Icecat Brand Rank: What is it and How to Improve on it?

Avatar for icecat
By
icecat brand ranking
Likethumbsup(13)Dislikesthumbsdown(0)

Icecat ranks every brand, every category and every product in its database. These rankings are based on billions of annual product datasheet (PDS) downloads by its channel partners and views by consumers. A lower brand rank number means a better score. The better the brand rank, the more views or downloads are needed to improve on the ranking. The ongoing Icecat brand rank project is part of the brand dashboard project.

What are the key drivers for the Icecat brand rank?

  • The number of unique products: the more unique products a brand has in its online portfolio the higher the total hits on the content of all products. Further determinants are the depth and width of a manufacturer’s portfolio.
  • Popularity: the popularity of individual products is an important driver. Sometimes it’s a relatively small number of products that is generating most traffic.
  • Stock: the more products are on stock in the market, the more they will be favored by shop search engines.
  • Active products: more products for sale, i.e., visible in the current catalogs of channel partners, whether on stock or not, leads to more PDS views or downloads.
  • Data Health or PDS completeness: described products receive far more attention than undescribed products. Certain product features, media assets, and product relations help to improve a product’s attractiveness. Brand editors can complete PDSs for free via the Icecat Vendor Central.
  • Channel (platform) coverage: more connected channel partners lead to higher downloads.
  • Product reviews: more and favorable product reviews help to generate product interest by consumers and the channel. Of course, they need to be genuine and trusted.
  • Open content policy: last but not least, an open content syndication policy (like Open Icecat) makes it easier for consumers and channel partners to view and download the PDSs of a brand.

Findings from Brand Rank Research

Our research indicates that the Global Brand Rank is a meaningful variable, that can be 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, is correlated to the average review score, which in turn is correlated to brand rank as well.

We didn’t study yet the factors stock and the percentage of active stock. Better understanding the relationship between reviews score and data health is also a goal in our data science project.


Subscribe to our newsletter and stay updated.
Loading

Leave a Reply

Your email address will not be published.

Icecat xml

Open Catalog Interface (OCI): Manual for Open Icecat XML and Full Icecat XML

This document describes the Icecat XML method of Icecat's Open Catalog Inte...
 November 3, 2019
 October 4, 2018
Manual

Manual for Icecat Live: Real-Time Product Data in Your App

Icecat Live is a (free) service that enables you to insert real-time produc...
 June 10, 2022
Manual for Icecat CSV Interface

Manual for Icecat CSV Interface

This document describes the manual for Icecat CSV interface (Comma-Separate...
 September 28, 2016
Manual

Manual for Open Icecat JSON Product Requests

JSON (JavaScript Object Notation) is an increasingly popular means of trans...
 September 17, 2018
Icecat Addons plugins

Icecat Add-ons include Magento, PrestaShop, Shopify, Magento, Google Shopping, Pimcore, Bol.com. NEW: Mirakl

Icecat has a huge list of integration partners, making it easy for clients ...
 November 24, 2022
 January 20, 2020
New Standard video thumbnail

Autheos video acquisition completed

July 21, Icecat and Autheos jointly a...
 September 7, 2021

Iceclog: Content Log New Ideas like a Free Vendor Central

“Iceclog” (Icecat content log) is the Icecat ...
 June 26, 2019
Manual

Manual Personalized Interface File and Catalog from Icecat

With Icecat, you can generate personalized or customized CSV or Excel files...
 May 3, 2022