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 Everything the commitments under this foundation license — 24 kinds.
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
Foundation · Structural

Derivation

Asks What is stored, and what is worked out?

What a structure asserts and what it computes. Store what could be derived and you keep two versions of one fact with no rule for which wins; derive what should have been asserted and the claim disappears the moment the derivation changes. Deciding this per fact is what keeps a model from disagreeing with itself.

In this model Each relationship is asserted once in its canonical direction. Reverse readings, the verb table and the foundations map are computed on every build and stored nowhere.

Represented by

The engineering standards that state this foundation directly, among the works the commitments stand on.

Commitments it asks for — 15

What the build enforces — 20

  • registry integritycalculation and projection integrity
    Formula inputs, metric composition, cardinality, and plan projections satisfy their declared contracts.
  • registry integritydistinct definitions
    No two rows of different kinds are defined in the same words, and no definition restates a field the row already carries, so a distinction the model commits to is carried where a reader meets it and nothing the model knows is stored in two places at once.
  • registry integritycanonical graph integrity
    Endpoints resolve, relationship triples are unique, and compositions remain acyclic where the model requires it.
  • registry integritytyped relationships
    Every relationship has declared endpoint kinds and a governed cardinality.
  • registry integritynamed inverse
    Every relationship names the verb its reverse reading uses; it differs from the forward verb and is never the forward verb wrapped in 'is ... by'.
  • registry integritymove propagation
    Every legal move between journey positions is triggered by an event that an instrument observes, and that instrument counts a reading a KPI carries, directly or through the formula that computes it, so a journey that names its moves can also count them and is a model rather than a funnel with arrows; and a move triggered by a window closing belongs to a journey that names the window it counts inactivity over.
  • registry integrityunit agreement
    Every Metric is measured in one Unit that fits every arithmetic form the KPIs reading it take; a quotient is never measured in a count; and a reading in percent or as a ratio that names its numerator directly names a denominator, so a number and its unit leave here together and a share always says what it is a share of.
  • registry integritytarget coherence
    A target sets a level for one KPI, quantifies one goal that KPI serves, and is due within one window; a campaign that pursues a target is measured by that target's KPI and supports that target's goal, so a target never promises a reading the campaign does not take or an outcome it does not claim.
  • ring:8the standards ring
    A SHACL validator and a SPARQL engine that are not this build agree with it.
  • eval:lawsthe laws bite
    Every law refuses the breakage that is its own to refuse, every law has one, and every refusal the laws, the ledger law and the schema validator can make is reached by at least one: a sentence no breakage reaches is a sentence nobody has proved a gate can still say.
  • eval:recordthe record is the build
    The committed graph, dates ledger, schemas, standards, editor mapping and the site's types are the build of the committed ground, byte for byte, and nothing a build writes is left uncommitted.
  • eval:hostthe host is the build
    What the host serves is the build of a commit the rings passed: the tree clean, the run for that commit green, the build embedding that commit's graph; and once deployed, the origin answering as the build: the ground digest it serves the build's, a page and its files there, every former address answering with the status the law gives it, a bare name sent to its page, an address the graph does not have answering with the site's own page, the collector counting a signal the graph holds and refusing every other method, and the headers the host owes on every response.
  • eval:enginethe engine agrees with itself
    The binder that runs while the graph is built and the binder that runs in a reader's browser find the same bindings: every pattern bound against the whole model to the same instances and the same rows in every role, the published example among them, and every view bound again from every row it answers from, row for row, and the port of the pattern law beside the browser's engine refuses every way a declared pattern can be broken exactly as the law does, and every question bound again from every row of its root kind finds an answer exactly where the build published one and nothing where it did not.
  • ring:6the site ring
    The built site is the whole graph and nothing else: every page indexed, addressed by a label, self-contained and free of any private name; every structured-data identifier a subject the standards export wrote; every page unfurling to its own card, and every sitemap entry naming that card as its image; every journey with its SCXML twin; the sitemaps held to the graph; a graph under a megabyte. And the host held to the ground: the Worker serving the build as its assets and running first for every request; the allowlist and the redirect list it carries cut from the graph, every address the graph once answered to in the list with the status the law gives it and none of them a page; every endpoint served by the files it names; and the beacon sending to the collector's endpoint and nowhere else; every projection the law declares in the build, served by the files that say they serve it, and named in llms.txt; and the Worker reading the host's caching rules and owed headers from the law, writing none of its own; every answer a question carries a page where the walk is non-empty and nowhere else, its structured data naming exactly the rows the walk reached.
  • Every governed vocabulary names its gate, and every value is reachableVocabularies are governed
    Every block of the law or the kernel that declares `values` says what it governs and which gate holds it, and that gate is one the law catalogs. Where a value carries the condition that selects it, the conditions are total and disjoint: every shape a binding can turn out to be selects exactly one value, and no value is unreachable. A rule stated twice is a rule that drifts, so it is stated here and read from here.
  • registry integrityThe host answers from the law
    The host's caching rules each select by one form of a path, a prefix, a suffix or the endpoints, with exactly one rule for everything else; and the headers the host owes carry distinct names. What a browser may keep and what every response carries are the law's to say, and the Worker reads them rather than restating them.
  • registry integrityspine integrity
    Every row of a kind the model leans on states the relationships that kind exists to carry, so a relationship declared across the registry and asserted nowhere is a failure rather than a thin line on a map.
  • registry integritythe loops close
    Every pattern the kernel names as a loop is a shape whose edges form one cycle over all of its roles, and the model instantiates it: at least one set of rows stands to one another all the way round. A loop is how the model says its gears connect; a loop that does not close is a picture, and one nothing stands in is a promise.
  • registry integrityroads are walked
    Every relationship the registry declares, other than the grounding every kind makes, is walked by at least one pattern of its grain: a vocabulary road by a question or a shape, a record road by a record shape. A road no pattern walks answers no competency question, and a grammar that grows ahead of what is asked of it is the drift this refuses.
  • registry integrityrecord shapes hold
    Every pattern declares its grain. A record shape is a shape, walks at least one record road, and is the registry's declaration of a join a record must make, a person-level record in every case but the campaign roll-up, so the registry instantiates it by nothing and the standards export writes it as a shape without a target. A vocabulary pattern walks no record road, because a record road holds no rows to answer from.