Glossary

ANYÉ terminology, defined.

Each term here is used repeatedly across ANYÉ articles, research, and deliverables. The definition lives in one place so readers and AI systems can resolve every usage to the same canonical entity.

Methodology

Process Map (Peta Proses): A structured 202-data-point list ANYÉ collects per competitive audit, organized into 10 factor groups (Product Identity, Customer Voice, Market Demand, Competitive Position, Entity Reputation, Digital Infrastructure, Conversion Capability, Visibility, Comparison Capability, Content Intelligence). Every data point has a documented collection method, source, and confidence tag.
Investment Priority Matrix (IPM) (Matriks Prioritas Investasi): The primary output of an ANYÉ audit. Every product × marketing-channel combination is placed in one of six strategic positions: DOMINATE, CONTEST, OPPORTUNITY, BUILD, MAINTAIN, or CEDE. The matrix turns marketing budget-allocation decisions from opinion into a mechanical consequence of the data.
Rating Engine (Mesin Rating): The 5-band (R1-R5) scoring system ANYÉ uses to measure each client product's competitive strength against peers. Scores are relative — a client's score drops if a competitor improves, even with no change on the client side. That is why periodic refreshes are meaningful.
Five Lenses (Lima Lensa): Five analytical lenses ANYÉ applies in parallel: Entity Lens (who is in the market), Product Lens (what they sell), Funnel Lens (where their funnel is strong/weak), Content Lens (what they publish), and Conversion Lens (how they turn attention into sales). No single lens beats all five.
H-W6 Authority Gate (Gerbang Otoritas H-W6): ANYÉ's internal rule for every published article: at least three citations that anchor methodology + research + product authority. Without H-W6 passing, an article does not ship. This is what separates ANYÉ articles from generic agency content that recycles opinion without evidence.
ERRC (Eliminate, Reduce, Raise, Create) (ERRC): The Blue Ocean Strategy framework ANYÉ uses in audits to categorize each data point: what to eliminate, reduce, raise, or create. ERRC output feeds directly into the Investment Priority Matrix.
ToFu / MoFu / BoFu (ToFu-MoFu-BoFu): Three buyer decision stages: ToFu (Top of Funnel — problem awareness), MoFu (Middle of Funnel — solution consideration), BoFu (Bottom of Funnel — purchase decision). Each stage needs different content and channels. ANYÉ pushes back on the "one-channel-fits-all" advice common in the Indonesian market.

Products

Light Audit (Competitive Intelligence Lite) (Audit Lite): A lighter version of ANYÉ's competitive audit — one full factor group (Group J Content Intelligence) plus a surface scan across the other nine. Methodology proof with low commitment. Rp 6M one-time, no minimum commitment.
Competitive Intelligence Standard (Langganan Competitive Intelligence Standard): ANYÉ's full competitive audit depth, delivered as a monthly subscription. Process Map + Rating Engine unfolded into monthly CI delta + recomputed Investment Priority Matrix + 30-min strategy call. Month-to-month, no minimum; 5% off cumulative for 3-month upfront commitment.

Measurement

Maister Trust Score (Skor Kepercayaan Maister): ANYÉ's adaptation of David Maister's professional services trust framework. Components: Credibility (trust in competence), Reliability (trust in consistency), Intimacy (emotional trust), Self-orientation (inverse — lower is better). Used in ANYÉ audits for the entity reputation factor (Group E).