_Moving from Paper to Online

Case Study_Moving from Paper to Online - INDUSTRY TRACK...

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INDUSTRY TRACK Case Study: Moving from Paper to Online How ThomasNet reinvented itself after 100 years
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Today’s agenda ± A little history ± Staying true to core business objectives ² Buyer centricity ² Building and improving products and services ² Measure everything ² Promote and market ² Continually improve w/ testing ± The VSET principle ± Continuing challenges ± Key take-aways
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A Little History
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Who is ThomasNet? 8 Part of Thomas Industrial Network, a wholly-owned division of Thomas Publishing Co; founded in1898 8 Family-owned, operated 8 350 employees at NYC headquarters; 400+ sales reps nationwide 8 Online since 1995; 100% focus on Industrial Marketplace Mission: Bringing Industrial Buyers together with Sellers
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A Little History 1898 1918-1995 1996-Present “We’ve grown more in the past 10 years than in our first 100 years.” Eileen Markowitz President, ThomasNet
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Today… The World’s largest Industrial Destination Site
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± Over 650,000 companies listed indexed by 67,000 product and service categories. ± Access to over 20 million CAD drawings and hundreds of searchable product catalogs. September highlights ± 3,170,383 user sessions this month ± 5,149,451 product/service searches ± 2,314,137 links to suppliers’ websites from ThomasNet ± 51,273 drawings were downloaded/inserted from suppliers The Stats…
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“(ThomasNet)…for a historically print-based service with an over 100-year history to have converted to online so successfully is a significant accomplishment and positions the company to continue delivering attractive growth online.” Outsell “…ThomasNet.com is one of the early pioneers of vertical search in the Business-to-business segment…” DM News “ThomasNet.com is the place to go if you’re in the market for industrial and manufacturing good and services.” Entrepreneur.com To be a destination site, you need to be a trusted authority…
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Staying true to core business objectives
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Goal: Connect Buyers with Sellers Purchasing Agents Engineers MRO Manufacturers Distributors Custom/Service Providers
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ThomasNet Products/Services Understand Buyer/User Research Continually improve w/ testing Measure Everything Build relevant products/ Services to fill need Promote and Market How we stayed true to our core objectives…
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ThomasNet Products/Services Understand Buyer/User Research Continually improve w/ testing Measure Everything Build relevant products/ Services to fill need Promote and Market
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Understand our buyers/users: Research User-centered design is core to all product development at ThomasNet A Day in the Life of… 1. Where do they currently look for products/services?
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This note was uploaded on 02/26/2012 for the course CSR 480 taught by Professor Staff during the Fall '08 term at Purdue.

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Case Study_Moving from Paper to Online - INDUSTRY TRACK...

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