From fragmented data silos to a central product data platform — how Elsner Elektronik modernized their content supply chain

The symptoms were clear

• Product data fragmented across ERP, Excel and various file systems
• Different data sets in different departments
• Long time-to-market for price lists and technical documents
• Manual correction loops and double data maintenance
• No central quality control

The trigger: Why now?

Three factors required action:

1. Efficiency requirement: Marketing, sales and product management needed a common, reliable data source
2. Quality printing: Incorrect or outdated product information damaged the brand
3. Scaling requirement: As the product range grew, manual management became impossible

The approach: Three phases of a modern content supply chain

Phase 1: Analysis and system development (weeks 1—4)

First, the entire product data landscape was analyzed:

• Data source mapping: All systems and files were inventoried
• Requirements analysis: Clarifying the needs of marketing, sales and product management
• AdvaStamedia setup: Installing and configuring the PIM system
• data modeling: Structured, practicable data model developed

upshot: Clear overview of the data world and a functioning PIM system

Phase 2: Integration and Governance (weeks 5—8)

The systems were brought together:

• ERP connection: Robust interface to ERP built
• Requirements analysis: Master data is automatically imported and checked
• AdvaStamedia setup: Clear rules defined for data consistency
• data modeling: Clear responsibilities defined

upshot: Master data flows automatically, without double maintenance

Phase 3: Automation and go-live (weeks 9—12)

The outputs were automated:

• Excel price lists: Automated generation of price lists
• Technical documentation: Automated exports for documentation systems
• Hypercare phase: Active support during the first few weeks
• Monitoring and KPIs: Defined key figures for sustainable operation

upshot: Production-ready exports, stable go-live in December 2025

The results: measurable and sustainable

Single Source of Truth established

• Marketing, sales and product management access a common source
• No more data inconsistencies between departments

Continuous data chain

• ERP master data is imported automatically
• No more manual correction loops
• Transparent logging of all data changes

Automated outputs

• Excel price lists are generated automatically
• Technical data for documentation systems is exported automatically
• Release cycles significantly reduced

Scalability for the future

• The system is designed to be easily expanded to include additional channels, formats or languages
• Roadmap for fully automated product data sheets and digital product passport is defined

What made that possible? Proof Points

Service & methodology:

• End-to-end advice from analysis to operation
• Structured data model that combines practice and standards
• Hypercare phase for safe go-live

Technical integration:

• Robust ERP connection with automated data verification
• Validation rules and monitoring
• Documented processes and defined KPIs

Sustainable solution:

• Clear roles and responsibilities
• Transparent processes and protocols
• Design for future requirements (DPP, additional channels)

Faster time-to-market with reliability and scalability

The results already show significant efficiency gains: Processes from data entry to publication have become noticeably leaner, responsibilities have been clearly defined and manual activities have been reduced to a minimum. Versioned data sets and traceable protocols create transparency and security — both internally and vis-à-vis external partners. At the same time, the setup is structured in such a way that it can easily be expanded to include additional channels, formats or languages in the future.

The message for you

If you're also struggling with fragmented product data — when your departments work with different sets of data, when publications take a long time — then it's time for a central solution.

The good thing: With a structured approach (Analysis → Integration → Automation), you can build a modern content supply chain in 12 weeks and immediately achieve efficiency gains.