From Brand Rank Page Toward a Brand Dashboard in 2021

Like(7)Dislikes(0)

In 2020, we introduced the Brand Rank Page and sketched the aspiration to develop it gradually into a Brand Dashboard. We did a series of updates to show brand rank trends for around 30,000 brands monitored in Icecat. Thus, we included a break-down per country to visualize a brand’s global footprint, and we added recently average review scores per brand based on Testseek’s metadata on tens of thousands of expert reviews.

Do we stop here? Of course not!

Expanding the Brand Rank Page

In 2021, we plan to further expand the Brand Rank Page first with metadata to show:

• the average completeness score of product data-sheets per brand, as we currently only show on product-level in Free Vendor Central.
• top 10 products per brand, and a more expanded view below the fold
• Competitor overviews per category based on Downloads, Platforms, or Ranking. This can be made country-specific.
• The average sales price of the brand’s stocked products, total stock, and Capital estimate (stock*average price).
• Sustainability estimates based on scores per product, for example, the number of logos awarded.
• An overview page with all the brands’ rankings (top 10/100/all, maybe divided in a top 10/100/all per Vertical)
• An option for logged in users to download in CSV the dataset.

Brand Dashboard

Currently, we provide performance statistics in reports that we set for brand clients in our back-office. It’s time to move that functionality to the front-office and expand on it. How do we envision this?

After a brand login on the Brand Rank Page, more business- or privacy-sensitive data can be shown. We already show product completeness scores in the Free Vendor Central per product.

In a brand dashboard, after brand login, the following data will be made visible:

• the download stats per Authorized Reseller (based on mutual consent), and aggregated for other user types per country per period
• the performance of individual assets used in product pages
• aggregated user information related to interactions with content and content types
• stock-based sales out estimates
• correlations and ratios between key parameters to generate insights
• options to get report notifications
• download options for analytics data sets

A lot of work to do. And, as we proceed, more details will be provided in subsequent posts.

Martijn Hoogeveen

Founder and CEO of Icecat NV. Investor through iMerge. PhD Multimedia at Delft University of Technology. Former Professor at Open University Netherlands/Technical Sciences & Environment.