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 — 34 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 · Cross-cutting

Semantics

Asks Do two readers reach the same reading?

What the terms mean, stated precisely enough that two readers and two systems arrive at the same reading. Most of the work is keeping adjacent concepts apart — the pairs that are used interchangeably in conversation and mean different things in a model. Gruber calls this clarity, and puts it first among his design criteria.

In this model A Signal is not an Event; a Metric is not a KPI; an Audience Segment is not a Preference and neither is a Permission Basis. Each distinction is stated where the kind is defined, and the build rejects two rows of different kinds defined in the same words — which is how a model comes to assert a distinction on one page and deny it on the next.

Represented by

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

Commitments it asks for — 14

What the build enforces — 16

  • 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 integrityevent grain
    Every event states the grain it is recorded at, a consumer is named as actor only in an event that is a person's act, and a journey move is triggered only by an event resolvable to one person, so a count of events is never mistaken for a count of people and no move of one person rests on a fact about nobody in particular.
  • 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 integritysemantic distinction
    Vocabulary, constructs, world records, and source-backed records cannot be substituted for one another.
  • 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 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.
  • 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 integritylabel integrity
    A row has one label and may carry alternate labels; every alternate label is a distinct non-empty name that is not the row's own label and matches no label or alternate label of another row in the same kind, so a name resolves to one term within its kind and a search by any name a term is known under finds it.
  • ring:7the design ring
    The built stylesheet keeps the design system: every colour role clears the contrast the design declares on the surface it is read on, every colour token is measured by a pair or declared decorative with a reason, every band's colour clears its floor as chip text on the surfaces it sits on, no retired colour returns, and no type is set below the floor.
  • 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 integrityprose answers one question each
    Every text the law declares a kind may carry answers one question in one mode: an authored text is held within its span of sentences on every kind that carries it, a derived text is authored on no kind, every text is drawn by the files that say they draw it, each naming it, and the property a text is exported under is a SKOS documentation property. A kind's definition opens with the kind's own noun and never says the model's word for what the reader meets, and the nouns are distinct across kinds.
  • 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.