Glossary
The words used in the portal, MixerMind and these docs, from Signal and segment to base and demand space.
The words you meet in the portal and in these guides, in alphabetical order.
| Term | Meaning |
|---|---|
| Active brand | The brand highlighted in charts, usually your own. |
| Artifact | Slides, a document or a page that MixerMind makes for you. You find them under My artifacts and can share them with others who have access to the Signal. |
| Base | The number of answers behind a figure. |
| Brand tracking | Recurring survey of a representative panel that measures awareness, the funnel, associations and position against competitors. |
| Competitor set | The brands your brand is compared with. Rank and Competitor Average are calculated within it. |
| Conversations | Mentions of brands in spoken media: podcasts, radio, TV, YouTube and short video. |
| Data source | Where a Signal's data comes from, such as brand tracking, Conversations or Visibility. AI tools connected through MCP list them. |
| Dataset | A part of a data source with its own metrics, filters and periods. |
| Demand space | A group of needs that buyers in a category look for. It shows how large each need is and which brands sit closest to it. |
| Filter | A choice that narrows what a page shows, such as a market, a brand or a segment. |
| Low base | A figure that rests on few answers. It is marked so that you read it with care. |
| Market | A country or region the data covers. With several markets selected, figures are averaged across them. |
| MCP | Model Context Protocol: the standard that lets AI tools such as Claude and ChatGPT read your Signals. |
| Metric | A measure such as awareness or consideration. A metric shown on its own card is often called a KPI. |
| MixerMind | The AI analyst in the portal. It answers questions about your data and makes slides, documents and pages. |
| Organisation | Your company's account with Odyssey. It owns the Signals and its members. |
| Org admin | A member who manages the organisation's members and security. |
| Period | The time a figure covers: a month, quarter, half-year or year. A relative period, such as the latest, moves with new data; a static period stays fixed. |
| Rolling | A moving average over several periods, such as rolling 3 months, which smooths out short swings. |
| Saved view | A set of filters you saved to come back to. A view keeps the filters, not the period. |
| Section and page | How your Signal's dashboards are grouped in the left menu. Odyssey names them for your Signal. |
| Segment | A group of respondents, such as an age group, a gender or a region. Choosing a segment shows the figures for that group only. |
| Signal | The dashboards and data Odyssey has set up for your organisation: the brands, competitors and markets you follow, and their data. |
| Single sign-on | Signing in through your organisation's own login. Your organisation sets it up with Odyssey. |
| Two-step verification | A second step after your password, such as a code, an authenticator app, a security key or a passkey. Your organisation can require it. |
| Visibility | How often AI assistants name and describe brands when they answer questions about a category. |
| Wave | One round of survey data collection. Brand tracking runs in recurring waves. |
| Widget | A chart, KPI card or table on a dashboard page. |
Last reviewed 9 November 2026