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 · 32 of 32Signals · implemented in platform → Technology Platforms · 30 of 32Intelligence · is evaluated by → Metrics · 6 of 6Intelligence · answers goal → Goals · 6 of 6Intelligence · advises purpose → Campaign Purpose · 6 of 6Metrics · counts in numerator → Signals · 37 of 51Metrics · counts in denominator → Signals · 29 of 51Metrics · takes as numerator → Metrics · 6 of 51Metrics · takes as denominator → Metrics · 6 of 51Metrics · computed from formula → Metric Formulas · 1 of 51KPIs · 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 · 1 of 1Metric Formulas · takes input → Metrics · 1 of 1Metric Formulas · computed over → Time Windows · 1 of 1Metrics · counts occupants of → Consumer States · 1 of 51Audience 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 51Metrics · read in → Geographies · 0 of 51Metrics · read for → Audience Segments · 0 of 51Events · occurs within → Time Windows · 0 of 22Parameters · parameter of → Metrics · 10 of 11Parameters · parameter of → Attribution Models · 10 of 11Parameters · parameter of → Evidence Designs · 10 of 11Parameters · parameter of → Signals · 10 of 11Parameters · parameter of → Processing Purposes · 10 of 11Parameters · constrains → Tactics · 1 of 11Evidence Designs · calibrates → Parameters · 2 of 5Parameters · set over → Time Windows · 0 of 11Parameters · set in → Geographies · 0 of 11Parameters · set for → Audience Segments · 0 of 11Measurement 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 — 4 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 Levels3Consumer 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 · 1 facetContent 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 · 32 terms · 6 roads · 3 facetsSignals32Intelligence · 6 terms · 3 roads · 1 facetIntelligence6Attribution Models · 6 terms · 1 road · 2 facetsAttribution Models6Evidence Designs · 5 terms · 2 roads · 1 facetEvidence Designs5Parameters · 11 terms · 6 roads · 4 facetsParameters11Setting 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 · 51 terms · 15 roads · 4 facetsMetrics51Goals · 8 terms · 4 roads · 2 facetsGoals8KPIs · 42 terms · 4 roads · 3 facetsKPIs42Targets · 1 term · 4 roads · 1 facetTargets1Metric Formulas · 1 term · 3 roads · 1 facetMetric Formulas1Measurement 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 This commitment licenses no kind of its own: it governs how the model is read.
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 →
Dim to
Commitment · Structural

A relationship says what kind of claim it makes

adopted a build gate proves it

Answers Modality · Epistemology · Semantics

A cardinality says how many; it never says whether. Each relationship therefore declares the claim it makes: constitutive, true by what the thing is; dispositional, what may or typically hold at design time; evidential, an observed linkage that carries interpretation and nothing more; causal, the source brings the target about; or advisory, a recommendation. PROV-O draws the line the model most depends on: influence is the weakest relation, and generation - where the target did not exist before - is a strict specialisation of it. Attribution is evidential and may never be read as causal. A verb that hedges may only make a dispositional or advisory claim, and no claim class may sit unused.

What goes wrong without it

Two links can have the same shape and entirely different standing — one true by definition, one merely typical, one observed, one causal. Provenance vocabularies separate influence from generation for exactly this reason, and a cause read out of a co-occurrence is the error they were built to prevent. Where that distinction is not carried on the relationship itself, an observed co-occurrence is eventually read as a cause.

What proves it — 1

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, one verb carries one claim, and no claim class sits unused.

Derived from — 2

Relationships it licenses

triggers event · attributed to tactic · observes event · informs intelligence · advises purpose

Where this model stands

Every relationship declares a claim class, and a hedging verb may claim no more than it says.

Attribution to a tactic is evidential; triggering an event is causal. They are different classes of assertion.

Modality is carried by the claim rather than smuggled into a bound: a cardinality only ever says how many.

What it does not claim

No relationship is marked causal on operational evidence; the one causal claim is a design determination about what an Action is, not a measured effect.

RUL-017