Glossary

Alerting is the automated system of real-time notifications that signal sudden or significant changes in online conversations. These may include spikes in Buzz, shifts in Sentiment, surging Topics, or mentions from high Source Impact profiles.

Automated Translations refer to the use of AI-powered tools and algorithms to instantly convert text or speech from one language to another. Unlike manual translation, automated systems can process large volumes of data at scale and in real time, making them ideal for global brands monitoring multilingual conversations across digital…

Ο όρος buzz αναφέρεται στην ποσότητα της διαδικτυακής συζήτησης και της προσοχής γύρω από ένα συγκεκριμένο θέμα ή brand. Αυτό μπορεί να μετρηθεί μέσω του αριθμού των φορών που αναφέρεται ή συζητείται το θέμα στα μέσα κοινωνικής δικτύωσης, σε ειδησεογραφικούς ιστότοπους και σε άλλες διαδικτυακές πλατφόρμες. Τα υψηλά επίπεδα buzz…

Campaign Evaluation is the systematic process of measuring, analyzing, and assessing the outcomes of a marketing campaign against its predefined objectives. It combines quantitative and qualitative metrics—such as reach, engagement, sentiment, and conversion—to determine how successfully a campaign met its goals, identify what worked, and inform future strategies. In the…

Channel Analysis is the process of evaluating the performance of different digital and social media platforms to understand where, how, and why audiences interact with a brand. It helps identify which channels drive the most buzz, engagement, sentiment shifts, and potential reach, enabling organizations to optimize their communication and marketing…

Makes complex data more understandable with natural-language explanations. Automates repetitive tasks like drafting reports or summarizing social media trends. Helps teams explore insights interactively by asking questions instead of navigating dashboards. Enhances decision-making in Campaign Evaluation and Reputation Management. Offers scalable support for customer engagement and knowledge sharing.

Competitive Benchmarking is the process of measuring a brand’s performance against its competitors using key metrics such as Buzz, Share of Voice (SoV), Engagement, Sentiment, and Earned Media Value (EMV). It provides a clear picture of where a brand stands in its market, helping organizations understand strengths, weaknesses, and opportunities…

Consumer Intelligence is the practice of gathering, integrating, and analyzing data from multiple sources to build a comprehensive understanding of consumer behaviors, preferences, and motivations. It goes beyond simple metrics — it examines why people act, what they care about, and how their opinions evolve across digital touchpoints. In a…

Crisis Management in digital and social media is the structured process of detecting, addressing, and resolving sudden negative events that could harm a brand’s reputation. These events might include viral complaints, misinformation, product issues, PR scandals, or unexpected backlash online. Effective crisis management combines real-time monitoring, alerting, and strategic communication,…

Dashboards are centralized, interactive interfaces that bring multiple KPIs into one view. They enable teams to track brand performance in real time, ensuring quick access to the most relevant insights.

Data Cleaning is the process of detecting and correcting errors, inconsistencies, or irrelevant information within a dataset to ensure accuracy and reliability. In digital and social media analytics, data cleaning is essential for removing spam, duplicates, or misleading entries so that insights are based on high-quality data. Without proper cleaning,…

Data Preparation is the process of collecting, organizing, and structuring raw data so it is ready for analysis. In digital and social media analytics, data preparation ensures that information from multiple sources—such as social networks, forums, web traffic, or CRM platforms—is formatted consistently and accurately before insights are generated. It…

Data Visualization is the practice of presenting complex data in visual, easy-to-understand formats such as charts, graphs, and maps. Within social and web intelligence, it turns large datasets — mentions, sentiment, engagement, reach — into clear insights that can be acted upon.

Digital Insights are the meaningful conclusions drawn from analyzing data across the entire digital ecosystem. Unlike isolated metrics, insights reveal patterns, behaviors, and opportunities hidden in online interactions. They go beyond Social Media Insights by combining data from multiple sources such as websites, apps, search trends, e-commerce platforms, and online…

Earned Media Value (EMV) is a metric that estimates the monetary value of a brand’s visibility and engagement across digital channels. It translates online exposure — such as social media mentions, shares, influencer posts, and press coverage — into a financial equivalent, making it easier to assess the effectiveness of…

Elasticsearch is an open-source search and analytics engine designed for fast, scalable, and real-time data exploration. It enables organizations to store, search, and analyze large volumes of structured and unstructured data with high efficiency. For brands, Elasticsearch powers the ability to track conversations, detect patterns, and process millions of social…

Emotion Analysis is the process of identifying and categorizing emotions expressed in text, speech, or visuals. Unlike basic Sentiment Analysis, which classifies content as positive, negative, or neutral, Emotion Analysis goes deeper—detecting emotions such as joy, anger, fear, surprise, or sadness. In digital and social media analytics, Emotion Analysis helps…

Το Engagement στα μέσα κοινωνικής δικτύωσης αναφέρεται στο επίπεδο συμμετοχής και αλληλεπίδρασης που λαμβάνει ένα brand στο περιεχόμενό του. Πρόκειται για μια μέτρηση που λαμβάνει υπόψη όλες τις μορφές αλληλεπίδρασης, όπως τα likes, τα σχόλια, τις κοινοποιήσεις, τα κλικ και τις προβολές. Θεωρείται ένας ολοκληρωμένος δείκτης της απόδοσης, της απήχησης…

Gen AI, short for Generative Artificial Intelligence, refers to AI systems capable of creating new content such as text, images, audio, or even data models, based on patterns learned from large datasets. Unlike traditional AI, which classifies or predicts, Generative AI actively produces original outputs that mimic human-like creativity. In…

Influencer Analysis is the process of evaluating social media influencers to understand their reach, relevance, credibility, and performance. It goes beyond follower counts, focusing on metrics such as engagement, audience demographics, content quality, growth trends, sentiment and alignment with brand values. By systematically analyzing influencers, brands can make informed decisions…

Influencers Categorization is the classification of social media influencers based on their audience size, reach, and impact. It helps brands and agencies understand the scale of influence each type of creator has, and how best to collaborate with them depending on campaign goals and budget. The most widely accepted framework…

Influencers Discovery is the process of identifying influencers who align with a brand’s goals, niche, or audience before any formal evaluation or partnership. Unlike influencer analysis (which evaluates preselected candidates), discovery involves finding new creators who could potentially drive value — based on metrics, content, relevance, sentiment and alignment with…

An LLM, or Large Language Model, is an advanced type of AI trained on vast amounts of text data to understand, generate, and interact in natural language. Unlike traditional models that perform narrow tasks, LLMs can summarize conversations, answer questions, translate content, and generate insights across industries. In the context…

LLM Training Models refer to the methods and datasets used to teach Large Language Models (LLMs) how to understand and generate human-like language. Training involves exposing the model to massive amounts of text, enabling it to learn grammar, context, facts, and reasoning patterns. In digital and social analytics, well-trained LLMs…

Media Monitoring is the practice of tracking mentions and coverage of a brand, organization, or topic across digital media outlets, including online news, blogs, forums, and press sources.   Unlike Social Media Monitoring, which focuses on social platforms, Media Monitoring covers the wider online media landscape.

Το Net sentiment %, επίσης γνωστό ως net sentiment index ή net sentiment score, είναι ένα metric που μετρά το συνολικό συναίσθημα για ένα συγκεκριμένο θέμα ή brand με βάση τον όγκο και το συναίσθημα των διαδικτυακών συζητήσεων. Προσδιορίζεται αφαιρώντας το ποσοστό των αρνητικών σχολίων από το ποσοστό των θετικών…

Το Potential Reach είναι ένα μέτρο του αριθμού των ατόμων που μπορούν δυνητικά να εκτεθούν στο περιεχόμενο ενός brand στα μέσα κοινωνικής δικτύωσης. Χρησιμεύει ως πρόβλεψη του βαθμού στον οποίο μπορεί να διαδοθεί μια ανάρτηση ή μια καμπάνια και αποτελεί κρίσιμη μέτρηση για τα brands προκειμένου να παρακολουθούν τις επιδόσεις…

Power BI is Microsoft’s business analytics tool that transforms raw data into interactive dashboards, reports, and visualizations. For brands and organizations, Power BI acts as a centralized hub where digital and social data can be connected, analyzed, and shared across teams to support data-driven decision-making.

Queries are the specific requests or instructions used to search and retrieve information from a database, search engine, or analytics platform. In digital and social media analytics, queries define what data to collect—such as keywords, hashtags, mentions, or phrases—ensuring that monitoring and insights are targeted and relevant.

Real-Time Alerting is a specialized form of alerting that delivers instant notifications the moment critical changes occur. Unlike periodic reports, real-time alerts are immediate, ensuring brands never miss the moment when action is most needed.

Real-Time Monitoring is the continuous tracking of online conversations, mentions, and digital signals on social media and the web the moment they happen. Unlike periodic reporting, real-time monitoring delivers instant visibility into brand performance, audience reactions, and market trends across social media, web publications, and digital platforms.

Το συναίσθημα αναφέρεται στον γενικό συναισθηματικό τόνο ή τη διάθεση που εκφράζεται στις διαδικτυακές συζητήσεις για ένα συγκεκριμένο θέμα ή ένα brand. Συνήθως κατηγοριοποιείται ως θετικό, αρνητικό ή ουδέτερο. Τα εργαλεία Social Intelligence χρησιμοποιούν την επεξεργασία φυσικής γλώσσας για να αναλύσουν τη γλώσσα που χρησιμοποιείται στις διαδικτυακές συζητήσεις και να…

Share of Engagement (SoE) shows the percentage of all audience interactions — such as likes, comments, shares, and reactions — that a brand receives compared to its competitors. While Engagement measures the total interactions a brand generates, SoE puts these results into context by showing how much of the overall…

Το Share of Voice (SoV) είναι ένα metric που μετρά την κυριαρχία ενός brand στην αγορά σε σύγκριση με τους ανταγωνιστές της. Αντικατοπτρίζει την προβολή του brand και το πόσο σεβαστό και αξιόπιστο είναι στον κλάδο. Ένα υψηλό SOV υποδηλώνει ένα δημοφιλές και επιδραστικό brand. Η έννοια του SoV περιοριζόταν…

Social Media Analytics is the practice of collecting, measuring, and analyzing data from social platforms to understand performance, audience behavior, and brand perception. It goes beyond counting likes or followers: social media analytics connects engagement, sentiment, reach, and conversation data to deliver insights that help brands improve communication strategies, benchmark…

Social Media Insights are the actionable learnings that brands extract from analyzing conversations, behaviors, and trends across digital platforms. Unlike raw data or basic metrics, insights provide context and meaning—helping organizations understand not only what is happening, but also why. They reveal how audiences perceive a brand, what content resonates,…

Social Media Intelligence (SMI) is the process of collecting, analyzing, and leveraging data from social networks to support strategic decision-making. It goes beyond tracking likes or shares; it transforms raw data into actionable insights about audiences, trends, competitors, and the digital landscape.

Social Media Listening is the process of tracking, collecting, and analyzing conversations, mentions, and trends across social platforms to understand how audiences perceive a brand, product, or industry. Unlike simple monitoring, which only records mentions or keywords, social media listening applies context and analysis — uncovering the meaning behind conversations,…

Social Media Monitoring is the process of tracking and recording mentions of a brand, product, competitor, or keyword across social networks in real time. It focuses on collecting raw data — such as posts, hashtags, comments, and tags — that can later be analyzed for deeper insights.

Το Source Impact είναι ένα metric που βοηθά τα brands να αξιολογήσουν την αξία και την αποτελεσματικότητα μιας συγκεκριμένης πηγής περιεχομένου, όπως ένας ιστότοπος ή ένας λογαριασμός influencer, σε σχέση με τον αντίκτυπό της στην ηλεκτρονική παρουσία ενός brand, την επισκεψιμότητα του ιστότοπου και τις πωλήσεις. Πρόκειται για μια αριθμητική…

Sponsorship Evaluation is the process of measuring and analyzing the impact, visibility, and value generated from a brand’s sponsorship activities. This includes tracking audience exposure, engagement, sentiment, and media coverage related to sponsored events, partnerships, or activations. Unlike Campaign Evaluation, which focuses on brand-driven campaigns, Sponsorship Evaluation measures the return…

Το Topic Analysis στα μέσα κοινωνικής δικτύωσης είναι σαν ένα κυνήγι θησαυρού για συγκεκριμένα θέματα ή λέξεις-κλειδιά για τα οποία μιλούν οι άνθρωποι. Είναι σαν να κοσκινίζετε όλες τις αναρτήσεις των μέσων κοινωνικής δικτύωσης και να διαλέγετε αυτές που είναι σχετικές με αυτό που ψάχνετε. Χρησιμοποιούμε τεχνολογίες όπως η επεξεργασία…

Trend Detection is the process of identifying emerging topics, patterns, and behaviors within digital conversations before they become mainstream. In social and web intelligence, it involves monitoring mentions, sentiment, hashtags, and topic clusters to spot shifts in consumer interest and market dynamics. Rather than focusing only on what is currently…