Insight: Open data, platform connectivity, and portfolio determine a brand’s online popularity


Our new research shows that an open data policy, platform connectivity, and portfolio size determine a brand’s online popularity. Find here the final version of the study.


Content marketing is increasingly important for online branding, particularly brand popularity. Brand popularity can be more easily determined online than through sales-based measures but is not yet well-explained from a content marketing perspective. Promising predictors of online brand popularity are open data syndication policies, connectivity to e-commerce platforms, product reviews, data health, and the depth and width of a brand’s product portfolio. A predictive content marketing model can help brand owners to understand their e-commerce potential.


We used brand popularity (Brand Popularity Rank) and catalog data in combination with product reviews from Icecat. We selected the overlapping dataset for brand popularity and reviews for all datasets. These datasets cover a period of 90 days from June 10, 2022, till September 24, 2022 (n = 333 manufacturing brands). We use backward stepwise multiple linear regression to determine the Brand Popularity Rank’s predictive content marketing model.


Through stepwise backward multiple linear regression, five highly significant (p < 0.01) predictive factors for brand rank are selected in our content marketing model: the brand’s data syndication policy, the number of connected e-commerce platforms, a brand’s number of products, its number of products per category and the number of product categories in which it is active. As a result, our model explains 78% of the variance of Brand Popularity Rank and has a good and highly significant fit: F (5, 327) = 233.5, p < 0.00001.


A content marketing model can adequately predict a Brand Popularity Rank based on online popularity. In this model, an open content syndication policy, more connected e-commerce platforms, and catalog size, i.e., presence in more categories and more products per category, are each related to a better (lower) Brand Popularity Rank score or online success for a manufacturing brand.

Read the complete paper on Zenodo.

Please contribute to our research and take the brand rank survey.

Founder and CEO of Icecat NV. Investor. Ph.D.

Leave a Reply

Your email address will not be published. Required fields are marked *

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

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
 October 4, 2018

How to Create a Button that Opens Video in a Modal Window

Recently, our Icecat Live JavaScript interface was updated with two new fun...
 November 3, 2021
Addons plugins

Icecat Add-Ons Overview. NEW: Red Technology

Icecat has a huge list of integration partners, making it easy for clients ...
 October 27, 2023

Manual for Open Icecat JSON Product Requests

JSON (JavaScript Object Notation) is an increasingly popular means of trans...
 September 17, 2018
 January 20, 2020
New Standard video thumbnail

Autheos video acquisition completed

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

Manual Personalized Interface File and Catalog from Icecat

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