Glossary
Marketing intelligence glossary
The vocabulary of brand, category, and audience intelligence, defined the way practitioners actually use it.
Ad intelligenceAd intelligence is the monitoring and analysis of competitors’ advertising: what creative is running, where, for how…Ad libraryAn ad library is a public, searchable archive of the advertisements running on a platform, such as the Meta Ad Library…Agentic brand intelligenceAgentic brand intelligence is brand intelligence designed to be read and acted on by AI agents, delivered as…Angle libraryAn angle library is a structured taxonomy of the creative angles and hooks currently active in a competitive set, with…Answer engine optimization (AEO)Answer engine optimization (AEO) is the emerging practice of structuring content so that AI assistants and answer…Audience insightsAudience insights are findings about who an audience is, what it cares about, and how it behaves, drawn from sources…Audience segmentationAudience segmentation is the practice of dividing a market or audience into groups that share characteristics, needs,…Brand awarenessBrand awareness is the degree to which consumers recognize or recall a brand, typically measured as aided recognition…Brand equityBrand equity is the commercial value a brand adds to a product or company beyond its functional attributes, built from…Brand healthBrand health is the overall strength of a brand, read through a composite of measures such as awareness, consideration,…Brand intelligenceBrand intelligence is the discipline of combining signals about a brand and its competitors, including conversation,…Brand liftBrand lift is the change in awareness, consideration, or purchase intent that a campaign caused, measured by comparing…Brand perceptionBrand perception is the sum of what people actually believe, feel, and say about a brand, as opposed to the image the…Brand safetyBrand safety is the practice of preventing a brand’s advertising and content from appearing next to material that could…Brand salienceBrand salience is the probability that a brand comes to mind in a buying situation: mental availability at the moment…Brand trackingBrand tracking is the ongoing, longitudinal measurement of brand metrics such as awareness, consideration, and usage,…Campaign trackingCampaign tracking is the ongoing measurement of a campaign’s delivery, response, and effect across channels while it is…Competitive intelligenceCompetitive intelligence is the systematic, ethical collection and analysis of information about competitors and the…Competitor analysisCompetitor analysis is the systematic assessment of rival brands, their positioning, products, pricing, messaging, and…Consumer insightsA consumer insight is a non-obvious understanding of why people think or behave the way they do, expressed sharply…Creative fatigueCreative fatigue is the decline in an ad’s performance as its audience sees the same creative too many times, visible…Creative testingCreative testing is the practice of evaluating ad creative against real audience response, before launch, in flight, or…Dark shareDark share is the portion of a brand’s category presence that goes untagged or unnamed, such as a logo in a photo, a…Earned mediaEarned media is the coverage and conversation a brand receives without paying for it or publishing it, including press…Earned media value (EMV)Earned media value (EMV) is a metric that assigns a dollar value to earned coverage and engagement, estimating what…Engagement rateEngagement rate is the volume of interactions a piece of content earned relative to its exposure, calculated as…Excess share of voice (eSOV)Excess share of voice (eSOV) is the difference between a brand’s share of voice and its share of market; brands that…Generative engine optimization (GEO)Generative engine optimization (GEO) is the practice of shaping content and its distribution so that generative AI…Influencer marketingInfluencer marketing is the practice of partnering with creators who have built an audience so a brand can borrow their…MCP serverAn MCP server is a program that exposes a service’s tools and data to AI assistants over the Model Context Protocol, so…Media monitoringMedia monitoring is the continuous tracking of news, broadcast, and online sources for mentions of a brand, its…Message testingMessage testing is the practice of evaluating alternative messages with a real audience to learn which framing, claim,…Model Context Protocol (MCP)Model Context Protocol (MCP) is an open standard, introduced by Anthropic in late 2024, that gives AI assistants a…Owned mediaOwned media is every channel a brand controls outright and publishes to directly, such as its website, blog, email…Paid mediaPaid media is any placement a brand pays for, from search and social advertising to sponsorships, out-of-home, and…Sentiment analysisSentiment analysis is the automated classification of content by emotional tone, most often labeling text as positive,…Share of searchShare of search is a brand’s percentage of the total search volume across the brands in its category, widely used as a…Share of voiceShare of voice (SOV) is the percentage of the total conversation, content, or media presence in a category that belongs…Social listeningSocial listening is the practice of tracking public conversations across social platforms and the open web to…Trend forecastingTrend forecasting is the practice of identifying shifts in consumer behavior, culture, and aesthetics early enough to…User-generated content (UGC)User-generated content (UGC) is content about a brand created by customers, fans, or users rather than by the brand…VerbatimsVerbatims are direct, word-for-word quotes from real people, drawn from surveys, reviews, support logs, or social…Voice of customerVoice of customer (VoC) is the structured practice of collecting and acting on what customers say about their…
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