This project studies the context of multi-channel communication and specifically regarding the analysis of the behavior of people in the digital environment. Namely, people make more and more often digital actions related to their private life, entertainment, culture or opportunities for buying, looking, describing and sharing information on everything that may affect them. The huge amount of data generated by users for searching, describing and sharing is the basis of a behavioral mutation that is not yet well defined, but is a sign of an almost anthropological change in people. New ways of thinking and expressing oneself are emerging as a result of the strong interaction between media and people. The project investigates these aspects, using specialized tools, designed specifically to intercept the communications into the network, and with new ways of understanding the digital lexicon. The project aims at generating new knowledge and new reliable software tools for companies in order to support their marketing activities. The tools that will be used are software for the management of multi-channels that include areas of network and data analysis, and big data, in order to translate the information into qualitative and quantitative representations. The development of these tools will incorporate software engineering techniques for the development of complex, automatically verified and tested applications.