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 rank number means a better score. The better the 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 or category rank?
Our research indicates that the 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 breadth of a manufacturers online portfolio. Data Health, based on the completeness scores of product datasheets, correlates with the average review score, which in turn correlates with brand rank as well. The same factors that drive brand popularity drive category popularity as well, given that it is both based on PDS download measures.
We didn’t study yet the factors pricing and stock. A better understanding of the relationship between reviews score and data health is also a goal in our data science project.
Read further: Manuals, brand ranking
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