umi-graphUnified Marketing Intelligence
Journeys · times out after → Time Windows · 4 of 4Lifecycle Stages · precedes → Lifecycle Stages · 5 of 6Journey Transitions · from state → Journey States · 24 of 24Journey Transitions · to state → Journey States · 24 of 24Journey Transitions · triggered by → Events · 24 of 24Content Types · delivered on → Surface · 19 of 19Content Types · may be expressed as → Creative Formats · 10 of 19Creative Formats · delivered on → Surface · 8 of 8Creative Assets · is templated by → Content Types · 1 of 1Creative Size Specifications · is supported on → Surface · 11 of 11Channel · includes surface → Surface · 16 of 16Surface · runs on → Technology Platforms · 6 of 15Surface · provided by → Vendor · 4 of 15Technology Platforms · supplied by → Vendor · 13 of 18Vendor · delivers in → Channel · 6 of 9Campaign · measured by → KPIs · 1 of 1Campaign · targets state → Consumer States · 1 of 1Campaign · contains tactic → Tactics · 1 of 1Campaign · supports goal → Goals · 1 of 1Campaign · valid during → Time Windows · 1 of 1Campaign · scoped to geography → Geographies · 1 of 1Campaign · targets audience → Audience Segments · 1 of 1Campaign · respects preference → Preferences · 1 of 1Campaign · requires permission basis → Permission Bases · 1 of 1Campaign · sets offer → Offers · 1 of 1Campaign · pursues target → Targets · 1 of 1Tactics · uses channel → Channel · 1 of 1Tactics · uses surface → Surface · 1 of 1Tactics · uses content type → Content Types · 1 of 1Tactics · valid during → Time Windows · 1 of 1Tactics · scoped to geography → Geographies · 1 of 1Tactics · targets audience → Audience Segments · 1 of 1Tactics · respects preference → Preferences · 1 of 1Tactics · requires permission basis → Permission Bases · 1 of 1Tactics · contains action → Actions · 1 of 1Tactics · uses creative asset → Creative Assets · 1 of 1Actions · triggers event → Events · 1 of 1Actions · requires offer → Offers · 1 of 1Actions · valid during → Time Windows · 1 of 1Offers · valid during → Time Windows · 1 of 1Offers · eligible in geography → Geographies · 1 of 1Events · captured on → Surface · 20 of 22Events · attributed to tactic → Tactics · 1 of 22Events · acted by consumer → Entities · 10 of 22Events · changes permission → Permission Bases · 1 of 22Signals · observes event → Events · 33 of 33Signals · implemented in platform → Technology Platforms · 31 of 33Intelligence · is evaluated by → Metrics · 6 of 6Intelligence · answers goal → Goals · 6 of 6Intelligence · advises purpose → Campaign Purpose · 6 of 6Metrics · counts in numerator → Signals · 38 of 52Metrics · counts in denominator → Signals · 29 of 52Metrics · takes as numerator → Metrics · 6 of 52Metrics · takes as denominator → Metrics · 6 of 52Metrics · computed from formula → Metric Formulas · 2 of 52KPIs · serves goal → Goals · 42 of 42KPIs · has metric → Metrics · 42 of 42Targets · sets level for → KPIs · 1 of 1Targets · quantifies goal → Goals · 1 of 1Targets · due within → Time Windows · 1 of 1Metric Formulas · takes input → Signals · 2 of 2Metric Formulas · takes input → Metrics · 2 of 2Metric Formulas · computed over → Time Windows · 2 of 2Metrics · counts occupants of → Consumer States · 1 of 52Audience Segments · selects state → Consumer States · 1 of 1Preference Types · concerns → Channel · 4 of 4Preference Types · concerns → Content Types · 4 of 4Preference Types · concerns → Creative Formats · 4 of 4Metrics · read over → Time Windows · 0 of 52Metrics · read in → Geographies · 0 of 52Metrics · read for → Audience Segments · 0 of 52Events · occurs within → Time Windows · 0 of 22Parameters · parameter of → Metrics · 11 of 12Parameters · parameter of → Attribution Models · 11 of 12Parameters · parameter of → Evidence Designs · 11 of 12Parameters · parameter of → Signals · 11 of 12Parameters · parameter of → Processing Purposes · 11 of 12Parameters · constrains → Tactics · 1 of 12Evidence Designs · calibrates → Parameters · 2 of 5Parameters · set over → Time Windows · 0 of 12Parameters · set in → Geographies · 0 of 12Parameters · set for → Audience Segments · 0 of 12Measurement Modelcarries the terms ofKPIsMeasurement Modelcomposes fromGoalsMeasurement Modelcomposes fromMetricsMeasurement Modelcomposes fromSignalsMeasurement Modelcomposes fromEventsMeasurement Modelcomposes fromTargetsData Sourcescomposes fromSignalsData Sourcescarries the terms ofTechnology PlatformsData Sourcescomposes fromVendorData Sourcescomposes fromEventsContent Typescarries the terms ofContent TypesContent Typescomposes fromSurfaceContent Typescomposes fromTechnology PlatformsContent Typescomposes fromCreative FormatsContent Typescomposes fromCreative AssetsJourneyscarries the terms ofJourneysJourneyscomposes fromJourney StatesJourneyscomposes fromConsumer StatesJourneyscomposes fromLifecycle StagesJourneyscomposes fromJourney TransitionsJourneyscomposes fromEventsJourneyscomposes fromTime WindowsTacticscomposes fromTacticsTacticscarries the terms ofChannelTacticscomposes fromSurfaceTacticscomposes fromContent TypesTacticscomposes fromAudience SegmentsTacticscomposes fromPermission BasesIdentitycarries the terms ofSignalsIdentitycomposes fromIdentity LevelsIdentitycomposes fromEventsIdentitycomposes fromIntelligenceSegmentscomposes fromAudience SegmentsSegmentscarries the terms ofConsumer StatesEvidencecarries the terms ofKPIsEvidencecomposes fromMetricsEvidencecomposes fromEvidence DesignsEvidencecomposes fromAttribution ModelsEvidencecomposes fromMeasure DirectionSettingscarries the terms ofParametersSettingscomposes fromUnitsSettingscomposes fromSetting BasesSettingscomposes fromMetricsSettingscomposes fromAttribution ModelsSettingscomposes fromEvidence DesignsSettingscomposes fromSignalsSettingscomposes fromProcessing PurposesSettingscomposes fromTacticsPermissionscarries the terms ofPermission BasesPermissionscomposes fromLawful BasesPermissionscomposes fromProcessing PurposesPreferencescomposes fromPreference TypesPreferencescomposes fromChannelPreferencescarries the terms ofContent TypesPreferencescomposes fromCreative FormatsChannelscarries the terms ofChannelChannelscomposes fromSurfaceChannelscomposes fromContent TypesChannelscomposes fromEventsChannelscomposes fromVendorIdentity & scope — 5 kinds, read as one familyIdentity &scopeEntities · 11 terms · 1 roadEntities11Time Windows · 5 terms · 10 roads · 1 facetTime Windows5Geographies · 1 term · 5 roads · 1 facetGeographies1Identity Levels · 3 terms · 0 roads · 1 facetIdentity Levels3External Terms · 3 terms · 0 roads · 1 facetExternal Terms3Consumer journey — 5 kinds, read as one familyConsumer journeyJourneys · 4 terms · 1 road · 2 facetsJourneys4Lifecycle Stages · 6 terms · 2 roads · 1 facetLifecycle Stages6Consumer States · 13 terms · 3 roads · 2 facetsConsumer States13Journey States · 17 terms · 2 roads · 4 facetsJourney States17Journey Transitions · 24 terms · 3 roads · 2 facetsJourney Transitions24Creative system — 4 kinds, read as one familyCreative systemContent Types · 19 terms · 5 roads · 2 facetsContent Types19Creative Formats · 8 terms · 3 roads · 1 facetCreative Formats8Creative Assets · 1 term · 2 roads · 3 facetsCreative Assets1Creative Size Specifications · 11 terms · 1 road · 1 facetCreative SizeSpecifications11Distribution — 4 kinds, read as one familyDistributionChannel · 16 terms · 4 roads · 1 facetChannel16Surface · 15 terms · 8 roads · 1 facetSurface15Technology Platforms · 18 terms · 3 roads · 1 facetTechnology Platforms18Vendor · 9 terms · 3 roads · 1 facetVendor9Eligibility & permission — 6 kinds, read as one familyEligibility &permissionAudience Segments · 1 term · 5 roads · 1 facetAudience Segments1Preference Types · 4 terms · 1 road · 1 facetPreference Types4Preferences · 1 term · 2 roads · 2 facetsPreferences1Lawful Bases · 6 terms · 0 roads · 1 facetLawful Bases6Processing Purposes · 6 terms · 1 road · 2 facetsProcessing Purposes6Permission Bases · 1 term · 3 roads · 3 facetsPermission Bases1Activation — 5 kinds, read as one familyActivationCampaign Purpose · 7 terms · 1 road · 1 facetCampaign Purpose7Campaign · 1 term · 11 roads · 3 facetsCampaign1Tactics · 1 term · 13 roads · 1 facetTactics1Actions · 1 term · 4 roads · 1 facetActions1Offers · 1 term · 4 roads · 1 facetOffers1Measurement & evidence — 16 kinds, read as one familyMeasurement &evidenceEvents · 22 terms · 8 roads · 2 facetsEvents22Signals · 33 terms · 6 roads · 3 facetsSignals33Intelligence · 6 terms · 3 roads · 1 facetIntelligence6Attribution Models · 6 terms · 1 road · 2 facetsAttribution Models6Evidence Designs · 5 terms · 2 roads · 1 facetEvidence Designs5Parameters · 12 terms · 6 roads · 4 facetsParameters12Setting Bases · 4 terms · 0 roads · 1 facetSetting Bases4Event Grain · 4 terms · 0 roads · 1 facetEvent Grain4Measure Direction · 3 terms · 0 roads · 1 facetMeasure Direction3Measure Form · 7 terms · 0 roads · 1 facetMeasure Form7Units · 7 terms · 0 roads · 2 facetsUnits7Metrics · 52 terms · 15 roads · 4 facetsMetrics52Goals · 8 terms · 4 roads · 2 facetsGoals8KPIs · 42 terms · 4 roads · 3 facetsKPIs42Targets · 1 term · 4 roads · 1 facetTargets1Metric Formulas · 2 terms · 3 roads · 1 facetMetric Formulas2Measurement Plan · 2 views, composed from the ground below · open the plan◇Measurement Plan2 viewsInstrumentation Plan · 3 views, composed from the ground below · open the plan◇Instrumentation Plan3 viewsLifecycle Map · 2 views, composed from the ground below · open the plan◇Lifecycle Map2 viewsCampaign Brief · 1 view, composed from the ground below · open the plan◇Campaign Brief1 viewsEvidence Plan · 2 views, composed from the ground below · open the plan◇Evidence Plan2 viewsPermission Plan · 2 views, composed from the ground below · open the plan◇Permission Plan2 viewsMeasurement Model · drawn as a table from KPIs · reads 6 kinds▦Measurement ModelData Sources · drawn as a table from Technology Platforms · reads 4 kinds▦Data SourcesContent Types · drawn as a table from Content Types · reads 5 kinds▦Content TypesJourneys · drawn as a table from Journeys · reads 7 kinds▦JourneysTactics · drawn as a table from Channel · reads 6 kinds▦TacticsIdentity · drawn as a table from Signals · reads 4 kinds▦IdentitySegments · drawn as a table from Consumer States · reads 2 kinds▦SegmentsEvidence · drawn as a table from KPIs · reads 5 kinds▦EvidenceSettings · drawn as a table from Parameters · reads 9 kinds▦SettingsPermissions · drawn as a table from Permission Bases · reads 3 kinds▦PermissionsPreferences · drawn as a table from Content Types · reads 4 kinds▦PreferencesChannels · drawn as a table from Channel · reads 5 kinds▦Channels
Hover or tap a kind to light everything it reaches · choose one to stand on it The 1 kind this commitment licenses. A commitment that licenses none governs how the model is read rather than what it holds.
What the drawing means
AcrossOne band per column, left to right in the order the model declares.
DownThe kinds of that band, in the order its manifest states.
AboveThe view layer: a view owns nothing of its own; it reads the model below.
A spineHow many roads the kind carries — thicker means more of the model runs through it.
A roadOne governed relationship. Its weight is the share of the source kind's terms that complete it.
A faint roadUnder a third complete, so an unfinished region looks unfinished.
Dashed purpleA view composes from that kind; solid purple means it carries that kind's terms.
Not drawnA terminal relationship, and any typing or grounding — each is how a term is read, not somewhere a road goes, so neither is a route.
HoverLights a kind, every road touching it, and every kind on the far end.
ClickStands on it — the page opens and the map holds that node lit.
Foundations →
Commitment · Foundational

A correspondence to a vocabulary governed elsewhere is asserted, never imported

adopted a build gate proves it

Answers Taxonomy

Where a locally governed term corresponds to a term in a vocabulary published by someone else, the correspondence is asserted along a declared relationship to an external term, which is a term of that other vocabulary named by the identifier it publishes and carrying the address that establishes it. The other vocabulary is never imported: none of its terms becomes a term of this one, no identifier of its is carried as a property of any term here, and nothing it revises moves a local meaning. A correspondence is admitted only where that vocabulary publishes a stable identifier for the term and its own published definition is the same thing said: where the correspondence would be a judgement, it is not asserted at all. The relationship says which kind of correspondence it is, makes an evidential claim and nothing stronger, and is a classification rather than a road, because a term governed elsewhere is a hub many terms would answer to.

What goes wrong without it

Adopting an industry vocabulary as the master buys comparability and hands over governance of the words: when the external scheme revises, local meanings move with it, and a term that carried a specific operational sense is reinterpreted by a committee somewhere else. Refusing it altogether buys the opposite problem, because the systems a practitioner actually runs are keyed on those schemes, and a vocabulary that cannot say what it corresponds to can only be read, never joined. A mapping is the arrangement that keeps both, and the knowledge-organization standards have held it as its own set of statements for exactly this reason rather than as a property of either side. Asserting it as a relationship to a term of the other vocabulary, rather than as a field on a term of this one, is what keeps the two vocabularies separable: the correspondence can be withdrawn without touching either, and a reader can see whose term is whose. The evidence bar is high on purpose, because a correspondence asserted loosely is a false public claim about someone else's words, and a practitioner who trusts it keys a system on it.

What proves it — 2

Each is a gate the build runs: a check inside a ring, a whole ring, or an eval beside them. A build stops at the first that refuses.

  • registry integrityrelational claim
    Every relationship declares what kind of claim it makes, a hedging verb claims no more than it says, a typing is always constitutive because it says what a thing is, a mapping is always evidential and stops where it arrives because it records that two published definitions agree and reaches a vocabulary governed elsewhere, one verb carries one claim, and no claim class sits unused.
  • ring:2the laws ring
    The registry keeps every law: identity, shape, admission, the relationships and their bounds, the journeys as machines, the measures as calculations, the addresses, and the kernel's names.

Derived from — 3

Kinds it licenses

Relationships it licenses

exactly matches

Where this model stands

A correspondence is a relationship of its own kind, declared in the law beside the roads and the other classifications, carrying an evidential claim: it records that two published definitions say the same thing and asserts nothing about how either behaves.

External terms are a kind of their own, admitted as world records: each names the vocabulary and the term, carries the address that vocabulary publishes it at, and grounds on the entity the term is about, so a term about a kind of page grounds where a content type does.

Three correspondences are asserted, each to a class schema.org publishes and defines in the same words: the page of questions and answers, the dated editorial post, and the step-by-step guide, whose own definition here already named the class it is marked up as.

The correspondences answer a declared question, so nothing is held that no question needs: what a content type corresponds to in a vocabulary published by someone else.

What it does not claim

Only exact correspondence is declared. The hierarchical and associative kinds the interoperability standard distinguishes, where a local term is narrower or broader than a published one, wait for a reader who needs them: several would be assertable today and each would be a judgement, which is the bar this commitment sets against.

Only content types carry a correspondence. Surfaces, creative formats and audience segments are the ones a delivery or measurement system is keyed on, and each waits for a published identifier whose definition is the same thing said.

A correspondence carries no version of the vocabulary it points into. The address is stable and the definition behind it may be revised, so a reader cannot yet see which release was compared.

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