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?
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.
Read further: Manuals, brand ranking
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