Brands and prompts
Competitors and aliases
Competitors are the companies you’re measured against. They decide share of voice, the ranking, and which sources count in the gap analysis. Open a brand and choose Competitors in the sidebar.
Adding and removing
Choose Add competitor. Enter a domain, or pick from the suggestions, which come from the answers Ocita sees in the brand’s category.
- A brand can track up to 8 competitors.
- A new competitor is measured from the next weekly run. Until then its row says so.
- Remove one from its row menu. Share of voice is then measured against the rest.
Members can change competitors on the brands assigned to them; Owners and Admins on every brand.
The ranking
Ranking lists your brand and its competitors by share of voice, with:
- Share of voice, as a bar with its range
- Mention rate: the share of answers that name each one
- Pos.: average place in listed answers
- vs 4 weeks: the change against the previous four weeks
Brands whose ranges overlap share a rank, shown as a span such as 3–5, because the data can’t honestly separate them. Hover the rank to see why. See Real gain, Real drop and Directional.
Head-to-head
Head-to-head compares your brand with one competitor, picked in Against. It lists the prompts where that competitor is named more often than you this week, with each one’s count out of the answers. Click a prompt to open it. If there are none, your brand keeps up on every prompt.
Aliases
An alias is a name variant that counts as a brand when answers are scored: a short name, an old name, a product name or a domain. Each brand and competitor starts with its name and domain.
- Edit a competitor’s aliases from Aliases at the bottom of Competitors, with Edit.
- Edit your own brand’s aliases in Brand settings.
- An alias can belong to one brand only. If it’s already used, you’ll see which brand has it.
- Matching ignores capitalization and needs a whole word, so “Ember” doesn’t match “Embers”.
After you change aliases, Ocita offers to Re-score this week’s answers with them. Earlier scoring is kept for the record.
Names that are also common words
If a brand’s name is also an ordinary word, such as Atlas, a small model reads the text around each match to check it means the brand. If a match is still wrong, flag it from the answer. See Answers.