How are your brand’s Data Health and Product Completeness Score calculated?

Avatar for Vazha Abramishvili
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A brand’s Data Health score (0-100%) is the average of the completeness scores of all individual product data-sheets (PDSs) of the respective brand in the Icecat PIM or Free Vendor Central. Currently, we only include PDSs with Quality=Icecat in this calculation. We think about further limiting the Brand Data Health score calculation to only a brand’s active products.

How is the Completeness Score calculated?

To interpret a brand’s Data Health score, one first has to understand the meaning of the completeness score on the product-level. In the Icecat Vendor Central, we visualize each product completeness score as 0-100% bar. A product completeness score below 50% means that a product data-sheet does not meet minimum requirements, and a score below 25% indicates that only logistical data is present. A score of 51-75% means that a product data-sheet is sufficiently informative and a 75-100% score means that a product data-sheet is excellent as it contains a lot of additional, nice-to-have information and rich media. In other words, the score is originally a content health indicator for (brand) editors on PDS-level, which we now aggregated on Brand-level.

completeness score

In a pop-up – visible after a user clicks on the score bar – we show the break-down of the completeness score on the digital asset or attribute level.

parameters for completeness score

An attribute or asset that contributes to the score changes color from red to green.

Optional fields are only included after all the mandatory fields are filled in first. You can see below the details for each asset and its value in the total product score.

How to improve Data Health?

The only way to improve on the overall Brand Data Health score is thus to improve the score of individual PDSs. The best PDSs in our database score close to 90%. The practical maximum of a brand with only great multimedia PDSs is therefore around 90%. In reality, many major brands score close to 50% on average, given their broad and deep portfolios. For most products, it’s sufficient to have a 50% completeness score, which means that all mandatory fields and media are included. Over time, the number of mandatory specifications is increasing as retailers are upping their requirements. This means that good PDSs over time might get a lower completeness score because new retailer requirements are not met. This naturally depresses also the overall score.

Nevertheless, it’s critical for an e-commerce focused brand to improve on its Data Health score. In case of small portfolios, it’s sufficient to look through the individual PDSs and determine which ones to complete. In case of larger portfolios, a more structural approach is needed. Can a product feed be pushed to Icecat? A structured brand feed generically contributes to better data-sheets, more rich media assets, more language-specific content, a higher chance that mandatory specs are filled in, and thus a higher overall Data Health score. Depending on the focus on certain channel partners, markets, and products, it’s good to improve respective individual product data-sheets.

Is there an ideal Data Health score? No there is not. But, it provides an indication of how much can be improved to satisfy full e-commerce requirements.

Mandatory elements

What are the mandatory elements in the Product Complete Score? And, how much do they contribute?

Brand: 1%

Brand Product Code: 1%

Category: 3%

Product model description: 5%

Image: 10%

Full product name in all mandatory languages/at least English: 10%

Marketing text in all mandatory languages/at least English: 10%

All searchables filled and other mandatory specs filled: 10%

The total of all obligatory elements is thus 50%.

Optional elements

What are the optional elements in the Product Complete Score? And, how much do they contribute?

GTIN: 2%

At least 30% of other key specs are present: 2%

At least 75% of other key specs are present: 2%

Family (if any): 1%

Series (if any): 1%

Multiple images, at least 5: 5%

PDF leaflet: 4%

PDF manual: 4%

Alternatives: 2%

Options (X-sell): 3%

Video , at least 1: 5%

RTB (Reasons To Buy), at least 5: 5%

3D tour: 5%

Feature logos applied, at least 3: 4%

Super-editor quality (Approved by QA): 4%

Approved by Brand User: 1%

The total of all obligatory and optional elements is thus 100%.

As a brand editor, you can log in or register here, to access your products in the Icecat PIM or Vendor Central.


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Avatar for Vazha Abramishvili

Chief Operating Officer at Icecat

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