Topic Definitions #
STEEP #
STEEP
is a framework for analyzing the external environment based on five factor groups:
Social, Technological, Economic, Environmental, Political.
It helps identify global trends and external influences that may affect a project.
DESTEP #
DESTEP
is an extended environmental analysis model that includes:
Demographic, Economic, Social, Technological, Ecological, Political factors.
It provides a more detailed understanding of population characteristics, markets, and the environment.
Psychographics #
Psychographics
is a method of segmenting customers based on:
values,
interests,
lifestyle,
motivations,
behavioral attitudes.
It explains why people behave or make decisions in certain ways.
MMM #
Marketing Mix Modeling
Marketing Mix Modeling is an analytical method used to measure how different marketing activities (advertising, promotions, discounts, PR, etc.) influence sales.
It helps determine which channels contribute most to overall performance.
Neural attribution #
Neural attribution
Neural attribution uses neural networks to identify
which specific marketing actions or factors influenced user behavior (such as a purchase or click).
It is a more advanced and accurate attribution method than traditional models.
Sentiment AI #
Sentiment AI
Sentiment AI is artificial intelligence that detects the emotional tone of text — positive, negative, or neutral.
It is used to analyze:
customer reviews,
social media posts,
comments,
brand sentiment.
SO–WO–ST–WT hypotheses #
SO–WO–ST–WT hypotheses
These are four types of strategic hypotheses generated from a SWOT analysis:
SO (Strength–Opportunity): Use strengths to capitalize on opportunities.
WO (Weakness–Opportunity): Overcome weaknesses to leverage opportunities.
ST (Strength–Threat): Use strengths to defend against threats.
WT (Weakness–Threat): Minimize weaknesses to avoid or reduce threats.
They help transform analytical insights into strategic actions.
customer reviews,
social media posts,
comments,
brand sentiment.
Viral loops #
Viral loops
are mechanisms where existing users naturally bring in new users, creating exponential growth.
Example: users share content that attracts more users (TikTok, Instagram Reels, memes).
Referral loops #
Referral loops
occur when new users join through recommendations or invitations from existing users, usually motivated by rewards or bonuses.
Example: “Invite a friend and get a discount.”
Product triggers #
Product triggers
are actions or events inside or outside the product that stimulate user engagement or re-engagement.
Examples:
push notifications,
email reminders,
progress milestones,
in-app events.
Behavioral nudges #
Behavioral nudges
are small psychological design cues that encourage users to take a desired action without restricting their freedom of choice.
Automated attribution #
Automated attribution
is a system-driven process that automatically determines
which marketing interactions (ads, emails, pages, touchpoints) contributed to a user’s conversion.
It identifies the channels that deserve credit for a sale or action.
W–T risk #
W–T risk
refers to risks that arise from a combination of:
W — internal weaknesses
T — external threats
These are the most critical risk scenarios where internal limitations amplify the negative impact of external threats.
Topic Definitions #
Modern marketing analysis within the Total Project Management Framework (TPmF) is not a standalone study, but a system of interconnected steps that progressively narrow the field of uncertainty —
from global trends and the macro environment to competitive strategy and growth tools.
Each step serves a specific purpose and forms the “input” for the next one.
The logic flows from:
