The discussion starts with Mazen talking about the holy trinity within the value chain of media intelligence: media data, media monitoring and finally insights. He explains the difference between a dashboard and insights and who is using each. Furthermore, Mazen shares a three-part process of media analysis: capture and ingestion, enrichment and insights, and each process needs its own team with different skill sets, different leadership and different methodologies. He also explains what he defines as content completeness and how Carma has achieved that, while he reveals what is the secrete behind a successful analyst team. Last but not least, Mazen shares his overview of technologies that will shape the media intelligence industry in the coming years. As hosts, Vladimir and Alicja comment on industry news like the failed Twitter buyout by Elon Musk and what this might mean for Twitter itself but for future similar deals.