The ACM glossary
The glossary briefly explains the 27 terms of ACM Framework: the 4 perspectives, the 100-point profile, the archetype, the gap, the thresholds, the tiers and the diagnosis. The definitions are platform material; the figures in them are read from the instrument published with a DOI, and each term links to its own page.
The terms · platform material · not part of the published instrument
The 4 perspectives
Where a brand's data comes from.
- Perspective
- One of the 4 data sources for a brand: Believes, Does, Expects, Sees.
- /en/glosar/perspectiva →
- Does
- The “Does” perspective: what the brand actually publishes, on its own channels.
- /en/glosar/face →
- Expects
- The “Expects” perspective: what the client expects from a good brand in the category.
- /en/glosar/asteapta →
The profile and the archetypes
The common form of every perspective.
- Profile
- The division of 100 points among the 12 archetypes: the common form of every perspective.
- /en/glosar/profil →
- Archetype
- One of the 12 behaviour patterns through which ACM describes any brand.
- /en/glosar/arhetip →
Gaps and thresholds
How far apart two perspectives are.
- Distance
- The sum of the absolute differences between two profiles, divided by two.
- /en/glosar/distanta →
- Threshold
- The published limit below which a gap is small (15) and above which it is large (25).
- /en/glosar/prag →
- Norm (category)
- What the client expects from a good brand in the category, as a profile.
- /en/glosar/norma →
- Noise floor
- The distance that two identical profiles measured with error would produce.
- /en/glosar/podea-de-zgomot →
Coding
How a material becomes a profile.
- Channel
- The place where the brand publishes: website, a social network, ads, packaging.
- /en/glosar/canal →
- Slice
- The materials a brand published over a fixed period, on the chosen channels, from which the “Does” perspective is built.
- /en/glosar/felie →
- Coding queue
- The materials in the slice that are still waiting to be coded.
- /en/glosar/coada-de-codificare →
- Coding workshop
- The screen where a coder reads a material and gives it a 100-point profile.
- /en/glosar/atelier-de-codificare →
- Inter-coder agreement
- How close two independent readings of the same material are.
- /en/glosar/acord-intre-codificatori →
- Double-coded sample
- The share of materials (20%) coded by two people, independently.
- /en/glosar/esantion-dublu →
The result
What the brand receives at the end.
- Tier
- One of the 3 stages of the diagnosis, depending on how many perspectives have been measured.
- /en/glosar/treapta →
- Diagnosis
- The conclusion in two words: coherence (Chaotic, Impostor, Misunderstood, Aligned, Mixed) and position relative to the norm.
- /en/glosar/diagnostic →
Open publication
How the method is checked.
- Preregistration
- The hypotheses and benchmarks declared publicly, with a date, before the data.
- /en/glosar/preinregistrare →
The method and the author
Platform material · not part of the published instrument
All the reference pages describe the same method: how ACM Framework measures a brand's coherence. The instrument is openly published, with DOI 10.5281/zenodo.22926708, by Dumitru Talmazan.