{"n":[["ENT-001","Consumer","Entities","/entities/consumer/",null],["ENT-002","Campaign","Entities","/entities/campaign/",null],["ENT-003","Digital Asset","Entities","/entities/digital-asset/",null],["ENT-004","Engagement Event","Entities","/entities/engagement-event/",null],["ENT-005","Surface","Entities","/entities/surface/",null],["ENT-006","Content Type","Entities","/entities/content-type/",null],["ENT-007","Technology Platform","Entities","/entities/technology-platform/",null],["ENT-008","Vendor","Entities","/entities/vendor/",null],["ENT-009","Measure","Entities","/entities/measure/",null],["ENT-010","Brand","Entities","/entities/brand/",null],["ENT-011","Product","Entities","/entities/product/",null],["TMW-001","Campaign flight","Time Windows","/time-windows/campaign-flight/",["Flight"]],["TMW-002","Evaluation window","Time Windows","/time-windows/evaluation-window/",null],["TMW-003","Activation window","Time Windows","/time-windows/activation-window/",null],["TMW-004","Lapse 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Stages","/lifecycle-stages/evaluation/",null],["LCS-004","Conversion","Lifecycle Stages","/lifecycle-stages/conversion/",null],["LCS-005","Retention","Lifecycle Stages","/lifecycle-stages/retention/",null],["LCS-006","Advocacy","Lifecycle Stages","/lifecycle-stages/advocacy/",null],["CST-001","Aware","Consumer States","/consumer-states/aware/",null],["CST-002","Unknown","Consumer States","/consumer-states/unknown/",null],["CST-003","Interested","Consumer States","/consumer-states/interested/",null],["CST-004","Evaluating","Consumer States","/consumer-states/evaluating/",null],["CST-005","Intent","Consumer States","/consumer-states/intent/",null],["CST-006","Committed","Consumer States","/consumer-states/committed/",null],["CST-007","Onboarding","Consumer States","/consumer-states/onboarding/",null],["CST-008","Account Holder","Consumer States","/consumer-states/account-holder/",["Customer"]],["CST-009","At Risk","Consumer States","/consumer-states/at-risk/",null],["CST-010","Likely to Lapse","Consumer States","/consumer-states/likely-to-lapse/",null],["CST-011","Lapsed","Consumer States","/consumer-states/lapsed/",["Churned"]],["CST-012","Reactivated","Consumer States","/consumer-states/reactivated/",null],["CST-013","Advocate","Consumer States","/consumer-states/advocate/",null],["JST-001","Established","Journey States","/journey-states/established/",null],["JST-002","At risk","Journey States","/journey-states/at-risk/",null],["JST-003","Likely to lapse","Journey States","/journey-states/likely-to-lapse/",null],["JST-004","Lapsed","Journey States","/journey-states/lapsed/",["Churned"]],["JST-005","Reactivated","Journey States","/journey-states/reactivated/",null],["JST-006","Unknown","Journey States","/journey-states/unknown/",null],["JST-007","Aware","Journey States","/journey-states/aware/",null],["JST-008","Interested","Journey States","/journey-states/interested/",null],["JST-009","Evaluating","Journey States","/journey-states/evaluating/",null],["JST-010","Intent","Journey States","/journey-states/intent/",null],["JST-011","Converted","Journey States","/journey-states/converted/",null],["JST-012","Committed","Journey States","/journey-states/committed/",null],["JST-013","Onboarding","Journey States","/journey-states/onboarding/",null],["JST-014","Active","Journey States","/journey-states/active/",null],["JST-015","Kept","Journey States","/journey-states/kept/",null],["JST-016","Advocating","Journey States","/journey-states/advocating/",null],["JST-017","Never activated","Journey States","/journey-states/never-activated/",null],["JTR-001","Established to At risk","Journey Transitions","/journey-transitions/established-to-at-risk/",null],["JTR-002","Established to Likely to lapse","Journey Transitions","/journey-transitions/established-to-likely-to-lapse/",null],["JTR-003","At risk to Established","Journey Transitions","/journey-transitions/at-risk-to-established/",null],["JTR-004","At risk to Lapsed","Journey Transitions","/journey-transitions/at-risk-to-lapsed/",null],["JTR-005","Likely to lapse to Lapsed","Journey Transitions","/journey-transitions/likely-to-lapse-to-lapsed/",null],["JTR-006","Likely to lapse to Established","Journey Transitions","/journey-transitions/likely-to-lapse-to-established/",null],["JTR-007","Lapsed to Reactivated","Journey Transitions","/journey-transitions/lapsed-to-reactivated/",null],["JTR-008","Reactivated to Established","Journey Transitions","/journey-transitions/reactivated-to-established/",null],["JTR-009","Unknown to Aware","Journey Transitions","/journey-transitions/unknown-to-aware/",null],["JTR-010","Aware to Interested","Journey Transitions","/journey-transitions/aware-to-interested/",null],["JTR-011","Interested to Evaluating","Journey Transitions","/journey-transitions/interested-to-evaluating/",null],["JTR-012","Evaluating to Intent","Journey Transitions","/journey-transitions/evaluating-to-intent/",null],["JTR-013","Intent to Converted","Journey Transitions","/journey-transitions/intent-to-converted/",null],["JTR-014","Intent to Evaluating","Journey Transitions","/journey-transitions/intent-to-evaluating/",null],["JTR-015","Interested to Aware","Journey Transitions","/journey-transitions/interested-to-aware/",null],["JTR-016","Committed to Onboarding","Journey Transitions","/journey-transitions/committed-to-onboarding/",null],["JTR-017","Onboarding to Active","Journey Transitions","/journey-transitions/onboarding-to-active/",null],["JTR-018","Kept to Advocating","Journey Transitions","/journey-transitions/kept-to-advocating/",null],["JTR-019","Advocating to Kept","Journey Transitions","/journey-transitions/advocating-to-kept/",null],["JTR-020","Onboarding to Never activated","Journey Transitions","/journey-transitions/onboarding-to-never-activated/",null],["JTR-021","Unknown to Interested","Journey Transitions","/journey-transitions/unknown-to-interested/",null],["JTR-022","Unknown to Evaluating","Journey Transitions","/journey-transitions/unknown-to-evaluating/",null],["JTR-023","Unknown to Intent","Journey Transitions","/journey-transitions/unknown-to-intent/",null],["JTR-024","Established to Established","Journey Transitions","/journey-transitions/established-to-established/",null],["CT-001","Landing Page","Content Types","/content-types/landing-page/",null],["CT-002","Product / Service Page","Content Types","/content-types/product-service-page/",["Product detail page","PDP"]],["CT-003","Location Page","Content Types","/content-types/location-page/",null],["CT-004","FAQ Page","Content Types","/content-types/faq-page/",["Frequently asked questions"]],["CT-005","Blog Post","Content Types","/content-types/blog-post/",null],["CT-006","How-To Guide","Content Types","/content-types/how-to-guide/",["Tutorial"]],["CT-007","Email Newsletter","Content Types","/content-types/email-newsletter/",null],["CT-008","Promotional Email","Content Types","/content-types/promotional-email/",null],["CT-009","Nurture / Drip Email","Content Types","/content-types/nurture-drip-email/",null],["CT-010","Social Post","Content Types","/content-types/social-post/",null],["CT-011","Social Carousel","Content Types","/content-types/social-carousel/",["Carousel post"]],["CT-012","Short Video / Reel","Content Types","/content-types/short-video-reel/",["Short-form video"]],["CT-013","Explainer Video","Content Types","/content-types/explainer-video/",null],["CT-014","Webinar","Content Types","/content-types/webinar/",null],["CT-015","Whitepaper / eBook","Content Types","/content-types/whitepaper-ebook/",["White paper"]],["CT-016","Infographic","Content Types","/content-types/infographic/",null],["CT-017","Billboard / OOH","Content Types","/content-types/billboard-ooh/",null],["CT-018","Digital Signage","Content Types","/content-types/digital-signage/",null],["CT-019","SMS Message","Content Types","/content-types/sms-message/",null],["FMT-001","Single Visual","Creative Formats","/creative-formats/single-visual/",["Static image"]],["FMT-002","Visual Sequence","Creative Formats","/creative-formats/visual-sequence/",["Carousel"]],["FMT-003","Motion Video","Creative Formats","/creative-formats/motion-video/",["Video"]],["FMT-004","Sound","Creative Formats","/creative-formats/sound/",["Audio"]],["FMT-005","Document","Creative Formats","/creative-formats/document/",null],["FMT-006","Interactive Experience","Creative Formats","/creative-formats/interactive-experience/",null],["FMT-007","Branded Object","Creative Formats","/creative-formats/branded-object/",null],["FMT-008","Text","Creative Formats","/creative-formats/text/",null],["CRA-001","Hero image","Creative Assets","/creative-assets/hero-image/",null],["SIZ-001","Portrait","Creative Size Specifications","/creative-size-specifications/portrait/",null],["SIZ-002","Landscape","Creative Size Specifications","/creative-size-specifications/landscape/",null],["SIZ-003","Vertical","Creative Size Specifications","/creative-size-specifications/vertical/",null],["SIZ-004","Widescreen","Creative Size Specifications","/creative-size-specifications/widescreen/",null],["SIZ-005","Landscape Logo","Creative Size Specifications","/creative-size-specifications/landscape-logo/",null],["SIZ-006","Inline Rectangle","Creative Size Specifications","/creative-size-specifications/inline-rectangle/",["Medium rectangle"]],["SIZ-007","Half Page","Creative Size Specifications","/creative-size-specifications/half-page/",null],["SIZ-008","Leaderboard","Creative Size Specifications","/creative-size-specifications/leaderboard/",null],["SIZ-009","Mobile Banner","Creative Size Specifications","/creative-size-specifications/mobile-banner/",null],["SIZ-010","Billboard","Creative Size Specifications","/creative-size-specifications/billboard/",null],["SIZ-011","Email Content Width","Creative Size Specifications","/creative-size-specifications/email-content-width/",null],["CHN-001","Search","Channel","/channel/search/",null],["CHN-002","AI Referral","Channel","/channel/ai-referral/",null],["CHN-003","Social","Channel","/channel/social/",["Social media"]],["CHN-004","Video","Channel","/channel/video/",null],["CHN-005","Audio","Channel","/channel/audio/",null],["CHN-006","Display","Channel","/channel/display/",null],["CHN-007","Referral","Channel","/channel/referral/",null],["CHN-008","Email","Channel","/channel/email/",["E-mail"]],["CHN-009","SMS","Channel","/channel/sms/",["Text messaging"]],["CHN-010","Phone Call","Channel","/channel/phone-call/",null],["CHN-011","Direct Mail","Channel","/channel/direct-mail/",null],["CHN-012","Print","Channel","/channel/print/",null],["CHN-013","Out of Home","Channel","/channel/out-of-home/",["OOH"]],["CHN-014","Public Relations","Channel","/channel/public-relations/",["PR"]],["CHN-015","Events","Channel","/channel/events/",null],["CHN-016","Sponsorship","Channel","/channel/sponsorship/",null],["SRF-001","Website","Surface","/surface/website/",null],["SRF-002","Mobile App","Surface","/surface/mobile-app/",null],["SRF-003","Search Results","Surface","/surface/search-results/",["SERP","Search engine results page"]],["SRF-004","Social Feed","Surface","/surface/social-feed/",null],["SRF-005","Video Platform","Surface","/surface/video-platform/",null],["SRF-006","Email Inbox","Surface","/surface/email-inbox/",null],["SRF-007","SMS Inbox","Surface","/surface/sms-inbox/",null],["SRF-008","Call Center","Surface","/surface/call-center/",["Call centre","Contact centre"]],["SRF-009","Third-Party Website","Surface","/surface/third-party-website/",null],["SRF-010","Partner Sites","Surface","/surface/partner-sites/",null],["SRF-011","Print / Physical","Surface","/surface/print-physical/",null],["SRF-012","Mailbox (Direct Mail)","Surface","/surface/mailbox-direct-mail/",null],["SRF-013","Broadcast / OOH","Surface","/surface/broadcast-ooh/",null],["SRF-014","Events","Surface","/surface/events/",null],["SRF-015","Physical Location","Surface","/surface/physical-location/",null],["PLT-001","Adobe Analytics","Technology Platforms","/technology-platforms/adobe-analytics/",null],["PLT-004","Salesforce Marketing Cloud","Technology Platforms","/technology-platforms/salesforce-marketing-cloud/",["SFMC"]],["PLT-005","Salesforce Data Cloud","Technology Platforms","/technology-platforms/salesforce-data-cloud/",null],["PLT-006","Salesforce Personalization","Technology Platforms","/technology-platforms/salesforce-personalization/",null],["PLT-007","Salesforce Datorama","Technology Platforms","/technology-platforms/salesforce-datorama/",["Marketing Cloud Intelligence"]],["PLT-008","Google Analytics 4","Technology Platforms","/technology-platforms/google-analytics-4/",["GA4"]],["PLT-009","Google Search Console","Technology Platforms","/technology-platforms/google-search-console/",["GSC"]],["PLT-010","Google Ads","Technology Platforms","/technology-platforms/google-ads/",null],["PLT-011","Google Campaign Manager 360","Technology Platforms","/technology-platforms/google-campaign-manager-360/",["CM360"]],["PLT-012","Google CrUX","Technology Platforms","/technology-platforms/google-crux/",["Chrome UX Report"]],["PLT-013","YouTube","Technology Platforms","/technology-platforms/youtube/",null],["PLT-014","BrightEdge","Technology Platforms","/technology-platforms/brightedge/",null],["PLT-015","Oncrawl","Technology Platforms","/technology-platforms/oncrawl/",null],["PLT-016","BrightCove","Technology Platforms","/technology-platforms/brightcove/",null],["PLT-017","Twilio","Technology Platforms","/technology-platforms/twilio/",null],["PLT-018","Constant Contact","Technology Platforms","/technology-platforms/constant-contact/",null],["PLT-019","Mouseflow","Technology Platforms","/technology-platforms/mouseflow/",null],["PLT-021","Dynatrace","Technology Platforms","/technology-platforms/dynatrace/",null],["VND-001","Google","Vendor","/vendor/google/",null],["VND-002","YouTube","Vendor","/vendor/youtube/",null],["VND-003","Meta","Vendor","/vendor/meta/",["Facebook"]],["VND-004","LinkedIn","Vendor","/vendor/linkedin/",null],["VND-005","Amazon","Vendor","/vendor/amazon/",null],["VND-006","Adobe","Vendor","/vendor/adobe/",null],["VND-007","Salesforce","Vendor","/vendor/salesforce/",null],["VND-008","Twilio","Vendor","/vendor/twilio/",null],["VND-009","BrightEdge","Vendor","/vendor/brightedge/",null],["AUD-001","Lapsed customers","Audience Segments","/audience-segments/lapsed-customers/",null],["PRT-001","Channel Opt Out","Preference Types","/preference-types/channel-opt-out/",null],["PRT-002","Content Opt Out","Preference Types","/preference-types/content-opt-out/",null],["PRT-003","Frequency Preference","Preference Types","/preference-types/frequency-preference/",null],["PRT-004","Format Preference","Preference Types","/preference-types/format-preference/",null],["PRF-001","Email frequency","Preferences","/preferences/email-frequency/",null],["LWB-001","Consent","Lawful Bases","/lawful-bases/consent/",null],["LWB-002","Contract","Lawful Bases","/lawful-bases/contract/",["Contractual necessity"]],["LWB-003","Legal Obligation","Lawful Bases","/lawful-bases/legal-obligation/",null],["LWB-004","Vital Interests","Lawful Bases","/lawful-bases/vital-interests/",null],["LWB-005","Public Task","Lawful Bases","/lawful-bases/public-task/",["Public interest"]],["LWB-006","Legitimate Interests","Lawful Bases","/lawful-bases/legitimate-interests/",["Legitimate interest"]],["PRP-001","Direct Marketing","Processing Purposes","/processing-purposes/direct-marketing/",null],["PRP-002","Targeted Advertising","Processing Purposes","/processing-purposes/targeted-advertising/",["Behavioural advertising"]],["PRP-003","Personalisation","Processing Purposes","/processing-purposes/personalisation/",["Personalization"]],["PRP-004","Service Usage Analytics","Processing Purposes","/processing-purposes/service-usage-analytics/",null],["PRP-005","Customer Relationship Management","Processing Purposes","/processing-purposes/customer-relationship-management/",["CRM"]],["PRP-006","Communication Management","Processing Purposes","/processing-purposes/communication-management/",null],["PMB-001","Email marketing consent","Permission Bases","/permission-bases/email-marketing-consent/",null],["CMP-001","Brand Building","Campaign Purpose","/campaign-purpose/brand-building/",null],["CMP-002","Demand Capture","Campaign Purpose","/campaign-purpose/demand-capture/",null],["CMP-003","Onboarding","Campaign Purpose","/campaign-purpose/onboarding/",null],["CMP-004","Acquisition","Campaign Purpose","/campaign-purpose/acquisition/",["Customer acquisition"]],["CMP-005","Retention","Campaign Purpose","/campaign-purpose/retention/",["Customer retention"]],["CMP-006","Engagement","Campaign Purpose","/campaign-purpose/engagement/",null],["CMP-008","Reactivation","Campaign Purpose","/campaign-purpose/reactivation/",["Win-back"]],["CAM-001","Retention campaign","Campaign","/campaign/retention-campaign/",null],["TAC-001","Win-back email","Tactics","/tactics/win-back-email/",null],["ACT-001","Send email","Actions","/actions/send-email/",null],["OFF-001","Percentage discount","Offers","/offers/percentage-discount/",null],["EVT-001","Web visit","Events","/events/web-visit/",null],["EVT-002","Email engagement","Events","/events/email-engagement/",null],["EVT-003","SMS engagement","Events","/events/sms-engagement/",null],["EVT-004","Paid media click","Events","/events/paid-media-click/",null],["EVT-005","Social and video engagement","Events","/events/social-and-video-engagement/",null],["EVT-006","Print, mail and broadcast","Events","/events/print-mail-and-broadcast/",null],["EVT-007","Consumer authentication","Events","/events/consumer-authentication/",null],["EVT-008","Partner handoff","Events","/events/partner-handoff/",null],["EVT-009","Lead submission","Events","/events/lead-submission/",null],["EVT-010","Conversion","Events","/events/conversion/",null],["EVT-011","Fulfilment outcome","Events","/events/fulfilment-outcome/",null],["EVT-012","Public social conversation","Events","/events/public-social-conversation/",null],["EVT-013","Window elapsed","Events","/events/window-elapsed/",null],["EVT-014","Propensity score","Events","/events/propensity-score/",null],["EVT-015","Referral","Events","/events/referral/",null],["EVT-016","Paid impression","Events","/events/paid-impression/",null],["EVT-017","Search impression","Events","/events/search-impression/",null],["EVT-018","Assistant answer","Events","/events/assistant-answer/",["AI answer"]],["EVT-019","Assistant citation","Events","/events/assistant-citation/",["AI citation"]],["EVT-020","Brand mention","Events","/events/brand-mention/",null],["EVT-021","Crawl","Events","/events/crawl/",null],["EVT-022","Consent change","Events","/events/consent-change/",null],["SIG-001","Site Visit","Signals","/signals/site-visit/",null],["SIG-002","Internal Search","Signals","/signals/internal-search/",null],["SIG-003","Global Click","Signals","/signals/global-click/",null],["SIG-004","Form Submit","Signals","/signals/form-submit/",null],["SIG-005","Phone Number Click","Signals","/signals/phone-number-click/",null],["SIG-006","Chat Start","Signals","/signals/chat-start/",null],["SIG-007","Conversion Start","Signals","/signals/conversion-start/",null],["SIG-008","Conversion Complete","Signals","/signals/conversion-complete/",null],["SIG-009","Account Registration Funnel","Signals","/signals/account-registration-funnel/",null],["SIG-010","Video Funnel","Signals","/signals/video-funnel/",null],["SIG-013","Resolved Lead Input","Signals","/signals/resolved-lead-input/",null],["SIG-014","Fulfilment Outcome Feed","Signals","/signals/fulfilment-outcome-feed/",null],["SIG-015","Email Engagement","Signals","/signals/email-engagement/",null],["SIG-016","SMS Delivery & Engagement","Signals","/signals/sms-delivery-and-engagement/",null],["SIG-017","Paid Media Delivery","Signals","/signals/paid-media-delivery/",null],["SIG-018","Paid Search Cost & Conversion Tracking","Signals","/signals/paid-search-cost-and-conversion-tracking/",null],["SIG-019","Media Cost at Tactic","Signals","/signals/media-cost-at-tactic/",null],["SIG-020","Offline Delivery Volume","Signals","/signals/offline-delivery-volume/",null],["SIG-021","Organic Search Visibility","Signals","/signals/organic-search-visibility/",null],["SIG-022","AI Citation Tracking","Signals","/signals/ai-citation-tracking/",null],["SIG-023","AI Response Monitoring","Signals","/signals/ai-response-monitoring/",null],["SIG-024","Brand Mention Tracking","Signals","/signals/brand-mention-tracking/",null],["SIG-025","Video Answer Tracking","Signals","/signals/video-answer-tracking/",null],["SIG-026","Schema Coverage Audit","Signals","/signals/schema-coverage-audit/",null],["SIG-027","Page Experience Tracking","Signals","/signals/page-experience-tracking/",null],["SIG-028","Social Listening","Signals","/signals/social-listening/",null],["SIG-029","Consumer Sentiment","Signals","/signals/consumer-sentiment/",null],["SIG-030","Lapse Detection","Signals","/signals/lapse-detection/",null],["SIG-031","Propensity Scoring","Signals","/signals/propensity-scoring/",null],["SIG-032","Referral Tracking","Signals","/signals/referral-tracking/",null],["SIG-033","Partner Handoff Feed","Signals","/signals/partner-handoff-feed/",null],["SIG-034","Consent Record","Signals","/signals/consent-record/",null],["SIG-035","Contribution Margin Feed","Signals","/signals/contribution-margin-feed/",null],["INT-001","Brand Intelligence","Intelligence","/intelligence/brand-intelligence/",null],["INT-002","Category Intelligence","Intelligence","/intelligence/category-intelligence/",null],["INT-003","Consumer Intelligence","Intelligence","/intelligence/consumer-intelligence/",null],["INT-004","Influence Intelligence","Intelligence","/intelligence/influence-intelligence/",null],["INT-005","Performance Intelligence","Intelligence","/intelligence/performance-intelligence/",null],["INT-006","Competitive Intelligence","Intelligence","/intelligence/competitive-intelligence/",null],["ATM-001","First Touch","Attribution Models","/attribution-models/first-touch/",["First click"]],["ATM-002","Last Touch","Attribution Models","/attribution-models/last-touch/",["Last click"]],["ATM-003","Linear","Attribution Models","/attribution-models/linear/",["Even credit"]],["ATM-004","Time Decay","Attribution Models","/attribution-models/time-decay/",null],["ATM-005","Position Based","Attribution Models","/attribution-models/position-based/",["U-shaped","Position-based"]],["ATM-006","Data Driven","Attribution Models","/attribution-models/data-driven/",["Algorithmic"]],["EVD-001","Holdout experiment","Evidence Designs","/evidence-designs/holdout-experiment/",["Randomised controlled trial","A/B test"]],["EVD-002","Geo experiment","Evidence Designs","/evidence-designs/geo-experiment/",null],["EVD-003","Matched-market test","Evidence Designs","/evidence-designs/matched-market-test/",["Synthetic control"]],["EVD-004","Marketing mix model","Evidence Designs","/evidence-designs/marketing-mix-model/",["Media mix model"]],["EVD-005","Attribution","Evidence Designs","/evidence-designs/attribution/",null],["PRM-001","Attribution lookback window","Parameters","/parameters/attribution-lookback-window/",["Lookback window","Conversion window"]],["PRM-002","Viewable pixel share","Parameters","/parameters/viewable-pixel-share/",null],["PRM-003","Viewable time","Parameters","/parameters/viewable-time/",null],["PRM-004","Minimum detectable effect","Parameters","/parameters/minimum-detectable-effect/",null],["PRM-005","Statistical power","Parameters","/parameters/statistical-power/",null],["PRM-006","Significance level","Parameters","/parameters/significance-level/",null],["PRM-007","Holdout share","Parameters","/parameters/holdout-share/",null],["PRM-008","Incrementality factor","Parameters","/parameters/incrementality-factor/",null],["PRM-009","Frequency cap","Parameters","/parameters/frequency-cap/",null],["PRM-010","Session timeout","Parameters","/parameters/session-timeout/",null],["PRM-011","Retention period","Parameters","/parameters/retention-period/",null],["PRM-012","Discount rate","Parameters","/parameters/discount-rate/",null],["STB-001","Standard","Setting Bases","/setting-bases/standard/",null],["STB-002","Benchmark","Setting 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Form","/measure-form/ratio/",null],["MFM-005","Value","Measure Form","/measure-form/value/",null],["MFM-006","Index","Measure Form","/measure-form/index/",null],["MFM-007","Change","Measure Form","/measure-form/change/",["Delta"]],["UNT-001","Count","Units","/units/count/",null],["UNT-002","Percent","Units","/units/percent/",["%"]],["UNT-003","Ratio","Units","/units/ratio/",null],["UNT-004","Currency","Units","/units/currency/",["Money"]],["UNT-005","Rank","Units","/units/rank/",null],["UNT-006","Score","Units","/units/score/",null],["UNT-007","Duration","Units","/units/duration/",null],["MTR-001","Site Visits","Metrics","/metrics/site-visits/",["Sessions"]],["MTR-002","First-Time Visit Share","Metrics","/metrics/first-time-visit-share/",null],["MTR-003","Qualified Visit Rate","Metrics","/metrics/qualified-visit-rate/",null],["MTR-004","Content Engagement Rate","Metrics","/metrics/content-engagement-rate/",null],["MTR-005","Video Completion Rate","Metrics","/metrics/video-completion-rate/",["VCR"]],["MTR-006","Form Start to Submit Rate","Metrics","/metrics/form-start-to-submit-rate/",null],["MTR-007","Page Experience Index","Metrics","/metrics/page-experience-index/",null],["MTR-009","Conversion Flow Completion Rate","Metrics","/metrics/conversion-flow-completion-rate/",null],["MTR-010","Fulfilment Rate","Metrics","/metrics/fulfilment-rate/",null],["MTR-011","Assisted-Conversion Actions","Metrics","/metrics/assisted-conversion-actions/",null],["MTR-012","Account Activation Rate","Metrics","/metrics/account-activation-rate/",null],["MTR-013","Lead Count","Metrics","/metrics/lead-count/",["Leads"]],["MTR-014","Conversion Count","Metrics","/metrics/conversion-count/",["Conversions"]],["MTR-015","Lead to Conversion Rate","Metrics","/metrics/lead-to-conversion-rate/",null],["MTR-016","Lead to Modelled Conversion Rate","Metrics","/metrics/lead-to-modelled-conversion-rate/",null],["MTR-017","Reactivation Rate","Metrics","/metrics/reactivation-rate/",["Win-back rate"]],["MTR-018","Attributed-Conversion Share","Metrics","/metrics/attributed-conversion-share/",null],["MTR-019","Referral Conversion Rate","Metrics","/metrics/referral-conversion-rate/",null],["MTR-020","Media Cost","Metrics","/metrics/media-cost/",["Media spend","Spend"]],["MTR-021","Cost per Lead","Metrics","/metrics/cost-per-lead/",["CPL"]],["MTR-022","Cost per Conversion","Metrics","/metrics/cost-per-conversion/",["CPA","Cost per acquisition"]],["MTR-023","Cost per Modelled Conversion","Metrics","/metrics/cost-per-modelled-conversion/",null],["MTR-024","Attributed Revenue","Metrics","/metrics/attributed-revenue/",null],["MTR-025","Ad Impressions","Metrics","/metrics/ad-impressions/",["Impressions"]],["MTR-026","Ad Clicks","Metrics","/metrics/ad-clicks/",["Clicks"]],["MTR-027","Paid Search Efficiency","Metrics","/metrics/paid-search-efficiency/",null],["MTR-028","Email Engagement Rate","Metrics","/metrics/email-engagement-rate/",null],["MTR-029","SMS Engagement Rate","Metrics","/metrics/sms-engagement-rate/",null],["MTR-030","Offline Reach","Metrics","/metrics/offline-reach/",null],["MTR-031","Organic Visibility Share","Metrics","/metrics/organic-visibility-share/",null],["MTR-032","Citation Rate","Metrics","/metrics/citation-rate/",null],["MTR-033","Mention Rate","Metrics","/metrics/mention-rate/",null],["MTR-034","Share of Voice","Metrics","/metrics/share-of-voice/",["SOV"]],["MTR-035","Video Answer Appearances","Metrics","/metrics/video-answer-appearances/",null],["MTR-036","Schema Coverage","Metrics","/metrics/schema-coverage/",null],["MTR-037","Return on Ad Spend","Metrics","/metrics/return-on-ad-spend/",["ROAS"]],["MTR-038","Revenue per Lead","Metrics","/metrics/revenue-per-lead/",null],["MTR-039","Revenue per Conversion","Metrics","/metrics/revenue-per-conversion/",null],["MTR-040","Click-through 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Referral","path":"/questions/which-facts-a-channel-yields/ai-referral/","bindings":[["CHN-002","SRF-003","EVT-004"],["CHN-002","SRF-003","EVT-016"],["CHN-002","SRF-003","EVT-017"],["CHN-002","SRF-003","EVT-018"],["CHN-002","SRF-003","EVT-019"],["CHN-002","SRF-003","EVT-020"]],"modified":"2026-09-29"},{"row":"CHN-003","label":"Social","path":"/questions/which-facts-a-channel-yields/social/","bindings":[["CHN-003","SRF-004","EVT-004"],["CHN-003","SRF-004","EVT-005"],["CHN-003","SRF-004","EVT-012"],["CHN-003","SRF-004","EVT-015"],["CHN-003","SRF-004","EVT-016"],["CHN-003","SRF-004","EVT-018"],["CHN-003","SRF-004","EVT-019"],["CHN-003","SRF-004","EVT-020"]],"modified":"2026-09-29"},{"row":"CHN-004","label":"Video","path":"/questions/which-facts-a-channel-yields/video/","bindings":[["CHN-004","SRF-005","EVT-004"],["CHN-004","SRF-005","EVT-005"],["CHN-004","SRF-005","EVT-012"],["CHN-004","SRF-005","EVT-016"],["CHN-004","SRF-005","EVT-018"],["CHN-004","SRF-005","EVT-019"],["CHN-004","SRF-013","EVT-006"]],"modified":"2026-09-29"},{"row":"CHN-005","label":"Audio","path":"/questions/which-facts-a-channel-yields/audio/","bindings":[["CHN-005","SRF-013","EVT-006"]],"modified":"2026-09-29"},{"row":"CHN-006","label":"Display","path":"/questions/which-facts-a-channel-yields/display/","bindings":[["CHN-006","SRF-009","EVT-004"],["CHN-006","SRF-009","EVT-015"],["CHN-006","SRF-009","EVT-016"],["CHN-006","SRF-009","EVT-020"]],"modified":"2026-09-29"},{"row":"CHN-007","label":"Referral","path":"/questions/which-facts-a-channel-yields/referral/","bindings":[["CHN-007","SRF-009","EVT-004"],["CHN-007","SRF-009","EVT-015"],["CHN-007","SRF-009","EVT-016"],["CHN-007","SRF-009","EVT-020"],["CHN-007","SRF-010","EVT-008"]],"modified":"2026-09-29"},{"row":"CHN-008","label":"Email","path":"/questions/which-facts-a-channel-yields/email/","bindings":[["CHN-008","SRF-006","EVT-002"],["CHN-008","SRF-006","EVT-022"]],"modified":"2026-09-29"},{"row":"CHN-009","label":"SMS","path":"/questions/which-facts-a-channel-yields/sms/","bindings":[["CHN-009","SRF-007","EVT-003"]],"modified":"2026-09-29"},{"row":"CHN-010","label":"Phone Call","path":"/questions/which-facts-a-channel-yields/phone-call/","bindings":[["CHN-010","SRF-008","EVT-009"],["CHN-010","SRF-008","EVT-010"]],"modified":"2026-09-29"},{"row":"CHN-011","label":"Direct Mail","path":"/questions/which-facts-a-channel-yields/direct-mail/","bindings":[["CHN-011","SRF-012","EVT-006"]],"modified":"2026-09-29"},{"row":"CHN-012","label":"Print","path":"/questions/which-facts-a-channel-yields/print/","bindings":[["CHN-012","SRF-011","EVT-006"]],"modified":"2026-09-29"},{"row":"CHN-013","label":"Out of Home","path":"/questions/which-facts-a-channel-yields/out-of-home/","bindings":[["CHN-013","SRF-013","EVT-006"]],"modified":"2026-09-29"},{"row":"CHN-014","label":"Public Relations","path":"/questions/which-facts-a-channel-yields/public-relations/","bindings":[["CHN-014","SRF-009","EVT-004"],["CHN-014","SRF-009","EVT-015"],["CHN-014","SRF-009","EVT-016"],["CHN-014","SRF-009","EVT-020"],["CHN-014","SRF-013","EVT-006"]],"modified":"2026-09-29"}],"modified":"2026-09-29"},{"id":"PTN-081","label":"Who delivers in a channel","kind":"question","grain":"vocabulary","roles":[{"name":"channel","kind":"Channel","reached":5},{"name":"vendor","kind":"Vendor","reached":6}],"edges":[{"from":"vendor","via":"Vendor·delivers in","verb":"delivers in","inverse":"has inventory from","to":"channel"}],"kinds":["Channel","Vendor"],"instances":9,"path":"/questions/who-delivers-in-a-channel/","asks":"Which vendors deliver in a channel?","root":"channel","example":["CHN-001","VND-001"],"answers":[{"row":"CHN-001","label":"Search","path":"/questions/who-delivers-in-a-channel/search/","bindings":[["CHN-001","VND-001"]],"modified":"2026-09-29"},{"row":"CHN-003","label":"Social","path":"/questions/who-delivers-in-a-channel/social/","bindings":[["CHN-003","VND-003"],["CHN-003","VND-004"]],"modified":"2026-09-29"},{"row":"CHN-004","label":"Video","path":"/questions/who-delivers-in-a-channel/video/","bindings":[["CHN-004","VND-001"],["CHN-004","VND-002"],["CHN-004","VND-005"]],"modified":"2026-09-29"},{"row":"CHN-006","label":"Display","path":"/questions/who-delivers-in-a-channel/display/","bindings":[["CHN-006","VND-001"],["CHN-006","VND-005"]],"modified":"2026-09-29"},{"row":"CHN-009","label":"SMS","path":"/questions/who-delivers-in-a-channel/sms/","bindings":[["CHN-009","VND-008"]],"modified":"2026-09-29"}],"modified":"2026-09-29"},{"id":"PTN-082","label":"What a content type corresponds to elsewhere","kind":"question","grain":"vocabulary","roles":[{"name":"content-types","kind":"Content Types","reached":3},{"name":"external-terms","kind":"External Terms","reached":3}],"edges":[{"from":"content-types","via":"Content Types·exactly matches","verb":"exactly matches","inverse":"is exactly matched by","to":"external-terms"}],"kinds":["Content Types","External Terms"],"instances":3,"path":"/questions/what-a-content-type-corresponds-to-elsewhere/","asks":"What does a content type correspond to in a vocabulary published by someone else?","root":"content-types","example":["CT-004","EXT-001"],"answers":[{"row":"CT-004","label":"FAQ Page","path":"/questions/what-a-content-type-corresponds-to-elsewhere/faq-page/","bindings":[["CT-004","EXT-001"]],"modified":"2026-10-02"},{"row":"CT-005","label":"Blog Post","path":"/questions/what-a-content-type-corresponds-to-elsewhere/blog-post/","bindings":[["CT-005","EXT-002"]],"modified":"2026-10-02"},{"row":"CT-006","label":"How-To Guide","path":"/questions/what-a-content-type-corresponds-to-elsewhere/how-to-guide/","bindings":[["CT-006","EXT-003"]],"modified":"2026-10-02"}],"modified":"2026-10-02"}],"a":{"sentence":{"about":"Two roles, one binding: one fact, said in a line.","roles":{"from":1,"to":2},"bindings":{"from":1,"to":1},"drawn_by":["Composer.svelte","jobs/[job=slug]/[row=slug]/+page.svelte"]},"list":{"about":"Two roles, several bindings: one line naming each row reached.","roles":{"from":1,"to":2},"bindings":{"from":2},"drawn_by":["Composer.svelte","jobs/[job=slug]/[row=slug]/+page.svelte"]},"chain":{"about":"Three or more roles, one binding: the path read left to right.","roles":{"from":3},"bindings":{"from":1,"to":1},"drawn_by":["Composer.svelte","jobs/[job=slug]/[row=slug]/+page.svelte"]},"table":{"about":"Three or more roles, several bindings: a line per binding, a column per role.","roles":{"from":3},"bindings":{"from":2},"drawn_by":["Composer.svelte","jobs/[job=slug]/[row=slug]/+page.svelte"]}},"c":[{"id":"CMP-001","label":"Measurement Model","renders":"table","composes":["PTN-030","PTN-029","PTN-031"],"start":"KPIs","asks":"I need the measurement plan on one page: every reading we govern, the goal it serves, and the instrument that actually counts it.","leaves_with":"Every reading this model governs on one page, with the goal it serves, the level committed to it where one has been, and the path from its metric to the instrument and the fact that instrument observes."},{"id":"CMP-002","label":"Data Sources","renders":"table","composes":["PTN-006","PTN-032"],"start":"Signals","asks":"I need to know which systems our measurement actually depends on, and who we are accountable to for each.","leaves_with":"The governed instruments that produce measurement evidence, the systems they are implemented in, the vendors accountable for those systems, and the fact each instrument observes."},{"id":"CMP-003","label":"Content Types","renders":"table","composes":["PTN-007","PTN-033","PTN-034"],"start":"Content Types","asks":"I need to know where each kind of content is delivered and what measures it there.","leaves_with":"Every content type this model governs, the surfaces it is delivered on and the systems instrumenting them, the creative forms it may be expressed as, and the finished creatives it templates."},{"id":"CMP-004","label":"Journeys","renders":"table","composes":["PTN-004","PTN-035","PTN-022"],"start":"Journeys","asks":"I need the lifecycle laid out: which journeys we run, what states they pass through, and when each gives up.","leaves_with":"Every journey this model governs, read against the one ordered lifecycle ladder, with the moves it makes and what triggers them, and the window each counts inactivity over."},{"id":"CMP-005","label":"Build a measurement plan","renders":"path","composes":["PTN-001","PTN-002","PTN-021","PTN-028"],"start":"Goals","asks":"I have a goal and I need to show how it will be evidenced, what has to be instrumented, and what we are committing to.","leaves_with":"The readings that serve the goal and the facts behind them, the question areas it raises and what answers them, the rung of the lifecycle it moves people toward, and any level it has been committed to."},{"id":"CMP-006","label":"Specify a reading","renders":"path","composes":["PTN-016","PTN-040","PTN-013","PTN-017","PTN-018","PTN-025"],"start":"KPIs","asks":"Two teams report the same number differently. I need one definition: what it is made of, what establishes it, which way is better, in what form it reads and in what unit.","leaves_with":"What the reading is made of, down to the instrument that counts it; which way it must move to be a better result; the arithmetic form it reads in; the unit it is measured in; and the rule by which it divides credit."},{"id":"CMP-007","label":"Brief a campaign","renders":"path","composes":["PTN-003","PTN-010","PTN-011","PTN-012","PTN-054","PTN-027","PTN-008"],"start":"Campaign","asks":"I am briefing a campaign and it has to be measurable and lawful before it runs, not after.","leaves_with":"What the campaign does and whether it reaches a person, who it may address, what it offers and where the offer is good, when it runs, the level it commits to on which reading, and the permission and lawful ground it stands on."},{"id":"CMP-008","label":"Map a lifecycle","renders":"path","composes":["PTN-051","PTN-004","PTN-035","PTN-022"],"start":"Journeys","asks":"I need the lifecycle as a machine I can build in an automation tool, not as a funnel picture.","leaves_with":"The conditions the journey passes through and the rungs of the ladder they sit on, and the interval of inactivity after which it presumes a person has stepped back. The machine-readable twin sits beside the journey's own page."},{"id":"CMP-009","label":"Find where a fact is captured","renders":"path","composes":["PTN-024","PTN-019","PTN-023"],"start":"Events","asks":"I need to know where a fact is recorded, who provides that place, and whether it may name a person.","leaves_with":"The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws."},{"id":"CMP-010","label":"Place a creative","renders":"path","composes":["PTN-014","PTN-015"],"start":"Creative Assets","asks":"I have a creative and I need to know what form it renders in and which surfaces can carry it.","leaves_with":"The form the creative renders in and the surfaces that carry that form, and the delivery geometry it takes and which surfaces accept it."},{"id":"CMP-011","label":"Tactics","renders":"table","composes":["PTN-055","PTN-056","PTN-058"],"start":"Tactics","asks":"I need every tactic on one page: where it reaches people, with what, whom, and on what basis.","leaves_with":"Every tactic this model governs on one page, with its channel and surface, its content type, its audience and the permission basis it requires."},{"id":"CMP-012","label":"Design a tactic","renders":"path","composes":["PTN-055","PTN-056","PTN-057","PTN-058","PTN-009"],"start":"Tactics","asks":"I am designing a tactic and it has to be placed, timed, addressed and lawful on the same terms as the campaign above it.","leaves_with":"A tactic designed on governed terms: its channel, surface, content type, time window, geography, audience, permission basis and the preference it honours, each a term the campaign brief already uses."},{"id":"CMP-013","label":"Identity","renders":"table","composes":["PTN-039","PTN-032","PTN-061"],"start":"Signals","asks":"I need to know which instruments can tell one person from another, what each observes, and which questions each feeds.","leaves_with":"Every instrument on one page with the level of identity it resolves to, the fact it observes and the question areas it informs."},{"id":"CMP-014","label":"Segments","renders":"table","composes":["PTN-041"],"start":"Audience Segments","asks":"I need to know which lifecycle states each segment draws on, so a segment is a rule over states and not a list kept by hand.","leaves_with":"Every segment on one page with the states it selects, tied to the same lifecycle the journeys run on."},{"id":"CMP-015","label":"Evidence","renders":"table","composes":["PTN-040","PTN-013","PTN-017"],"start":"KPIs","asks":"I need to know, for every number we report, why we believe it: the design behind it and the rule that credits it.","leaves_with":"Every reading on one page with the design that establishes it, the attribution rule that divides its credit where one applies, and the direction it must move."},{"id":"CMP-016","label":"Settings","renders":"table","composes":["PTN-069","PTN-077","PTN-070","PTN-071","PTN-072","PTN-073","PTN-074","PTN-075","PTN-076"],"start":"Parameters","asks":"I need every value the plan has to fix on one page, with what each one sets and where its number will come from.","leaves_with":"Every parameter this model governs on one page: its unit, its default basis, what it sets or constrains, and the design that calibrates it, so a number the plan runs on is a slot with a basis rather than a number nobody can trace."},{"id":"CMP-017","label":"Permissions","renders":"table","composes":["PTN-053"],"start":"Permission Bases","asks":"I need every permission we rely on with its lawful ground and what it actually permits, before a campaign is cleared.","leaves_with":"Every permission basis this model governs on one page, with the ground it rests on and the purposes it permits."},{"id":"CMP-018","label":"Preferences","renders":"table","composes":["PTN-042","PTN-043","PTN-044"],"start":"Preference Types","asks":"I need to know what each preference a person can state actually governs, so honouring one can be checked against what a tactic uses.","leaves_with":"Every kind of preference on one page with the channels, content types and formats it concerns, tied to the same terms a tactic is designed on."},{"id":"CMP-019","label":"Channels","renders":"table","composes":["PTN-078","PTN-079","PTN-080","PTN-081"],"start":"Channel","asks":"I need each channel on one page: where it reaches people, what it carries, what it yields, and who delivers it.","leaves_with":"Every channel this model governs on one page, from the surfaces it includes to the facts they capture, so a channel is a pack of observable things rather than a name in a list."}],"o":{"stand":{"about":"Every pattern a term can stand in, and the role it would fill. A role names a kind, so any term of that kind can be pinned there.","takes":["a row"],"gives":"offers: one pattern and role per role the row's kind can fill","reads":["/binding.json"],"served_by":["graph.ts","Composer.svelte"]},"hold":{"about":"A shape held to the grammar before it binds: every role names a kind, every edge names a declared relationship running between the kinds its roles name, nothing crosses a grounding, the shape is one thing, and a pinned term is of its role's kind. A shape an agent composes is held exactly as one an author declared.","takes":["a shape: roles, edges and pins"],"gives":"nothing, or every way the shape departs from the grammar","reads":["/binding.json"],"served_by":["bind.ts","checks.py","Sandbox.svelte"]},"bind":{"about":"Every complete binding of a pattern's roles to rows, with any roles pinned. Empty where the shape does not occur, and saying so is the point.","takes":["a pattern","roles pinned to rows, or none"],"gives":"bindings: one row per role, each","reads":["/binding.json"],"served_by":["bind.ts","patterns.py","patterns.rq","Sandbox.svelte"]},"draw":{"about":"How a bound pattern draws itself, read off how many roles and how many bindings it turned out to have, against the law's conditions.","takes":["a count of roles","a count of bindings"],"gives":"one way of drawing: sentence, list, chain or table","reads":["/binding.json"],"served_by":["bind.ts","Composer.svelte","Sandbox.svelte"]},"compose":{"about":"A view from one row: each pattern it names bound with the row pinned at the root, so a job is done from where the reader stands.","takes":["a view","a row of its starting kind"],"gives":"one set of bindings per pattern the view names","reads":["/binding.json"],"served_by":["graph.py","Composer.svelte"]},"carry":{"about":"Bound rows as a table a reader takes away: one column per role, one line per binding, as Markdown or a file.","takes":["columns","bindings"],"gives":"a table","reads":[],"served_by":["Carry.svelte","Composer.svelte","graph.ts","Sandbox.svelte"]},"set":{"about":"A value a reader holds against a parameter, in the parameter’s unit and on a stated basis: the business’s own context. A parameter value is part of a context and not a thing of its own, so it is held inside the profile, under the profile’s key, read by every page that shows the parameter, carried in the profile’s address when shared, and written to the model by nothing.","takes":["parameter","value","unit","basis"],"gives":"a setting","reads":[],"served_by":["Settings.svelte","profiles.svelte.ts"],"key":"umi.profile"},"ask":{"about":"A question in a reader’s words, matched where the reader is and by words alone to the questions and shapes the model declares, by their phrasings, labels, kind nouns and verbs, and, where the words name kinds with a road between them, to a shape of those kinds composed on the spot and held by the same grammar. Declared first, composed second; a model is offered nothing here, and nothing typed leaves the browser. The build holds the matcher to finding every declared question from that question’s own words.","takes":["a question in the reader’s words"],"gives":"declared questions and shapes to open on the board, or a shape of the kinds named","reads":[],"served_by":["ask.ts","profile.ts"]},"profile":{"about":"A profile: the wireframe of a marketing model for one context, said in the reader’s words. The kinds in play and, where a kind is a closed vocabulary, which of its terms; the roads the grammar declares between those kinds; the questions answerable within them and the deliverables those questions compose; the values held against the parameters those kinds set; and any road’s bound tightened for the context. Every part names a thing the ground declares and nothing else: a profile selects and constrains the vocabulary and never extends it. Composed from what the reader’s words reach, the questions, the kinds and the terms the model names, held to the grammar before anything is carried, kept in the browser under the key declared here, carried whole in an address when shared, and written to the model by nothing. In the standards this model is built on it is an application profile, and it leaves as the tabular form of one, as one document, and as a module of the ontology named exactly as the ontology names it.","takes":["the situation in the reader’s words","the kinds kept and dropped","terms chosen of a closed vocabulary in play","values against parameters","bounds tightened"],"gives":"a profile: an application profile over the vocabulary, as a table in the standard’s columns, as one document, and as a module of the ontology","reads":["/binding.json"],"served_by":["Profile.svelte","profile.ts","profiles.svelte.ts"],"key":"umi.profile"}}}