"In the field of log analysis, the key factor determining how easy it is to analyze the log data is the parsing. The more that the fields in the log messages are parsed correctly, the easier it is to query Kibana and create visualizations"
Parsing is basically the process of breaking down your log message into smaller chunks of data, and placing each chunk into its own specific named fields by following a set of rules (Grokking, for example).
Basically, parsing is what determines how easy it is going to be to analyze, query and visualize your data within Logz.io.
Below is an example of a Parsed Apache log: