This is similar to pivoting in an Excel spreadsheet.
The principle is pretty straightforward and easy to understand: in a spreadsheet, when you move the column to lines, sub totals in lines to columns, etc… the table is automatically rebuilt. It is possible when you display more fields from a database in a table. Since fields of a record are linked together, moving one will reorder the others.
The architecture of our analytics, both SmartTags and emotions perceived by our algorithms, have the same kind of structure, on 6 different fields: author, timestamp, topic, sentiment, object and context. So when you pivot one, the rest follows.
In a nutshell, it lets you analyze and view your analytics results from different angles.