Glossary of terms
A clear guide to key terms in marketing, customer experience, and surveys. Quickly find the definition you're looking for.
A
Acquisition
The process of gaining new customers through marketing and sales activities. It is measured using metrics such as conversions, customer acquisition cost, or return on investment.
Algorithm
A set of rules and calculations used by digital platforms to decide what content to show to whom. It evaluates user behavior—such as clicks, likes, comments, or watch time—and adjusts recommended content accordingly. It works as an invisible mechanism that influences what we see online.
API (Application Programming Interface)
A set of rules and interfaces that allow different applications to communicate with each other and exchange data. APIs enable systems to securely share functions or information without needing to know their internal implementation.
Archiving
The process of storing posts or content so they remain preserved but are no longer publicly visible.
Avatar
A digital representation of a user displayed next to their name on social networks, forums, or online applications. It can take the form of a photo, illustration, logo, or stylized character. It serves for quick identification and visual expression of identity in an online environment.
B
Benchmarking
The process of comparing your own results with competitors or the market average. It helps evaluate brand performance and identify areas for improvement.
Blocking
Restricting a specific user’s access to content or communication on social media. It is used to protect the community from inappropriate or harmful behavior.
Blog
An online space for publishing articles, opinions, or expert content. Companies use it to build authority, share know-how, and strengthen their brand.
Blogger
A person who regularly creates and publishes content on a blog. They can influence public opinion and contribute to the visibility of brands.
Bot
An automated program that imitates the behavior of real users on social networks, for example by posting content, reacting, or replying to messages. It can be used for useful automation, but also for spreading spam or misinformation.
Brand
A set of values, emotions, and perceptions associated with a company or product. It is not just a logo, but the overall impression and reputation in the market.
Brand Advocate
A customer or fan who actively recommends the brand and spreads positive mentions about it. This behavior stems from high satisfaction and loyalty.
Brand Ambassador
A person who represents and supports a brand over the long term, often publicly or on social media. They help build trust and increase brand awareness.
Brand Authenticity
The perception of a brand as trustworthy, consistent, and clear in its values. Strong authenticity supports customer loyalty and positive mentions.
Brand Building
A long-term process of creating brand awareness, trust, and a clear brand identity. The goal is to strengthen its value and differentiate it from competitors.
Brand identity
A set of values, visual elements, and communication style that define who a brand is. It influences how the brand is perceived by customers.
Brand Mention
A reference to a brand in media, articles, or online discussions. It can be positive, neutral, or negative and influences the brand’s reputation.
Brand trust
The level of trust that customers have in a brand. It influences loyalty, recommendations, and the willingness to make repeat purchases.
Brand value
The overall strength and perceived quality of a brand in the market. It is based on trust, customer experiences, and reputation.
C
Campaign effectiveness
The extent to which a marketing activity has achieved its set goals. It is evaluated, for example, by conversions, reach, or return on investment.
Competitor Analysis
The systematic monitoring of the activities and communication of competing brands. It helps identify opportunities, weaknesses in the market, and ways to differentiate your own brand.
Corporate identity
A set of visual, communication, and value elements that define a brand. It influences how the company is perceived by the public.
Cost Per Click (CPC)
The amount an advertiser pays for a single click on an advertisement. It is used to evaluate the effectiveness of online campaigns.
Cost Per Click (CPC)
The amount an advertiser pays for a single click on an advertisement. It is used to evaluate the effectiveness of online campaigns.
Cost Per Lead (CPL)
The cost of acquiring one contact or potential customer. It measures the performance of campaigns focused on generating inquiries or registrations.
CRM
A tool for managing contacts and customer data. It connects marketing, sales, and support.
CSAT
A metric measuring a customer's current satisfaction with a specific experience. Most commonly in the form of a scale-based rating.
Customer Acquisition Cost (CAC)
The cost a company incurs to acquire one new customer. It measures marketing efficiency and helps optimize budgets.
Customer Effort Score (CES)
A metric that measures how easy it was for a customer to resolve something. Lower effort usually leads to higher satisfaction and loyalty.
Customer emotions
Feelings associated with the experience of a brand or product. They can be identified through surveys as well as sentiment analysis.
Customer Journey
The set of steps a customer goes through from the first contact to the purchase and further interactions. Mapping it helps identify weak points as well as opportunities for improvement.
Customer value
The total benefit that a customer brings to a company throughout their relationship with the brand.
D
Dashboard
A tool for managing and monitoring company profiles on social media and feedback from a single interface. It provides an overview of account performance, metrics, and activity across various platforms.
Data
Information gathered from surveys, online mentions, or analytics tools. It serves as the basis for evaluation and decision-making.
Data analysis
The process of processing, sorting, and interpreting collected data. It helps uncover patterns, trends, and actionable insights.
Data Analysis
The process of processing and interpreting collected responses or mentions. The goal is to obtain actionable insights for decision-making.
Data filtering
The process of sorting and selecting relevant information according to specified criteria. It allows working only with data that is important for the analysis.
Data source
The place from which data is collected, such as social media, discussion forums, media, or forms. The quality of the source affects the accuracy of results.
Demographic data
Basic information about respondents, such as age, gender, or region. It enables segmentation and more accurate interpretation of results.
Drag & Drop
A feature that allows you to move items to a new location.
E
E-commerce marketing
E-commerce marketing is marketing focused on selling products or services in an online environment.
Emoji
Emoji are small icons inserted into messages and social media posts to quickly express emotions or an idea.
F
A social network that enables content sharing, communication, and building a community around a brand. Companies use it for marketing, customer support, and monitoring mentions.
Facebook Reels
Short vertical videos published on the Facebook social network. They are used to quickly reach a wider audience, increase reach, and build brand awareness through dynamic content.
Fake review
A deliberately false evaluation of a product or service. It can artificially influence a brand's reputation and distort monitoring results.
Fans
Users who follow a brand's profile and regularly see its content. They represent the foundation of a community and a potential source of engagement, recommendations, and feedback.
Focus group
A qualitative research method in which a small group of respondents discusses a selected topic. It is used to gain a deeper understanding of opinions and motivations.
Forum
An online discussion platform where users share opinions, experiences, and recommendations. It represents an important source of feedback and informal mentions of a brand.
G
Global reach
The ability to reach audiences across different regions or countries through online channels. An important indicator of brand visibility.
H
Hashtag
A keyword or phrase marked with the # symbol that helps categorise content on social media. It makes it easier to search for topics and follow discussions.
I
Impression frequency
The number of times an ad or content was displayed to a single user. It helps evaluate the intensity of a campaign's reach.
Influencer
A person with influence over a specific community who can shape the opinions and purchasing decisions of an audience. Their mentions and recommendations can significantly impact a brand's reputation.
Influencer marketing
A form of collaboration with influencers to promote a product or brand. It leverages their credibility and reach within a target audience.
Information
Processed and interpreted data that has a specific meaning and brings understanding of a situation. In the area of surveys and social listening, it is created by analysing responses and mentions and serves as a basis for decision-making.
Insight
A deeper meaning derived from data or feedback. It serves as a basis for strategic decisions.
A social network focused on sharing visual content. Companies use it to build their brand, communicate with customers, and monitor mentions.
Instagram Reels
Short vertical videos published on the Instagram platform. They are used to reach a wider audience and increase content reach.
Q
Questionnaire
A structured tool for collecting feedback through questions. It is used to find out the opinions, satisfaction, or needs of a target group.
Questionnaire distribution
The way a questionnaire is spread among respondents. It can be done via email, on a website, through social media, or a QR code.
R
Rating
An expression of a customer's satisfaction or dissatisfaction, for example through a scale or stars. It influences a brand's reputation and the decision-making of other customers.
Reach
The total number of unique users who have viewed the content.
Real-time data
Real-time data is information collected instantly as events occur.
Research hypothesis
An assumption that research seeks to verify using data. It serves as the basis for formulating questions and the subsequent analysis of results.
Research Objectives
A definition of what information needs to be obtained in order to solve a specific problem or answer the client’s question.
S
Social Media Analysis
The process of collecting and evaluating data from social networks to understand content performance and audience behavior. It turns metrics such as reactions or shares into actionable insights for better marketing decisions.
Social media discussions
Public or private conversations between users under posts, in groups, comments, or messages.
T
Target Audience
A specific group of people at whom communication or research is aimed. Proper definition is essential for relevant data and effective marketing.
Targeted Communication
Adapting a message to a specific group of customers based on data and segmentation. It increases both the relevance and effectiveness of campaigns.
Targeting
Targeting is the process of reaching a specific audience in advertising. It most often focuses on ideal customers.
Target Market
The part of the market a brand primarily focuses its products and communication on. It is based on customer segmentation.
Touchpoint
Any moment when a customer comes into contact with a brand. This can include an advertisement, website, customer support interaction, or a review.
V
Value proposition
A clearly formulated message explaining why a customer should choose a particular product or service. It expresses the main benefit and differentiation from the competition.
Voice of the customer
A summary of customer opinions, needs, and expectations gathered from surveys, reviews, or online mentions. It serves as a basis for improving products and services.
