In 2020, we introduced the Brand Rank Page and sketched the aspiration to develop it gradually into a Brand Dashboard during 2021, 2022 and further. 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, we added Data Health based on completeness score, average review scores per brand based on Testseek’s metadata on tens of thousands of expert reviews, and the top X products per brand. Furthermore, we added a brand stats search and overview page. Recently, we added a function to compare your brand with competitors on performance.
Do we stop here? Of course not!
Our research indicates that the Global Brand Rank is a meaningful variable. Brand Rank is well-explained by a manufacturing brand’s content marketing strategy. Especially, impactful are the adoption of an open content syndication policy, the number of connected e-commerce platforms in a brand’s ecosystem, and the size, depth and width of a manufacturers online portfolio. Data Health, based on the completeness scores of product datasheets, correlates well to the average review score, which in turn correlates to brand rank.
In the coming months and 2023, we plan to further expand the Brand Rank Page first with metadata to show:
Our first priority is to expand the publicly visible statistical data as described above. But, of course, not all data can be shown publicly. Because certain data is privacy-sensitive or might have a confidential nature.
Currently, we provide performance statistics in reports that we set for brand clients in our back-office. One by one, we will move that functionality to the brand rank pages and expand on it. How do we envision this?
Partly, business- or privacy-sensitive data is shown already in the brand’s (Free) Vendor Central account. E.g., the data health or completeness score on product level or authorized resellers.
In a brand dashboard, after brand login, the following data will be made visible:
A lot of work to do. And, as we proceed, more details will be provided in subsequent posts.
Read further: News, analytics, brand rank, dashboard, insights, statistics
Founder and CEO of Icecat NV. Investor. Ph.D.
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