Glossary of terms
A clear guide to key terms in marketing, customer experience, and surveys. Quickly find the definition you're looking for.
A
API
A set of rules and interfaces that allows different applications to communicate and exchange data. APIs enable systems to securely share functions or information without needing to know their internal workings.
Acquisition
The process of gaining new customers through marketing and sales activities. Tracked using metrics like conversions, customer acquisition cost, or return on investment.
Algorithm
A set of rules and calculations that digital platforms use 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.
Archiving
Storing posts or content so they remain preserved but are not publicly visible.
Artificial Intelligence
Technology enabling automatic data analysis, pattern recognition, and sentiment evaluation. In social listening, helps identify trends and risks.
Audience
A group of people who follow content or are the target group of communication. Proper definition is key for effective marketing.
Audience Engagement
The level of active participation and interaction of the audience with brand content or communication.
Audience Mood
The overall emotional tone of discussions or mentions about a brand. Tracked through sentiment analysis.
Audience Response
User reactions to content or brand communication. Can take the form of comments, shares, or ratings.
Avatar
A digital representation of a user displayed next to their name on social networks, forums, or online applications. It can be a photo, illustration, logo, or stylized character. Used for quick identification and visual expression of identity online.
Average Response Time
The time it takes for a brand to respond to customer messages on social networks. Calculated as the time between a customer's inquiry and your response.
B
Benchmarking
Comparing your own results with competitors or market averages. Helps evaluate brand performance and identify room for improvement.
Blocking
Restricting a specific user's access to content or communication on social networks. 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. Can influence public opinion and contribute to brand visibility.
Bot
An automated program that mimics real user behavior on social networks, such as publishing posts, reacting, or replying to messages. Can serve useful automation but also spam or misinformation.
Brand
A sum of values, emotions, and perceptions associated with a company or product. It's not just a logo, but the overall impression and reputation in the market.
Brand Advocate
A customer or fan who actively recommends a brand and spreads positive mentions. Stems from high satisfaction and loyalty.
Brand Ambassador
A person who represents and supports a brand long-term, often publicly or on social media. Helps build trust and expand awareness.
Brand Authenticity
The perception of a brand as trustworthy, consistent, and clear in its values. Strong authenticity supports loyalty and positive mentions.
Brand Awareness
The degree of brand recognizability among the target audience. Can be measured through surveys and mention analysis.
Brand Building
A long-term process of creating awareness, trust, and a clear brand identity. The goal is to strengthen its value and differentiate it from competitors.
Brand Citation
A mention of a brand in media, articles, or online discussions. Can be positive, neutral, or negative and affects reputation.
Brand Credibility
The degree of trust customers attribute to a brand. Influences loyalty and willingness to recommend.
Brand Identity
A set of values, visual elements, and communication style that define who the brand is. Influences how the brand is perceived by customers.
Brand Image
The way a brand is perceived by the public. Based on customer experiences, communication, and media mentions.
Brand Influence
The ability of a brand to affect customer opinions, decisions, and behavior in the market.
Brand Name
The official name of a company or product used in communication. A key element of identity and often a tracked term in mention monitoring.
Brand Perception
The way customers and the public perceive and evaluate a brand based on their experiences and communication.
Brand Positioning
Strategic definition of a brand against competitors. Determines how the brand wants to be perceived.
Brand Profile
A summary of information and brand presentation on a specific platform. Influences first impression and credibility.
Brand Reputation
The long-term perception of a brand by the public. Influences customer trust and purchasing decisions.
Brand Strategy
A long-term plan for building a brand's identity, values, and market position.
Brand Trust
The degree of trust customers have in a brand. Affects loyalty, recommendations, and willingness to repurchase.
Brand Value
The overall strength and perceived quality of a brand in the market. Based on trust, customer experiences, and reputation.
C
CES
A metric measuring how easy it was for a customer to resolve something. Lower effort usually means higher satisfaction and loyalty.
CRM
A tool for managing contacts and customer data. Connects marketing, sales, and support.
CSAT
A metric measuring current customer satisfaction with a specific experience. Most commonly through scale-based rating.
Campaign
A planned marketing activity aimed at achieving a specific goal, such as increasing sales or brand awareness. Success is evaluated using metrics and data.
Campaign Effectiveness
The degree to which a marketing activity achieved its goals. Evaluated by conversions, reach, or return on investment.
Campaign Optimization
The process of adjusting marketing activities based on data and results. The goal is to increase effectiveness and performance.
Campaign Reach
The total number of people who were exposed to a campaign's content or message.
Campaign Testing
Verifying the effectiveness of a marketing activity before its full launch.
Closed-ended Question
A type of question with predefined answers. Enables easy and quick data evaluation.
Comment
A user's reaction to published content on social networks or websites. Serves as a source of feedback and an indicator of audience engagement.
Communication Channel
A medium through which a brand reaches customers, such as social networks, email, or website. Channel selection affects reach and message effectiveness.
Community
A group of people sharing interest in a brand or topic. An active community supports loyalty and the spread of positive mentions.
Competitive Analysis
Systematic monitoring of competitors' activities and communication. Helps uncover opportunities, market weaknesses, and differentiate your own brand.
Consumer Data
Information about customer behavior, preferences, and purchasing habits.
Content Creator
A person or brand creating and publishing content on online platforms.
Content Interlinking
Connecting related articles or pages through links. Improves user navigation and search engine visibility.
Content Pillars
Main thematic areas on which a brand's content strategy is built. Ensure consistency and long-term communication relevance.
Conversion
A desired user action, such as a purchase or form submission. Serves as a key campaign performance indicator.
Conversion Rate
The percentage of users who performed the desired action out of the total number of visitors. Helps evaluate marketing effectiveness.
Corporate Identity
A set of visual, communication, and value elements that define a brand. Influences how the company is perceived by the public.
Cost Per Click
The amount an advertiser pays for one click on an ad. Used to evaluate the effectiveness of online campaigns.
Cost Per Lead
The cost of acquiring one contact or potential customer. Tracks the performance of campaigns focused on collecting inquiries or registrations.
Cost Per Mille
The amount paid per thousand ad impressions. Indicates how much you pay for every 1,000 views of your ad.
Crisis Management
The process of managing situations that may threaten a brand's reputation or operations. In social listening, it helps identify and address negative mentions or reputational risks early.
Customer Acquisition Cost
Total costs associated with acquiring one new customer. Used to evaluate the effectiveness of marketing activities.
Customer Acquisition Cost
The costs a company incurs to acquire one new customer. Tracks marketing efficiency and helps optimize budgets.
Customer Emotions
Feelings associated with the experience with a brand or product. Can be discovered through surveys and sentiment analysis.
Customer Experience
The overall impression and feeling a customer has from all interactions with a brand. Influences satisfaction, loyalty, and recommendations.
Customer Feedback
Opinions, comments, and ratings from customers about products or services. A key source of information for improvement.
Customer Journey
The sum of steps a customer goes through from first contact to purchase and further interactions. Mapping helps reveal weak spots and improvement opportunities.
Customer Journey Map
A visualization of individual steps a customer goes through when interacting with a brand. Helps identify weak spots and improvement opportunities.
Customer Loyalty
The degree of customers' willingness to repurchase and recommend a brand. Can be measured using NPS or tracking repeat purchases.
Customer Retention
A company's ability to keep existing customers. Tracked through repeat purchases or churn rate.
Customer Reviews
Product or service ratings, often accompanied by comments. A significant source of feedback that affects brand reputation.
Customer Satisfaction
The degree to which customer expectations are met when using a product or service.
Customer Value
The total contribution a customer brings to a company during their relationship with the brand.
D
Dashboard
A tool enabling management and monitoring of business profiles on social networks and feedback from one interface. Provides an overview of account performance, metrics, and activity across platforms.
Data
Information obtained from surveys, online mentions, or analytics tools. Serves as the basis for evaluation and decision-making.
Data Analysis
The process of processing, sorting, and interpreting collected data. Helps reveal 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 Bias
A systematic distortion in data that can lead to incorrect conclusions. Can arise from poorly designed questions or unrepresentative samples.
Data Collection
The process of obtaining information through surveys, mention analysis, or other research methods.
Data Evaluation
The process of assessing and interpreting collected data to derive actionable conclusions.
Data Filtering
The process of sorting and selecting relevant information according to specified criteria. Allows working only with data important for analysis.
Data Interpretation
The process of explaining analysis results. Converts numbers into understandable conclusions.
Data Sorting
The process of cleaning and filtering data before analysis.
Data Source
The place from which data is obtained, such as social networks, discussion forums, media, or forms. Source quality affects result accuracy.
Data Sources
Places or systems from which data is collected for analysis, such as social networks, surveys, or analytics tools.
Demographics
Basic information about respondents, such as age, gender, or region. 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
Marketing focused on selling products or services in the online environment.
Emoji
Small icons inserted into messages and posts on social networks to quickly express emotions or thoughts.
Engagement Rate
An indicator expressing the level of audience interaction with content.
F
A social network enabling content sharing, communication, and community building around a brand. Companies use it for marketing, customer support, and mention monitoring.
Facebook Reels
Short vertical videos published on Facebook. Used for quickly reaching a wider audience, increasing reach, and building brand awareness through dynamic content.
Fake Account
A profile on a social network created under a false identity. Used to manipulate discussions, spread spam, or artificially inflate reactions.
Fake Review
An intentionally false product or service rating. Can artificially influence brand reputation and distort monitoring results.
Fans
Users who follow a brand's profile and regularly see its content. They form the foundation of the community and a potential source of engagement and feedback.
Focus Group
A qualitative research method where a small group of respondents discusses a selected topic. Used for deeper understanding of opinions and motivations.
Forum
An online discussion platform where users share opinions, experiences, and recommendations. An important source of feedback and informal brand mentions.
G
Global Reach
The ability to reach audiences across different regions or countries through online channels. An important indicator of brand visibility.
Groups
Groups on social networks are online communities where users can connect with others who share similar interests.
H
Hashtag
A keyword or phrase marked with the # symbol that helps categorize content on social networks. Enables easier topic searching and discussion tracking.
I
Image and Video Recognition
Technology that analyzes visual content and can identify objects, text, or brands. In monitoring, helps capture mentions even where the brand name isn't written.
Impression
A single display of content or advertising to a user. Used to measure the visibility of campaigns.
Impression Frequency
The number of times an ad or content was shown to one user. Helps evaluate campaign reach intensity.
Influencer
A person with influence over a specific community who can affect opinions and purchasing decisions. Their mentions and recommendations can significantly impact brand reputation.
Influencer Marketing
A form of collaboration with influencers to promote a product or brand. Leverages their credibility and reach within the target audience.
Information
Processed and interpreted data that has specific meaning and provides understanding of a situation. In surveys and social listening, it arises from analyzing responses and mentions.
Insight
A deeper meaning derived from data or feedback. Serves as the basis for strategic decisions.
A social network focused on sharing visual content. Companies use it for brand building, customer communication, and mention monitoring.
Instagram Reels
Short vertical videos published on Instagram. Used for reaching a wider audience and increasing content reach.
Interaction
User reactions to content, such as comments, shares, or likes. Shows the level of audience engagement.
K
Key Performance Indicator
A measurable indicator used to evaluate the success of a specific activity or strategy. Helps track goal achievement.
Keywords
Terms that users search for or use in online discussions. In monitoring, they help track mentions of a brand or topic.
L
A professional social network focused on building business relationships and personal branding. Companies use it for B2B marketing, recruitment, and monitoring professional discussions.
Local Brand Monitoring
Tracking brand mentions in a specific region or locality. Helps companies with physical locations or local presence.
Logo
A fundamental visual element of a brand used for identification. Influences recognizability and first impression.
M
Macro Influencer
An influencer with a large following, usually in the hundreds of thousands. Has broad reach but lower personal connection with the audience.
Manual Evaluation
Manual analysis of responses or mentions without automated tools. Used especially for open-ended responses for deeper contextual understanding.
Market Research
Systematic gathering of information about customers, competitors, and the market environment. Serves as a basis for decision-making.
Market Segmentation
Dividing customers into groups based on common characteristics. Enables more targeted communication and data analysis.
Market Share
The percentage expression of a brand's share of total sales volume or market. Used to assess competitiveness.
Market Survey
Systematic gathering of current information about the market, customers, or competition.
Marketing Research
A methodologically driven process of data collection and analysis for strategic decisions.
Marketing Strategy
A long-term plan for how a brand will reach its target audience and achieve its goals.
Media Image
The way a brand is presented in the media.
Media Monitoring
Tracking brand mentions in media and online spaces.
Media Reach
The number of people who were exposed to specific content or a mention.
Medium
A channel through which content or a message is distributed.
Mega Influencer
An influencer with a very high number of followers, often in the millions.
Metric
A measurable indicator used to evaluate campaign or research performance.
Micro Influencer
An influencer with a smaller but usually highly engaged audience.
N
NPS
An abbreviation for a customer loyalty measurement method. Divides respondents by their willingness to recommend the brand.
Nano Influencer
An influencer with a smaller following, usually in the thousands. Characterized by a very close relationship with the community and a high level of trust.
Negative Mention
A comment or content expressing dissatisfaction or criticism of a brand. Early detection is important for crisis management.
Net Promoter Score
A metric measuring customer loyalty based on the recommendation question. Shows willingness to recommend the brand.
Notification
An automatic alert about new mentions, comments, or data changes. Enables quick reaction.
O
Online Reputation
The overall perception of a brand in digital space. Influenced by reviews, discussions, and media mentions.
Open-ended Question
A type of question without predefined answers. Allows obtaining detailed and qualitative feedback.
Organic Marketing
A strategy where brand promotion occurs without paying for ads.
Organic Reach
The number of users who saw content without paid promotion. Shows the natural visibility of a brand.
P
Paid Advertising
Promoting content or products through paid campaigns on online platforms. Enables targeted outreach to specific audiences.
Paid Reach
The number of users reached through paid promotion. Complements organic reach and increases brand visibility.
Participation Reward
A motivational element offered to respondents for completing a survey. Helps increase response rate.
Performance Indicator
A measurable indicator used to evaluate the success of a campaign, research, or strategy. Helps track goal achievement.
Persona
A fictional profile of a typical customer created based on data and research. Helps better target communication and content.
Podcast
A series of audio or sometimes video episodes that are streamed or available for download on the internet.
Positive Mention
Content expressing satisfaction or support for a brand. Strengthens reputation and trust.
Q
QR Code (Surveys)
A graphic code enabling quick opening of an online survey using a mobile phone. Facilitates survey distribution at stores, events, or on printed materials.
Qualitative Research
Research focused on deeper understanding of respondent opinions and motivations. Uses open-ended questions or interviews.
Quantitative Research
Research based on numerical data and a larger number of respondents. Enables statistical evaluation and generalization of results.
Question
A basic element of a survey used to collect information from respondents. Can be open, closed, or scale-based.
Question Type
The form of a question in a survey, such as open, closed, or scale-based.
R
ROAS (Return on Ad Spend)
The ratio between advertising investment and revenue generated by the ad. Helps compare campaign performance.
ROI (Return on Investment)
The ratio between costs and achieved benefits. Used to evaluate the effectiveness of marketing activities.
Rating
An expression of customer satisfaction or dissatisfaction, for example using a scale or stars. Affects brand reputation and other customers' decisions.
Reach
The total number of unique users who viewed the content.
Reaction
User interactions with content, such as likes, comments, or shares. Serves as an indicator of audience engagement.
Real-time Data
Real-time data is information obtained immediately as events occur.
A discussion platform composed of communities focused on specific topics. An important source of informal mentions, recommendations, and brand criticism.
Reels (Short Videos)
A format of short vertical videos on social networks. Used for quickly reaching a wider audience and increasing reach.
Relevance Score
A rating of how relevant content or advertising is to the target audience. A higher score usually means better campaign performance.
Representative Sample
A group of respondents whose composition corresponds to the entire population. Enables generalization of research results.
Reputational Risk
A situation that may negatively affect a brand's image. In social listening, monitored for early response.
Research
A systematic process of collecting, analyzing, and interpreting data to answer specific questions or solve problems.
Research Goals
Defining what information needs to be gathered to solve a specific problem or question from the client.
Research Hypothesis
An assumption the research wants to verify using data. Serves as the basis for formulating questions and subsequent analysis of results.
Respondent
A person who answers questions in a survey or participates in research. Represents a source of data for analysis.
Respondent Panel
A group of pre-selected people willing to regularly participate in research. Enables quick and repeated data collection.
Respondent Sample
A selected group of people participating in a survey or research representing the broader population.
Response
A respondent's reaction to a question in a survey. Represents the basic unit of data for analysis and evaluation.
Response Rate
The percentage of contacted respondents who completed the survey. Affects the quality and representativeness of results.
Return on Investment
The ratio between invested costs and achieved profit. Helps evaluate the effectiveness of campaigns and research.
S
Sentiment
The emotional tone of a mention or response, such as positive, neutral, or negative.
Sentiment Analysis
Evaluating the tone of mentions or responses (positive, neutral, negative). Helps understand the mood around a brand or topic.
Share of Voice
The proportion of a brand's presence in online discussions compared to competitors. Shows visibility and brand strength.
Shared Content
Content that users forward or share further in their network. Increases organic reach and brand visibility.
Social Listening
Systematic monitoring and analysis of brand or topic mentions on social networks and online platforms.
Social Media
Online platforms enabling content sharing and communication between users.
Social Media Analysis
The process of collecting and evaluating data from social networks to understand content performance and audience behavior. Converts metrics like reactions or shares into actionable marketing insights.
Social Media Discussions
Public or private conversations between users under posts, in groups, comments, or messages.
Social Media Management
Planning, publishing, and evaluating content on social platforms.
Social Media Marketing
Planned use of social platforms to promote a brand, build community, and support sales.
Social Media Monitoring
Systematic tracking of brand or topic mentions on social networks.
Social Network
An online platform enabling communication and content sharing between users.
Social Proof
The influence of ratings, reviews, or recommendations from others on customer decision-making.
Spam Account
A profile created for the purpose of spreading spam or manipulating content.
Sponsored Post
Paid content labeled as advertising, displayed to a targeted audience.
Sponsorship
Collaboration between a brand and a creator or organization to promote a product or service.
Streams
Live online content broadcasts in real time. Enable direct interaction with the audience.
Subreddit
A thematic community on Reddit focused on a specific topic or interest.
Survey
A structured tool for collecting feedback through questions. Used to discover opinions, satisfaction, or needs of the target group.
Survey Distribution
The method by which a survey is distributed to respondents. Can be done via email, website, social networks, or QR code.
Survey Return Rate
The percentage of contacted respondents who completed the survey.
T
Target Audience
A specific group of people targeted by communication or research. Proper definition is crucial for relevant data and effective marketing.
Target Audience Outreach
The way a brand communicates with a specific market segment. Affects relevance and campaign success.
Target Market
The part of the market a brand primarily focuses its products and communication on. Based on customer segmentation.
Targeted Communication
Adapting messaging to a specific customer group based on data and segmentation. Increases relevance and campaign effectiveness.
Targeting
The process of reaching a specific audience in advertising. Most commonly targeting ideal customers.
Thematic Analysis
A method of evaluating open-ended responses or mentions by recurring themes.
TikTok
A social network focused on short videos. Used for brand building, reaching younger audiences, and trend tracking.
Tone of Voice
The style and manner in which a brand communicates with its audience. Influences identity perception and credibility.
Touchpoint
Any moment when a customer comes into contact with a brand. This can be advertising, website, customer support, or a review.
Trend
A recurring or growing topic in online discussions.
Troll
A user who intentionally provokes conflicts or spreads provocative content. Can disrupt discussions and distort brand perception.
Tweet
A short text post published on the X platform (formerly Twitter).
U
Unique User
An individual user counted only once regardless of the number of visits or interactions. Used to measure actual audience reach.
User Content
Content created by users themselves, such as reviews, comments, or photos. An important source of authentic feedback.
User Experience
The overall impression a user takes away from interacting with a brand, website, or product. Influences satisfaction and loyalty.
User-generated Content
Content created by ordinary people about products and services. Companies do not participate in this creation.
V
Value Proposition
A clearly formulated message about why a customer should choose a particular product or service. Expresses the main benefit and differentiation from competitors.
Viral Marketing
A marketing strategy focused on creating content that naturally and quickly spreads among users.
Virality
The ability of content to spread quickly among users without paid support.
Visual Identity
A set of graphic elements of a brand, such as logo, colors, or typography.
Vlog
A video blog, regularly published video content focused on a specific topic or personal experiences.
Voice of Customer
A summary of customer opinions, needs, and expectations gathered from surveys, reviews, or online mentions. Serves as a basis for improving products and services.
X
X (formerly Twitter)
A social media platform for short-form text posts, discussions, and real-time updates. Used by brands for communication and monitoring.
Y
YouTube
A video-sharing platform where users can upload, view, and interact with video content. Companies use it for brand building and content marketing.
YouTuber
A content creator who regularly publishes videos on YouTube. Can influence public opinion and contribute to brand visibility.
