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 — 20 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

Mereology

Asks What is a part, and what is its own thing?

Parts and wholes: when one thing is a component of another, and when it is a separate thing that merely relates to it. A structure that gets this wrong grows a new level every time a team asks for one, and the same number ends up owned in three places with no rule for which owns it.

In this model A Campaign contains Tactics and a Tactic contains Actions, and none of the three collapses into another. A calculation lives in a Formula rather than inside the Metric that uses it.

Represented by

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

Commitments it asks for — 7

What the build enforces — 12

  • 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 integritytyped relationships
    Every relationship has declared endpoint kinds and a governed cardinality.
  • registry integritythe hierarchy holds
    A tactic stands within its campaign and an action within its tactic. For each containment the kernel declares, along the road that makes one the child of the other, the child narrows what the parent declares, a window, a geography, an audience, and never widens it, or keeps what the parent honours, a preference, a permission basis, and never drops it. A parent that declares nothing binds nothing, and the same road declared at two levels can no longer contradict itself.
  • registry integrityadmission and shape
    Every kind has a valid shape and evidence class, and every row keeps the admission its kind allows: a record names its source, an exemplar names none, and a world record states the public reference it stands on.
  • registry integritystable identifiers
    Kind prefixes are unique, every row keeps the identity convention of its kind, and an identifier once retired is never reused: a kind writes each retirement down with its date and its reason, and every number below its highest is a row or a retirement.
  • registry integrityjourney integrity
    Every journey begins at one of its own positions and carries at least one legal move, its positions sit on a contiguous run of rungs, and every position either has a move out or realises a condition another journey leaves from, so no journey is a picture and no position is a dead end.
  • registry integritylifecycle ladder
    The lifecycle is a single unbroken chain with one first stage and one last, every consumer state is placed on it, and every stage is one some goal advances people toward, so an order a reader leans on cannot quietly become a fork, leave a condition unplaced, or hold a rung nothing pursues.
  • Every view binds declared patterns from one kindViews compose
    Every view names declared patterns, all asked from one kind, drawn in a way the law's pattern vocabulary declares, belonging to a declared deliverable, a table as one of its tabs and a job as work that produces it; and some row of that kind answers at least one of them. What a view touches is derived from its patterns, never listed beside them.
  • registry integrityaddress integrity
    Every page address is made once from a label by the law's own scheme and is distinct from every other; every top-level name the site answers is derived from what declares it, and no kind, endpoint or frame name takes another's; every address the site once answered to, a former label's or a retired identifier's, is distinct from every live address and from every other former one, and no row names its own label as a former one; every projection answers at a declared name, once, and is cut from fields the artifact carries; every operation reads a projection; and every endpoint answers only what its direction allows.
  • 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.
  • ring:8the standards ring
    A SHACL validator and a SPARQL engine that are not this build agree with it.