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Never declared on anything: it is read off what the binding turned out to be, from the count of roles and the count of bindings, against the conditions below.","enforced_by":"FND-029","values":{"sentence":{"about":"Two roles, one binding: one fact, said in a line.","roles":{"from":1,"to":2},"bindings":{"from":1,"to":1},"drawn_by":["Composer.svelte","jobs/[job=slug]/[row=slug]/+page.svelte"]},"list":{"about":"Two roles, several bindings: one line naming each row reached.","roles":{"from":1,"to":2},"bindings":{"from":2},"drawn_by":["Composer.svelte","jobs/[job=slug]/[row=slug]/+page.svelte"]},"chain":{"about":"Three or more roles, one binding: the path read left to right.","roles":{"from":3},"bindings":{"from":1,"to":1},"drawn_by":["Composer.svelte","jobs/[job=slug]/[row=slug]/+page.svelte"]},"table":{"about":"Three or more roles, several bindings: a line per binding, a column per role.","roles":{"from":3},"bindings":{"from":2},"drawn_by":["Composer.svelte","jobs/[job=slug]/[row=slug]/+page.svelte"]}}}},"vocabularies":{"claims":{"about":"The closed set of claims a relationship may make: what kind of assertion is being made when one row stands to another in it. Declared on the relationship, never on the assertion.","enforced_by":"FND-009","values":{"advisory":{"about":"A recommendation, not a fact.","register":"world"},"causal":{"about":"The source brings the target about.","register":"gov"},"constitutive":{"about":"True by what the thing is.","register":"world"},"dispositional":{"about":"What may or typically hold.","register":"world"},"evidential":{"about":"An observed linkage, and nothing more.","register":"owed"}}},"relation_kinds":{"about":"The closed set of kinds a relationship may be. Two are roads, which a reader or the map may follow from row to row; three are classifications, which say how a row is read and are not a step. The difference is carried on the value, so no surface keeps it as a list of its own; a walk allowed to cross a grounding would reach most of the model through a handful of hubs.","enforced_by":"FND-009","values":{"Association":{"about":"One thing joins another: a road a reader may follow from row to row.","road":true},"Hierarchy":{"about":"A kind ordered against itself, earlier to later or whole to part: a road, and one that must not cycle.","road":true},"Typing":{"about":"What a thing is: a row read as a term of a vocabulary. A classification, not a step.","road":false},"Grounding":{"about":"What a thing is about: a row read against the entity it describes. A classification, not a step.","road":false},"Mapping":{"about":"What a thing corresponds to in a vocabulary governed elsewhere: a term read against a published term it can stand in for. A classification, not a step, because a term governed elsewhere is a hub many terms would answer to and free exploration may not hop through one.","road":false}}},"evidence_classes":{"about":"The closed set of ways a row may be admitted to a kind, and the label the site shows for each. The label is here because a reader meets the class as words and the build should not invent them.","enforced_by":"FND-002","values":{"design_construct":"A construct of this model","governed_term":"A governed term; its definition is the evidence","source_backed":"Admitted as a record with a durable source, or as one exemplar of the pattern","world_record":"Names a real organisation or product, and states the public reference that establishes it"}},"kind_shapes":{"about":"The closed set of shapes a kind may have: whether its rows are records of things or terms other rows are read as.","enforced_by":"FND-002","values":{"Registry":"A kind whose rows are records: each a thing with an identity, admitted on evidence, and possibly an exemplar.","Vocabulary":"A kind whose rows are terms: a closed set other rows are read as, admitted as governed terms, never source-backed and never an exemplar."}},"instance_policies":{"about":"The closed set of policies a kind may declare for how its rows come to exist.","enforced_by":"FND-002","values":{"source_backed":"A kind whose rows exist only where a public source backs each one, and which may therefore hold none."}},"registers":{"about":"The closed set of registers a claim is drawn in: how strongly an assertion is to be read. The surface colours a chip by it, so it is the value's to declare and not the chip's to guess.","enforced_by":"ring:6","values":{"world":"An ordinary assertion about the model's world, read as it is stated.","gov":"A strong assertion, one that governs or brings about, read with that weight.","owed":"A weak or provisional assertion: observed, pending, or owed further evidence."}},"retired":{"about":"Words this model has retired, and what each is now. A rename that leaves the old word in the prose leaves two names for one thing, which is the drift this model exists to refuse: a paragraph describing a retired mechanism can outlive it on a published page while every other gate passes. So the prose ring holds every authored file in the repository to this list - the documents, the ledger, the ground and the site's own copy - and names what to say instead. The list is the law's rather than a check's because retiring a word is a decision and refusing it is only enforcement. The file declaring a word retired is the one file that may write it, and it may by construction: this section is lifted out before the law is read.","enforced_by":"ring:5","values":{"traversal":"pattern: roles bound to kinds, held together by declared relationships","job walk":"binding: the rows one pattern found from one row","job answer":"view binding: what one view found from one row","instrumented by":"runs on: the platforms a surface runs on; instrumentation is read through the signals captured on it","personalised by":"runs on: the platforms a surface runs on"}},"pattern_kinds":{"about":"The closed set of kinds a pattern may be. A question is a pattern whose roles fall in one line from the role a reader stands at, so it can be walked from a row and read as a sentence; a shape is one whose roles branch, so it is recognised across the whole model and read as a set. Declared on the pattern by its author and held to its structure: the condition is carried on the value, never derived silently by the build.","enforced_by":"FND-021","values":{"question":{"about":"Roles in one line from a root: walked from a row, read as a sentence, answered under Questions.","line":true,"drawn_by":["PatternPage.svelte","PatternIndex.svelte"]},"shape":{"about":"Roles that branch: recognised across the whole model, read as a set, listed under Shapes.","line":false,"drawn_by":["PatternPage.svelte","PatternIndex.svelte"]}}},"operations":{"about":"The closed set of operations anything may perform with the published parts: the surface when a reader composes from a row, and an agent that arrives with nothing but what this site serves. Each says what it takes, what it gives, which published address it reads, and the files that serve it. The engine is published, so an agent can run these; this is how it learns what they are without reading the site's source.","enforced_by":"ring:6","values":{"stand":{"about":"Every pattern a term can stand in, and the role it would fill. A role names a kind, so any term of that kind can be pinned there.","takes":["a row"],"gives":"offers: one pattern and role per role the row's kind can fill","reads":["/binding.json"],"served_by":["graph.ts","Composer.svelte"]},"hold":{"about":"A shape held to the grammar before it binds: every role names a kind, every edge names a declared relationship running between the kinds its roles name, nothing crosses a grounding, the shape is one thing, and a pinned term is of its role's kind. A shape an agent composes is held exactly as one an author declared.","takes":["a shape: roles, edges and pins"],"gives":"nothing, or every way the shape departs from the grammar","reads":["/binding.json"],"served_by":["bind.ts","checks.py","Sandbox.svelte"]},"bind":{"about":"Every complete binding of a pattern's roles to rows, with any roles pinned. Empty where the shape does not occur, and saying so is the point.","takes":["a pattern","roles pinned to rows, or none"],"gives":"bindings: one row per role, each","reads":["/binding.json"],"served_by":["bind.ts","patterns.py","patterns.rq","Sandbox.svelte"]},"draw":{"about":"How a bound pattern draws itself, read off how many roles and how many bindings it turned out to have, against the law's conditions.","takes":["a count of roles","a count of bindings"],"gives":"one way of drawing: sentence, list, chain or table","reads":["/binding.json"],"served_by":["bind.ts","Composer.svelte","Sandbox.svelte"]},"compose":{"about":"A view from one row: each pattern it names bound with the row pinned at the root, so a job is done from where the reader stands.","takes":["a view","a row of its starting kind"],"gives":"one set of bindings per pattern the view names","reads":["/binding.json"],"served_by":["graph.py","Composer.svelte"]},"carry":{"about":"Bound rows as a table a reader takes away: one column per role, one line per binding, as Markdown or a file.","takes":["columns","bindings"],"gives":"a table","reads":[],"served_by":["Carry.svelte","Composer.svelte","graph.ts","Sandbox.svelte"]},"set":{"about":"A value a reader holds against a parameter, in the parameter’s unit and on a stated basis: the business’s own context. A parameter value is part of a context and not a thing of its own, so it is held inside the profile, under the profile’s key, read by every page that shows the parameter, carried in the profile’s address when shared, and written to the model by nothing.","takes":["parameter","value","unit","basis"],"gives":"a setting","reads":[],"served_by":["Settings.svelte","profiles.svelte.ts"],"key":"umi.profile"},"ask":{"about":"A question in a reader’s words, matched where the reader is and by words alone to the questions and shapes the model declares, by their phrasings, labels, kind nouns and verbs, and, where the words name kinds with a road between them, to a shape of those kinds composed on the spot and held by the same grammar. Declared first, composed second; a model is offered nothing here, and nothing typed leaves the browser. The build holds the matcher to finding every declared question from that question’s own words.","takes":["a question in the reader’s words"],"gives":"declared questions and shapes to open on the board, or a shape of the kinds named","reads":[],"served_by":["ask.ts","profile.ts"]},"profile":{"about":"A profile: the wireframe of a marketing model for one context, said in the reader’s words. The kinds in play and, where a kind is a closed vocabulary, which of its terms; the roads the grammar declares between those kinds; the questions answerable within them and the deliverables those questions compose; the values held against the parameters those kinds set; and any road’s bound tightened for the context. Every part names a thing the ground declares and nothing else: a profile selects and constrains the vocabulary and never extends it. Composed from what the reader’s words reach, the questions, the kinds and the terms the model names, held to the grammar before anything is carried, kept in the browser under the key declared here, carried whole in an address when shared, and written to the model by nothing. In the standards this model is built on it is an application profile, and it leaves as the tabular form of one, as one document, and as a module of the ontology named exactly as the ontology names it.","takes":["the situation in the reader’s words","the kinds kept and dropped","terms chosen of a closed vocabulary in play","values against parameters","bounds tightened"],"gives":"a profile: an application profile over the vocabulary, as a table in the standard’s columns, as one document, and as a module of the ontology","reads":["/binding.json"],"served_by":["Profile.svelte","profile.ts","profiles.svelte.ts"],"key":"umi.profile"}}},"statuses":{"about":"The closed set of standings a commitment may have. A commitment is bound by only when adopted, and only an adopted one may claim to be enforced.","enforced_by":"FND-008","values":{"adopted":{"about":"Settled: the model is bound by it and the build holds it.","register":"world"},"proposed":{"about":"Put forward and not yet settled; nothing is held to it, and nothing may claim it is enforced.","register":"gov"},"deferred":{"about":"Set aside with its reason on record; not binding until it is taken up.","register":"gov"}}},"enforcement":{"about":"The closed set of ways a commitment is held. Enforced means a gate the law catalogs proves it on every build; guidance means it is stated to be argued with. The label is what the surface says beside a commitment.","enforced_by":"FND-027","values":{"enforced":{"about":"A named check, ring or eval tests this on every build.","label":"a build gate proves it","register":"world"},"guidance":{"about":"Stated so it can be argued with, not claimed as verified; no gate tests it.","label":"guidance · no gate tests it","register":"gov"}}},"layers":{"about":"The closed set of layers a foundation belongs to, in reading order: what there is is settled before how it is structured, and both before what cuts across. A commitment's layer is the earliest layer of the foundations that hold it.","enforced_by":"ring:1","values":{"Foundational":"What sorts of thing this may contain, what exists, and whose categories these are.","Structural":"What is a part, what connects, what makes a thing the same twice, how many, and what is stored against worked out.","Cross-cutting":"How it knows what it claims, whether two readers reach one reading, what a name is, and what must hold before a claim is made."}},"prose":{"about":"The closed set of texts a kind carries beyond its name, each the answer to one question a reader brings, in the words the industry uses: what it is, what it is used for, why it matters, where it came from, and how this model holds it. One text answers one question, so no text swallows another's. Two are derived and never authored a second time: why, from the commitments that license the kind and the sources they stand on, and build, from the kernel's claim on the kind, how one is admitted and named, and how it is joined. Three are authored on the kind and held to a span of sentences; a row carries its kind's texts until it says otherwise, so a page never says what every page under it would say. Each text is drawn in the mode its question belongs to. SKOS names the same documentation properties, and the standards export carries each authored text under the one it maps to.","enforced_by":"FND-031","values":{"definition":{"about":"What it is.","asks":"What is this?","mode":"read","sentences":{"from":1,"to":3},"skos":"skos:definition","drawn_by":["site/src/routes/[kind=slug]/+page.svelte"]},"practice":{"about":"What it is used for, and how it shows up in the work.","asks":"What is it used for, and how?","mode":"read","sentences":{"from":2,"to":6},"skos":"skos:scopeNote","drawn_by":["site/src/routes/[kind=slug]/+page.svelte"]},"why":{"about":"Why it matters: what goes wrong without it, as the commitments that license the kind say it, each standing on its sources.","asks":"Why does it matter?","mode":"read","derived_from":"commitments","drawn_by":["site/src/routes/[kind=slug]/+page.svelte"]},"story":{"about":"Where it came from, and how it fits the wider practice.","asks":"Where did it come from, and how does it fit?","mode":"read","sentences":{"from":3,"to":8},"skos":"skos:historyNote","drawn_by":["site/src/routes/[kind=slug]/+page.svelte"]},"build":{"about":"How this model holds it: what the kernel requires of every one, how one is admitted and named, and how the kind is joined to the others, with the counts.","asks":"How does this model hold it?","mode":"build","derived_from":"kernel","skos":"skos:editorialNote","drawn_by":["site/src/routes/[kind=slug]/+page.svelte"]}}},"modes":{"about":"The closed set of ways a page is read. A page is written once and carries every mode; the reader's choice, kept in the browser as the map's fold is and read before the first paint, decides which is shown, so switching fetches nothing and computes nothing, and a page read with scripting off is read in the default. Read shows what a thing is, why it matters and what can be done from it, in the industry's words and under the kind's own noun; build shows how this model holds it, in the model's words. The site ring holds every page to carrying the control, to the root attribute being set before paint from the key declared here, and to the read surface never saying a word the read mode marks as the model's own.","enforced_by":"ring:6","attribute":"data-mode","key":"umi.mode","values":{"read":{"about":"What it is, why it matters, and what can be done from here, in the industry’s words: a reading page never speaks of the site or the build, and the phrases it never says are listed here so the leak cannot recur.","mark":"Read","default":true,"never":["row","rows","kernel","binding","bindings","honest","the registry","page of its own","on every build","published graph","composer"],"drawn_by":["site/src/routes/+layout.svelte","site/src/app.html"]},"build":{"about":"How this model holds it: identity and admission, the kernel's claim, the relationships with their counts, and the files a machine reads.","mark":"Build","drawn_by":["site/src/routes/+layout.svelte","site/src/app.html"]}}},"references":{"about":"How prose names another governed thing, so that a text is composed in part of what it names, the way the model is. A reference is the target in double brackets, shown as the target's own label or as the words after a bar: [[Campaign]], [[KPIs|a KPI]], [[CAM-001]], [[RUL-030]]. A kind is named by its name and everything else by its identifier, which a rename never touches. The build resolves every reference to the target's address and label, refuses one that resolves to nothing or to two things or to the text's own subject, draws it as a link, and lists on the target where it is named. A reference never asserts a relationship: prose may name, only the registry relates. Where a row's text names another row whose kinds may relate and no relationship is asserted between them, the build lists the pair as proposed, for the model's author, and writes nothing.","enforced_by":"FND-032","pattern":"\\[\\[([^\\[\\]|]+)(?:\\|([^\\[\\]]+))?\\]\\]","in":["kind.definition","kind.practice","kind.story","row.definition","commitment.statement","commitment.why","commitment.current","commitment.deferred","lens.definition","lens.here","view.definition","deliverable.definition","pattern.asks"],"values":{"kind":{"about":"A kind, by its name.","resolves":"kinds"},"row":{"about":"A row, by its identifier.","resolves":"rows"},"commitment":{"about":"A commitment, by its identifier.","resolves":"rules"},"source":{"about":"A source, by its identifier.","resolves":"sources"},"pattern":{"about":"A pattern, by its identifier.","resolves":"patterns"},"view":{"about":"A view, by its identifier.","resolves":"views"}}},"grains":{"about":"The closed set of grains a relationship is asserted at. A vocabulary road is a fact about the kinds' rows themselves - a signal observes an event, a KPI serves a goal - asserted in the registry, walked by questions and counted on every build. A record road is a fact only an instance can carry - which tactic a conversion is credited to, which campaign rolls into which - so the registry asserts nothing on it, no spine may require it, no question walks it, and its lower bound is zero. It exists so that a record shape can name the join a person-level system must make, and the standards export carries it as such. Declaring the grain is what tells an unfinished road from one that is empty by nature, and it is declared on the road rather than inferred from its fill because a road the exemplar thread happens to fill once looks the same either way.","enforced_by":"FND-033","values":{"vocabulary":"A fact about rows of the kinds: asserted here, walked by questions, counted on every build.","record":"A fact only an instance carries: asserted by nothing here, walked by record shapes, bounded below by zero."}},"map":{"about":"How the model is drawn beside every page, and how the drawing becomes the board. An arrangement is only how the map is drawn: every arrangement is the whole model, so whichever a reader prefers still shows everything, and the choice is kept in the browser under the key declared here. On the compose door the kinds arrangement is the board: a kind pressed becomes a role, a lit road pressed becomes an edge, and the only roads offered are the specifications the grammar declares between the kinds on the board. The site ring holds every arrangement and the board to the files that say they draw them, the layout to offering one control per arrangement with its mark, and the remembered choice to the key.","arrangements":{"about":"The closed set of ways the map arranges the model. Declared here, drawn by the files named, chosen by the reader and remembered.","enforced_by":"ring:6","key":"umi.arrangement","values":{"kinds":{"about":"One column per band in the governed order, the kinds of each band stacked inside it, a road for every relationship between them weighted by how many terms complete it, and the view layer above.","mark":"Kinds by band","default":true,"drawn_by":["site/src/lib/KindMap.svelte","site/src/routes/+layout.svelte"]},"entities":{"about":"The entities as hubs, each with the kinds that describe it fanned around it, a spoke weighted by how many of its terms ground there.","mark":"Entities as hubs","drawn_by":["site/src/lib/EntityMap.svelte","site/src/routes/+layout.svelte"]},"walk":{"about":"From one term outward along the relationships a reader may walk, grown a neighbourhood at a time; offered only where there is a term to walk from.","mark":"Walk from here","drawn_by":["site/src/lib/WalkMap.svelte","site/src/routes/+layout.svelte"]}}},"board":{"about":"The compose door’s board: a canvas where a role is a node of a kind, a road is a wire along a declared specification, and the only wires that can be drawn are the ones the grammar declares between the kinds at each end; the palette is the kinds by band, a job or a shape opens as nodes and wires, and the map beside it lights the same shape, a kind pressed there becoming a role and a lit road pressed becoming an edge. The shape it draws lives in the page’s address and binds beneath the board with the engine every page uses.","enforced_by":"ring:6","drawn_by":["site/src/lib/Board.svelte","site/src/lib/RoleNode.svelte","site/src/lib/Sandbox.svelte","site/src/lib/KindMap.svelte","site/src/lib/overlay.svelte.ts"]}}},"proposed":[],"pages":{"home":"2026-10-02","commitments":"2026-10-03","sources":"2026-10-03","foundations":"2026-10-02","deliverables":"2026-09-29","held":"2026-10-03","exports":"2026-10-03","compose":"2026-10-02","checks":"2026-10-03","relationships":"2026-10-02","questions":"2026-10-02","patterns":"2026-09-29"},"modified":"2026-10-03"},"node_kinds":{"Entities":{"kind":"Entities","one":"entity","many":"entities","prefix":"ENT","shape":"Registry","band":"Identity & scope","rows":11,"exemplars":0,"definition":"An entity is a kind of thing in the world that everything else is ultimately about: a consumer, a [[Campaign|campaign]], an asset, an [[Events|event]], a place, a measure.","instance_policy":null,"identity_rule":null,"evidence_class":"design_construct","evidence":"A construct of this model","rule_ids":["RUL-004","RUL-007","RUL-011","RUL-022"],"path":"/entities/","mentions":[{"ref":"Campaign","of":"kind","label":"Campaign","path":"/campaign/"},{"ref":"Events","of":"kind","label":"Events","path":"/events/"}],"named_in":[{"label":"Every term is about something in the world","path":"/commitments/every-term-is-about-something-in-the-world/","in":"statement"},{"label":"Every term is about something in the world","path":"/commitments/every-term-is-about-something-in-the-world/","in":"current"},{"label":"Every term is about something in the world","path":"/commitments/every-term-is-about-something-in-the-world/","in":"deferred"}],"modified":"2026-10-02"},"Time Windows":{"kind":"Time Windows","one":"time window","many":"time windows","prefix":"TMW","shape":"Registry","band":"Identity & scope","rows":5,"exemplars":5,"definition":"A time window is an interval with an explicit boundary, a time basis and a stated use. It scopes validity or evaluation; it is not an open-ended calendar label.","instance_policy":"source_backed","identity_rule":"An exemplar is labelled by the bound it stands for, 'Campaign flight' or 'Lapse window'; a record carries explicit start, end and time basis from its source, or the duration and the clock it starts on.","evidence_class":"source_backed","evidence":"Admitted as a record with a durable source, or as one exemplar of the pattern","rule_ids":["RUL-008","RUL-009","RUL-019","RUL-025","RUL-028"],"path":"/time-windows/","modified":"2026-10-02"},"Geographies":{"kind":"Geographies","one":"geography","many":"geographies","prefix":"GEO","shape":"Registry","band":"Identity & scope","rows":1,"exemplars":1,"definition":"A geography is a market or place carrying a durable geographic reference. 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Multi-touch, and the plainest way to stop one touch taking all of it, at the cost of holding a first impression and a closing click to be worth the same."},"reaches":"ENT-009","exemplar":false,"also_called":["Even credit"],"path":"/attribution-models/linear/","modified":"2026-09-29"},{"id":"ATM-004","node_class":"row","kind":"Attribution Models","label":"Time Decay","properties":{"Definition":"Credit is divided across every exposure, weighted towards those nearest the outcome. Multi-touch, and it assumes recency is worth more, which suits a short buying cycle and misreads a long one."},"reaches":"ENT-009","exemplar":false,"path":"/attribution-models/time-decay/","modified":"2026-09-29"},{"id":"ATM-005","node_class":"row","kind":"Attribution Models","label":"Position Based","properties":{"Definition":"Credit is concentrated on the first and last exposures, with the remainder shared among what came between. Multi-touch, for journeys where opening and closing are held to matter most."},"reaches":"ENT-009","exemplar":false,"also_called":["U-shaped","Position-based"],"path":"/attribution-models/position-based/","modified":"2026-09-29"},{"id":"ATM-006","node_class":"row","kind":"Attribution Models","label":"Data Driven","properties":{"Definition":"Credit is assigned by a model fitted to observed outcomes rather than by a fixed rule. Multi-touch, and the weights it arrives at have to be demonstrable before they can be audited, which is the price of not choosing them in advance."},"reaches":"ENT-009","exemplar":false,"also_called":["Algorithmic"],"path":"/attribution-models/data-driven/","modified":"2026-09-29"},{"id":"EVD-001","node_class":"row","kind":"Evidence Designs","label":"Holdout experiment","properties":{"Definition":"A randomised experiment in which some eligible people are withheld from the activity, and the difference in outcome between the exposed and the withheld is the effect."},"reaches":"ENT-009","exemplar":false,"also_called":["Randomised controlled trial","A/B test"],"path":"/evidence-designs/holdout-experiment/","modified":"2026-09-29"},{"id":"EVD-002","node_class":"row","kind":"Evidence Designs","label":"Geo experiment","properties":{"Definition":"An experiment in which whole geographies are assigned to receive or not receive the activity, and the difference in their outcomes is the effect."},"reaches":"ENT-009","exemplar":false,"path":"/evidence-designs/geo-experiment/","modified":"2026-09-29"},{"id":"EVD-003","node_class":"row","kind":"Evidence Designs","label":"Matched-market test","properties":{"Definition":"A comparison of markets that received the activity with markets chosen to resemble them that did not, without random assignment."},"reaches":"ENT-009","exemplar":false,"also_called":["Synthetic control"],"path":"/evidence-designs/matched-market-test/","modified":"2026-09-29"},{"id":"EVD-004","node_class":"row","kind":"Evidence Designs","label":"Marketing mix model","properties":{"Definition":"A statistical model of an outcome over time against the activity across channels, from which each channel's contribution is estimated without assigning anyone."},"reaches":"ENT-009","exemplar":false,"also_called":["Media mix model"],"path":"/evidence-designs/marketing-mix-model/","modified":"2026-09-29"},{"id":"EVD-005","node_class":"row","kind":"Evidence Designs","label":"Attribution","properties":{"Definition":"A rule that divides credit for an outcome across the exposures that preceded it, observed rather than assigned."},"reaches":"ENT-009","exemplar":false,"path":"/evidence-designs/attribution/","modified":"2026-09-29"},{"id":"PRM-001","node_class":"row","kind":"Parameters","label":"Attribution lookback window","properties":{"Definition":"The number of days before a conversion within which an exposure may receive credit under an attribution model. 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The standard fixes it at half the pixels, and at less for the largest units."},"reaches":"ENT-004","exemplar":false,"path":"/parameters/viewable-pixel-share/","modified":"2026-09-29"},{"id":"PRM-003","node_class":"row","kind":"Parameters","label":"Viewable time","properties":{"Definition":"The continuous time an ad's pixels must stay in view before an impression counts as viewable: one second for display and two for video under the standard."},"reaches":"ENT-004","exemplar":false,"path":"/parameters/viewable-time/","modified":"2026-09-29"},{"id":"PRM-004","node_class":"row","kind":"Parameters","label":"Minimum detectable effect","properties":{"Definition":"The smallest lift an experiment is designed to detect, stated before it runs. The sample and the holdout are sized to it, and an effect below it is not evidence of absence."},"reaches":"ENT-009","exemplar":false,"path":"/parameters/minimum-detectable-effect/","modified":"2026-09-29"},{"id":"PRM-005","node_class":"row","kind":"Parameters","label":"Statistical power","properties":{"Definition":"The probability an experiment detects an effect of the minimum detectable size when it is there. The convention is eighty percent, and a test run below it reads noise as no effect."},"reaches":"ENT-009","exemplar":false,"path":"/parameters/statistical-power/","modified":"2026-09-29"},{"id":"PRM-006","node_class":"row","kind":"Parameters","label":"Significance level","properties":{"Definition":"The probability an experiment reports an effect that is not there. The convention is five percent, and it is set with the power rather than after the result."},"reaches":"ENT-009","exemplar":false,"path":"/parameters/significance-level/","modified":"2026-09-29"},{"id":"PRM-007","node_class":"row","kind":"Parameters","label":"Holdout share","properties":{"Definition":"The share of eligible people withheld from the activity in a holdout experiment, sized with the minimum detectable effect and the power rather than chosen for comfort."},"reaches":"ENT-009","exemplar":false,"path":"/parameters/holdout-share/","modified":"2026-09-29"},{"id":"PRM-008","node_class":"row","kind":"Parameters","label":"Incrementality factor","properties":{"Definition":"The multiplier a holdout establishes between an observed reading and its incremental value, applied to an observed rate or an attributed figure so a plan reports what the activity caused rather than what it touched."},"reaches":"ENT-009","exemplar":false,"path":"/parameters/incrementality-factor/","modified":"2026-09-29"},{"id":"PRM-009","node_class":"row","kind":"Parameters","label":"Frequency cap","properties":{"Definition":"The most deliveries of a tactic one person may receive within a window, so reach is not bought by repetition and a stated preference is not worn down."},"reaches":"ENT-001","exemplar":false,"path":"/parameters/frequency-cap/","modified":"2026-09-29"},{"id":"PRM-010","node_class":"row","kind":"Parameters","label":"Session timeout","properties":{"Definition":"The interval of inactivity after which a visit ends and the next act starts a new one. 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It is the business's own cost of capital or the hurdle it has set, fixed before a lifetime value is read rather than chosen after it, because the rate decides the answer."},"reaches":"ENT-009","exemplar":false,"path":"/parameters/discount-rate/","modified":"2026-10-01"},{"id":"STB-001","node_class":"row","kind":"Setting Bases","label":"Standard","properties":{"Definition":"A public standard fixes the value and the business adopts it as written: the share of pixels and the time an impression must stay in view."},"reaches":"ENT-009","exemplar":false,"path":"/setting-bases/standard/","modified":"2026-09-29"},{"id":"STB-002","node_class":"row","kind":"Setting Bases","label":"Benchmark","properties":{"Definition":"A published benchmark or a platform default supplies the value, and the business takes it until it has evidence of its own."},"reaches":"ENT-009","exemplar":false,"path":"/setting-bases/benchmark/","modified":"2026-09-29"},{"id":"STB-003","node_class":"row","kind":"Setting Bases","label":"Experiment","properties":{"Definition":"An evidence design established the value: a holdout, a geo experiment or a model calibrated it, and the result is what stands."},"reaches":"ENT-009","exemplar":false,"path":"/setting-bases/experiment/","modified":"2026-09-29"},{"id":"STB-004","node_class":"row","kind":"Setting Bases","label":"Decision","properties":{"Definition":"The business chose the value, stated it and owns it: a lookback window, a frequency cap, a retention period."},"reaches":"ENT-009","exemplar":false,"path":"/setting-bases/decision/","modified":"2026-10-01"},{"id":"EGR-001","node_class":"row","kind":"Event Grain","label":"Person","properties":{"Definition":"One event is one person's, and the brand can resolve it to that person: a visit, an open, a submission, a purchase, or a fact recorded about one known relationship."},"reaches":"ENT-004","exemplar":false,"also_called":["Individual"],"path":"/event-grain/person/","modified":"2026-09-29"},{"id":"EGR-002","node_class":"row","kind":"Event Grain","label":"Withheld","properties":{"Definition":"One event is one person's act, but the platform that saw it holds the identity and releases only the aggregate, so the person is real and unresolvable from here."},"reaches":"ENT-004","exemplar":false,"path":"/event-grain/withheld/","modified":"2026-09-29"},{"id":"EGR-003","node_class":"row","kind":"Event Grain","label":"Placement","properties":{"Definition":"One event is a delivery with no person in it: a placement, a drop, an airing. It says the message went out, and nothing about who received it."},"reaches":"ENT-004","exemplar":false,"path":"/event-grain/placement/","modified":"2026-09-29"},{"id":"EGR-004","node_class":"row","kind":"Event Grain","label":"Public","properties":{"Definition":"One event is an utterance in public, made by someone the brand has not resolved to a known person, so it is evidence about the brand and not about a relationship."},"reaches":"ENT-004","exemplar":false,"path":"/event-grain/public/","modified":"2026-09-29"},{"id":"MDR-001","node_class":"row","kind":"Measure Direction","label":"Higher is better","properties":{"Definition":"Improvement is the reading going up. The ordinary case for volume, rate and value readings, where more of the thing measured is the outcome wanted."},"reaches":"ENT-009","exemplar":false,"path":"/measure-direction/higher-is-better/","modified":"2026-09-29"},{"id":"MDR-002","node_class":"row","kind":"Measure Direction","label":"Lower is better","properties":{"Definition":"Improvement is the reading going down. The case for cost, rank and error readings, where the reading measures what has to be spent or got wrong to produce the result."},"reaches":"ENT-009","exemplar":false,"path":"/measure-direction/lower-is-better/","modified":"2026-09-29"},{"id":"MDR-003","node_class":"row","kind":"Measure Direction","label":"Target band","properties":{"Definition":"Improvement is the reading staying inside a stated range, and movement in either direction out of it is the same failure. The case for readings where too much is as wrong as too little."},"reaches":"ENT-009","exemplar":false,"path":"/measure-direction/target-band/","modified":"2026-09-29"},{"id":"MFM-001","node_class":"row","kind":"Measure Form","label":"Total","properties":{"Definition":"A count or sum over a period. It grows with volume, so it cannot be compared across periods of different size without saying so."},"reaches":"ENT-009","exemplar":false,"also_called":["Sum"],"path":"/measure-form/total/","modified":"2026-09-29"},{"id":"MFM-002","node_class":"row","kind":"Measure Form","label":"Rate","properties":{"Definition":"A count over the population that could have produced it, in the same period. It is stable against volume, which is what makes it comparable where a total is not."},"reaches":"ENT-009","exemplar":false,"path":"/measure-form/rate/","modified":"2026-09-29"},{"id":"MFM-003","node_class":"row","kind":"Measure Form","label":"Share","properties":{"Definition":"A part over a whole that is itself measured, rather than over a population acted on. It moves when the whole moves, so a falling share is not always a falling part."},"reaches":"ENT-009","exemplar":false,"also_called":["Proportion"],"path":"/measure-form/share/","modified":"2026-09-29"},{"id":"MFM-004","node_class":"row","kind":"Measure Form","label":"Ratio","properties":{"Definition":"One measured quantity over another of a different unit, such as money over outcomes. It answers what a thing costs or returns rather than how often it happens."},"reaches":"ENT-009","exemplar":false,"path":"/measure-form/ratio/","modified":"2026-09-29"},{"id":"MFM-005","node_class":"row","kind":"Measure Form","label":"Value","properties":{"Definition":"An amount in the unit the business plans in, carried on one subject rather than aggregated over events. It is the form a forecast can be read against."},"reaches":"ENT-009","exemplar":false,"path":"/measure-form/value/","modified":"2026-09-29"},{"id":"MFM-006","node_class":"row","kind":"Measure Form","label":"Index","properties":{"Definition":"A composite standing built from several underlying readings against stated thresholds. Its movement is interpretable only alongside what went into it."},"reaches":"ENT-009","exemplar":false,"path":"/measure-form/index/","modified":"2026-09-29"},{"id":"MFM-007","node_class":"row","kind":"Measure Form","label":"Change","properties":{"Definition":"The movement of another reading between two stated periods. It carries no level of its own, so it cannot be read without the reading it is the change in."},"reaches":"ENT-009","exemplar":false,"also_called":["Delta"],"path":"/measure-form/change/","modified":"2026-09-29"},{"id":"UNT-001","node_class":"row","kind":"Units","label":"Count","properties":{"Definition":"A number of things counted, each the same kind of thing: visits, leads, deliveries, people reached. It is the unity, coded 1, and it has no scale but the thing it counts, so two counts compare only when they count the same thing over the same period."},"reaches":"ENT-009","exemplar":false,"path":"/units/count/","modified":"2026-09-29"},{"id":"UNT-002","node_class":"row","kind":"Units","label":"Percent","properties":{"Definition":"One part in a hundred of a stated whole: a name for the number 0.01, and a quantity of dimension one. A reading in percent must say what whole it is a share of, because a share of visits and a share of visitors print the same and mean different things."},"reaches":"ENT-009","exemplar":false,"also_called":["%"],"path":"/units/percent/","modified":"2026-10-01"},{"id":"UNT-003","node_class":"row","kind":"Units","label":"Ratio","properties":{"Definition":"One quantity over another, read as a multiple or as so many of one per one of the other: revenue over cost, deliveries over people reached. Where the two are in the same unit the ratio is of dimension one and reads as a multiple; where they differ the reading carries both units and says which."},"reaches":"ENT-009","exemplar":false,"path":"/units/ratio/","modified":"2026-09-29"},{"id":"UNT-004","node_class":"row","kind":"Units","label":"Currency","properties":{"Definition":"An amount of money in the currency the reading is published in, named by its ISO 4217 code. Money is not a physical quantity and the unit codes leave it out, so the currency and the date of its rate travel with a published reading; here the unit says only that the number is money, whether an amount, an amount per outcome, or a value on one relationship."},"reaches":"ENT-009","exemplar":false,"also_called":["Money"],"path":"/units/currency/","modified":"2026-10-01"},{"id":"UNT-005","node_class":"row","kind":"Units","label":"Rank","properties":{"Definition":"An ordinal position in a rendered order: first, second, later. An ordinal quantity has an order and no arithmetic, so ranks are compared and never added or averaged as if the gaps between them were equal."},"reaches":"ENT-009","exemplar":false,"path":"/units/rank/","modified":"2026-09-29"},{"id":"UNT-006","node_class":"row","kind":"Units","label":"Score","properties":{"Definition":"A composite standing on a stated scale, built from several readings judged against thresholds. It is a number by construction rather than by measurement, so it compares only with a score built the same way, and its movement reads only alongside what went into it."},"reaches":"ENT-009","exemplar":false,"path":"/units/score/","modified":"2026-09-29"},{"id":"UNT-007","node_class":"row","kind":"Units","label":"Duration","properties":{"Definition":"A length of time: the seconds an impression must stay in view, the minutes after which a visit ends, the days a window reaches back. It is a quantity of time and names its unit of time, so two durations compare only when both name the same one."},"reaches":"ENT-009","exemplar":false,"path":"/units/duration/","modified":"2026-09-29"},{"id":"MTR-001","node_class":"row","kind":"Metrics","label":"Site Visits","properties":{"Definition":"Count of visits to the owned site in the period: the base audience measure every site rate sits on top of."},"reaches":"ENT-009","exemplar":false,"also_called":["Sessions"],"path":"/metrics/site-visits/","modified":"2026-09-29"},{"id":"MTR-002","node_class":"row","kind":"Metrics","label":"First-Time Visit Share","properties":{"Definition":"The share of visits from people with no prior visit on record."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/first-time-visit-share/","modified":"2026-09-29"},{"id":"MTR-003","node_class":"row","kind":"Metrics","label":"Qualified Visit Rate","properties":{"Definition":"The share of visits that meet the qualification threshold for the page they land on."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/qualified-visit-rate/","modified":"2026-09-29"},{"id":"MTR-004","node_class":"row","kind":"Metrics","label":"Content Engagement Rate","properties":{"Definition":"The share of content views that meet the engagement threshold."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/content-engagement-rate/","modified":"2026-09-29"},{"id":"MTR-005","node_class":"row","kind":"Metrics","label":"Video Completion Rate","properties":{"Definition":"The share of started videos watched to completion."},"reaches":"ENT-009","exemplar":false,"also_called":["VCR"],"path":"/metrics/video-completion-rate/","modified":"2026-09-29"},{"id":"MTR-006","node_class":"row","kind":"Metrics","label":"Form Start to Submit Rate","properties":{"Definition":"The share of started forms that are submitted."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/form-start-to-submit-rate/","modified":"2026-09-29"},{"id":"MTR-007","node_class":"row","kind":"Metrics","label":"Page Experience Index","properties":{"Definition":"A composite standing of a page against the Core Web Vitals thresholds."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/page-experience-index/","modified":"2026-09-29"},{"id":"MTR-009","node_class":"row","kind":"Metrics","label":"Conversion Flow Completion Rate","properties":{"Definition":"The share of started conversion flows that end in a confirmed conversion."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/conversion-flow-completion-rate/","modified":"2026-09-29"},{"id":"MTR-010","node_class":"row","kind":"Metrics","label":"Fulfilment Rate","properties":{"Definition":"The share of confirmed conversions that were fulfilled rather than cancelled or left undone."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/fulfilment-rate/","modified":"2026-09-29"},{"id":"MTR-011","node_class":"row","kind":"Metrics","label":"Assisted-Conversion Actions","properties":{"Definition":"The count of conversion actions that reach a person rather than a system: a call placed, a chat started."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/assisted-conversion-actions/","modified":"2026-09-29"},{"id":"MTR-012","node_class":"row","kind":"Metrics","label":"Account Activation Rate","properties":{"Definition":"The share of started account registrations that end in an activated account."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/account-activation-rate/","modified":"2026-09-29"},{"id":"MTR-013","node_class":"row","kind":"Metrics","label":"Lead Count","properties":{"Definition":"The count of resolved lead inputs at tactic and intended-outcome grain."},"reaches":"ENT-009","exemplar":false,"also_called":["Leads"],"path":"/metrics/lead-count/","modified":"2026-09-29"},{"id":"MTR-014","node_class":"row","kind":"Metrics","label":"Conversion Count","properties":{"Definition":"The count of completed intended outcomes in the period."},"reaches":"ENT-009","exemplar":false,"also_called":["Conversions"],"path":"/metrics/conversion-count/","modified":"2026-09-29"},{"id":"MTR-015","node_class":"row","kind":"Metrics","label":"Lead to Conversion Rate","properties":{"Definition":"The share of resolved lead inputs that produce an intended outcome within its declared attribution window."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/lead-to-conversion-rate/","modified":"2026-09-29"},{"id":"MTR-016","node_class":"row","kind":"Metrics","label":"Lead to Modelled Conversion Rate","properties":{"Definition":"The share of resolved lead inputs that receive a modelled intended outcome within its declared attribution window.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"path":"/metrics/lead-to-modelled-conversion-rate/","modified":"2026-09-29"},{"id":"MTR-017","node_class":"row","kind":"Metrics","label":"Reactivation Rate","properties":{"Definition":"The share of lapsed consumers who return within the win-back window."},"reaches":"ENT-009","exemplar":false,"also_called":["Win-back rate"],"path":"/metrics/reactivation-rate/","modified":"2026-09-29"},{"id":"MTR-018","node_class":"row","kind":"Metrics","label":"Attributed-Conversion Share","properties":{"Definition":"The share of conversions that arrive carrying a source key."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/attributed-conversion-share/","modified":"2026-09-29"},{"id":"MTR-019","node_class":"row","kind":"Metrics","label":"Referral Conversion Rate","properties":{"Definition":"The share of referred sessions that convert, read by the channel that referred them."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/referral-conversion-rate/","modified":"2026-09-29"},{"id":"MTR-020","node_class":"row","kind":"Metrics","label":"Media Cost","properties":{"Definition":"Gross media cost recorded against a tactic."},"reaches":"ENT-009","exemplar":false,"also_called":["Media spend","Spend"],"path":"/metrics/media-cost/","modified":"2026-09-29"},{"id":"MTR-021","node_class":"row","kind":"Metrics","label":"Cost per Lead","properties":{"Definition":"Media cost divided by resolved leads."},"reaches":"ENT-009","exemplar":false,"also_called":["CPL"],"path":"/metrics/cost-per-lead/","modified":"2026-09-29"},{"id":"MTR-022","node_class":"row","kind":"Metrics","label":"Cost per Conversion","properties":{"Definition":"Media cost divided by conversions."},"reaches":"ENT-009","exemplar":false,"also_called":["CPA","Cost per acquisition"],"path":"/metrics/cost-per-conversion/","modified":"2026-09-29"},{"id":"MTR-023","node_class":"row","kind":"Metrics","label":"Cost per Modelled Conversion","properties":{"Definition":"Media cost divided by modelled conversions.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"path":"/metrics/cost-per-modelled-conversion/","modified":"2026-09-29"},{"id":"MTR-024","node_class":"row","kind":"Metrics","label":"Attributed Revenue","properties":{"Definition":"Revenue on conversions joined to one tactic through the CRM. Credit rests wholly on that single touch, so a journey that took several reads as though the last of them produced it.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"path":"/metrics/attributed-revenue/","modified":"2026-09-29"},{"id":"MTR-025","node_class":"row","kind":"Metrics","label":"Ad Impressions","properties":{"Definition":"Paid media impressions delivered against a tactic."},"reaches":"ENT-009","exemplar":false,"also_called":["Impressions"],"path":"/metrics/ad-impressions/","modified":"2026-09-29"},{"id":"MTR-026","node_class":"row","kind":"Metrics","label":"Ad Clicks","properties":{"Definition":"Paid media clicks recorded against a tactic."},"reaches":"ENT-009","exemplar":false,"also_called":["Clicks"],"path":"/metrics/ad-clicks/","modified":"2026-09-29"},{"id":"MTR-027","node_class":"row","kind":"Metrics","label":"Paid Search Efficiency","properties":{"Definition":"Platform conversions per unit of paid search spend."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/paid-search-efficiency/","modified":"2026-09-29"},{"id":"MTR-028","node_class":"row","kind":"Metrics","label":"Email Engagement Rate","properties":{"Definition":"The share of delivered emails opened or clicked."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/email-engagement-rate/","modified":"2026-09-29"},{"id":"MTR-029","node_class":"row","kind":"Metrics","label":"SMS Engagement Rate","properties":{"Definition":"The share of delivered SMS clicked or replied to."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/sms-engagement-rate/","modified":"2026-09-29"},{"id":"MTR-030","node_class":"row","kind":"Metrics","label":"Offline Reach","properties":{"Definition":"Total offline delivery in the period: the nearest reading to reach available where no individual is observed."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/offline-reach/","modified":"2026-09-29"},{"id":"MTR-031","node_class":"row","kind":"Metrics","label":"Organic Visibility Share","properties":{"Definition":"The share of tracked queries where the brand holds a top-ranking result."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/organic-visibility-share/","modified":"2026-09-29"},{"id":"MTR-032","node_class":"row","kind":"Metrics","label":"Citation Rate","properties":{"Definition":"Responses citing the brand as a source, over responses returned for the tracked query set. Where mention says the brand was spoken about, citation says it was relied on."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/citation-rate/","modified":"2026-09-29"},{"id":"MTR-033","node_class":"row","kind":"Metrics","label":"Mention Rate","properties":{"Definition":"Responses containing a brand mention, over responses returned for the tracked query set. The base reading of answer visibility: unmentioned, nothing after it applies."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/mention-rate/","modified":"2026-09-29"},{"id":"MTR-034","node_class":"row","kind":"Metrics","label":"Share of Voice","properties":{"Definition":"Brand mentions as a proportion of all brand mentions within a defined competitive category. An absolute mention rate cannot say whether rivals moved."},"reaches":"ENT-009","exemplar":false,"also_called":["SOV"],"path":"/metrics/share-of-voice/","modified":"2026-09-29"},{"id":"MTR-035","node_class":"row","kind":"Metrics","label":"Video Answer Appearances","properties":{"Definition":"Count of tracked queries returning a brand video as an answer."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/video-answer-appearances/","modified":"2026-09-29"},{"id":"MTR-036","node_class":"row","kind":"Metrics","label":"Schema Coverage","properties":{"Definition":"The share of governed entity properties that the site publishes as structured data."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/schema-coverage/","modified":"2026-09-29"},{"id":"MTR-037","node_class":"row","kind":"Metrics","label":"Return on Ad Spend","properties":{"Definition":"Attributed revenue divided by media cost.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"also_called":["ROAS"],"path":"/metrics/return-on-ad-spend/","modified":"2026-09-29"},{"id":"MTR-038","node_class":"row","kind":"Metrics","label":"Revenue per Lead","properties":{"Definition":"Attributed revenue divided by resolved leads.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"path":"/metrics/revenue-per-lead/","modified":"2026-09-29"},{"id":"MTR-039","node_class":"row","kind":"Metrics","label":"Revenue per Conversion","properties":{"Definition":"Attributed revenue divided by completed conversions.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"path":"/metrics/revenue-per-conversion/","modified":"2026-09-29"},{"id":"MTR-040","node_class":"row","kind":"Metrics","label":"Click-through Rate","properties":{"Definition":"Paid media clicks over paid media impressions delivered in the period."},"reaches":"ENT-009","exemplar":false,"also_called":["CTR"],"path":"/metrics/click-through-rate/","modified":"2026-09-29"},{"id":"MTR-041","node_class":"row","kind":"Metrics","label":"Retention Rate","properties":{"Definition":"The share of relationships active at the start of a window that are still active at its end."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/retention-rate/","modified":"2026-10-01"},{"id":"MTR-042","node_class":"row","kind":"Metrics","label":"Customer Lifetime Value","properties":{"Definition":"Expected contribution margin from one relationship from here on, brought back to what it is worth now. Margin and not revenue: what the relationship returns after the variable cost of serving and keeping it. From here on and not over the whole of its life, because what has already happened is measured and not expected.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"also_called":["CLV","LTV"],"path":"/metrics/customer-lifetime-value/","modified":"2026-10-01"},{"id":"MTR-043","node_class":"row","kind":"Metrics","label":"Advocacy Rate","properties":{"Definition":"The share of consumers who bring at least one other person in."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/advocacy-rate/","modified":"2026-09-29"},{"id":"MTR-044","node_class":"row","kind":"Metrics","label":"Reach","properties":{"Definition":"The count of distinct people a placement was delivered to, as against the count of deliveries.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"also_called":["Unique reach"],"path":"/metrics/reach/","modified":"2026-09-29"},{"id":"MTR-045","node_class":"row","kind":"Metrics","label":"Visibility Momentum","properties":{"Definition":"Percentage change in mention rate or share of voice between two defined measurement periods."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/visibility-momentum/","modified":"2026-09-29"},{"id":"MTR-046","node_class":"row","kind":"Metrics","label":"Position","properties":{"Definition":"Where the brand falls in the response as rendered: first entity or later, its rank among listed alternatives, and whether it stands as the recommendation or as one option among several."},"reaches":"ENT-009","exemplar":false,"also_called":["Rank"],"path":"/metrics/position/","modified":"2026-09-29"},{"id":"MTR-047","node_class":"row","kind":"Metrics","label":"Hallucination Rate","properties":{"Definition":"Responses attributing to the brand a product, claim or association that does not exist, over responses returned for the tracked query set.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"path":"/metrics/hallucination-rate/","modified":"2026-09-29"},{"id":"MTR-048","node_class":"row","kind":"Metrics","label":"Post-Citation Click-through Rate","properties":{"Definition":"Clicks on a citation, over responses in which that citation appeared.","Contract status":"Requires source"},"reaches":"ENT-009","exemplar":false,"path":"/metrics/post-citation-click-through-rate/","modified":"2026-09-29"},{"id":"MTR-049","node_class":"row","kind":"Metrics","label":"Lapse Rate","properties":{"Definition":"The share of relationships active at the start of a window that have no qualifying activity by its end: the fact of leaving, counted where retention counts staying."},"reaches":"ENT-009","exemplar":false,"also_called":["Churn rate"],"path":"/metrics/lapse-rate/","modified":"2026-09-29"},{"id":"MTR-050","node_class":"row","kind":"Metrics","label":"Likely-to-Lapse Rate","properties":{"Definition":"The share of active relationships a model scores as likely to disengage before any window has run out: risk read ahead of the lapse it predicts."},"reaches":"ENT-009","exemplar":false,"path":"/metrics/likely-to-lapse-rate/","modified":"2026-09-29"},{"id":"MTR-051","node_class":"row","kind":"Metrics","label":"Frequency","properties":{"Definition":"The average number of times a placement was delivered to each person it reached: deliveries over distinct people. 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One exemplar per kind may show the shape of a record before any record exists.","standards":["SRC-JSON-SCHEMA-2020-12","SRC-W3C-OWL2-PRIMER"],"rule_ids":["RUL-003","RUL-004","RUL-010","RUL-019","RUL-020","RUL-022","RUL-031"],"proved_by":["FND-006","FND-004","FND-016","FND-002","FND-003","FND-011","FND-013","ring:0","ring:1","ring:4"],"path":"/foundations/metaphysics/","modified":"2026-09-28"},{"id":"ontology","label":"Ontology","layer":"Foundational","asks":"What exists, and what may connect?","definition":"The kinds a domain is made of and the relationships allowed between them, written down explicitly enough that two systems mean the same thing by the same word. Gruber's formulation is the working one: an ontology is an explicit specification of a conceptualisation. Left implicit, the same word carries a different shape in every system that uses it.","here":"Every kind and every typed relationship is declared before it is used. Every relationship names the kind at each end, so a connection the model has not declared cannot be asserted.","standards":["SRC-W3C-OWL2-PRIMER","SRC-GRUBER-ONTOLOGY-DESIGN"],"rule_ids":["RUL-002","RUL-004","RUL-007","RUL-010","RUL-022","RUL-026","RUL-031","RUL-032"],"proved_by":["FND-004","FND-038","FND-016","FND-007","FND-002","FND-003","FND-021","FND-013","ring:0","ring:1","ring:4","ring:8"],"path":"/foundations/ontology/","modified":"2026-10-02"},{"id":"taxonomy","label":"Taxonomy","layer":"Foundational","asks":"Whose categories are these?","definition":"How a field's categories are arranged, and who governs them. Adopting a published taxonomy buys comparability with everyone else who adopted it, and buys its revision schedule and its blind spots along with it. The arrangement that lasts keeps local terms governed and treats the external scheme as a mapping rather than a master.","here":"IAB content, audience and creative taxonomies are cited as reference points and none of their identifiers is carried as a property of any term here. Where a published scheme gives a stable identifier and its own definition is the same thing said, the correspondence is asserted as a relationship to a term of that scheme, so the comparison exists without the other scheme governing a local word. Three such correspondences stand, to classes schema.org publishes. Where a correspondence would be a judgement it is not asserted at all.","standards":["SRC-ISO-25964-1","SRC-ISO-25964-2","SRC-W3C-SKOS-REFERENCE"],"rule_ids":["RUL-005","RUL-006","RUL-010","RUL-060"],"proved_by":["FND-002","FND-005","FND-012","FND-003","FND-004","FND-009","ring:2"],"path":"/foundations/taxonomy/","modified":"2026-10-02"},{"id":"mereology","label":"Mereology","layer":"Structural","asks":"What is a part, and what is its own thing?","definition":"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.","here":"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.","standards":["SRC-W3C-OWL2-PRIMER","SRC-W3C-SHACL"],"rule_ids":["RUL-001","RUL-002","RUL-010","RUL-011","RUL-021","RUL-042","RUL-052"],"proved_by":["FND-007","FND-012","FND-004","FND-038","FND-002","FND-003","FND-017","FND-014","FND-028","FND-025","FND-036","ring:8"],"path":"/foundations/mereology/","mentions":[{"ref":"Campaign","of":"kind","label":"Campaign","path":"/campaign/"},{"ref":"Tactics","of":"kind","label":"Tactics","path":"/tactics/"},{"ref":"Actions","of":"kind","label":"Actions","path":"/actions/"}],"modified":"2026-09-29"},{"id":"topology","label":"Topology","layer":"Structural","asks":"Is it connected, and can it be walked?","definition":"The shape of the graph as a graph: which way an assertion points, whether both of its ends resolve, and whether a path exists between two things at all. This is what makes a structure traversable rather than merely tabular — the difference between data you can query and data you can follow.","here":"Every relationship stores one direction and both endpoints resolve. Reverse reading is inferred from a named inverse, so no path depends on a fact written a second time.","standards":["SRC-W3C-SPARQL-PROPERTY-PATHS","SRC-W3C-SHACL"],"rule_ids":["RUL-003","RUL-011","RUL-012","RUL-021","RUL-023","RUL-026","RUL-032","RUL-038","RUL-041","RUL-042","RUL-043","RUL-048","RUL-058"],"proved_by":["FND-006","FND-004","FND-012","FND-017","FND-014","FND-015","FND-020","FND-026","FND-021","ring:8","FND-028","ring:6","eval:engine","FND-025","FND-034","FND-039"],"path":"/foundations/topology/","modified":"2026-10-01"},{"id":"identity","label":"Identity","layer":"Structural","asks":"What makes this the same thing twice?","definition":"What makes a thing the same thing across time, across systems and across restatements. Identity is the hinge interoperability turns on: without a stable handle that outlives any label, two systems holding the same thing are holding two things, and no join between them is sound.","here":"Every row carries an immutable locator, and every registry states how its rows are named. A record that answers to an outside system carries that system's own identifier alongside.","standards":["SRC-FAIR-PRINCIPLES","SRC-W3C-COOL-URIS"],"rule_ids":["RUL-003","RUL-010","RUL-012","RUL-019","RUL-030","RUL-033","RUL-035","RUL-044","RUL-049","RUL-059"],"proved_by":["FND-006","FND-002","FND-003","FND-004","FND-011","FND-025","ring:6","eval:engine","FND-037","FND-040"],"path":"/foundations/identity/","modified":"2026-10-01"},{"id":"modality","label":"Modality","layer":"Structural","asks":"How many, and what kind of claim?","definition":"The difference between how many and whether. A bound says a thing may be connected once or many times; it never says what sort of assertion the connection is. Collapse the two and a design decision starts reading as evidence — the most common way a model comes to claim more than it knows.","here":"Cardinality and claim are separate axes on every relationship. Cardinality counts. Claim says whether the link holds by definition, only typically, by observation, by causation, or as advice.","standards":["SRC-W3C-SHACL","SRC-W3C-OWL2-PRIMER"],"rule_ids":["RUL-001","RUL-002","RUL-004","RUL-009","RUL-011","RUL-012","RUL-013","RUL-014","RUL-017"],"proved_by":["FND-007","FND-012","FND-004","FND-038","FND-016","FND-017","FND-009"],"path":"/foundations/modality/","modified":"2026-09-29"},{"id":"derivation","label":"Derivation","layer":"Structural","asks":"What is stored, and what is worked out?","definition":"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.","here":"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.","standards":["SRC-W3C-PROV-O","SRC-KIMBALL-GRAIN"],"rule_ids":["RUL-001","RUL-003","RUL-007","RUL-013","RUL-018","RUL-025","RUL-027","RUL-028","RUL-032","RUL-034","RUL-035","RUL-039","RUL-040","RUL-041","RUL-053"],"proved_by":["FND-007","FND-012","FND-006","FND-004","FND-010","FND-019","FND-022","FND-023","ring:8","eval:laws","eval:record","eval:host","eval:engine","ring:6","FND-029","FND-030","FND-015","FND-034","FND-035","FND-036"],"path":"/foundations/derivation/","modified":"2026-09-29"},{"id":"epistemology","label":"Epistemology","layer":"Cross-cutting","asks":"How does it know what it claims?","definition":"How a structure knows what it asserts, and on what authority. It turns on separating what licensed a design decision from what admits a fact: a published standard can justify a shape and can never establish that a particular thing happened. Models that blur this cite a standard as though it were evidence.","here":"A cited source licenses a commitment; a durable source reference admits a record. Research and governance are read as peers, after the Dublin Core distinction between what a thing was derived from and what it conforms to.","standards":["SRC-W3C-PROV-O","SRC-DCMI-TERMS","SRC-FAIR-PRINCIPLES"],"rule_ids":["RUL-003","RUL-007","RUL-010","RUL-012","RUL-013","RUL-014","RUL-015","RUL-016","RUL-017","RUL-023","RUL-025","RUL-026","RUL-034","RUL-036","RUL-037","RUL-038","RUL-039","RUL-044","RUL-047","RUL-050","RUL-051","RUL-054","RUL-055"],"proved_by":["FND-006","FND-007","FND-002","FND-003","FND-004","FND-001","FND-008","FND-027","FND-009","FND-015","FND-017","FND-020","FND-026","FND-019","FND-021","eval:laws","eval:record","eval:host","eval:engine","ring:7","ring:5","FND-028","ring:6","FND-033","FND-035"],"path":"/foundations/epistemology/","modified":"2026-09-30"},{"id":"semantics","label":"Semantics","layer":"Cross-cutting","asks":"Do two readers reach the same reading?","definition":"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.","here":"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.","standards":["SRC-W3C-SKOS-REFERENCE","SRC-W3C-OWL2-PRIMER"],"rule_ids":["RUL-001","RUL-004","RUL-006","RUL-007","RUL-008","RUL-010","RUL-011","RUL-014","RUL-017","RUL-027","RUL-029","RUL-036","RUL-040","RUL-045"],"proved_by":["FND-007","FND-012","FND-004","FND-016","FND-002","FND-005","FND-003","FND-017","FND-009","FND-022","FND-024","ring:7","FND-029","FND-030","FND-031","ring:6","FND-041"],"path":"/foundations/semantics/","modified":"2026-10-01"},{"id":"nomenclature","label":"Nomenclature","layer":"Cross-cutting","asks":"What is a name, and what is an address?","definition":"How things are named and how they are addressed. A label is written for a reader and may be rewritten; an identifier is written for a machine and may not. Confusing the two is how a rename silently breaks every reference to the thing renamed.","here":"A label reads in plain language and can be revised. The locator beside it is fixed, and no relationship resolves through a label.","standards":["SRC-W3C-SKOS-REFERENCE","SRC-W3C-COOL-URIS","SRC-ISO-25964-1"],"rule_ids":["RUL-003","RUL-005","RUL-010","RUL-015","RUL-018","RUL-029","RUL-030","RUL-033","RUL-046"],"proved_by":["FND-006","FND-002","FND-003","FND-004","FND-001","FND-010","FND-024","FND-025","ring:6","FND-032"],"path":"/foundations/nomenclature/","modified":"2026-09-29"},{"id":"deontics","label":"Deontics","layer":"Cross-cutting","asks":"What must hold before a claim is made?","definition":"What must, may and must not hold before a claim is made. This is the part of a model that stops it asserting more than it can support: the conditions attached to an obligation, and the honesty of saying so when they are not met.","here":"A Metric with no governed source says so rather than inheriting proof from a neighbouring calculation. A permission basis is a stated condition and never a record of an individual's consent. A profile a reader composes for one context selects and constrains this vocabulary and never extends it, and is held to the grammar before anything is carried.","standards":["SRC-DCMI-DCTAP","SRC-DCMI-SINGAPORE-FRAMEWORK","SRC-W3C-DPV","SRC-W3C-SHACL"],"rule_ids":["RUL-001","RUL-006","RUL-007","RUL-008","RUL-009","RUL-013","RUL-016","RUL-020","RUL-028","RUL-043","RUL-061"],"proved_by":["FND-007","FND-012","FND-002","FND-005","FND-004","FND-008","FND-027","FND-013","FND-023","eval:engine","ring:6"],"path":"/foundations/deontics/","modified":"2026-10-02"}],"checks":[{"id":"FND-001","label":"citation coverage","runs":"foundation integrity","ring":"ring:3","definition":"Every kind, relationship and deliverable is licensed by a cited rule, every source is cited by at least one rule, and every foundation names, among the cited works, the standard that represents it.","path":"/checks/#fnd-001"},{"id":"FND-002","label":"admission and shape","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-002"},{"id":"FND-003","label":"stable identifiers","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-003"},{"id":"FND-004","label":"typed relationships","runs":"registry integrity","ring":"ring:2","definition":"Every relationship has declared endpoint kinds and a governed cardinality.","path":"/checks/#fnd-004"},{"id":"FND-005","label":"semantic distinction","runs":"registry integrity","ring":"ring:2","definition":"Vocabulary, constructs, world records, and source-backed records cannot be substituted for one another.","path":"/checks/#fnd-005"},{"id":"FND-006","label":"canonical graph integrity","runs":"registry integrity","ring":"ring:2","definition":"Endpoints resolve, relationship triples are unique, and compositions remain acyclic where the model requires it.","path":"/checks/#fnd-006"},{"id":"FND-007","label":"calculation and projection integrity","runs":"registry integrity","ring":"ring:2","definition":"Formula inputs, metric composition, cardinality, and plan projections satisfy their declared contracts.","path":"/checks/#fnd-007"},{"id":"FND-008","label":"governance classification","runs":"foundation integrity","ring":"ring:3","definition":"Every rule declares whether a build check proves it; only an enforced rule names a check, every check is claimed by one, and no commitment or foundation states a count the model does not currently have.","path":"/checks/#fnd-008"},{"id":"FND-009","label":"relational claim","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-009"},{"id":"FND-010","label":"named inverse","runs":"registry integrity","ring":"ring:2","definition":"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'.","path":"/checks/#fnd-010"},{"id":"FND-011","label":"exemplar admission","runs":"registry integrity","ring":"ring:2","definition":"A source-backed row is a record with a durable source reference or an exemplar of the pattern, never both and never neither; and a vocabulary term is never an exemplar.","path":"/checks/#fnd-011"},{"id":"FND-012","label":"distinct definitions","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-012"},{"id":"FND-013","label":"licensed fields","runs":"registry integrity","ring":"ring:2","definition":"Every file conforms to the one declared schema before any other law runs: a row carries only the fields the model licenses, and every field has the type and, where the set is closed, the value the schema states, so material arriving from outside cannot introduce structure merely by arriving.","path":"/checks/#fnd-013"},{"id":"FND-014","label":"lifecycle ladder","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-014"},{"id":"FND-015","label":"spine integrity","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-015"},{"id":"FND-016","label":"event grain","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-016"},{"id":"FND-017","label":"journey integrity","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-017"},{"id":"FND-019","label":"move propagation","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-019"},{"id":"FND-020","label":"row participation","runs":"registry integrity","ring":"ring:2","definition":"Every row of a registry kind is touched by at least one relationship besides its own grounding, and every vocabulary is read by at least one filled relationship, so a record or construct nothing relates to, and a set of terms nothing uses, are failures rather than quiet rows.","path":"/checks/#fnd-020"},{"id":"FND-021","label":"Pattern integrity","runs":"Every pattern is a shape the model can hold, and every kind is in one","ring":"ring:2","definition":"Every pattern's roles name kinds that exist and are named once; every edge is a declared relationship whose ends are its roles' kinds; the shape is connected and crosses no grounding, and a typing only where nothing leads on; a root, where declared, is the first role. A pattern with a root binds from some row, and every kind fills a role in some pattern.","path":"/checks/#fnd-021"},{"id":"FND-022","label":"unit agreement","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-022"},{"id":"FND-023","label":"target coherence","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-023"},{"id":"FND-024","label":"label integrity","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-024"},{"id":"FND-025","label":"address integrity","runs":"registry integrity","ring":"ring:2","definition":"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 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, is cut from fields the artifact carries, and carries a reader’s label only where it is a file offered to a reader; every operation reads a projection.","path":"/checks/#fnd-025"},{"id":"FND-026","label":"kernel integrity","runs":"registry integrity","ring":"ring:2","definition":"Every kind and relationship the kernel names is one the registries declare: a spine's verbs are verbs its kind states or is reached by, the metric derivation names specifications that exist, the contract-status escape names kinds that exist, and the grounding reaches kinds that exist, and the machine's kinds and verbs and the instrumenting kind are kinds and verbs the registries declare.","path":"/checks/#fnd-026"},{"id":"FND-027","label":"Gate coverage","runs":"Every gate is claimed, and every claim resolves","ring":"ring:3","definition":"Every gate a commitment names is a check, a ring or an eval the law catalogs; and every gate the law catalogs is claimed by an enforced commitment, or says itself why nothing here can claim it.","path":"/checks/#fnd-027"},{"id":"FND-028","label":"Views compose","runs":"Every view binds declared patterns from one kind","ring":"ring:2","definition":"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.","path":"/checks/#fnd-028"},{"id":"FND-029","label":"Vocabularies are governed","runs":"Every governed vocabulary names its gate, and every value is reachable","ring":"ring:2","definition":"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.","path":"/checks/#fnd-029"},{"id":"FND-030","label":"The host answers from the law","runs":"registry integrity","ring":"ring:2","definition":"The host's caching rules each select by one form of a path, a prefix or a suffix, 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.","path":"/checks/#fnd-030"},{"id":"FND-031","label":"prose answers one question each","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-031"},{"id":"FND-032","label":"references resolve","runs":"registry integrity","ring":"ring:2","definition":"Every reference in prose resolves to exactly one governed thing, a kind by its name or anything else by its identifier, and never to the text's own subject; the texts references are read from are fields the schema and the ledger declare. A reference is a name, never an assertion: the build draws it as a link and lists it on the target, and a pair of rows a text joins that the registry does not is listed as proposed and written nowhere.","path":"/checks/#fnd-032"},{"id":"FND-033","label":"grain integrity","runs":"registry integrity","ring":"ring:2","definition":"Every relationship declares the grain it is asserted at, and a record road, a fact only an instance carries, is bounded below by zero, is required by no spine, and is walked by no question. The registry asserts a vocabulary road and holds it to its bound; a record road is the registry's declaration of a join a record must be able to make, and treating it as either an unfinished road or a fact about the kinds is the drift this refuses.","path":"/checks/#fnd-033"},{"id":"FND-034","label":"the loops close","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-034"},{"id":"FND-037","label":"moves are identified","runs":"registry integrity","ring":"ring:2","definition":"The kernel's resolution names a kind the registry declares, a specification on which the instrumenting kind declares its level, and a row of that kind at which nobody is told apart; and every event that triggers a move is observed by at least one instrument identifying above that level. A move counted only by instruments that cannot tell one person from another is a move nobody made.","path":"/checks/#fnd-037"},{"id":"FND-036","label":"record shapes hold","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-036"},{"id":"FND-035","label":"roads are walked","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-035"},{"id":"FND-038","label":"the hierarchy holds","runs":"registry integrity","ring":"ring:2","definition":"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.","path":"/checks/#fnd-038"},{"id":"FND-039","label":"a sole crossing is declared","runs":"registry integrity","ring":"ring:2","definition":"The bands are joined by roads, and a pair of bands joined by exactly one road is joined by that road alone: remove it and the two families no longer reach each other. The kernel declares each such crossing with the reason it is load-bearing, and the check derives the crossings from the registry rather than reading a list, so the declaration cannot drift from the model. A second road between the same two bands is growth and releases the requirement; a crossing left undeclared while it is still sole is refused, as is a declaration naming a road the registry does not have or one that does not cross the bands it claims.","path":"/checks/#fnd-039"},{"id":"FND-040","label":"the contract moves on the record","runs":"the ledger","ring":"ring:3","definition":"The model's own shape - the kinds, the roads with their bound, claim, grain and inverse, the compositions, the kernel's requirements and the vocabularies they are typed by - is digested apart from every row it holds, so the data moving does not move it and a reviewer can answer whether the model changed without reading a row. The ledger names the digest in force and every motion that brought it here, each with its day, its reason and the commitments that moved with it. A shape that does not match the accepted digest is refused, so is a ledger whose accepted digest is not its last motion's, and so is a motion naming a commitment that does not exist.","path":"/checks/#fnd-040"},{"id":"FND-041","label":"a commitment speaks to the reader","runs":"the ledger","ring":"ring:3","definition":"A commitment is read by a person on a page, so what it says holds, what goes wrong without it, where the model stands and what it does not claim are written in the reader's register. None of them names a file of this repository, and none names a path into the law written as one key inside another: a reader cannot open either, so naming one tells them nothing they can follow. The files are derived from the law's own declaration of what is authored rather than listed here, so one added tomorrow is covered. A single key in a code span is left alone, because that reads as the model naming its own part and the build register exists for it.","path":"/checks/#fnd-041"}],"rules":[{"id":"RUL-001","label":"Declare measurement grain before calculation","status":"adopted","enforcement":"enforced","proved_by":["FND-007","FND-012"],"statement":"An Event is a business-process fact, a Signal is the governed instrument, a Metric is the calculation, and a KPI serves a Goal. A rate or aggregate may not silently change the grain of its inputs, including an explicitly composed Metric.","why":"A rate means nothing unless everyone agrees what one instance of its numerator and its denominator represents. Marketing reporting fails less often because a number is wrong than because two numbers computed at different grains were divided — sessions over people, clicks over sends — and nothing in the output says so. Declaring the grain first is what makes the calculation reproducible by someone who did not write it.","current":["The measurement spine runs Event → Signal → Metric → KPI → Goal, and every reading of performance follows it.","Metric and KPI rows are distinct; direct Event → KPI assertions are intentionally absent.","Every KPI names at least one Metric, and a derived rate names the [[Metrics]] it divides."],"deferred":["A real plan still needs structured grain, unit, numerator, denominator, window, source, and join-key fields before calculation can be reproduced."],"kinds":["Events","Signals","Metrics","KPIs","Goals"],"relationships":["Signals·observes event","Metrics·counts in numerator","Metrics·counts in denominator","KPIs·has metric","KPIs·serves goal","Metrics·takes as numerator","Metrics·takes as denominator"],"sources":[{"id":"SRC-KIMBALL-GRAIN","label":"Declaring the Grain","path":"/sources/declaring-the-grain/"}],"path":"/commitments/declare-measurement-grain-before-calculation/","mentions":[{"ref":"Metrics","of":"kind","label":"Metrics","path":"/metrics/"}],"modified":"2026-09-30"},{"id":"RUL-002","label":"Campaign is the accountable initiative","status":"adopted","enforcement":"enforced","proved_by":["FND-004","FND-038"],"statement":"[[Campaign]] is the time-bounded accountable initiative. Parent Campaign is an optional roll-up, [[Campaign Purpose]] is a classifier, and Tactic is the executable child; no parallel Program hierarchy is introduced.","why":"Marketing organisations accumulate layers — programme, portfolio, initiative, workstream — each added by a team that wanted one more level of roll-up. Every layer is another place spend and outcome can be attributed, and after two or three of them it stops being answerable which level owns a number. One accountable unit that may nest inside itself gives the roll-up without the ambiguity.","current":["[[Campaign]] is the only accountable unit. Programme and Portfolio are not separate kinds; a roll-up is a Campaign whose parent is another Campaign. An objective is a Goal and a key result is a Target, the level on a KPI that a Campaign pursues and is judged against; neither is a unit of accountability.","A [[Campaign]] carries exactly one purpose from a closed set of seven, and at most one parent.","A tactic stands within its campaign: it runs in a window, a geography and an audience its campaign declares and never a wider one, and it keeps every preference and permission basis its campaign honours; an action stands within its tactic the same way. The kernel’s campaign declares each containment with its rule, narrows or keeps, and FND-038 holds every one, so the roads the two levels share cannot contradict each other."],"deferred":[],"kinds":["Campaign","Campaign Purpose","Tactics","KPIs","Goals","Channel","Surface","Content Types"],"relationships":["Campaign·parent campaign","Campaign·has purpose","Campaign·contains tactic","Campaign·measured by","Campaign·supports goal","Tactics·uses channel","Tactics·uses surface","Tactics·uses content type"],"sources":[{"id":"SRC-SALESFORCE-CAMPAIGN-HIERARCHY","label":"Understand Campaign Hierarchy","path":"/sources/understand-campaign-hierarchy/"}],"path":"/commitments/campaign-is-the-accountable-initiative/","mentions":[{"ref":"Campaign","of":"kind","label":"Campaign","path":"/campaign/"},{"ref":"Campaign Purpose","of":"kind","label":"Campaign Purpose","path":"/campaign-purpose/"}],"modified":"2026-09-30"},{"id":"RUL-003","label":"Store one canonical relationship assertion","status":"adopted","enforcement":"enforced","proved_by":["FND-006"],"statement":"Store a relationship once in its canonical direction and generate the named inverse for reading. Provenance, source linkage, and implementation status must be explicit rather than duplicated as a second fact.","why":"A relationship written twice, once in each direction, is two facts that can disagree. The moment one is updated and the other is not, the graph holds a contradiction in which both readings look equally authoritative, and no reader can tell which was meant. Asserting one direction and inferring the other is what keeps a structure consistent as it grows.","current":["Each relationship is asserted once, and a duplicate or an endpoint of the wrong kind is not admitted.","The reverse reading is taken from the named inverse rather than stored as a second assertion.","A relationship that can point at its own kind declares itself acyclic, and every such relationship is walked for a cycle."],"deferred":[],"kinds":[],"relationships":["Metrics·takes as numerator","Metrics·takes as denominator","Campaign·parent campaign"],"sources":[{"id":"SRC-W3C-PROV-O","label":"PROV-O: The PROV Ontology","path":"/sources/prov-o-the-prov-ontology/"}],"path":"/commitments/store-one-canonical-relationship-assertion/","modified":"2026-09-30"},{"id":"RUL-004","label":"Separate executable actions, observed events and consumer actor grain","status":"adopted","enforcement":"enforced","proved_by":["FND-004","FND-016"],"statement":"Action is the executable operation atom and Event is the observed fact. The canonical design path is Action → triggers Event. Every Event states the grain it is recorded at: one person's and resolvable to them, one person's with the identity withheld by the platform that saw it, a placement with no person in it, or a public utterance not resolved to a known person. Event → acted by Consumer is available only at the two grains that are a person's act, and a move between journey positions is triggered only by an event resolvable to one person. Aggregate delivery [[Events]] do not receive a fabricated actor, and a move of one person never rests on a fact about nobody in particular. An instrument observes exactly one kind of fact; an instrument that observes none is unanchored, and a reading built on it cannot say what it counted.","why":"What a system did and what a person did are different facts, and the two are easily merged — which is why event models separate what was explicitly triggered from what was implicitly observed. A send is not an open; a delivery total is not a set of people. Once an execution record and a behavioural observation are the same kind of thing, every count downstream quietly mixes them, and an audience figure stops being checkable.","current":["Action is the executable step and Event is the observed fact; the path between them is Action triggers Event.","Every event names its grain, and the grain decides what it may evidence. An actor is named only where a person acted: a web visit, an engagement, a submission, a purchase, a referral. Print, mail and broadcast is a placement; a public social conversation is public; social and video engagement is a person's act with the identity withheld, so it keeps its actor. A partner handoff and a fulfilment outcome are facts about one known person that the person did not perform, so they carry no actor and may still move a journey.","A fact the system of record emits about one person - a lookback window closing with nothing done, a score crossing a threshold - is an event with no surface, so an event's capture point is stated where it has one and left unstated where it does not, rather than a surface being invented for it.","Every instrument observes a fact. The instruments that read how the brand is found - a paid or search impression, an assistant's answer and the citation inside it, a crawl, a brand mention - observe facts at placement and public grain, so a reading of visibility closes on its rung the way a move closes on a person, and neither grain is mistaken for the other. Reach stays undeclared for the same reason: distinct people is a person-grain count, and every delivery fact has no person in it."],"deferred":["No Action record or actor assertion is public until an operational source distinguishes execution records, behavioral events and aggregate delivery; Send email stands as the exemplar."],"kinds":["Actions","Events","Event Grain","Entities","Signals"],"relationships":["Tactics·contains action","Actions·triggers event","Events·at grain","Events·acted by consumer","Events·attributed to tactic","Events·captured on","Signals·observes event"],"sources":[{"id":"SRC-ADOBE-XDM-EXPERIENCE-EVENT","label":"XDM ExperienceEvent Class","path":"/sources/xdm-experienceevent-class/"},{"id":"SRC-KIMBALL-GRAIN","label":"Declaring the Grain","path":"/sources/declaring-the-grain/"}],"path":"/commitments/separate-executable-actions-observed-events-and-consumer-actor-grain/","mentions":[{"ref":"Events","of":"kind","label":"Events","path":"/events/"}],"modified":"2026-09-30"},{"id":"RUL-005","label":"Use external content taxonomy as a mapping, not mastery","status":"adopted","enforcement":"guidance","proved_by":[],"statement":"A recognized content taxonomy may improve portability and comparability, but umi-graph's [[Content Types]], Surfaces and [[Creative Formats]] remain locally governed terms until a versioned mapping is justified. Creative Asset records point to those terms without becoming taxonomy values.","why":"Adopting an industry taxonomy as the master buys comparability and hands over governance of the vocabulary. When the external scheme revises, local meanings move with it, and a term that carried a specific operational sense is reinterpreted by someone else's committee. A mapping keeps both: the comparison when it is wanted, and the local meaning when it is not.","current":["Content Types, Surface and Creative Formats are locally governed terms, and no identifier of an external scheme is carried as a property of any of them.","Where a published scheme gives a stable identifier and its own definition is the same thing said, the correspondence is asserted as a relationship to a term of that scheme rather than stored on the local term, so the comparison exists and the local word stays governed here. Three stand, to classes schema.org publishes. The IAB content taxonomy remains cited as a scheme, and nothing of it is imported."],"deferred":["No identifier or value of an external scheme is stored as a property of a local term. A correspondence names the other term and the address that establishes it, which is a statement about two vocabularies and not a field on either.","A correspondence carries no version of the scheme it points into, so a reader cannot yet see which release was compared.","Only exact correspondence is asserted. A local term that is narrower or broader than a published one would be a judgement, and that is the bar these correspondences are held to."],"kinds":["Content Types","Surface","Creative Formats","Creative Assets"],"relationships":["Content Types·delivered on","Content Types·may be expressed as"],"sources":[{"id":"SRC-IAB-CONTENT-TAXONOMY","label":"Content Taxonomy","path":"/sources/content-taxonomy/"},{"id":"SRC-ISO-25964-2","label":"ISO 25964-2 Information and documentation, Thesauri and interoperability with other vocabularies, Part 2: Interoperability with other vocabularies","path":"/sources/iso-25964-2-information-and-documentation-thesauri-and-interoperability-with-other-vocabularies-part-2-interoperability-with-other-vocabularies/"}],"path":"/commitments/use-external-content-taxonomy-as-a-mapping-not-mastery/","mentions":[{"ref":"Content Types","of":"kind","label":"Content Types","path":"/content-types/"},{"ref":"Creative Formats","of":"kind","label":"Creative Formats","path":"/creative-formats/"}],"modified":"2026-10-03"},{"id":"RUL-006","label":"Keep audience eligibility, preference and permission basis distinct","status":"adopted","enforcement":"enforced","proved_by":["FND-002","FND-005","FND-012"],"statement":"Audience Segment identifies an addressable eligibility group; Preference records a communication or content choice; Permission Basis records the governed permission or other lawful-basis condition. Consumer State remains relationship context. None of these assertions substitutes for a consumer-level receipt or proves activation is permitted. A Permission Basis rests on exactly one lawful ground and names at least one purpose, because a ground is always a ground for something. A Preference is typed by the kind of choice it states.","why":"These answer three different questions — can this person be reached, how do they want to be reached, and are we permitted to reach them — and collapsing them is how an organisation comes to treat membership of a segment as a consent. Eligibility is an addressing fact, preference is a stated choice, and a permission basis is a condition with a purpose and a jurisdiction. Only the last has anything to say about whether an activation is allowed.","current":["Audience Segment, Preference and Permission Basis are three kinds with separate contracts on [[Campaign]] and Tactic, each holding one exemplar: Lapsed customers, Email frequency, Email marketing consent.","[[Campaign]]·targets state remains behavioral relevance only, not audience membership or permission.","The six lawful grounds are a closed vocabulary, so a permission basis names the ground it rests on instead of asserting permission as a bare word.","A purpose is named apart from the ground it rests on, because agreement to one purpose is not agreement to another.","In marketing, consent and legitimate interests are the two grounds that usually carry the work, and which of them applies changes what a person may afterwards demand.","Which grounds usually carry which purposes is asserted, hedged as typically, so a reader can walk from a purpose to the ground it tends to rest on rather than take a sentence's word for it.","Consent is a fact before it is a basis. A person grants or withdraws a permission for a purpose on a channel; that is an event at the person grain, captured where it happened, observed by the consent record and counted as the opt-out rate of the channel it governs. So the permission a campaign requires reaches the evidence that it was given, and withdrawing it is shown to be as easy as giving it, which is what the regulation asks the controller to be able to show. No receipt for any one person enters the public graph; the fact's kind does, and the instrument that keeps the receipts."],"deferred":["No Audience Segment, Preference or Permission Basis record is asserted without a governed source, jurisdiction, purpose and durable identifier.","No Consent Receipt kind is introduced: individual consent evidence belongs in a protected operational system, not this public semantic graph.","Jurisdiction stays unmodelled. Which grounds are even available is a fact about where a record sits, and this model holds one exemplar per kind rather than records, so a jurisdiction edge would have nothing true to point at."],"kinds":["Audience Segments","Preferences","Permission Bases","Consumer States","Campaign","Tactics","Lawful Bases","Processing Purposes","Preference Types","Events"],"relationships":["Campaign·targets audience","Campaign·respects preference","Campaign·requires permission basis","Tactics·targets audience","Tactics·respects preference","Tactics·requires permission basis","Campaign·targets state","Permission Bases·rests on","Permission Bases·permits purpose","Preferences·is of type","Processing Purposes·typically rests on","Events·changes permission","Audience Segments·selects state","Preference Types·concerns"],"sources":[{"id":"SRC-EU-GDPR-ARTICLE-6","label":"Regulation (EU) 2016/679, Article 6","path":"/sources/regulation-eu-2016-679-article-6/"},{"id":"SRC-IAB-AUDIENCE-TAXONOMY","label":"Audience Taxonomy","path":"/sources/audience-taxonomy/"},{"id":"SRC-IAB-GPP","label":"Global Privacy Protocol","path":"/sources/global-privacy-protocol/"},{"id":"SRC-W3C-DPV","label":"Data Privacy Vocabulary","path":"/sources/data-privacy-vocabulary/"},{"id":"SRC-EU-GDPR-ARTICLE-7","label":"Regulation (EU) 2016/679, Article 7: Conditions for consent","path":"/sources/regulation-eu-2016-679-article-7-conditions-for-consent/"},{"id":"SRC-KANTARA-CONSENT-RECEIPT","label":"Consent Receipt Specification 1.1","path":"/sources/consent-receipt-specification-1-1/"},{"id":"SRC-IAB-TCF","label":"Transparency and Consent Framework v2.2","path":"/sources/transparency-and-consent-framework-v2-2/"},{"id":"SRC-IETF-RFC-8058","label":"RFC 8058: Signaling One-Click Functionality for List Email Headers","path":"/sources/rfc-8058-signaling-one-click-functionality-for-list-email-headers/"}],"path":"/commitments/keep-audience-eligibility-preference-and-permission-basis-distinct/","mentions":[{"ref":"Campaign","of":"kind","label":"Campaign","path":"/campaign/"}],"modified":"2026-09-30"},{"id":"RUL-007","label":"Make outcome quality, calculation method and attribution inspectable","status":"adopted","enforcement":"enforced","proved_by":["FND-007"],"statement":"An outcome or efficiency claim needs declared inputs, exclusions, quality controls, attribution window and an activation join key. Metric meaning is distinct from its versioned Formula. A Formula consumes governed Signal or Metric inputs and must not split a Metric across a second direct-input path. An attributing Metric names the Attribution Model it divides credit by, because the rule is part of the method rather than a presentation choice.","why":"An outcome number is only as good as the inputs, exclusions and window that nobody wrote down. Media measurement standards exist because outcome claims circulate detached from their method, and a figure with no stated method cannot be challenged, reproduced or compared against anyone else's. Keeping what a measure means apart from how it is computed is what makes either one reviewable.","current":["Attribution to a tactic is optional and evidential; interpretation runs Signal → Metric → KPI.","A Formula names governed inputs, and a Metric takes either direct inputs or a Formula, never both.","A Metric or KPI whose source does not yet exist says Requires source rather than inheriting proof from a neighbouring calculation.","Where a measurement standard names a reading this model already takes, the model takes the standard's name for it, so a number leaving here can be set beside one that came from somewhere else.","A measure that attributes names the rule it divides credit by. The same outcome under two rules gives two different numbers, and a figure carrying no rule cannot be set beside any other.","Where a single-touch rule is used, the measure says so in words as well as in the edge, because other exposures almost certainly contributed and a number that stays silent about that reads as though they did not.","Every KPI states which way it has to move to be a better result, and what arithmetic form its reading takes, as facts in the graph rather than in the prose of a definition, which a reader could follow and nothing else could: whether a rising cost or a rising hallucination rate is a gain is a fact, not an inference from a sentence.","Attribution divides credit among exposures by a stated rule; it does not establish that an exposure caused the outcome, and observational attribution has been shown to differ widely from experimental lift, so an attributed figure is read as a method's output and never as incrementality.","Reach and frequency are read as the audience standard defines them, and a frequency reading is judged against a band rather than a direction, because exposure below the band does not register and exposure above it buys nothing.","A lifetime value reads in margin, not revenue, and says how it is built. Contribution Margin is the money one relationship returns in a period after the variable cost of serving and keeping it, counted from the feed the books report; the lifetime value computes from a formula taking that margin and the retention rate as its inputs; and the rate that brings later money back to the present is a governed slot whose value the business sets. Those are the three things the cited definition is built from, so the calculation is inspectable as three declared parts rather than as one sentence, and the measure stops escaping the metric spine by saying its source does not exist."],"deferred":["A case-backed activation key and structured metric contract are required before attributed revenue, modelled conversion, ROI or efficiency claims become evidenced.","The lookback window stays undeclared. It has to be empirically supported and logical for a campaign's objective, length and buying cycle, which makes it a fact about a campaign rather than a value this model can fix in advance; declaring it is the first thing a real measurement contract adds."],"kinds":["Signals","Metrics","Metric Formulas","KPIs","Campaign","Tactics","Technology Platforms","Entities","Surface","Content Types","Attribution Models","Measure Direction","Measure Form"],"relationships":["Metrics·counts in numerator","Metrics·counts in denominator","Metrics·takes as numerator","Metrics·takes as denominator","Metrics·computed from formula","Metric Formulas·takes input","Campaign·measured by","Events·attributed to tactic","Events·captured on","Signals·implemented in platform","Metrics·attributed by","KPIs·improves when","KPIs·reads as"],"sources":[{"id":"SRC-MRC-OUTCOMES-DATA-QUALITY","label":"Outcomes and Data Quality Standards","path":"/sources/outcomes-and-data-quality-standards/"},{"id":"SRC-KIMBALL-GRAIN","label":"Declaring the Grain","path":"/sources/declaring-the-grain/"},{"id":"SRC-IAB-AI-VISIBILITY","label":"Measuring Visibility in the AI Era","path":"/sources/measuring-visibility-in-the-ai-era/"},{"id":"SRC-SHAO-LI-MULTI-TOUCH","label":"Data-driven multi-touch attribution models","path":"/sources/data-driven-multi-touch-attribution-models/"},{"id":"SRC-DALESSANDRO-CAUSAL-ATTRIBUTION","label":"Causally motivated attribution for online advertising","path":"/sources/causally-motivated-attribution-for-online-advertising/"},{"id":"SRC-GORDON-ADVERTISING-MEASUREMENT","label":"A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook","path":"/sources/a-comparison-of-approaches-to-advertising-measurement-evidence-from-big-field-experiments-at-facebook/"},{"id":"SRC-KRUGMAN-THREE-EXPOSURES","label":"Why Three Exposures May Be Enough","path":"/sources/why-three-exposures-may-be-enough/"},{"id":"SRC-MRC-AUDIENCE-MEASUREMENT","label":"Digital Audience-Based Measurement Standards","path":"/sources/digital-audience-based-measurement-standards/"},{"id":"SRC-MASB-CUSTOMER-LIFETIME-VALUE","label":"Customer Lifetime Value","path":"/sources/customer-lifetime-value/"}],"path":"/commitments/make-outcome-quality-calculation-method-and-attribution-inspectable/","modified":"2026-10-03"},{"id":"RUL-008","label":"Model offer as the governed value exchange","status":"adopted","enforcement":"enforced","proved_by":["FND-004"],"statement":"Offer is a distinct governed value exchange with terms, eligibility and validity. A [[Campaign]] may set an Offer and an Action may require it; neither a Campaign, Tactic nor creative asset becomes an Offer by implication.","why":"An offer has terms, eligibility and a validity window; a campaign, a message and a creative do not. Left implicit inside the creative that carries it, the same discount is re-described in every asset that mentions it, and no one can answer afterwards what was promised, to whom, or until when.","current":["Offer is a kind of its own, set by a [[Campaign]] and required by an Action, scoped in time and geography. Percentage discount stands as its exemplar."],"deferred":["No Offer record, its terms, eligibility or redemption assertions are public until a governed offer source is admitted."],"kinds":["Offers","Campaign","Actions","Time Windows","Geographies"],"relationships":["Campaign·sets offer","Actions·requires offer","Offers·valid during","Offers·eligible in geography"],"sources":[{"id":"SRC-SCHEMA-OFFER","label":"Offer","path":"/sources/offer/"}],"path":"/commitments/model-offer-as-the-governed-value-exchange/","mentions":[{"ref":"Campaign","of":"kind","label":"Campaign","path":"/campaign/"}],"modified":"2026-09-30"},{"id":"RUL-009","label":"Scope activation and calculation explicitly in time and geography","status":"adopted","enforcement":"enforced","proved_by":["FND-004"],"statement":"Time Window and Geography are distinct governed scope dimensions. [[Campaign]], Tactic, Action, Offer and Formula scope relationships are explicit and do not rely on free-text dates or locations.","why":"Two reports can describe the same activity and disagree entirely because one covers a different window, or a different market, than the other. Free-text dates and place names put that scope beyond the reach of any check, so the two compare cleanly and wrongly. Time and place are dimensions with a boundary and a basis, not labels on a record.","current":["Time Window and Geography are registries of their own rather than labels on another kind.","A [[Campaign]] must name the window it runs in, and a Tactic may inherit its Campaign's.","A formula names the window it is computed over. That is a different claim from the window a campaign, tactic, action or offer is in force during, and it carries a different verb, so one word does not mean two things."],"deferred":["No Time Window or Geography record is public until a source provides durable identifiers, boundaries, time basis or geographic reference as applicable."],"kinds":["Time Windows","Geographies","Campaign","Tactics","Actions","Offers","Metric Formulas","Journeys"],"relationships":["Campaign·valid during","Campaign·scoped to geography","Tactics·valid during","Tactics·scoped to geography","Actions·valid during","Offers·valid during","Offers·eligible in geography","Metric Formulas·computed over","Journeys·times out after"],"sources":[{"id":"SRC-W3C-OWL-TIME","label":"Time Ontology in OWL","path":"/sources/time-ontology-in-owl/"},{"id":"SRC-OGC-GEOSPARQL","label":"GeoSPARQL 1.1","path":"/sources/geosparql-1-1/"}],"path":"/commitments/scope-activation-and-calculation-explicitly-in-time-and-geography/","mentions":[{"ref":"Campaign","of":"kind","label":"Campaign","path":"/campaign/"}],"modified":"2026-10-03"},{"id":"RUL-010","label":"Keep concrete creative separate from its classifications","status":"adopted","enforcement":"enforced","proved_by":["FND-002","FND-003","FND-004"],"statement":"A Creative Asset is a source-addressable creative record at the source-defined rendition grain. It is distinct from the Content Type that templates it, the Format it renders as, and the Size Specification that constrains where it can go. Tactic owns the canonical operational use link; [[Campaign]] and Action do not duplicate it.","why":"A creative asset is one addressable thing that exists in a system of record. Its format, the role it plays, what is visible in it and the geometry it is delivered at are all descriptions of it, and each belongs to a different vocabulary. Folded into the asset they produce a record that is part file and part category, and can be neither counted nor found.","current":["Creative Asset admits a record only against a source system. Hero image stands as its exemplar, and no asset is invented.","A Creative Asset record names the system it lives in and its identifier there; the [[Content Types]] view reads the same rows rather than a copy of them.","The asset carries no vocabulary of the role it plays in an experience or of what is visibly present in it: no public standard defines either, no reading reaches them, and they are a content team's tagging scheme. Should a source that admits real assets carry such tags, the public terms exist to map them to: the photo metadata standard's persons, products and scene shown, and the native advertising specification's image asset types."],"deferred":["No Creative Asset record or its relationship assertions are admitted until a DAM, CMS, ad system or governed operating source supplies a durable record identifier and the asserted relationship evidence."],"kinds":["Creative Assets","Content Types","Creative Formats","Creative Size Specifications","Tactics"],"relationships":["Tactics·uses creative asset","Creative Assets·is templated by","Creative Assets·renders as","Creative Assets·is delivered in geometry"],"sources":[{"id":"SRC-DCMI-TERMS","label":"DCMI Metadata Terms","path":"/sources/dcmi-metadata-terms/"},{"id":"SRC-IAB-NEW-AD-PORTFOLIO","label":"IAB New Ad Portfolio: Advertising Creative Guidelines","path":"/sources/iab-new-ad-portfolio-advertising-creative-guidelines/"}],"path":"/commitments/keep-concrete-creative-separate-from-its-classifications/","mentions":[{"ref":"Campaign","of":"kind","label":"Campaign","path":"/campaign/"},{"ref":"Content Types","of":"kind","label":"Content Types","path":"/content-types/"}],"modified":"2026-10-03"},{"id":"RUL-011","label":"A journey is a state machine, not a funnel picture","status":"adopted","enforcement":"enforced","proved_by":["FND-004","FND-012","FND-017"],"statement":"A Journey is the machine; a Journey State is a position inside exactly one Journey and is typed by exactly one Consumer State; a Journey Transition belongs to one Journey and names exactly one from-state and one to-state. A Journey begins at exactly one of its own positions. An Event is what triggers a transition, every transition names at least one, and only an event resolvable to one person may trigger a move. What a move asks of activation is not stored on the move: a campaign targets the condition it acts on, and the question areas that read the journey advise the purposes whose campaigns act on it. A stage list with no legal transitions is a picture, not a model.","why":"A funnel diagram names stages and says nothing about how anyone moves between them, so it cannot be validated, queried or executed. A state machine names the legal moves and what triggers each, which is the difference between a journey a system can run and a journey a deck can show.","current":["Transitions carry exactly one from-state and one to-state, so the journey is walkable in both directions without a second asserted fact.","Consumer State stays a governed condition and Journey State stays a position inside one journey; neither is collapsed into the other.","[[Journeys]] meet where two of their positions realise the same condition: a person who is committed stands at the end of acquisition and the start of onboarding, and an account holder at the end of onboarding, the settled position of retention, and the start of advocacy. So the lifecycle reads as one walk from no relationship to bringing others in, without any journey standing in for the ladder.","A journey declares the position it begins at, so where a walk starts is stated once rather than inferred from which position nothing leads to.","Every move names at least one event that triggers it, including the fact that nothing happened within a window and the fact that a model scored someone, so no move is a picture and no machine document has to guess.","A rung is a superstate over the conditions that sit in it, and journeys are orthogonal regions that share conditions, which is the hierarchy and concurrency a statechart adds to a flat machine, and why a position realises a condition rather than being one.","An arrival is a move from the position the journey begins at, triggered by the fact that first made the person known. How they arrived is read from the surface that fact was captured on and the channel the surface sits in, and is not stored a second time as a classification of the surface or the move."],"deferred":["Several observed events may legitimately trigger the same move, so a move names one or more triggers rather than exactly one; narrowing that to a single triggering event per move needs a source that proves one."],"kinds":["Journeys","Journey States","Journey Transitions","Consumer States","Events","Entities"],"relationships":["Journeys·begins at","Journey States·belongs to journey","Journey States·realizes consumer state","Journey Transitions·belongs to journey","Journey Transitions·from state","Journey Transitions·to state","Journey Transitions·triggered by"],"sources":[{"id":"SRC-W3C-SCXML","label":"State Chart XML (SCXML): State Machine Notation for Control Abstraction","path":"/sources/state-chart-xml-scxml-state-machine-notation-for-control-abstraction/"},{"id":"SRC-KIMBALL-GRAIN","label":"Declaring the Grain","path":"/sources/declaring-the-grain/"},{"id":"SRC-HAREL-STATECHARTS","label":"Statecharts: a visual formalism for complex systems","path":"/sources/statecharts-a-visual-formalism-for-complex-systems/"}],"path":"/commitments/a-journey-is-a-state-machine-not-a-funnel-picture/","mentions":[{"ref":"Journeys","of":"kind","label":"Journeys","path":"/journeys/"}],"modified":"2026-10-03"},{"id":"RUL-012","label":"Delivery custody is a named chain, not one vendor field","status":"adopted","enforcement":"enforced","proved_by":["FND-004"],"statement":"[[Channel]], [[Surface]], Technology Platform and [[Vendor]] answer four different questions: the manner of reaching someone, the place it happens, the system that acts there, and the party accountable for it. Custody is asserted directly at each link. A surface names the systems it runs on, and no custody is inferred through any of them: the vendor supplying a platform is not thereby the provider of the surface, even where the platform hosts it.","why":"Reaching someone involves several parties, and a single vendor field forces four questions into one answer: the manner of reaching them, the place it happens, the system that acts there, and who is accountable for it. The advertising industry built supply-chain disclosure precisely because an unstated intermediary is where accountability disappears.","current":["Each custody link is asserted where it is known, and no link is derived from another.","A platform names at most one supplying vendor.","A content type is asserted against the surfaces that carry it, so delivery place is stated rather than implied by channel.","A [[Vendor]] or Technology Platform states the public reference that establishes the identity it stands on, which is what a world record is admitted by; the build rejects one that does not, and any other kind that claims one.","The role a platform plays at a surface is read from what the platform publicly is, which is what admits it: an analytics product instruments, a personalisation product personalises, a messaging or ad-serving product delivers, a media platform hosts. A surface names the systems it runs on, once each, and the role is read from the platform rather than written as a verb of its own (RUL-047): one verb spanning every role says none of them, and a verb per role is filled on a handful of surfaces and read through nothing."],"deferred":[],"kinds":["Channel","Surface","Technology Platforms","Vendor","Content Types"],"relationships":["Channel·includes surface","Surface·provided by","Technology Platforms·supplied by","Vendor·delivers in","Content Types·delivered on","Surface·runs on"],"sources":[{"id":"SRC-IAB-SELLERS-JSON","label":"sellers.json and the OpenRTB SupplyChain object","path":"/sources/sellers-json-and-the-openrtb-supplychain-object/"},{"id":"SRC-W3C-PROV-O","label":"PROV-O: The PROV Ontology","path":"/sources/prov-o-the-prov-ontology/"}],"path":"/commitments/delivery-custody-is-a-named-chain-not-one-vendor-field/","mentions":[{"ref":"Channel","of":"kind","label":"Channel","path":"/channel/"},{"ref":"Surface","of":"kind","label":"Surface","path":"/surface/"},{"ref":"Vendor","of":"kind","label":"Vendor","path":"/vendor/"}],"modified":"2026-10-03"},{"id":"RUL-013","label":"A metric exists because a question needs it","status":"adopted","enforcement":"enforced","proved_by":["FND-004"],"statement":"An [[Intelligence]] row is a standing question area that sits between a Goal and the [[Metrics]] that answer it, following Goal-Question-Metric. A Signal informs a question area by contributing evidence; it is not classified by it. The kind of a conversion - a first, a repeat, a return - is read from the condition the move it triggers leaves, and is never declared beside the event as a second fact. A question area advises the campaign purposes whose campaigns act on its answers, so measurement reaches the decision it exists to inform.","why":"Goal-Question-Metric was formulated against a specific failure: measurement chosen because a system already produces it, rather than because a stated question needs it. The order it insists on is goal, then question, then measurement. Without the middle term a dashboard grows without limit, and which of its numbers would change a decision stops being answerable.","current":["Every [[Intelligence]] row names at least one Metric that evaluates it, so no question area is stated without the means to answer it.","Signal to [[Intelligence]] is an Association carrying 1..*: a signal may inform several question areas without being typed by any of them.","A conversion is read as a first, a repeat or a return from the move it triggers, so a count of conversions by kind is a reading over moves, never a second event kind and never a vocabulary storing what the machine derives.","Every question area names the goal or goals it answers, so Goal-Question-Metric is a path the reader can walk end to end rather than a shape the model only describes: a goal reaches its question areas, and each of those reaches the metrics that answer it.","Every question area advises at least one campaign purpose and every purpose is advised by at least one, so the loop the model draws closes through a reading rather than a picture: what a goal's questions answer is what decides the campaigns that act on the goal, which is the alignment GQM+Strategies adds to Goal-Question-Metric. The advice is stated once, from the question area to the purpose; a move does not recommend a purpose and a purpose does not name the conditions it may address, because both would be opinions about causation stored where facts belong.","A goal is an outcome the effort exists to advance, never a way of reading one. Two rows that named methods of reading - connecting actions to their source, and dividing revenue among touches - stood among the goals; they were question areas wearing a goal's name, and the readings that served them now serve the outcomes they bound: conversion and efficiency."],"deferred":[],"kinds":["Intelligence","Metrics","Signals","Goals","Campaign Purpose"],"relationships":["Signals·informs intelligence","Intelligence·is evaluated by","Intelligence·answers goal","Intelligence·advises purpose"],"sources":[{"id":"SRC-BASILI-GQM","label":"The Goal Question Metric Approach","path":"/sources/the-goal-question-metric-approach/"},{"id":"SRC-MRC-OUTCOMES-DATA-QUALITY","label":"Outcomes and Data Quality Standards","path":"/sources/outcomes-and-data-quality-standards/"},{"id":"SRC-KIMBALL-GRAIN","label":"Declaring the Grain","path":"/sources/declaring-the-grain/"},{"id":"SRC-BASILI-GQM-STRATEGIES","label":"Aligning Organizations Through Measurement: The GQM+Strategies Approach","path":"/sources/aligning-organizations-through-measurement-the-gqm-strategies-approach/"}],"path":"/commitments/a-metric-exists-because-a-question-needs-it/","mentions":[{"ref":"Intelligence","of":"kind","label":"Intelligence","path":"/intelligence/"},{"ref":"Metrics","of":"kind","label":"Metrics","path":"/metrics/"}],"modified":"2026-10-03"},{"id":"RUL-014","label":"Creative form is constrained by where it is delivered","status":"adopted","enforcement":"enforced","proved_by":["FND-004"],"statement":"A creative size specification states an aspect ratio and size range that a [[Surface]] supports; it is a constraint on delivery, not a property the creative owns. A creative Format states which Surfaces can carry it at all, which is the same constraint read at the coarser grain: geometry decides whether a screen will take a shape, form decides whether a place can carry the thing at all.","why":"A size is a property of a placement, not of a picture. Recorded on the asset it makes a creative look as though it has an intrinsic shape, and the constraint it was actually meeting — what a given surface supports — goes unrecorded. Stated against the surface, one asset can be delivered anywhere that supports it.","current":["Geometry is asserted against the surfaces that support it, so a size is never read as a fact about a creative asset.","Form is asserted against the surfaces that can carry it, so the constraint the rule is named for now holds on both axes rather than only on geometry.","Ten of the fifteen surfaces have no screen geometry, and a brochure, a radio spot and a branded object are each still constrained by where they go. Form is the axis that reaches them."],"deferred":["No IAB ad-unit identifiers are persisted; the local size vocabulary is mapped to no external identifier until a real delivery source requires interoperability."],"kinds":["Creative Size Specifications","Creative Formats","Surface"],"relationships":["Creative Size Specifications·is supported on","Creative Formats·delivered on"],"sources":[{"id":"SRC-IAB-NEW-AD-PORTFOLIO","label":"IAB New Ad Portfolio: Advertising Creative Guidelines","path":"/sources/iab-new-ad-portfolio-advertising-creative-guidelines/"}],"path":"/commitments/creative-form-is-constrained-by-where-it-is-delivered/","mentions":[{"ref":"Surface","of":"kind","label":"Surface","path":"/surface/"}],"modified":"2026-09-30"},{"id":"RUL-015","label":"Provenance and conformance are read apart","status":"adopted","enforcement":"enforced","proved_by":["FND-001"],"statement":"A cited source states what this model was built from; a commitment states what must hold for its shapes to mean anything. They answer different questions and are presented as peers, not one nested inside the other. A source is never read as evidence of a commitment, and a commitment is never read as evidence of a fact.","why":"What a model was built from and what it commits to are different claims, and presenting them together lets a citation stand in for an obligation. Dublin Core keeps them as separate terms for the same reason: a standard consulted and a standard conformed to are not the same relationship, and only one of them can be tested.","current":["The research ledger and the rule ledger each have their own reading surface, and each names the other rather than containing it.","The model page reads built from, governed by, verified by, in that order, rather than leading with any of them.","Each foundation names the engineering standard that represents it directly, among the cited works, and the build refuses a foundation that names a work no commitment stands on; the foundation's page reads the standard beside the commitments and the checks."],"deferred":["No dcterms identifiers are persisted; the distinction is adopted as a reading rule, not as an imported vocabulary."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-DCMI-TERMS","label":"DCMI Metadata Terms","path":"/sources/dcmi-metadata-terms/"},{"id":"SRC-W3C-PROV-O","label":"PROV-O: The PROV Ontology","path":"/sources/prov-o-the-prov-ontology/"}],"path":"/commitments/provenance-and-conformance-are-read-apart/","modified":"2026-09-30"},{"id":"RUL-016","label":"A commitment says whether the build proves it","status":"adopted","enforcement":"enforced","proved_by":["FND-008","FND-027"],"statement":"A commitment is an agreement to use these shapes coherently, not a preference and not an industry standard. Each one therefore declares whether it is enforced, meaning a named build check tests it on every run, or guidance, meaning it is a commitment no check can test. Only an enforced commitment may name a check, an enforced one must name at least one, and a proposed one may never be enforced. A foundation derives its checks from the commitments it holds. Following minimal ontological commitment, the model states the weakest theory that still does the work: what it has not committed to stays visibly uncommitted rather than being asserted for completeness.","why":"A stated rule and an enforced rule look identical on a page, and the difference is the whole of the value: one is an intention, the other a guarantee. Declaring which is which stops a model claiming verification it does not have, and leaves what it has not committed to visibly open rather than quietly filled in.","current":["Every commitment declares whether a check proves it. Guidance names no check, an enforced commitment names at least one, and a proposed commitment is never enforced.","Every build check is claimed by at least one enforced commitment, so no check enforces something never committed to.","Every deferred boundary stays visibly open rather than filled in for completeness.","Each build issues one conformance report — whether the graph conforms, when it was verified and how many checks ran — the receipt a validation is expected to yield."],"deferred":[],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"},{"id":"SRC-W3C-SHACL","label":"Shapes Constraint Language (SHACL)","path":"/sources/shapes-constraint-language-shacl/"},{"id":"SRC-DCMI-SINGAPORE-FRAMEWORK","label":"The Singapore Framework for Dublin Core Application Profiles","path":"/sources/the-singapore-framework-for-dublin-core-application-profiles/"}],"path":"/commitments/a-commitment-says-whether-the-build-proves-it/","modified":"2026-09-30"},{"id":"RUL-017","label":"A relationship says what kind of claim it makes","status":"adopted","enforcement":"enforced","proved_by":["FND-009"],"statement":"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.","why":"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.","current":["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."],"deferred":["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."],"kinds":[],"relationships":["Actions·triggers event","Events·attributed to tactic","Signals·observes event","Signals·informs intelligence","Intelligence·advises purpose"],"sources":[{"id":"SRC-W3C-PROV-O","label":"PROV-O: The PROV Ontology","path":"/sources/prov-o-the-prov-ontology/"},{"id":"SRC-MRC-OUTCOMES-DATA-QUALITY","label":"Outcomes and Data Quality Standards","path":"/sources/outcomes-and-data-quality-standards/"}],"path":"/commitments/a-relationship-says-what-kind-of-claim-it-makes/","modified":"2026-09-30"},{"id":"RUL-018","label":"The reverse reading is named, not improvised","status":"adopted","enforcement":"enforced","proved_by":["FND-010"],"statement":"A relationship is stored once, and its reverse is read, never asserted. But a reading needs a name: the reverse of 'includes surface' is not 'is includes surface by'. Each relationship therefore declares its inverse verb, so that the same one assertion reads as a sentence from either end. OWL 2 states the discipline: declare one property the inverse of another and the reverse follows by inference. The inverse inherits the claim, differs from the forward verb, and is never the forward verb wrapped in 'is ... by'.","why":"A relationship stored once still has to be readable from both ends, and a mechanically generated reverse produces phrases no one would write. Declaring one property the inverse of another lets the reverse follow by inference and still read as language. It is what keeps a structure traversable in both directions without asserting anything twice.","current":["Every relationship names its inverse, and the reader uses it wherever a relationship is read from its target.","An inverse must exist, must differ from the forward verb, and is never the mechanical 'is <verb> by' form."],"deferred":["No relationship is symmetric, so no inverse equals its verb; if one ever does it must declare symmetry rather than pass silently."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-OWL2-PRIMER","label":"OWL 2 Web Ontology Language Primer","path":"/sources/owl-2-web-ontology-language-primer/"},{"id":"SRC-W3C-PROV-O","label":"PROV-O: The PROV Ontology","path":"/sources/prov-o-the-prov-ontology/"}],"path":"/commitments/the-reverse-reading-is-named-not-improvised/","modified":"2026-09-30"},{"id":"RUL-019","label":"An exemplar shows the shape a record takes","status":"adopted","enforcement":"enforced","proved_by":["FND-011"],"statement":"A source-backed kind admits records: rows that name the durable source they came from. Before any record exists the kind still has a shape, and one canonical representative can show it. That representative is an exemplar. SKOS treats an example as a note about a concept, not a fact about the world, and the exemplar is read the same way: it documents the pattern, carries no source reference and never pretends to one. A record carries a source reference and is never an exemplar; a vocabulary term is neither, because it already is the pattern. Each registry states once how an exemplar and a record are each named, so the exemplar's label is the naming convention made visible.","why":"A model with no instances cannot be evaluated, and a model with invented instances cannot be trusted. Treating an example as documentation of a concept rather than an assertion about the world resolves the bind: one marked exemplar shows what a record of the kind looks like, while the claim that any such record exists stays unmade.","current":["Twelve kinds hold an exemplar, and together they are one story rather than twelve unrelated samples: a campaign to keep an at-risk relationship, the message it sends and the action that sends it, the window it runs in, the market and the audience it addresses, the preference and the consent basis that permit it, the offer it carries, the creative it uses, and the formula and the target it is answerable to. Which rows those are is read off the model, where each is marked an exemplar, rather than from a list of names kept beside it.","An exemplar carries no source reference, a source-backed row is a record or an exemplar, and a vocabulary term is neither. Each exemplar is marked as such wherever it is read."],"deferred":["No record is admitted yet. The first record in any kind stands beside its exemplar, and the exemplar remains as the pattern."],"kinds":["Campaign","Tactics","Actions","Time Windows","Geographies","Audience Segments","Preferences","Permission Bases","Offers","Creative Assets","Metric Formulas","Targets"],"relationships":[],"sources":[{"id":"SRC-W3C-SKOS-REFERENCE","label":"SKOS Simple Knowledge Organization System Reference","path":"/sources/skos-simple-knowledge-organization-system-reference/"},{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"}],"path":"/commitments/an-exemplar-shows-the-shape-a-record-takes/","modified":"2026-10-02"},{"id":"RUL-020","label":"Knowledge enters as a term or an assertion, never as a new field","status":"adopted","enforcement":"enforced","proved_by":["FND-013"],"statement":"Material arriving from outside this model enters in one of three forms and no other. A row carries an identifier, a label and a definition. An assertion uses a relationship that already exists; declaring a new one first requires its endpoint kinds, a cardinality, a claim, an inverse and a commitment that licenses it, so nothing can introduce structure merely by arriving. A property is the rarest of the three: it enters only where a commitment licenses it across an entire evidence class, says what it means, and a check tests every row of that class for it. A field outside the licensed set is not admitted, whatever supplied it.","why":"A model that ingests from elsewhere ends up shaped by what arrived rather than by what it decided. A field added because one import happened to carry it becomes a field every later term is read against, and nothing removes it afterwards because nothing remembers why it was there. Fixing the forms in advance is what lets an outside source enlarge what the model knows without altering what it is.","current":["Four fields every row owes, and five licensed ones: the source reference that admits a record, the exemplar mark, the public reference a world record stands on, the contract status a measure carries when its source does not yet exist, and the alternate labels a term is also known by.","Where each licensed field may appear is policed by the commitment that licenses it; that no other field appears at all is policed here.","A relationship cannot arrive with an import: the kind file that asserts a verb it does not declare is rejected before any check runs.","The licensed set is the schema's declaration of a row, and the build refuses a stray field before any law runs."],"deferred":["A sixth licensed field takes the same bar the fifth met: a commitment that licenses it across a whole evidence class and a check on every row, never a source that happens to carry it."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"},{"id":"SRC-DCMI-SINGAPORE-FRAMEWORK","label":"The Singapore Framework for Dublin Core Application Profiles","path":"/sources/the-singapore-framework-for-dublin-core-application-profiles/"}],"path":"/commitments/knowledge-enters-as-a-term-or-an-assertion-never-as-a-new-field/","modified":"2026-09-30"},{"id":"RUL-021","label":"State and intent are read against one ordered lifecycle","status":"adopted","enforcement":"enforced","proved_by":["FND-014","FND-017"],"statement":"A Lifecycle Stage is one position on a single ordered ladder from first contact to advocacy, and the order is asserted as precedence rather than left to the sequence rows happen to appear in. Every Consumer State sits in exactly one stage, which gives a vocabulary of conditions an order without making it a machine. A Goal advances at most one stage; a Goal that advances none is a goal about the ability to measure rather than about moving anyone. The machine that carries a consumer between positions remains the Journey. It runs across a contiguous run of stages rather than standing in for the ladder: it may carry a person in either direction within that run, and it may not skip a rung.","why":"A lifecycle vocabulary with no order can only be listed. Nothing says whether one condition is nearer an outcome than another, so it cannot be walked, compared, or drawn in the sequence every reader already has in mind. Order left to the order of entry is worse than absent, because it looks authoritative, cannot be queried, and changes silently the moment an entry is inserted. Naming the ladder once also gives conditions and intentions a common frame: without it, what a consumer is and what the brand wants are two vocabularies that rhyme and never meet.","current":["Six stages joined by an explicit precedence edge, so the ladder is walkable in both directions and a new stage cannot be added without saying where it goes.","Every Consumer State sits in exactly one stage. States within a stage are deliberately unordered; where a finer order is needed a Journey supplies it as a machine.","Every condition on the ladder is a position in at least one journey, and a journey's positions sit on a contiguous run of rungs, so no rung is a picture and no journey jumps the ladder.","The ladder's order is the hierarchy of effects read as conditions a person holds rather than attitudes inferred, and its later rungs form a loop rather than an exit: a kept relationship returns to evaluation, stays, or advocates, so Retention and Reactivation and Advocacy are journeys that return a person to a rung already held.","Every rung is pursued: each stage on the ladder is the one some goal exists to move people toward, and the one goal that names no rung, marketing efficiency, is a goal about what the effort costs rather than where a person stands. Answer visibility advances evaluation, not consideration, because the place a brand must be credibly present when a person is comparing is the answer experience they compare in."],"deferred":["A rung is pursued by a goal, not by a campaign: which campaigns work a rung is read through the goals they support, and no relationship states it directly."],"kinds":["Lifecycle Stages","Consumer States","Goals","Journeys"],"relationships":["Lifecycle Stages·precedes","Consumer States·sits in stage","Goals·advances stage","Metrics·counts occupants of"],"sources":[{"id":"SRC-W3C-SKOS-REFERENCE","label":"SKOS Simple Knowledge Organization System Reference","path":"/sources/skos-simple-knowledge-organization-system-reference/"},{"id":"SRC-BASILI-GQM","label":"The Goal Question Metric Approach","path":"/sources/the-goal-question-metric-approach/"},{"id":"SRC-LAVIDGE-STEINER-HIERARCHY","label":"A Model for Predictive Measurements of Advertising Effectiveness","path":"/sources/a-model-for-predictive-measurements-of-advertising-effectiveness/"},{"id":"SRC-LEMON-VERHOEF-JOURNEY","label":"Understanding Customer Experience Throughout the Customer Journey","path":"/sources/understanding-customer-experience-throughout-the-customer-journey/"},{"id":"SRC-MCKINSEY-DECISION-JOURNEY","label":"The consumer decision journey","path":"/sources/the-consumer-decision-journey/"}],"path":"/commitments/state-and-intent-are-read-against-one-ordered-lifecycle/","modified":"2026-09-30"},{"id":"RUL-022","label":"Every term is about something in the world","status":"adopted","enforcement":"enforced","proved_by":["FND-004"],"statement":"Every row grounds on exactly one [[Entities]] row: the thing in the world the row is ultimately about. Grounding is a relationship like any other and is declared like one - a verb, a named inverse, a governed cardinality and a constitutive claim - so it can be read from either end. It is declared once for the whole model rather than repeated by each kind, because it is a relationship every kind makes and no kind owns, and it is asserted once, on the row, never a second time as a separate assertion saying the same thing.","why":"A term that does not say what it is about cannot be joined to anything: two terms describing the same thing in the world are unrecognisable as such, and a vocabulary of terms floats free of the subject matter it was built to describe. Declaring it as a bare field rather than a relationship costs more than tidiness. A field reads in one direction only, so the thing being described never learns what describes it - the entity a hundred terms are about renders as though nothing points at it, which is the opposite of the truth and the single most misleading thing a knowledge graph can tell a reader. Stated as a relationship with a named inverse, both readings come back for free, and the grain declaration every term already makes becomes traversable rather than merely recorded.","current":["Every row outside [[Entities]] grounds on exactly one Entities row, so no row is stated without the subject it is about.","An [[Entities]] row grounds on itself, which is not an assertion: the subject of a subject is itself, so grounding is expanded for every kind but Entities.","The grounding a row states is read from both ends - the row names what it is about, and the entity names everything that is about it - from one stored fact rather than two."],"deferred":["Grounding is stated against one [[Entities]] row per row. A row that is genuinely about two things is not yet expressible, and would need a second Entities relationship rather than a second value in this one."],"kinds":["Entities"],"relationships":["Time Windows·grounds on","Geographies·grounds on","Identity Levels·grounds on","Journeys·grounds on","Lifecycle Stages·grounds on","Consumer States·grounds on","Journey States·grounds on","Journey Transitions·grounds on","Content Types·grounds on","Creative Formats·grounds on","Creative Assets·grounds on","Creative Size Specifications·grounds on","Channel·grounds on","Surface·grounds on","Technology Platforms·grounds on","Vendor·grounds on","Audience Segments·grounds on","Preference Types·grounds on","Preferences·grounds on","Lawful Bases·grounds on","Processing Purposes·grounds on","Permission Bases·grounds on","Campaign Purpose·grounds on","Campaign·grounds on","Tactics·grounds on","Actions·grounds on","Offers·grounds on","Events·grounds on","Signals·grounds on","Intelligence·grounds on","Attribution Models·grounds on","Evidence Designs·grounds on","Parameters·grounds on","Setting Bases·grounds on","Event Grain·grounds on","Measure Direction·grounds on","Measure Form·grounds on","Units·grounds on","Metrics·grounds on","Goals·grounds on","KPIs·grounds on","Targets·grounds on","Metric Formulas·grounds on","External Terms·grounds on"],"sources":[{"id":"SRC-KIMBALL-GRAIN","label":"Declaring the Grain","path":"/sources/declaring-the-grain/"},{"id":"SRC-W3C-OWL2-PRIMER","label":"OWL 2 Web Ontology Language Primer","path":"/sources/owl-2-web-ontology-language-primer/"}],"path":"/commitments/every-term-is-about-something-in-the-world/","mentions":[{"ref":"Entities","of":"kind","label":"Entities","path":"/entities/"}],"modified":"2026-10-02"},{"id":"RUL-023","label":"A declared path must be walkable","status":"adopted","enforcement":"enforced","proved_by":["FND-015","FND-017","FND-020","FND-026"],"statement":"Declaring a relationship is not the same as carrying one. Where the model leans on a kind to hold something up, every row of that kind states the relationships the kind exists to carry - or, where the model has a way to say that an input does not yet exist, declares that instead. And where a claim rests on a sequence of steps rather than a single one, that path is walkable end to end by at least one row. A relationship declared across the registry and asserted nowhere is a failure of the model, not a thin line on a map.","why":"Every other check asks whether a relationship is well formed: typed, bounded, licensed, inverted. None asks whether anything travels it. So the model could pass every check with a verb declared for thirty-eight kinds and asserted by none, and say nothing - which is what happened. A reader meeting that has no way to tell a deliberate absence from an oversight, and neither does the author six months on. The distinction is schema completeness against population completeness: the first was already enforced here and the second had no instrument at all. It matters most where a claim is a chain rather than a link. Performance asserted from delivery alone, with no step that reaches a person, is the specific failure measurement standards exist to prevent, and it is invisible to a check that only reads one edge at a time.","current":["Seven kinds carry a spine: a metric says how it is derived or declares that its source does not yet exist; a KPI answers to a goal and is carried by a metric; a signal informs a standing question; a question area sits between its goal and its metrics; a goal is carried by a KPI and raises a question; a tactic runs somewhere; a campaign does something and is measured.","Paths the model leans on are declared as the questions the graph answers and walked there on every build; the spines here ask the narrower question of each kind, whether every row states what the kind exists to carry.","A spine states what must hold, never how many rows hold it, so the check cannot drift out of date as the model grows.","A condition on the ladder is a position in at least one journey, and a journey has at least one legal move, so neither the ladder nor a journey can quietly become a picture.","Every journey position either has a move out or realises a condition that a position in another journey leaves from, so the lifecycle has no dead end: a person can always be carried onward, if only by another journey picking them up at the same condition.","Every row of a registry kind is touched by at least one relationship besides its own grounding, and every vocabulary is read by at least one. A term a source enumerates may stand unused, because it is admitted as a member of a set; a record or a construct nothing relates to may not, because it is a distinction the model declares and never makes.","What the model must carry is declared in the kernel, apart from the law, which names no kind or verb: the grounding, the spines, the campaign and semantic patterns, the metric derivation, the contract-status escape and the hedging verbs. FND-026 holds every name in it to the kinds and verbs registries, so a requirement cannot outlive the thing it requires."],"deferred":["A path is satisfied by one walkable instance, not by every row of the starting kind. Requiring each row to walk it would force an actor onto aggregate delivery events, which RUL-004 exists to prevent."],"kinds":["Campaign","Goals","Intelligence","KPIs","Metrics","Signals","Tactics","Consumer States","Journeys","Journey States","Journey Transitions"],"relationships":["Actions·triggers event","Campaign·contains tactic","Campaign·measured by","Events·acted by consumer","Intelligence·answers goal","Intelligence·is evaluated by","KPIs·has metric","KPIs·serves goal","Metrics·computed from formula","Metrics·takes as numerator","Metrics·counts in numerator","Signals·informs intelligence","Tactics·uses channel","Tactics·uses surface","Journey States·realizes consumer state","Journey Transitions·belongs to journey","Journeys·begins at","Journey Transitions·triggered by"],"sources":[{"id":"SRC-W3C-SHACL","label":"Shapes Constraint Language (SHACL)","path":"/sources/shapes-constraint-language-shacl/"},{"id":"SRC-MRC-OUTCOMES-DATA-QUALITY","label":"Outcomes and Data Quality Standards","path":"/sources/outcomes-and-data-quality-standards/"}],"path":"/commitments/a-declared-path-must-be-walkable/","modified":"2026-10-01"},{"id":"RUL-025","label":"A move that cannot be counted is a picture","status":"adopted","enforcement":"enforced","proved_by":["FND-019"],"statement":"Every legal move between journey positions is triggered by at least one event that an instrument observes, and that instrument is a numerator or denominator of a reading a KPI carries, or an input of the formula that computes one. The fact that enters a condition is the denominator of the rate that measures leaving it, so a state-entry fact is counted once as the move in and once as the population the next move leaves from. A move triggered by a window closing counts over its journey's window: every journey names the interval of inactivity after which it presumes a person has stepped back.","why":"A journey that names its moves and cannot count them is a funnel with arrows: it can be drawn and not measured, which is the failure a state machine was adopted to end. Customer-migration models make the point exactly. A transition rate is the moves out of a condition over the people in it, and the people in it are the fact that put them there; so the events added to give every move a trigger are not extra instrumentation but the missing denominators of rates the model already carried and could not derive. A law that every move has a trigger, satisfied by facts nothing observes, would be the same picture with more arrows.","current":["Every move's trigger is observed by an instrument that counts a reading, including the fact that a window closed with nothing done, the fact that a model scored someone, and the fact of a referral.","Leaving is read where staying is: a lapse rate and a likely-to-lapse rate stand beside the retention readings as the same population read from the other side, and both improve by falling.","An arrival is a move from the journey's beginning, triggered by the fact that first made the person known, and the mode of arrival is read from where that fact was captured, so arrival conducts as a move rather than standing beside the machine as a condition.","A scored move rests on a model of whether a relationship is still alive, and a timed move on the window after which it is presumed not to be; both are readings a probability model makes of inactivity, not observations of a person acting, and the instrument that observes them is the model or the clock, named as such.","Each journey names the window it counts inactivity over, so a move triggered by a window closing says which clock ran out: the evaluation window for a person who stepped back before committing, the activation window for one who never started, the lapse window for a relationship that went quiet, the advocacy window for an advocate who brought no one in. The window's length is the operator's to set and is not asserted here; that a journey has one, and which, is.","A stay is a move. An account holder who converts again moves from the established position to itself, the diagonal of the customer-migration matrix, so staying is counted by the same fact as arriving and a retention reading has a numerator that is an act rather than an absence. A state machine allows a transition to its own state, and the twin declares it as one."],"deferred":["Whether a KPI that counts a move also serves a goal that names the move's rung is reported, not required: an efficiency goal legitimately names no rung."],"kinds":["Journey Transitions","Events","Signals","Metrics","KPIs","Metric Formulas","Journeys","Time Windows"],"relationships":["Journey Transitions·triggered by","Signals·observes event","Metrics·counts in numerator","Metrics·counts in denominator","Metric Formulas·takes input","KPIs·has metric","Journeys·times out after"],"sources":[{"id":"SRC-PFEIFER-CARRAWAY-MARKOV","label":"Modeling customer relationships as Markov chains","path":"/sources/modeling-customer-relationships-as-markov-chains/"},{"id":"SRC-KIMBALL-GRAIN","label":"Declaring the Grain","path":"/sources/declaring-the-grain/"},{"id":"SRC-BASILI-GQM","label":"The Goal Question Metric Approach","path":"/sources/the-goal-question-metric-approach/"},{"id":"SRC-FADER-HARDIE-LEE-BGNBD","label":"Counting Your Customers the Easy Way: An Alternative to the Pareto/NBD Model","path":"/sources/counting-your-customers-the-easy-way-an-alternative-to-the-pareto-nbd-model/"}],"path":"/commitments/a-move-that-cannot-be-counted-is-a-picture/","modified":"2026-09-30"},{"id":"RUL-026","label":"A question the graph answers is declared, and walked","status":"adopted","enforcement":"enforced","proved_by":["FND-021"],"statement":"The graph exists to answer questions, and the questions are declared. Each is a competency question stated in words, with the chain of relationships that answers it named kind to kind, walked forward or in reverse. The build walks every declared chain end to end through the rows and refuses one nothing travels; and every kind lies on at least one declared question, so the graph holds nothing no question needs. A pattern may walk a typing like any other relationship, because what a thing is typed by is part of the answer and may itself be typed; it never walks a grounding, which says only that a kind exists, and the build refuses one that tries.","why":"An ontology is built to answer questions, and the ontology-design literature evaluates one by whether it can: competency questions are stated first, and completeness is read against them. A knowledge graph that publishes its kinds and relationships but not the questions they exist to answer asks a reader to infer its purpose from its shape, and lets a kind survive that no question needs. Declaring the questions makes the purpose a fact the build can test, and makes every kind account for itself by naming a question it lies on.","current":["The declared questions cover every kind, from how a goal is evidenced to which window a journey counts inactivity over, and each is rendered as a page that reads its chain as a sentence, states how many rows each hop reaches, and shows one worked path through the rows.","A question's chain is compiled by the same walker the check uses, so the page cannot describe a path the build did not prove.","The consumer-evidence path and the goal-to-metric path are declared questions, where a maintainer looks and a reader reads them, not constants kept in the build."],"deferred":["A question is a chain, not a tree: where an answer branches, two questions are declared. A declared branch would need a shape richer than a chain, and nothing yet needs one."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GRUNINGER-FOX-COMPETENCY","label":"Methodology for the Design and Evaluation of Ontologies","path":"/sources/methodology-for-the-design-and-evaluation-of-ontologies/"},{"id":"SRC-USCHOLD-GRUNINGER-ONTOLOGIES","label":"Ontologies: Principles, Methods and Applications","path":"/sources/ontologies-principles-methods-and-applications/"},{"id":"SRC-W3C-SHACL","label":"Shapes Constraint Language (SHACL)","path":"/sources/shapes-constraint-language-shacl/"},{"id":"SRC-W3C-SPARQL-PROPERTY-PATHS","label":"SPARQL 1.1 Query Language, Property Paths","path":"/sources/sparql-1-1-query-language-property-paths/"}],"path":"/commitments/a-question-the-graph-answers-is-declared-and-walked/","modified":"2026-10-03"},{"id":"RUL-027","label":"A reading names its unit, and the unit fits its form","status":"adopted","enforcement":"enforced","proved_by":["FND-022"],"statement":"Every Metric is measured in exactly one Unit from a governed vocabulary: Count, Percent, Ratio, Currency, Rank and Score. A Unit declares which arithmetic forms it fits, and the build refuses a KPI whose form its Metric's unit does not fit, a quotient measured in a count, and a Metric in Percent or Ratio that names its numerator directly but no denominator. The unit belongs to the Metric, because the calculation carries it and the KPI only reads it.","why":"A number without its unit is not a reading. Metrology defines a quantity value as a number and a reference together, and the unit codes exist because a value that travels without its unit is misread at the far end: a rate and a count that print the same figure have said different things, and percent is a name for the number 0.01, not a kind of thing. This model already fixed a KPI's direction and form as facts in the graph; the unit is the third fact of that family. Declaring which forms a unit fits is what a unit ontology does when it binds units to kinds of quantity, and it turns unit-form agreement from a review into a check.","current":["Every Metric is measured in one Unit. Most read in Percent; the rest are counts, currency amounts, three ratios, one rank and one score.","Count, Percent and Ratio are the units the check reasons about by name: a quotient is never measured in Count, and a Metric measured in Percent or Ratio that names its numerator directly also names a denominator.","Return on Ad Spend is a Ratio and not a Percent, because the trade reads it as a multiple; Cost per Lead and Revenue per Lead are Currency, because the number prints as money and the per-lead is the form; Frequency is a Ratio of deliveries to people; Position is a Rank, an ordinal with an order and no arithmetic; Page Experience Index is a Score built against thresholds.","Currency is one unit here, not one unit per currency: the three-letter code and the rate date are facts about a published reading, not about the Metric.","A Metric that computes from a Formula, or that has no source yet, is measured in its unit like any other, but the denominator law does not reach it: a Formula names its inputs without roles, and a Metric with no inputs has nothing to check."],"deferred":["No Metric reads in time, so no unit of duration is declared; the first Metric that does adds it.","Currency conversion and the rate date live with a published reading, not with the Metric; a measurement contract that publishes money across currencies adds them."],"kinds":["Metrics","KPIs","Units","Measure Form"],"relationships":["Metrics·measured in","Units·fits form","KPIs·reads as","KPIs·has metric"],"sources":[{"id":"SRC-JCGM-VIM","label":"International Vocabulary of Metrology: Basic and General Concepts and Associated Terms (VIM), JCGM 200:2012","path":"/sources/international-vocabulary-of-metrology-basic-and-general-concepts-and-associated-terms-vim-jcgm-200-2012/"},{"id":"SRC-ISO-80000-1","label":"ISO 80000-1:2022 Quantities and units, Part 1: General","path":"/sources/iso-80000-1-2022-quantities-and-units-part-1-general/"},{"id":"SRC-UCUM","label":"The Unified Code for Units of Measure, version 2.2","path":"/sources/the-unified-code-for-units-of-measure-version-2-2/"},{"id":"SRC-QUDT","label":"QUDT Ontologies: Quantities, Units, Dimensions and Data Types, release 2.1","path":"/sources/qudt-ontologies-quantities-units-dimensions-and-data-types-release-2-1/"},{"id":"SRC-ISO-4217","label":"ISO 4217 Currency codes","path":"/sources/iso-4217-currency-codes/"}],"path":"/commitments/a-reading-names-its-unit-and-the-unit-fits-its-form/","modified":"2026-09-30"},{"id":"RUL-028","label":"A target is a level on a reading, due within a window","status":"adopted","enforcement":"enforced","proved_by":["FND-023"],"statement":"A Target is a quantified, time-boxed commitment: it sets a level for exactly one KPI, quantifies exactly one Goal that KPI serves, and is due within exactly one Time Window. Its direction is the KPI's and its unit is the Metric's, so neither is restated. A [[Campaign]] pursues zero or more [[Targets]], and is measured by each target's KPI and supports each target's goal. A Target is not a Goal, which is the outcome wanted, and not a KPI, which is how the outcome is read; it is the promise that joins them, and what a result is judged against.","why":"Goal-setting research finds that specific, difficult goals produce higher performance than vague or absent ones, and that the effect depends on the goal being measurable and time-bound; the management literature made the same point as a mnemonic in 1981, and the frameworks that join strategy to metrics give each goal a magnitude and a timeframe. This model held goals as evergreen outcome areas and [[KPIs]] as readings, and left the level a campaign was actually committed to nowhere: a campaign could be measured by a KPI without ever saying what result would count as success. A Target makes that commitment a term of its own, joins it to the goal and the reading it belongs to, and lets the build refuse a campaign that promises a reading it does not take.","current":["[[Targets]] holds one exemplar, the Reactivation rate target: the level the Retention campaign commits its Reactivation Rate to within the [[Campaign]] flight, quantifying Retention & Reactivation.","A target's level, baseline and time basis are facts about a record, and the exemplar states their shape in its definition; the first record admitted licenses the fields that carry them.","Objective and Key Result are not kinds of their own: an objective is a Goal, and a key result is a Target."],"deferred":["A record's level, baseline and confidence floor are fields a measurement contract licenses when the first record is admitted; until then the graph carries the commitment's shape and its joins, not its number.","A target on a Metric no KPI reads is not admitted: a level is set on a reading someone is accountable for."],"kinds":["Targets","KPIs","Goals","Time Windows","Campaign"],"relationships":["Targets·sets level for","Targets·quantifies goal","Targets·due within","Campaign·pursues target","KPIs·serves goal","Campaign·measured by","Campaign·supports goal"],"sources":[{"id":"SRC-LOCKE-LATHAM-GOAL-SETTING","label":"Building a Practically Useful Theory of Goal Setting and Task Motivation: A 35-Year Odyssey","path":"/sources/building-a-practically-useful-theory-of-goal-setting-and-task-motivation-a-35-year-odyssey/"},{"id":"SRC-DORAN-SMART","label":"There's a S.M.A.R.T. way to write management's goals and objectives","path":"/sources/there-s-a-s-m-a-r-t-way-to-write-management-s-goals-and-objectives/"},{"id":"SRC-BASILI-GQM-STRATEGIES","label":"Aligning Organizations Through Measurement: The GQM+Strategies Approach","path":"/sources/aligning-organizations-through-measurement-the-gqm-strategies-approach/"}],"path":"/commitments/a-target-is-a-level-on-a-reading-due-within-a-window/","mentions":[{"ref":"Campaign","of":"kind","label":"Campaign","path":"/campaign/"},{"ref":"Targets","of":"kind","label":"Targets","path":"/targets/"},{"ref":"KPIs","of":"kind","label":"KPIs","path":"/kpis/"}],"modified":"2026-09-30"},{"id":"RUL-029","label":"A term may be known by other names, and they are labels, not terms","status":"adopted","enforcement":"enforced","proved_by":["FND-024"],"statement":"A row has one preferred label and may carry alternate labels: the abbreviations, trade names and spellings a reader or a machine will actually search by. An alternate label is a lexical fact about the same term, never a second row and never a relationship. It is admitted only where the name is in established use, it never repeats the row's own label or any label or alternate label of another row in the same kind, and it is projected wherever the label is: in the structured data as alternateName, in the search index and the header search, and in llms.txt.","why":"A term searched under the name its readers use and not found is, for them, a term that does not exist. Thesaurus practice has one preferred term per concept and non-preferred terms that lead to it, and SKOS makes the same distinction with one preferred label and any number of alternative labels that never collide within a scheme. This model carried one name per term and none of the names the trade uses for the same thing, so CTR found nothing and Click-through Rate had to be known in advance. The names belong on the term they name, and the same integrity rule that keeps a label unique in its kind keeps the aliases honest.","current":["Alternate labels sit on measures known by an abbreviation (CTR, ROAS, CLV, CPL, CPA, SOV, VCR, CVR), on trade and spelling variants of channels, surfaces, content types, formats, attribution rules, states, purposes, lawful bases, grains, forms, units, platforms and one vendor, and on the campaign flight. A row with no established second name carries none.","The same name may be an alias in two kinds, as Leads is for a Metric and a KPI, because a name resolves within a kind and the search shows the kind beside every result.","The header search matches an alias a little below the label at each rung, so an abbreviation finds its term and a term named for the abbreviation, were there one, would still come first."],"deferred":["Alternate labels are English only. A label in another language is a preferred label in that language, which SKOS keeps per language and this model does not yet carry."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-SKOS-REFERENCE","label":"SKOS Simple Knowledge Organization System Reference","path":"/sources/skos-simple-knowledge-organization-system-reference/"},{"id":"SRC-ISO-25964-1","label":"ISO 25964-1:2011 Information and documentation, Thesauri and interoperability with other vocabularies, Part 1: Thesauri for information retrieval","path":"/sources/iso-25964-1-2011-information-and-documentation-thesauri-and-interoperability-with-other-vocabularies-part-1-thesauri-for-information-retrieval/"},{"id":"SRC-SCHEMA-ALTERNATENAME","label":"schema.org alternateName","path":"/sources/schema-org-alternatename/"}],"path":"/commitments/a-term-may-be-known-by-other-names-and-they-are-labels-not-terms/","modified":"2026-09-30"},{"id":"RUL-030","label":"An identifier names one thing, and never a second","status":"adopted","enforcement":"enforced","proved_by":["FND-003"],"statement":"A row's identifier is its kind's prefix and an ordinal number, given once and never changed: the label may change, and the address with it, but the identifier does not. An identifier that is retired is written down in its kind with the date and the reason, is never given to another row, and leaves a gap that is a record rather than a slot. The build refuses a row that takes a retired identifier and a gap that no retirement explains.","why":"A knowledge graph that means to be cited has to keep faith with every reference ever made into it, and a reference is made to an identifier. The stewardship principles for data ask first of all for an identifier that is unique and persistent, and the web's own architecture note says the same of addresses: what changes is the name, never the thing named. Here ten identifiers had already been retired with nothing written down, so a gap in a sequence could not be told from a slot waiting to be filled, which is how a retired identifier comes to mean a second thing.","current":["Ten identifiers across six kinds, retired between 21 and 26 September 2026, carry their tombstones: the date and the reason, in the kind that retired them.","A row's address is its label, so a rename moves the page and keeps the identifier, and the structured data names the identifier as the term's code so a reader can follow the thing across the move.","A retirement carries the label it had, so the address that label made is known: the graph lists it under `redirects` as gone, the site build writes a 410 for it into the host config and refuses a build where it is still a page, and FND-025 holds it apart from every live address.","A renamed row carries `was`, its former labels; each former address is listed under `redirects` as moved to the row's present address, written into the host config as a 301, and held apart from every live and every other former address by FND-025."],"deferred":[],"kinds":[],"relationships":[],"sources":[{"id":"SRC-FAIR-PRINCIPLES","label":"The FAIR Guiding Principles for scientific data management and stewardship","path":"/sources/the-fair-guiding-principles-for-scientific-data-management-and-stewardship/"},{"id":"SRC-W3C-COOL-URIS","label":"Cool URIs don't change","path":"/sources/cool-uris-don-t-change/"}],"path":"/commitments/an-identifier-names-one-thing-and-never-a-second/","modified":"2026-10-03"},{"id":"RUL-031","label":"The ground has one schema, and it is data","status":"adopted","enforcement":"enforced","proved_by":["FND-013","ring:0","ring:1","ring:4"],"statement":"The shape of every file the ground and the ledger are written in is declared once, as data: for each object, its fields in order, each field's type, whether it is required, and its values where the set is closed. The build reads that declaration and validates every file against it before any other law runs, and no rule about shape lives in code. The same declaration is emitted as JSON Schema on every build, so an editor validates a file as it is written and an agent reads the contract without reading the build.","why":"A shape enforced only in code is a second declaration of the ground, hidden where a reader of the ground will not look, and two declarations drift. A closed set declared once as a governed set and written again inline, as subsets of it, is a set authored in several places; a value entering it has to be written in each before anything accepts it, and any one of them can be missed. A knowledge graph that expects to be extended by people and by agents needs its contract where the data is, in a form both can read. The ontology literature asks the same of any shared vocabulary, that its commitments be explicit and inspectable; a schema is that commitment for shape, and the standard for stating one is JSON Schema.","current":["The law declares every object type and file the registry holds, and the graph the build writes; The ledger declares its own. The key orders the canonical form writes, the fields a row may carry and the fields a kind carries are all read from these declarations.","The loaders validate every file against its declared type and refuse the build on the first departure, naming the file, the item and the field; the laws that follow only ever meet a well-formed ground.","public/schema/ holds one JSON Schema document per file type, generated by the build and identical on every build from the same law, with a mapping the editor reads, so a file validates as it is typed.","The build validates its own output: the graph is held to the artifact schema before it is written, and the same schema is emitted beside the others.","The two laws declare their own shape, each carrying a type for itself among its authoring types, drawing on the artifact's types where the law and the artifact share one, and both files are held to them before anything is derived, so a law that lost a field is refused in ring 1 rather than failing wherever it was first read."],"deferred":[],"kinds":[],"relationships":[],"sources":[{"id":"SRC-JSON-SCHEMA-2020-12","label":"JSON Schema, draft 2020-12: core and validation specifications","path":"/sources/json-schema-draft-2020-12-core-and-validation-specifications/"},{"id":"SRC-W3C-SHACL","label":"Shapes Constraint Language (SHACL)","path":"/sources/shapes-constraint-language-shacl/"},{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"}],"path":"/commitments/the-ground-has-one-schema-and-it-is-data/","modified":"2026-10-03"},{"id":"RUL-032","label":"The model is written in the standards its foundations name","status":"adopted","enforcement":"enforced","proved_by":["ring:8"],"statement":"On every build the model is written, from the verified graph and without a clock, in the standards its foundations name: the kinds as OWL classes and SKOS concept schemes, the relationships as object properties with domain, range and named inverse, the rows as individuals and concepts with their labels, definitions and alternate labels, the assertions as triples, the cardinalities and spines as SHACL shapes, the acyclic relationships as SHACL-SPARQL constraints, each declared question as a SPARQL property path, and the artifact's derivation from its ground in PROV. Every identifier is the one the site's structured data already publishes.","why":"A foundation that names a standard and is never written in it has named an aspiration. Written in the standard, the model can be proved by a validator that is not this build, and a declared question can be answered by a query engine that is not this build; two engines over one ground agreeing is a stronger fact than one engine agreeing with itself. It also makes the model portable: a graph store, a reasoner or an agent that speaks these standards reads it without reading this repository.","current":["public/standards/ holds the ontology, the individuals and assertions, the shapes and the queries, generated by the build and identical on every build from the same ground; the site publishes all four at /standards/, names them in llms.txt, and the site ring refuses a build that generated them and did not serve them.","The standards proof runs a validator that is not this build over the shapes and every question's query over the triples, and holds each answer's size to the reach the build recorded. It runs outside the build, because it needs a validator the build does not carry, and the ship script runs it whenever the validator is present.","The proof is a gate on every push, where its validator is installed; locally it runs whenever rdflib and pyshacl are present, and the ship script says when it did not.","Every file the model is published as is offered at one door, read off the law’s own declaration of the projections and grouped by what a file is for: the ontology and the graph in the standards’ forms, the graph as the site reads it, and the schema; a profile composed for a context leaves beside them, every name in it an address the ontology publishes."],"deferred":[],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-OWL2-PRIMER","label":"OWL 2 Web Ontology Language Primer","path":"/sources/owl-2-web-ontology-language-primer/"},{"id":"SRC-W3C-SKOS-REFERENCE","label":"SKOS Simple Knowledge Organization System Reference","path":"/sources/skos-simple-knowledge-organization-system-reference/"},{"id":"SRC-W3C-SHACL","label":"Shapes Constraint Language (SHACL)","path":"/sources/shapes-constraint-language-shacl/"},{"id":"SRC-W3C-SPARQL-PROPERTY-PATHS","label":"SPARQL 1.1 Query Language, Property Paths","path":"/sources/sparql-1-1-query-language-property-paths/"},{"id":"SRC-W3C-PROV-O","label":"PROV-O: The PROV Ontology","path":"/sources/prov-o-the-prov-ontology/"}],"path":"/commitments/the-model-is-written-in-the-standards-its-foundations-name/","modified":"2026-10-03"},{"id":"RUL-033","label":"An address is a label's, made once","status":"adopted","enforcement":"enforced","proved_by":["FND-025","ring:6"],"statement":"Every page address is made once, from a label, by the scheme the law declares: the site reads the path the graph carries and never slugs a label itself, the standards export writes the same path as its IRI, and the build refuses two pages that would share an address or a kind that would answer to a name the site reserves. An address carries a label, never an identifier; the identifier travels in the page's structured data. The doors of the site are declared the same way: a section opens a name the law already reserves, so its address is the reservation rather than a copy of it, and what a reader is told the door is, and which group it falls into, are the law's to say and not the surface's to invent.","why":"Two copies of the rule that turns a label into an address drift the first time one is edited, and the drift is silent: a page still renders, its structured data names one address and the standards export another, and neither build can tell. One scheme, declared as data and filled in one place, makes an address a fact of the ground that everything downstream reads rather than a rule each consumer re-derives.","current":["The law’s addresses declare every projection, a page type as a path template drawn by its route or a file served by what serves it, the fragments the structured data uses, each drawn by the files that write it, the doors, and the frame's own names, every other top-level name being derived from what declares it.","The build fills the templates in the one place an address is made, carries `path` on every page-bearing object of the graph and `machine` on the machine kind's rows, and FND-025 holds every address distinct and every kind clear of the reserved names.","The site builds every link, route and structured-data identifier from the paths the graph carries; the standards export builds every IRI from the same paths; the site build holds every structured-data identifier it publishes to an IRI the export wrote.","An address the site once answered to stays governed: a former label's and a retired identifier's addresses are made by the same scheme, held distinct by FND-025, carried by the graph as `redirects`, and written into the host config by the site build, which refuses a build where one is a page or its rule is missing; the standards export says which IRI replaced a moved one and marks a retired one deprecated.","The doors are declared with every door: the name it opens, its label, the longer name a page uses for itself where that differs, and its group, which is itself a governed vocabulary. The surface derives all of it and writes none of it; FND-025 holds each door to a name the law reserves and to saying its label once, outright or by pointer where the name is the manifest's to give; and the site ring refuses a declared door with no page and a name anything else declares that answers with a page no door offers."],"deferred":["What a door's index page says about itself beyond its name is still written by hand. A lede is writing and not data, and nothing yet distinguishes the two well enough to govern one and leave the other alone."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-COOL-URIS","label":"Cool URIs don't change","path":"/sources/cool-uris-don-t-change/"},{"id":"SRC-FAIR-PRINCIPLES","label":"The FAIR Guiding Principles for scientific data management and stewardship","path":"/sources/the-fair-guiding-principles-for-scientific-data-management-and-stewardship/"}],"path":"/commitments/an-address-is-a-label-s-made-once/","modified":"2026-10-03"},{"id":"RUL-034","label":"The proof runs without a hand","status":"adopted","enforcement":"enforced","proved_by":["eval:laws","eval:record","eval:host","eval:engine"],"statement":"Every push runs the rings a hand can run: the build, the proof that the committed artifact is the build of the committed ground, the breakage suite, the standards proof with its validator installed, and the site build. A deploy is of a commit those rings passed.","why":"A gate a person remembers to run is a gate that is skipped the day the person is hurried, and twice in one day a commit landed that no ring had seen because a shell chain broke silently. Determinism makes the strongest check free: the graph is a pure function of the ground, so a rebuild that differs from what was committed is a ground that moved without its artifact, and a plain comparison says so.","current":["The rings run on every push and on every pull request: the build, the record eval (the rebuilt artifact, schemas, standards, mapping and types are the commit's, byte for byte), the laws eval (every law refuses its own breakage, and every law has one), the standards proof with rdflib and pyshacl installed, and the site build with its site and design rings, which begins by holding the two runtimes of the binder to each other. The rings and the evals are catalogs in the law, and each names itself when it refuses.","The host is one Worker at the edge, and it is the site: it serves the build as its static assets and runs first for every request, so the canonical origin, the headers, the addresses this graph once answered to and the not-found page are decided in one place from the ground rather than in a host's own config. The redirect list it carries is cut from the graph on every site build and committed, and the site ring holds it to the graph.","The deploy is the host eval, named from the law's catalog: it refuses a tree with changes, a commit whose run is not green, and a build that embeds another commit's graph; it deploys the Worker; and it then proves the origin by real requests, refusing a host whose ground digest is not the build's, a former address that does not answer as the law says, an unknown address that does not get the site's own page, or a response without the headers the host owes.","The same script runs from CI after the rings pass, when a deploy token is present as a repository secret; without one, the host is deployed from a machine and nothing else changes."],"deferred":[],"kinds":[],"relationships":[],"sources":[{"id":"SRC-REPRODUCIBLE-BUILDS","label":"Reproducible Builds: definition","path":"/sources/reproducible-builds-definition/"},{"id":"SRC-FOWLER-CI","label":"Continuous Integration","path":"/sources/continuous-integration/"}],"path":"/commitments/the-proof-runs-without-a-hand/","modified":"2026-10-03"},{"id":"RUL-035","label":"A page is shareable as itself","status":"adopted","enforcement":"enforced","proved_by":["ring:6"],"statement":"Every indexed page declares its own preview: an Open Graph title, description and canonical address, a large-image card, and an image composed at build time from the same view model the page renders, at the address beside the page the law declares. Each page type composes differently: a row shows its kind, band and definition; a question shows its chain of kinds and verbs; a commitment its statement; a band its kinds. A share control on every page, a native disclosure that works without script, offers the device's own share sheet where the browser has one, a copied link, and a network's compose intent; every intent is a plain link a crawler is told not to follow. Nothing loads from any network to do it.","why":"A link that unfurls to a scraper's guess, or to nothing, is a page that cannot travel, and the graph's value to a community is a view that sparks a conversation, which has to arrive intact wherever the conversation is. Composing the preview from the graph, by page type, at build time makes the shared card as governed and as deterministic as the page, and keeps the standardised structure legible to whatever composes with it next, a person or a machine.","current":["The law declares where a page's card lives; the site composes one per indexed page from the page's own reading and renders it at build time in the brand's type and colours, so the card, the page and its structured data name one address.","Every indexed page carries og:title, og:description, og:url, og:image with its type, size and alt text, og:type, og:site_name, og:locale and the large-image card; the site build refuses a page that lacks one, whose og:url or og:image is not its own address, whose card was not written or is not 1200 by 630, and a card that belongs to no page.","The share control is a details element with a summary, so it opens without script and is announced as a disclosure; with script the first choice is the device share sheet (Web Share API), then a copied link announced through a live region, then compose intents for X, LinkedIn, Bluesky, Threads, Reddit, WhatsApp and email. Every intent carries rel=\"nofollow noopener noreferrer\", opens on the reader's click, and loads nothing; Escape and a click elsewhere close the menu.","Every sitemap entry names the page's card as its image, in the sitemap image extension, so the cards are discoverable as images and not only as unfurls; the site build holds each named image to the card the page itself declares."],"deferred":["No square or video variant: every network in the source list renders the 1.91:1 card; a variant is added the day a network the ledger cites requires one."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-OGP","label":"The Open Graph protocol","path":"/sources/the-open-graph-protocol/"},{"id":"SRC-X-CARDS","label":"Cards markup","path":"/sources/cards-markup/"},{"id":"SRC-W3C-WEB-SHARE","label":"Web Share API","path":"/sources/web-share-api/"}],"path":"/commitments/a-page-is-shareable-as-itself/","modified":"2026-10-01"},{"id":"RUL-036","label":"The design is measured, not asserted","status":"adopted","enforcement":"enforced","proved_by":["ring:7"],"statement":"Every colour the site reads is measured on the surface it is read on and held to a ratio the design declares; every colour token is either measured by a pair or declared decorative with the reason it need not be; every band's colour clears the same floor as chip text; no retired colour returns; and every type size is a step on the declared scale, none below its floor.","why":"A design written down drifts the first time a token is edited, because prose does not recompute. Contrast that is asserted rather than measured is a claim about a reader nobody tested, and the two that failed here were each within a tenth of the ratio they claimed. Measuring the built stylesheet rather than the source is what makes the claim one about what shipped.","current":["site/design/contrast.json declares the pairs and the least ratio each must hold, the tokens that are decorative and why, the surfaces a band's colour is read on, the retired colours, and the type scale with the role of each step.","The design ring reads the values out of the built stylesheet, resolves each token through its references, and computes the WCAG 2 ratio: 24 pairs, 8 decorative tokens, 7 band colours on 3 surfaces, and every type size against the scale.","Body text holds 7:1 and edges 3:1, which are the enhanced and non-text thresholds of WCAG 2.2 rather than its minimum."],"deferred":["The dark scheme is not measured, because there is not yet one; when it ships, every pair is measured in both schemes rather than in the light one alone.","Target size is not measured. A control's hit area is a rendered fact, not a stylesheet one, so it needs a renderer in the gate rather than a parser."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-WCAG22","label":"Web Content Accessibility Guidelines (WCAG) 2.2","path":"/sources/web-content-accessibility-guidelines-wcag-2-2/"}],"path":"/commitments/the-design-is-measured-not-asserted/","modified":"2026-10-03"},{"id":"RUL-037","label":"The prose says what the registry says","status":"adopted","enforcement":"enforced","proved_by":["ring:5"],"statement":"Every authored file here that describes the model is held to the model on every build, the site's own copy included: a number in a sentence is the number the build has, a relationship named is one the registry declares, a ring or an eval named is one the law catalogs under that label, the authored files the front doors list are the files the law declares, no sentence leaves in the manifest a section the kernel holds, and no word the model has retired is written anywhere but where it is declared retired and no authored file names a private repository or the engagement it was built for, nor any served page a former engagement’s industry vocabulary.","why":"A sentence does not recompute. A count written in a sentence drifts the day a road is added, and a sentence that places the grounding or the machine's kind in a file is wrong the day the file stops holding it. Prose a build checks is prose a reader can believe; prose it does not check is a second copy of the model, drifting away from it.","current":["The prose ring holds every document and both front doors: counts by noun, relationship ids, the ring and eval catalogs under their own labels, the authored files against the law's own list, and any sentence that still puts a kernel section in the manifest.","The claims a change makes false are data too: a phrase that was true before a kind was populated, or before a metric computed from a formula, is refused once it stops being true.","The law names each word this model has retired and what to say instead, and the same ring refuses it in any authored file: the ground, the ledger, the documents, the build and the site's routes. The one file that may write a retired word is the one declaring it retired, and it may by construction, because that section is lifted out before the law is read rather than named as an exception.","The law names the words nothing here may say, in the two scopes that are not the same rule, each naming the ring that holds it. A private repository, or the engagement it was built for, is withheld anywhere: the same ring refuses it in every authored file, because a page standing on a source no reader can open is the one claim this model cannot make. A former engagement's industry vocabulary is withheld from what is served, and the site ring refuses it on every built page and in the text a machine reads. The scopes differ because the difference was measured: several industry words are ordinary English a consumer-marketing model legitimately writes, and a built page already reads that a consumer encounters outdoor media without choosing to, so holding those out of authored prose would refuse sentences the model needs. A word is matched as written and nothing is inferred beyond that, because a rule reaching the longer words built on a stem reached ordinary English too. The site's build check keeps no copy of either list and reads the law from disk, not from the graph, because the graph is the served artifact these words are kept out of; and the one file that declares them may write them, because that section is lifted out before the law is read rather than named as an exception."],"deferred":["Only the claims the build can compute are held: a count, a name, a ring, a file, its role and a retired word. A sentence out of date in its reasoning rather than its facts is caught by reading, not by a gate.","A word is retired by hand, when it is retired. Nothing derives the list from a rename, so a rename that nobody records here leaves the old word legal until someone writes it down."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"}],"path":"/commitments/the-prose-says-what-the-registry-says/","modified":"2026-10-03"},{"id":"RUL-038","label":"A view is one concept, over one primitive","status":"adopted","enforcement":"enforced","proved_by":["FND-028"],"statement":"A view is a purposeful projection of the graph: declared patterns, all asked from one kind, drawn in the way the law's own vocabulary for drawing declares, belonging to a declared deliverable where it belongs to one, and answered by binding those patterns from one row. What a view starts from and what it touches are read off its patterns and appear nowhere else. A view no row answers is not published.","why":"There were three names for one idea and the noise was the cost of it. A question was a path over relationships, a job was a set of those from one term, and a plan view was a hand-kept list of kinds with no path behind it at all. The hand-kept one drifted exactly as a hand-kept list does: the [[Journeys]] tab promised a recommended campaign purpose and a primary KPI per journey state, and nothing in the model reaches either from a journey state. A list that is derived cannot make that claim, because there is nowhere to write it down.","current":["Each is declared with its name, the deliverable it belongs to where it belongs to one, how it is drawn, the patterns it binds in reading order, what it shows, the work it does in a reader's words, what the reader is holding, and what they leave with.","The ways one may be drawn are a closed vocabulary, defined once and named by the schema through values_from, as the claim classes and the evidence classes are: `table` reads across every row of its starting kind on one page, `path` reads from one row with a page for each.","The build binds each pattern from every row of the starting kind and publishes an answer only where a row fills every role, so a page exists exactly where the work can be done and says which part it cannot answer.","The four tabs of the Measurement Plan compose the seven paths they had always described in prose, declared as patterns so the plan is bound rather than asserted; FND-028 holds every view to declared patterns asked from one kind."],"deferred":["A view binds patterns from one kind only. Work that crosses two starting kinds would need a step before the patterns begin, and nothing yet needs one.","A journey's machine-readable twin is not a view. Its roles are declared in the kernel, and a second governance for one thing is the duplication this removes; if a third way of drawing one ever earns a place in the vocabulary, that is where it would be argued.","The words a reader might type for a view are not declared, so nothing matches free text to one; they are found by reading, not by asking."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GRUNINGER-FOX-COMPETENCY","label":"Methodology for the Design and Evaluation of Ontologies","path":"/sources/methodology-for-the-design-and-evaluation-of-ontologies/"},{"id":"SRC-CHRISTENSEN-JOBS","label":"Know Your Customers' Jobs to Be Done","path":"/sources/know-your-customers-jobs-to-be-done/"}],"path":"/commitments/a-view-is-one-concept-over-one-primitive/","mentions":[{"ref":"Journeys","of":"kind","label":"Journeys","path":"/journeys/"}],"modified":"2026-10-01"},{"id":"RUL-039","label":"One engine, and a second runtime of it is a port under proof","status":"adopted","enforcement":"enforced","proved_by":["eval:engine"],"statement":"Binding a pattern is one function. Where it has to run somewhere the build cannot reach, the second copy is a port of the first and never a second design, and a proof that both find the same bindings runs before the site is built. A second implementation without that proof is two models of one thing, which is the drift this ground exists to refuse.","why":"A graph bound only while it is built shows a reader standing on a term only the shapes somebody wrote a page for; a surface that renders what was found can do nothing else. A person composing from the term in front of them, and an agent arriving with nothing but the published graph, both need to ask for a shape nobody declared, and neither can wait for a rebuild. The engine is short enough to port honestly and too important to port on trust.","current":["One binder runs while the graph is built and its answers are what the pages show; The same function runs in the reader's browser and in anything that fetches the published model.","A gate binds every declared pattern again with the second engine and holds it to the artifact the first wrote: the same instances, the same rows in every role, the published example among the bindings found, and every view bound again from every row it answers from, row for row. It runs before the site builds and fails it on any disagreement.","The second engine needs nothing the reader does not already have: the published graph carries every assertion and every kind, so binding in a browser and binding in an agent are the same act on the same two files."],"deferred":["Nothing generates one engine from the other. They are held identical by their answers rather than by their source, which is the weaker guarantee but the only one available across two languages.","The proof binds what this model declares and every row it answers from. A pattern nobody has declared is not bound by either engine, so agreement on it is untested until it exists."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-REPRODUCIBLE-BUILDS","label":"Reproducible Builds: definition","path":"/sources/reproducible-builds-definition/"},{"id":"SRC-FOWLER-CI","label":"Continuous Integration","path":"/sources/continuous-integration/"}],"path":"/commitments/one-engine-and-a-second-runtime-of-it-is-a-port-under-proof/","modified":"2026-10-03"},{"id":"RUL-040","label":"Governance and execution share one substrate","status":"adopted","enforcement":"enforced","proved_by":["FND-029","FND-030"],"statement":"A governed vocabulary says what it governs and which gate holds it, and each of its values carries what makes it real: the condition that selects it, or the files that draw it. A value may not be declared with nothing anywhere to realise it, and a rule that selects a value is written once, where the value is, and read from there by everything that acts on it.","why":"Every closed set here was a name and a sentence, and the sentence said the rule while the code said it again. The vocabulary for how a bound pattern draws itself stated its own selection rule four times, in English, in the law; the surface stated the same rule in TypeScript; and nothing held the two together, so changing the law would have left the surface quietly doing the old thing. In the other direction a third way of drawing could be declared, described, and pass every gate while nothing on earth drew it. Governance and execution were two substrates pretending to be one, which is the same defect as prose that outlives what it describes, one layer down.","current":["In the law and in the kernel alike, every block that declares `values` carries what it governs and the gate that holds it, and that gate is a check, a ring or an eval the law already catalogs.","FND-029 finds those blocks by walking the law and the kernel rather than by reading a list of them, because a register of registers is the second copy this ground refuses. It holds each one to naming its gate.","The values of the vocabulary for how a binding draws itself carry the condition that selects them, as two inclusive ranges over how many roles and how many bindings the binding turned out to have. FND-029 holds those conditions total and disjoint over every shape a binding can be, so exactly one value is selected and none is unreachable, and both runtimes of the engine read them instead of restating them.","Each value of both view vocabularies names the files that draw it, and the site ring refuses a build where a named file does not name the value back. A way of drawing cannot be declared and left unimplemented.","The law declares how the host answers: `caching`, what a browser may keep by the form of the path, and `headers`, the three a static site owes on every response. The Worker reads both from the generated address module and writes neither itself. FND-030 holds the caching rules to one form each, with exactly one for everything else, and the headers to distinct names; the site ring refuses a Worker that does not read them from the law or that writes a value of its own; the host eval proves the origin answers with them."],"deferred":["A vocabulary whose values carry no condition is held only to naming its gate and saying what it governs. The claims a relationship may make and the ways a row may be admitted are selected by a person and not by a shape, so there is no condition to write down.","Nothing derives the condition from the drawing or the drawing from the condition. They are separate statements about one value, held together by the check, which is the weaker guarantee and the only one available while one of them is a template."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-SHACL","label":"Shapes Constraint Language (SHACL)","path":"/sources/shapes-constraint-language-shacl/"},{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"}],"path":"/commitments/governance-and-execution-share-one-substrate/","modified":"2026-10-01"},{"id":"RUL-041","label":"The operations an agent may drive are declared","status":"adopted","enforcement":"enforced","proved_by":["ring:6","eval:engine"],"statement":"Everything that may be done with the published parts is a value of one governed vocabulary: what it takes, what it gives, which published address it reads, and the files that serve it. The surface performs those operations and no others, an agent arriving with the published parts learns them from the parts and not from the surface's source, and a declared operation nothing serves is refused.","why":"The engine was published, in two runtimes proven identical, and the parts it binds against were published beside it. What could be done with them was still implied by the code that did it: a reader could compose from a term because a component happened to offer it, and an agent could bind because it had read the engine, but neither the offering nor the binding nor the drawing nor the carrying away was a thing the ground named. A capability the ground does not name is one the surface can quietly gain or lose, and one no second surface can be built to.","current":["The operations declare stand, bind, draw, compose and carry, each carrying its inputs and output in the reader's words, the address it reads, and the files that serve it.","The binding projection carries the operations and the view declarations beside the rows, the assertions, the patterns and the drawing rule, so one fetch gives an agent the parts and the verbs; the machine index describes each operation in prose.","The site ring holds every operation to a file under the site, the build or the standards export that names it back, and FND-025 holds every address an operation reads to one the law reserves. The composer performs the declared operations and labels each control with the declaration.","The engine eval proves the operation that binds agrees across its runtimes; the others are views of it or of the law's own vocabularies.","The projections declare every file the host serves for a machine to read: what it is, where it answers, the artifact fields it is cut from, and the files that serve it. An operation reads projections and nothing else, FND-025 holds that; llms.txt lists them from the law, so an agent learns what it may fetch without reading prose; and the site ring holds each to being in the build and to the files that name it."],"deferred":["No operation is served at an address. The site is static, so an agent runs the published engine itself; an operation served by an endpoint would be the same declaration with an address in `served_by`.","An operation's inputs and output are in the reader's words, not a schema. A machine wanting to call one still reads the engine's signature."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GRUNINGER-FOX-COMPETENCY","label":"Methodology for the Design and Evaluation of Ontologies","path":"/sources/methodology-for-the-design-and-evaluation-of-ontologies/"},{"id":"SRC-USCHOLD-GRUNINGER-ONTOLOGIES","label":"Ontologies: Principles, Methods and Applications","path":"/sources/ontologies-principles-methods-and-applications/"}],"path":"/commitments/the-operations-an-agent-may-drive-are-declared/","modified":"2026-10-01"},{"id":"RUL-042","label":"Everything composed is a composition of known parts, at every level","status":"adopted","enforcement":"enforced","proved_by":["FND-028","FND-025"],"statement":"A pattern is composed of kinds and relationships; a view of patterns; a deliverable of views. Each level is declared, has an address, and reads down to the ground through the level beneath it; none holds a fact of its own. A deliverable is plural and declared, never a singleton written into the manifest, the addresses or the checks; and one mechanism binds, draws and addresses a pattern, a view and a deliverable alike, so what distinguishes them on the surface is the application and not the machinery.","why":"A deliverable written as a singleton into the manifest, the address template, the view law, the build, the reader and the header cannot be joined by a second one without touching all six, and the job that builds it belongs to nothing though it is named after it. Everything is a node, patterns included, and a node may be a composition of known nodes. The public backing is older: a pattern language is a network of patterns each composed of smaller ones, and the composite pattern treats a leaf and a composition uniformly.","current":["Each deliverable is declared with: its name, what it is, what a reader leaves with. Five stand in the order the loop is walked: the Measurement Plan, the Campaign Brief, the Instrumentation Plan, the Lifecycle Map and the Evidence Plan. A view names the deliverable it belongs to; a table is one of its tabs, a job is work that produces it, and every view belongs to one.","FND-028 refuses a view that names an undeclared deliverable, a view that belongs to none, and a deliverable that nothing belongs to. FND-025 holds the deliverables door to opening that whole registry, and the plan's former addresses are moved in the law so the host redirects them.","The standards export carries the composed layer as individuals: every pattern, view and deliverable has an IRI and a class, and `composes` and `touches` relate each level to the one beneath it and to the kinds. An agent reading the triples reaches the ground from a deliverable the way a reader does.","The doors onto the composed layer, the deliverables, the questions and the shapes, are placed in the header by the law’s groups, each drawn with the mark its group carries.","A shape composed at runtime is a pill of the layer under the family 'composed here', lit over the kinds it touches, for as long as the reader is composing it. The map does not know whether a pill was authored or composed a moment ago.","Every pattern is drawn as a flow across the bands by one rule, the law’s `flow` fragment: a role in the band of its kind, in the governed order, a road the way the model stores it, a road that runs back beneath the others, which is how a loop shows itself; the same drawing appears in the blank place as a shape is built.","The map’s arrangements are declared in the law, kinds by band, entities as hubs and walk from here, each drawn by the files that name it, offered by the layout with the law’s mark and remembered under the law’s key; and on the compose door the kinds arrangement is the board: a kind pressed becomes a role, a lit road pressed becomes an edge, and the roads offered are the specifications the grammar declares between the kinds on the board. The site ring holds all of it."],"deferred":["Several deliverables lit against one another on the map, each in a colour of its own, is not drawn; the board lights one composed shape, and the layer lights a deliverable’s tabs."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-ALEXANDER-PATTERN-LANGUAGE","label":"A Pattern Language: Towns, Buildings, Construction","path":"/sources/a-pattern-language-towns-buildings-construction/"},{"id":"SRC-GAMMA-COMPOSITE","label":"Design Patterns: Elements of Reusable Object-Oriented Software","path":"/sources/design-patterns-elements-of-reusable-object-oriented-software/"}],"path":"/commitments/everything-composed-is-a-composition-of-known-parts-at-every-level/","modified":"2026-10-03"},{"id":"RUL-043","label":"A composition a reader manifests has an address, is held before it binds, and never enters the ground","status":"adopted","enforcement":"enforced","proved_by":["eval:engine","ring:6"],"statement":"A shape a reader or an agent composes at runtime lives in its own address: the whole of it, roles, edges and pins, carried in the fragment of the page that composed it, so it is theirs and is never written to the ground by being made. Before it binds it is held to the same grammar as a declared pattern, by a check that does not know who wrote it. It never enters the ground: the ground is authored in the registry and nowhere else.","why":"The ground exists so that a surface can compose over it: declared patterns from a declared term, and shapes nobody declared. A shape nobody declared needs somewhere to live and something to hold it, because an engine binds any roles and edges it is handed, which is exactly right for an engine and exactly wrong for a sandbox. A pattern is data with a closed grammar - roles that name kinds, edges that name declared relationships between them - and that is what makes composing over it safe rather than hopeful: an agent that composes a relationship the model does not declare is refused by the law that refuses an author. An agent composes and never writes canon; a composition that lives in its link rather than in a registry is that discipline made structural rather than asked for.","current":["The engine in the reader's browser carries a shape's address, compact and URL-safe in the fragment the law names, and the check that holds it: the structural half of FND-021, as a port that runs beside the engine. The two fragment keys a composition may live in are declared in the law's addresses like every other fragment.","The engine eval holds every declared pattern with the law’s port, breaks a declared pattern every way FND-021 refuses and holds the port to refusing each with the law's own words, and holds a shape to surviving its own address exactly.","The operations declare `hold`, served by the engine and by the law, so an agent learns that a shape is held before it binds from the same declaration that tells it how to bind.","/compose/ is the blank place: no row and no pattern to begin with. A reader adds a role by kind, extends it along a relationship the grammar offers, pins a row, and the shape is held, bound and drawn as it is built; or begins from a declared pattern and departs from it. The shape lives in the page's fragment as it is built, the map lights the kinds it touches and shows it as a pill of its own family, and it leaves as a table or a link.","A composed address carries the first twelve characters of the digest of the ground the shape was composed on. Opened on a later ground, the shape is held again and the page says which ground it came from; it is never refused for its age, only for what no longer holds."],"deferred":["The binding half of FND-021 - that a rooted pattern binds from some row - is not in the port. A composed shape that binds nothing says so when it is bound, which is the same finding a moment later."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-COOL-URIS","label":"Cool URIs don't change","path":"/sources/cool-uris-don-t-change/"},{"id":"SRC-GRUNINGER-FOX-COMPETENCY","label":"Methodology for the Design and Evaluation of Ontologies","path":"/sources/methodology-for-the-design-and-evaluation-of-ontologies/"}],"path":"/commitments/a-composition-a-reader-manifests-has-an-address-is-held-before-it-binds-and-never-enters-the-ground/","modified":"2026-10-03"},{"id":"RUL-044","label":"An answer the graph gives has an address","status":"adopted","enforcement":"enforced","proved_by":["ring:6","eval:engine"],"statement":"Every declared question, answered from every row it can be answered from, is a page of its own, where and only where the walk from that row is non-empty: the same engine binds it at build, the page is canonical to itself and linked from the row and from the question, its structured data is the question as asked from that row with the rows the walk reached as an ordered list, and no page exists for an empty answer.","why":"A reader who arrives with a question arrives at an address, and an answer engine cites addresses. The composer answers any declared question from any term on demand, but a thing that exists only after a click has no address to cite and nothing for a crawler to read. The risk of publishing many pages from one template is the one Google names as scaled content and doorway abuse: pages that say little and funnel. The guard is structural: a page exists only where the binding is non-empty, says exactly what was bound and nothing generic, and sits in the hierarchy under its question and beside its term.","current":["The address is /questions/{question}/{slug}/, declared as a projection and drawn by its route like every other.","The build binds every question from every row of its root kind with the same engine that binds the views, and writes an answer only where the binding is non-empty: `answers` on the question, each with the row, its address and every whole binding.","The site draws each answer as the walk read from that row - a sentence, a list, a chain or a table by the law's drawing rule - under the question's page and beside the row's; the row page lists the questions answered from it, the question page the rows it is answered from, and the table leaves with the reader as a file.","The structured data is a Question as asked from that row, its accepted Answer about an ItemList of the rows the walk reached, each a ListItem with its address. The site ring holds every answer page to existing, to its list naming exactly those rows, and refuses a page answering a question from a row the graph carries no answer for; the engine eval binds every question again from every row of its root kind in the browser's runtime and holds the answers identical, present and absent alike.","The sitemaps, llms.txt and the search index enumerate the answers with every other page, as their own group."],"deferred":["An answer is drawn from one question at a time. A page answering several questions from one row is a view, and is declared as one."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GOOGLE-SPAM-POLICIES","label":"Spam policies for Google web search","path":"/sources/spam-policies-for-google-web-search/"},{"id":"SRC-SCHEMA-ITEMLIST","label":"ItemList","path":"/sources/itemlist/"}],"path":"/commitments/an-answer-the-graph-gives-has-an-address/","modified":"2026-10-01"},{"id":"RUL-045","label":"A text answers one question, in the reader's words","status":"adopted","enforcement":"enforced","proved_by":["FND-031","ring:6","FND-041"],"statement":"Every text a kind carries beyond its name answers one question a reader brings, in the words the industry uses, under the kind's own noun: what it is, what it is used for, why it matters, where it came from, and how this model holds it. The law declares the set, the question each answers, the span of sentences an authored text is held within, and the mode each is read in; two are derived from what the model already knows and are never authored a second time; and every page is written once in every mode, with the reader's choice deciding which is shown before the first paint. A commitment is read on a page too, so the same register holds there: what it says holds, what goes wrong without it, where the model stands and what it does not claim name no file of this repository and no path into the law written as one key inside another, because a reader cannot open either and naming one tells them nothing they can follow.","why":"A definition that also explains, argues and reminisces answers nothing well, and a page that speaks in its builder's words asks the reader to learn the builder's trade before learning the subject. SKOS gives one documentation property per kind of note for the same reason: a definition, a scope note, a history note and an editorial note are different questions, and a concept that keeps them apart is one two readers can agree on. A reader who wants the machinery should get all of it, and one who does not should never meet it under the subject's name, so the modes are one page in two registers rather than two pages or a page that hedges.","current":["The law declares the five texts with the question each answers, its span of sentences, the mode it is read in, what derives the two derived ones, and the SKOS documentation property each authored text is exported under; `modes` declares read and build, which is the default, the words the read surface never says, and the attribute and key the choice is kept in.","Every kind declares the noun it is spoken under, one and many, and its definition opens with it; FND-031 holds the authored texts to their spans, refuses a derived text authored on a kind, holds the nouns distinct, and holds every text to the files that say they draw it.","The site draws the why from the commitments that license a kind and the build from the kernel's claim on it, sets the mode before the first paint from the key the law declares, and carries one control per mode; the site ring holds every page to the control, to the attribute, and to the read surface never saying a word the read mode marks as the model's own.","The ledger is held to the same register as a kind's texts. Twenty commitments named one of this repository's own files under the heading a reader meets as where the model stands, a build script, a registry file, a path into the law, and each now names the thing rather than the file that holds it: the law, the kernel, the engine in the reader's browser. The statements never did it, two mechanism names across all of them, so the register was already right in the sentence that matters and wrong in the one beside it. The files the gate refuses are derived from the law's own list of what is authored rather than kept beside the gate, so one added tomorrow is covered without anyone remembering, and that derivation found a leak a hand-written list had missed."],"deferred":["The practice and the story are authored on a kind where someone has written them, and a kind that carries neither says nothing about it; the build does not write them. A generated text would need a gate that measures what a prompt cannot promise, and none is declared.","A single key in a code span is left alone, the law's grains or its host, because that reads as the model naming its own part rather than as a path into a file and the build register exists for it. Whether a reader wants even that is not settled."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-SKOS-REFERENCE","label":"SKOS Simple Knowledge Organization System Reference","path":"/sources/skos-simple-knowledge-organization-system-reference/"},{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"}],"path":"/commitments/a-text-answers-one-question-in-the-reader-s-words/","modified":"2026-10-01"},{"id":"RUL-046","label":"Prose names only what the registry holds","status":"adopted","enforcement":"enforced","proved_by":["FND-032","ring:6"],"statement":"A text may name another governed thing, a kind by its name or anything else by its identifier, in one declared form; the build resolves every such reference to the thing's address and label, refuses one that resolves to nothing, to two things or to the text's own subject, draws it as a link, and lists on the thing named where it is named. A reference is a name and never an assertion: prose may name, only the registry relates, and a pair the prose joins that the registry does not is listed as proposed and written nowhere.","why":"A thing in this model is composed in part of its relationships to other things, and the prose about it names them whether or not anything checks. A name that resolves to nothing is a dead reference that reads as knowledge; a name typed by hand in a sentence is the second copy of an identifier the rename law says must exist once; and a link that is really a relationship, asserted in a paragraph and nowhere else, is a relationship the model does not know it has. Naming by identifier keeps the reference through a rename, resolving it on every build keeps it true, and refusing to let it assert anything keeps the registry the one place the model relates.","current":["The law declares the form a reference takes, what it may name and the registry each resolves in, and the texts references are read from, each a string field the schema or the ledger declares.","FND-032 holds every reference to resolving to exactly one thing that is not the text's own subject; The build resolves each once into a mention on the text's owner and a naming on the target, and lists as proposed every pair of rows a text joins whose kinds may relate and between which nothing is asserted.","The site draws a reference as a link, reads the text back as words wherever words leave the page - a description, a card, structured data, llms.txt, the standards export - and every page names where it is named; the site ring refuses a page carrying an unresolved reference, a reference not drawn as a link, or a target that does not say where it is named."],"deferred":["A proposed pair is a note for the model's author, not a relationship: asserting one is a decision made in the registry, with the verb the grammar allows, and never by the build."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-W3C-COOL-URIS","label":"Cool URIs don't change","path":"/sources/cool-uris-don-t-change/"},{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"}],"path":"/commitments/prose-names-only-what-the-registry-holds/","modified":"2026-10-01"},{"id":"RUL-047","label":"A road declares its grain","status":"adopted","enforcement":"enforced","proved_by":["FND-033"],"statement":"Every relationship declares the grain it is asserted at. A vocabulary road is a fact about the kinds' rows, asserted in the registry, walked by questions and counted on every build. A record road is a fact only an instance can carry: the registry asserts nothing on it, no spine may require it, no question walks it, and its lower bound is zero. It exists so that a record shape can name the join a person-level system must make.","why":"Kimball's first move is to declare the grain of a fact before anything is counted, and metrology keeps a quantity apart from the value one measurement of it takes. A road that says which tactic a conversion is credited to is true of one conversion and one tactic, never of the kinds; asserted in a vocabulary it can only be filled by the exemplar thread, and a check reading its fill sees an unfinished road where there is a fact of the wrong grain. Naming the grain on the road lets the registry hold vocabulary roads to their bounds, keeps record roads out of the spines and the questions, and gives the record shapes a declared join to stand on.","current":["The law declares the two grains, and every verb names one; the graph carries it on every specification and the standards export annotates each relationship with it.","Two roads are record grain: an event attributed to a tactic, and a campaign's parent campaign. FND-033 holds a record road to a lower bound of zero, to being required by no spine, and to being walked by no question.","A surface runs on a platform by one road; in what capacity a system acts at a surface is read from the platform and from the signals captured on the surface, not written as four verbs of its own, and those four words are retired."],"deferred":["A record road is walked by a record shape and by nothing else; the record shapes are declared in a later step of the same phase, and until then a record road is a declared join with no shape over it."],"kinds":[],"relationships":["Events·attributed to tactic","Campaign·parent campaign","Surface·runs on"],"sources":[{"id":"SRC-KIMBALL-GRAIN","label":"Declaring the Grain","path":"/sources/declaring-the-grain/"},{"id":"SRC-JCGM-VIM","label":"International Vocabulary of Metrology: Basic and General Concepts and Associated Terms (VIM), JCGM 200:2012","path":"/sources/international-vocabulary-of-metrology-basic-and-general-concepts-and-associated-terms-vim-jcgm-200-2012/"}],"path":"/commitments/a-road-declares-its-grain/","modified":"2026-10-03"},{"id":"RUL-048","label":"The loop is law","status":"adopted","enforcement":"enforced","proved_by":["FND-034"],"statement":"The kernel names the loops the model must close, each a shape whose edges form one cycle over all its roles, and the build holds every one to at least one instance. Two are named: the accountability loop, in which a campaign is measured by a reading whose evidence is the events that move a person out of the state the campaign targets; and the activation loop, in which what a campaign does is read back through an instrument and a metric to a goal the campaign supports.","why":"A measurement approach that runs from goal to question to metric only earns its keep when the metric's evidence comes back to the goal, and a state machine only means something when its moves are the ones somebody can cause and count. A model can declare every road in a circuit and never ask whether what was sent along it came back. The first time the question was asked here, the campaign’s own email read back to a goal the campaign did not claim, and its reactivation reading counted nothing directly. Holding the loops closed on every build is what makes the gears a fact rather than a drawing.","current":["The kernel names PTN-037 and PTN-038 as its loops, both of them declared shapes; FND-034 holds each to being a shape whose edges form one cycle over every role and to at least one instance, bound by the same engine that binds every pattern.","The accountability loop closes through the reactivation formula: the Retention campaign is measured by Reactivation Rate, computed from a formula that takes the conversion and lapse instruments as inputs, whose events move a person out of At risk, the state the campaign targets. It stands twice: once for a conversion, once for a lapse.","The activation loop closes on one assertion the law demanded: the Retention campaign supports Engagement, because its win-back email's reading, Email Engagement Rate, serves that goal; a campaign whose action is read to a goal it does not claim is the gap this loop refuses.","The deliverables door reads in the order the loop is walked, plan, activate, observe, move, read and learn: the Measurement Plan, the Campaign Brief, the Instrumentation Plan, the Lifecycle Map and the Evidence Plan, declared in that order and opened as declared, so the surface hands over the loop one stage at a time and every job belongs to a stage."],"deferred":["Money enters nowhere: cost is read, never allocated. Budget and Allocation are the next phase's kinds, and the loop that runs from an allocation through the readings back to the next allocation is declared with them."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-BASILI-GQM-STRATEGIES","label":"Aligning Organizations Through Measurement: The GQM+Strategies Approach","path":"/sources/aligning-organizations-through-measurement-the-gqm-strategies-approach/"},{"id":"SRC-HAREL-STATECHARTS","label":"Statecharts: a visual formalism for complex systems","path":"/sources/statecharts-a-visual-formalism-for-complex-systems/"}],"path":"/commitments/the-loop-is-law/","modified":"2026-10-02"},{"id":"RUL-049","label":"A person is known at a declared level","status":"adopted","enforcement":"enforced","proved_by":["FND-037"],"statement":"Every instrument declares the level at which it identifies the person behind what it observes: anonymous, where one person cannot be told from another; pseudonymous, where they can be told apart without being known; or known. The kernel names the kind, the road and the unresolved level, and no move of the journey machine rests only on evidence observed at that level.","why":"A journey machine moves a person, and a move counted by an instrument that cannot tell one person from another is a move nobody made: an impression cannot move anyone, however many there are. The profile standards keep one representation of a person across the identifiers each source knows them by, and the regulation keeps pseudonymised data apart from identified data by exactly the additional information it takes to join them; a model that declares grain on its events but not resolution on its instruments cannot say which of its readings are about people at all. Declaring the level on the instrument, where the identifier lives, is what lets the build hold every move to evidence that could have been one person's.","current":["Identity Levels is a vocabulary kind of three in Identity and scope; every one of the 32 signals asserts the level it identifies at, on a typing road with bound 1..1; the question at what level an instrument identifies walks it.","The kernel names the kind, the road and the unresolved level, and FND-037 holds every event that triggers a move to being observed by at least one instrument above it; the first run held all 24 moves, with the paid-search click tracking declared pseudonymous because a click carries a click identifier.","The level is the instrument's, not the event's: Event Grain says whether one fact is one person's; the level says whether the instrument that saw it can tell who."],"deferred":["A household, a device shared by several people, and an identity resolved after the fact by joining two instruments are grains of the record, not levels of an instrument, and are stated with the record shapes."],"kinds":["Identity Levels"],"relationships":["Signals·identifies at"],"sources":[{"id":"SRC-ADOBE-XDM-INDIVIDUAL-PROFILE","label":"XDM Individual Profile Class","path":"/sources/xdm-individual-profile-class/"},{"id":"SRC-EU-GDPR-ARTICLE-4","label":"Regulation (EU) 2016/679, Article 4: Definitions","path":"/sources/regulation-eu-2016-679-article-4-definitions/"},{"id":"SRC-ISO-24760-1","label":"ISO/IEC 24760-1:2019 IT security and privacy: a framework for identity management, Part 1: Terminology and concepts","path":"/sources/iso-iec-24760-1-2019-it-security-and-privacy-a-framework-for-identity-management-part-1-terminology-and-concepts/"}],"path":"/commitments/a-person-is-known-at-a-declared-level/","modified":"2026-10-01"},{"id":"RUL-050","label":"Cause is read by a declared design","status":"adopted","enforcement":"enforced","proved_by":["FND-026","FND-015"],"statement":"A reading whose value rests on a claim of cause names the evidence design it is read by: a holdout experiment, a geo experiment, a matched-market test, a marketing mix model, or attribution. The attribution rules are one design among these and type into it, and the kernel names the record road credit is divided over, an event attributed to a tactic, so attribution has a declared object.","why":"Two readings of the same outcome, one from a randomised holdout and one from a last-touch rule, are not two estimates of one number; they are answers to different questions, and a dashboard that shows them side by side without saying which is which invites the wrong decision. The measurement literature is explicit that observed credit and assigned effect diverge, that the returns to advertising are small against the noise, and that the mix model is a third design with limits of its own. Naming the design on the reading, and typing the attribution rules into one design, is what lets a plan say what kind of evidence it is asking for.","current":["Evidence Designs is a vocabulary kind of five in Measurement and evidence; Metrics read by Evidence Designs, 0..1, names the design a reading is established by, asserted on the three attributed readings; every attribution model reads as the attribution design, on a typing road bound 1..1.","The kernel names the kind, the road, the record road credit divides over and the rules kind; FND-026 holds each to the registries, and the question by what design a reading is established walks the road.","A metric may also count the occupants of a consumer state, a fourth way the Metrics spine lets it derive; Retention Rate counts occupants of Account Holder, which is the reading it always was."],"deferred":["An incremental reading is a reading read by an assigning design, and the model does not yet carry the reading itself as a record; the record shapes declare its join."],"kinds":["Evidence Designs"],"relationships":["Metrics·read by","Attribution Models·reads as design"],"sources":[{"id":"SRC-GORDON-ADVERTISING-MEASUREMENT","label":"A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook","path":"/sources/a-comparison-of-approaches-to-advertising-measurement-evidence-from-big-field-experiments-at-facebook/"},{"id":"SRC-DALESSANDRO-CAUSAL-ATTRIBUTION","label":"Causally motivated attribution for online advertising","path":"/sources/causally-motivated-attribution-for-online-advertising/"},{"id":"SRC-KOHAVI-TANG-XU-EXPERIMENTS","label":"Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing","path":"/sources/trustworthy-online-controlled-experiments-a-practical-guide-to-a-b-testing/"},{"id":"SRC-VAVER-KOEHLER-GEO","label":"Measuring Ad Effectiveness Using Geo Experiments","path":"/sources/measuring-ad-effectiveness-using-geo-experiments/"},{"id":"SRC-LEWIS-RAO-RETURNS","label":"The Unfavorable Economics of Measuring the Returns to Advertising","path":"/sources/the-unfavorable-economics-of-measuring-the-returns-to-advertising/"},{"id":"SRC-CHAN-PERRY-MMM","label":"Challenges and Opportunities in Media Mix Modeling","path":"/sources/challenges-and-opportunities-in-media-mix-modeling/"}],"path":"/commitments/cause-is-read-by-a-declared-design/","modified":"2026-10-03"},{"id":"RUL-051","label":"Every road answers a competency question","status":"adopted","enforcement":"enforced","proved_by":["FND-035"],"statement":"Every relationship the registry declares, other than the grounding every kind makes, is walked by at least one declared pattern of its grain. A vocabulary road is walked by a question or a shape; a record road by a record shape. A road no pattern walks is refused.","why":"An ontology is evaluated by the competency questions it can answer, and a relationship nobody asks about is a claim the model makes and never tests. A vocabulary that declares many relationships and asks about few of them hides its vague ones among the unasked, where nothing ever tests them. Holding every road to a pattern is what keeps the grammar the size of what is used, and it is what gives every application above the ground a road beneath it.","current":["FND-035 refuses a road walked by no pattern of its grain; on the first run twenty-one roads were unwalked, the whole tactic level among them, and fifteen questions of one or two roads each and one record shape, the campaign roll-up, now walk them.","Every question is answered from every row of its root kind where the walk is non-empty, so a road once walked has a page above it for every place it holds."],"deferred":["A road may be walked by a shape and asked about by no question; the law asks for a pattern, and a question is the stronger form a later pass may require."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GRUNINGER-FOX-COMPETENCY","label":"Methodology for the Design and Evaluation of Ontologies","path":"/sources/methodology-for-the-design-and-evaluation-of-ontologies/"},{"id":"SRC-USCHOLD-GRUNINGER-ONTOLOGIES","label":"Ontologies: Principles, Methods and Applications","path":"/sources/ontologies-principles-methods-and-applications/"}],"path":"/commitments/every-road-answers-a-competency-question/","modified":"2026-10-02"},{"id":"RUL-052","label":"A person-level record has a declared shape","status":"adopted","enforcement":"enforced","proved_by":["FND-036","ring:8"],"statement":"The joins a person-level record must be able to make are declared as record shapes: a position, an exposure, an attributed conversion, a reading and a consent receipt, each a shape over the kinds and the roads, walking at least one record road. The registry instantiates none of them; the standards export writes each as a SHACL node shape without a target, for a record system to apply. A campaign roll-up, the one record join not made at the person level, is declared the same way.","why":"The vocabulary says what a metric is; only a record says what it read, over which window, in which market, for which segment. The vocabulary says which state a position realises; only a record says who held it and how well they were known. A model that stops at the vocabulary leaves every one of those joins to be invented again by each system that holds the records, and invented differently. Declaring the join as a shape, in the same grammar the questions are declared in, and exporting it in the constraint language a validator already reads, is what lets two record systems agree without either owning the other.","current":["Seven record roads are record grain, asserted by nothing here: they join a reading to its window, geography and segment, a position to the level it is held at, an event to the window it occurs within and to the tactic credited with it, and a campaign to its parent.","Six record shapes stand under Shapes, each unrooted and walking at least one record road; FND-036 holds every pattern to declaring its grain, a record shape to being a shape that walks a record road, and a vocabulary pattern to walking none.","The standards export writes each record shape as a SHACL node shape with a property per road it walks and no target, so the shapes graph still conforms and a record system can attach its own targets."],"deferred":["A record shape says which join a record makes and nothing about the values it carries; a reading’s value, its time and its provenance are the record system’s to hold, and this model neither stores nor validates them."],"kinds":[],"relationships":["Metrics·read over","Metrics·read in","Metrics·read for","Journey States·held at","Events·occurs within"],"sources":[{"id":"SRC-W3C-SHACL","label":"Shapes Constraint Language (SHACL)","path":"/sources/shapes-constraint-language-shacl/"},{"id":"SRC-KANTARA-CONSENT-RECEIPT","label":"Consent Receipt Specification 1.1","path":"/sources/consent-receipt-specification-1-1/"},{"id":"SRC-ADOBE-XDM-INDIVIDUAL-PROFILE","label":"XDM Individual Profile Class","path":"/sources/xdm-individual-profile-class/"}],"path":"/commitments/a-person-level-record-has-a-declared-shape/","modified":"2026-09-30"},{"id":"RUL-053","label":"A value a plan fixes is a governed parameter","status":"adopted","enforcement":"enforced","proved_by":["FND-015","FND-034","FND-035","FND-036"],"statement":"Every value a plan has to fix before a reading, a rule, an instrument or a move can be computed is a declared parameter: a governed slot that says what it is a parameter of or what it constrains, the unit it is measured in and the basis its default rests on. The value in the slot is a record, set over a window, in a geography, for a segment, on a stated basis: a standard, a benchmark, an experiment or a decision. An evidence design that can establish a parameter's value calibrates it, and the calibration loop closes where the design a reading is read by calibrates a parameter of that reading.","why":"A plan that runs on numbers nobody declared runs on numbers nobody can trace: a lookback window set in one platform's defaults, a frequency cap in another's, a visit timeout in a third's and a lapse rule in a spreadsheet, each changing a reading without changing its name. The standards bodies fix some of these values outright, the experimentation literature says the design parameters are set before a test and never after, and the regulation requires a retention period without naming one. Declaring the slot as vocabulary and the value as a record with its basis is what lets a business supply its own context without touching the model, and what lets an export carry the value a computation actually needs. The rule is only worth the slots it governs: named for an engine rather than for the work, and left uncited, a store of values stops being a vocabulary and becomes configuration under another name.","current":["Parameters is a vocabulary kind of eleven in Measurement and evidence: the attribution lookback window, the viewable pixel share and viewable time, the minimum detectable effect, statistical power, significance level and holdout share, the incrementality factor, the frequency cap, the session timeout and the retention period. Each is a parameter of a metric, an attribution model, an evidence design, an instrument or a processing purpose, or constrains a tactic, held by the Parameters spine; each is measured in a unit and defaults on a basis. Duration enters Units for the windows and the timeouts.","Setting Bases is a vocabulary kind of four: standard, benchmark, experiment, decision. The Setting record shape declares the join a set value makes, to its window, geography, segment, basis and unit, and the registry instantiates it by nothing.","Evidence Designs calibrates Parameters: the holdout experiment calibrates the incrementality factor and the attribution lookback window, the geo experiment the incrementality factor. Reactivation Rate is read by the holdout experiment, and the calibration loop closes on it, the design a reading is read by calibrating a parameter of that reading; the kernel names it as its third loop.","The Settings tab of the Evidence Plan reads every parameter with its unit, its default basis, what it sets or constrains and the design that calibrates it; nine questions walk the roads.","The set operation holds a value against a parameter in the reader’s browser under the key the law declares, in the parameter’s unit and on a chosen basis, shows it on the Settings tab, on the parameter’s own page and on the Evidence Plan, and shares it as an address that enters the store where it is opened; the kernel’s settings names the parameters kind, the unit road, the bases kind and road and the Setting record shape, held by the kernel law. Nothing computes with a held value yet.","A parameter pinned on the board shows the value held against it, in its unit, so the business’s context is read where the shape is built.","The discount rate joins the parameters: the rate at which money expected later is brought back to what it is worth now, a parameter of the lifetime value, measured in percent and defaulting on a decision, because no body sets one business's cost of capital."],"deferred":["A held value is scoped to nothing yet: the window, geography and segment the Setting shape declares are not offered on the form.","The windows a journey times out after remain Time Windows, and their lengths are the record system’s, as a reading’s value is; a floor or a ceiling on a parameter is a literal the model does not yet carry.","An export that computes a measure needs the values and reads them from the Setting records; until then a measure names its parameters and carries no number."],"kinds":["Parameters","Setting Bases"],"relationships":["Parameters·parameter of","Parameters·constrains","Parameters·measured in","Parameters·defaults on","Evidence Designs·calibrates","Parameters·set over","Parameters·set in","Parameters·set for","Parameters·set on"],"sources":[{"id":"SRC-MRC-VIEWABLE-IMPRESSION","label":"Viewable Ad Impression Measurement Guidelines, Version 2.0","path":"/sources/viewable-ad-impression-measurement-guidelines-version-2-0/"},{"id":"SRC-MRC-OUTCOMES-DATA-QUALITY","label":"Outcomes and Data Quality Standards","path":"/sources/outcomes-and-data-quality-standards/"},{"id":"SRC-MRC-AUDIENCE-MEASUREMENT","label":"Digital Audience-Based Measurement Standards","path":"/sources/digital-audience-based-measurement-standards/"},{"id":"SRC-KOHAVI-TANG-XU-EXPERIMENTS","label":"Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing","path":"/sources/trustworthy-online-controlled-experiments-a-practical-guide-to-a-b-testing/"},{"id":"SRC-LEWIS-RAO-RETURNS","label":"The Unfavorable Economics of Measuring the Returns to Advertising","path":"/sources/the-unfavorable-economics-of-measuring-the-returns-to-advertising/"},{"id":"SRC-GORDON-ADVERTISING-MEASUREMENT","label":"A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook","path":"/sources/a-comparison-of-approaches-to-advertising-measurement-evidence-from-big-field-experiments-at-facebook/"},{"id":"SRC-EU-GDPR-ARTICLE-5","label":"Regulation (EU) 2016/679, Article 5: Principles relating to processing of personal data","path":"/sources/regulation-eu-2016-679-article-5-principles-relating-to-processing-of-personal-data/"},{"id":"SRC-ISO-80000-1","label":"ISO 80000-1:2022 Quantities and units, Part 1: General","path":"/sources/iso-80000-1-2022-quantities-and-units-part-1-general/"}],"path":"/commitments/a-value-a-plan-fixes-is-a-governed-parameter/","modified":"2026-10-02"},{"id":"RUL-054","label":"A deliverable is a method the industry already writes","status":"adopted","enforcement":"enforced","proved_by":["FND-001","FND-028"],"statement":"Every deliverable is a method the industry already writes, and it cites the commitments and the sources that write it: what a measurement plan, a campaign brief, a permission plan, an instrumentation plan, a lifecycle map and an evidence plan each contain is taken from the standard, the guide or the literature that defines it, never from taste. A deliverable no commitment licenses hands over a design choice nobody can audit, and the build refuses it.","why":"A plan is the thing a marketer is judged on, and a plan whose sections were chosen by whoever built the tool is an opinion with a table of contents. The industry has written these methods down: the measurement model that runs from objectives to KPIs to targets to segments, the client brief the agencies’ bodies agreed, the outcome standards that say what an instrument must disclose, the statechart a lifecycle is a machine of, the experiments that establish cause, the regulation that says on what ground a person may be reached. Citing them on the deliverable, and deriving its why from them the way a kind’s is derived, is what lets a reader see the method behind the page and what lets the composition of each plan be corrected against its source rather than argued.","current":["Six deliverables stand in the order the loop is walked, the Measurement Plan, the Campaign Brief, the Permission Plan, the Instrumentation Plan, the Lifecycle Map and the Evidence Plan, and each is licensed here: the plan on the measurement model and on GQM, the brief on the joint industry client brief, the permission plan on the regulation, the consent receipt and the transparency framework, the instrumentation plan on the outcomes standard and the individual profile, the lifecycle map on statecharts and SCXML, the evidence plan on the experiments literature and the field comparison of attribution to lift.","FND-001 refuses a deliverable no commitment licenses and a commitment scoping a deliverable that does not exist; a deliverable’s page derives why it matters from the commitments that license it, as a kind’s page does.","The Permission Plan reads every permission basis with the ground it rests on and the purposes it permits, and every kind of preference with the channels, content types and formats it concerns; the Channels tab of the Instrumentation Plan reads every channel with the surfaces it includes, the content types and facts on them, and the vendors that deliver in it."],"deferred":["The views each plan composes were drafted before the sources were cited on it; reading each method against its composition is owed, the measurement plan first, whose model puts targets and segments inside it.","The media plan the industry writes needs budget, spend, reach and frequency, which are not kinds here; whether the model carries money is a modelling decision not yet taken."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-KAUSHIK-DMMM","label":"Digital Marketing and Measurement Model","path":"/sources/digital-marketing-and-measurement-model/"},{"id":"SRC-BASILI-GQM","label":"The Goal Question Metric Approach","path":"/sources/the-goal-question-metric-approach/"},{"id":"SRC-BASILI-GQM-STRATEGIES","label":"Aligning Organizations Through Measurement: The GQM+Strategies Approach","path":"/sources/aligning-organizations-through-measurement-the-gqm-strategies-approach/"},{"id":"SRC-IPA-CLIENT-BRIEF","label":"The Client Brief: A best practice guide to briefing communications agencies","path":"/sources/the-client-brief-a-best-practice-guide-to-briefing-communications-agencies/"},{"id":"SRC-MRC-OUTCOMES-DATA-QUALITY","label":"Outcomes and Data Quality Standards","path":"/sources/outcomes-and-data-quality-standards/"},{"id":"SRC-ADOBE-XDM-INDIVIDUAL-PROFILE","label":"XDM Individual Profile Class","path":"/sources/xdm-individual-profile-class/"},{"id":"SRC-HAREL-STATECHARTS","label":"Statecharts: a visual formalism for complex systems","path":"/sources/statecharts-a-visual-formalism-for-complex-systems/"},{"id":"SRC-W3C-SCXML","label":"State Chart XML (SCXML): State Machine Notation for Control Abstraction","path":"/sources/state-chart-xml-scxml-state-machine-notation-for-control-abstraction/"},{"id":"SRC-KOHAVI-TANG-XU-EXPERIMENTS","label":"Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing","path":"/sources/trustworthy-online-controlled-experiments-a-practical-guide-to-a-b-testing/"},{"id":"SRC-GORDON-ADVERTISING-MEASUREMENT","label":"A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook","path":"/sources/a-comparison-of-approaches-to-advertising-measurement-evidence-from-big-field-experiments-at-facebook/"},{"id":"SRC-EU-GDPR-ARTICLE-6","label":"Regulation (EU) 2016/679, Article 6","path":"/sources/regulation-eu-2016-679-article-6/"},{"id":"SRC-EU-GDPR-ARTICLE-7","label":"Regulation (EU) 2016/679, Article 7: Conditions for consent","path":"/sources/regulation-eu-2016-679-article-7-conditions-for-consent/"},{"id":"SRC-KANTARA-CONSENT-RECEIPT","label":"Consent Receipt Specification 1.1","path":"/sources/consent-receipt-specification-1-1/"},{"id":"SRC-IAB-TCF","label":"Transparency and Consent Framework v2.2","path":"/sources/transparency-and-consent-framework-v2-2/"}],"path":"/commitments/a-deliverable-is-a-method-the-industry-already-writes/","modified":"2026-09-30"},{"id":"RUL-055","label":"A question in a reader’s words is answered with an address","status":"adopted","enforcement":"enforced","proved_by":["ring:6"],"statement":"A question a reader types is answered with something the model already declares, or with something composed from the model’s own parts, and never with words alone: a declared question or shape offered to open on the board, or a shape of the kinds the words name, connected along the roads between them. The order is fixed, declared first, composed second, a model last. The first two tiers run where the reader is, by words alone, so nothing typed leaves the browser; and the build holds the matcher to finding every declared question from that question’s own words and from its name.","why":"An ontology is judged by the competency questions it answers, and a reader does not arrive knowing the model’s phrasing for theirs. Matching their words to the declared questions is the cheapest and the most honest bridge, because every answer it gives is one the build has already bound and given an address. Composing from the kinds they named is the next step in the same spirit: the answer is still the model’s parts, held by the same grammar, drawn by the same engine. A model that writes an answer in prose is the last resort because it is the only tier whose answer is not an address, and the two tiers before it will usually have done the work. Holding the matcher to the model’s own questions is the least a matcher can be held to: what it offers a reader is then never worse than the model’s index of itself.","current":["The ask operation stands above the board on the compose door, and on the front door, which sends the question to the board in its address. A question is matched by the words it shares with every declared question and shape, their phrasings, labels, kind nouns and verbs, and the best three are offered to open on the board as declared; where the words name two or more kinds with a road between them, a shape of those kinds is offered as well, composed on the spot and held by the same grammar.","Ring 6 asks the matcher every declared question in its own phrasing and by its name, and refuses a build where any is not the first thing offered. A model is offered nothing yet, which is the order the rule fixes."],"deferred":["The third tier: a model that only ranks declared candidates, from a route on the Worker, answering with addresses and never with prose of its own.","A row named in a question offered as a pin; asking for a job or a plan by name and opening its merged shape; asking from a term page with the term already pinned."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-GRUNINGER-FOX-COMPETENCY","label":"Methodology for the Design and Evaluation of Ontologies","path":"/sources/methodology-for-the-design-and-evaluation-of-ontologies/"},{"id":"SRC-USCHOLD-GRUNINGER-ONTOLOGIES","label":"Ontologies: Principles, Methods and Applications","path":"/sources/ontologies-principles-methods-and-applications/"}],"path":"/commitments/a-question-in-a-reader-s-words-is-answered-with-an-address/","modified":"2026-10-03"},{"id":"RUL-058","label":"A band joined by one road says so","status":"adopted","enforcement":"enforced","proved_by":["FND-039"],"statement":"The families of kinds are joined to each other by the roads that run between them, and a pair of families joined by exactly one road is joined by that road alone: remove it and neither can be reached from the other. Every such crossing is declared with what is lost if the road goes. The crossings are derived from the registry and never read from a list, so a declaration cannot drift from the model; a second road between the same two families is growth and releases the requirement, and a crossing left undeclared while it is still the only one is refused.","why":"A model is only as connected as its narrowest join. The families here each hold a coherent subject, and a question worth asking usually runs across several of them, so the roads between families are what make the whole thing one body of knowledge rather than seven lists. Those roads are not equal: most families are joined several ways over, and a few are joined once. The ones joined once carry every question that crosses there, and nothing about the way they are written says so, which is how a model grows a thread where it needs a rope. Declaring them is not a second copy of the grammar: it is the one fact the grammar does not state, which of its roads nothing else stands in for. Deriving them rather than listing them is what keeps the statement true a year later, because the list would be right on the day it was written and wrong on the first day a road moved.","current":["Four crossings rest on a single road, and the kernel declares each with the reason it is load-bearing. A move between positions is counted by the fact that triggered it, which is the only road from the consumer journey to measurement. An initiative targets a condition, which is the only road from activation to the journey and what makes it answerable for a condition rather than an activity. A segment selects a condition, which is the only road from eligibility to the journey and ties who may be addressed to the conditions the journeys run on. And a kind of preference concerns a channel, a content type or a form, which is the only road from eligibility to distribution and what gives a stated choice something to govern.","The road an initiative targets a condition on is declared twice over, and deliberately: the campaign block requires it because an accountable initiative needs it, and this declares it because a crossing rests on it. They are different claims about one road, not one claim written twice.","The check derives the crossings from the relationship specifications on every build, so a declaration that stops being true is refused rather than believed, and it also refuses a declaration naming a road the registry does not have or one that crosses no family at all."],"deferred":["A crossing joined by two roads is not watched. Two is better than one and the rule says nothing about it, so a family could fall from several joins to two without a word.","Nothing yet says a question should cross a family boundary, only that the road is there to cross. The widest compositions this model declares reach five families of seven, and whether that is enough is a judgement no gate makes."],"kinds":[],"relationships":["Journey Transitions·triggered by","Campaign·targets state","Audience Segments·selects state","Preference Types·concerns"],"sources":[{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/"},{"id":"SRC-ALEXANDER-PATTERN-LANGUAGE","label":"A Pattern Language: Towns, Buildings, Construction","path":"/sources/a-pattern-language-towns-buildings-construction/"}],"path":"/commitments/a-band-joined-by-one-road-says-so/","modified":"2026-10-01"},{"id":"RUL-059","label":"The shape of the model moves on the record","status":"adopted","enforcement":"enforced","proved_by":["FND-040"],"statement":"The shape of the model is digested apart from the things it holds. The kinds, the roads with their bound, claim, grain and inverse, the compositions and the kernel's requirements, together with the closed vocabularies they are typed by, are one digest; every row and every assertion is outside it. The ledger names the digest in force and every motion that brought it here, each with the day it moved, what changed in the shape and the commitments that moved with it. A build whose shape does not match the accepted digest is refused. The shape may change, and it may not change quietly.","why":"One digest over everything authored answers a question nobody asks. A reader wants to know whether the model changed or only its contents, and a single name for both cannot say: a row corrected and a road removed look identical from outside. Two digests separate them, and the pair reads in three ways. The sources moved and the shape did not, so the data moved. Both moved, so the model moved. The shape moved and the sources did not, which cannot happen and is a fault in the build if it is ever seen. Making the second one a refusal rather than a signal is what keeps the shape from drifting a road at a time: every change to it now arrives with a reason, and the reason is in the one place a reader already goes to ask why the model is this way. The digest also holds no row on purpose, which is what stops it from becoming a second place anything is authored - a specification carrying its instances is a database wearing a schema's name, and it becomes a source the first time somebody edits it.","current":["The contract is derived from the registry and authored by nobody: the kinds, the roads, the families, the patterns, the views, the deliverables, the kernel and the vocabularies that type them. It holds no row, no assertion and no count taken from either, so a term admitted or a definition corrected does not move it.","The ledger carries the digest in force and one entry per motion, each naming the day, what changed and the commitments that moved with it. The build refuses a shape that does not match, a ledger whose accepted digest is not its last motion's, and a motion naming a commitment that does not exist.","The ledger itself is outside the digest, because the ledger is where a motion is recorded and a digest that moved when the record was written would never settle. So is the surface the model is served through, which is a contract about a different thing."],"deferred":["The hand-kept lists of roads that must stay declared are still in the kernel beside this, so the two mechanisms can be read on one tree before the older one goes. What this refuses covers every case they cover and several they do not, a bound widened, a claim changed, a closed set altered, and they will come out once that has been seen to hold.","A motion records that the shape changed and why, not what changed. A reader diffing two releases still reads the two contracts rather than one list of differences."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-REPRODUCIBLE-BUILDS","label":"Reproducible Builds: definition","path":"/sources/reproducible-builds-definition/"},{"id":"SRC-W3C-PROV-O","label":"PROV-O: The PROV Ontology","path":"/sources/prov-o-the-prov-ontology/"},{"id":"SRC-DCMI-TERMS","label":"DCMI Metadata Terms","path":"/sources/dcmi-metadata-terms/"}],"path":"/commitments/the-shape-of-the-model-moves-on-the-record/","modified":"2026-10-01"},{"id":"RUL-060","label":"A correspondence to a vocabulary governed elsewhere is asserted, never imported","status":"adopted","enforcement":"enforced","proved_by":["FND-009","ring:2"],"statement":"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.","why":"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.","current":["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."],"deferred":["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."],"kinds":["External Terms"],"relationships":["Content Types·exactly matches"],"sources":[{"id":"SRC-W3C-SKOS-REFERENCE","label":"SKOS Simple Knowledge Organization System Reference","path":"/sources/skos-simple-knowledge-organization-system-reference/"},{"id":"SRC-ISO-25964-2","label":"ISO 25964-2 Information and documentation, Thesauri and interoperability with other vocabularies, Part 2: Interoperability with other vocabularies","path":"/sources/iso-25964-2-information-and-documentation-thesauri-and-interoperability-with-other-vocabularies-part-2-interoperability-with-other-vocabularies/"},{"id":"SRC-ISO-25964-1","label":"ISO 25964-1:2011 Information and documentation, Thesauri and interoperability with other vocabularies, Part 1: Thesauri for information retrieval","path":"/sources/iso-25964-1-2011-information-and-documentation-thesauri-and-interoperability-with-other-vocabularies-part-1-thesauri-for-information-retrieval/"}],"path":"/commitments/a-correspondence-to-a-vocabulary-governed-elsewhere-is-asserted-never-imported/","modified":"2026-10-02"},{"id":"RUL-061","label":"A profile selects and constrains the vocabulary, and never extends it","status":"adopted","enforcement":"enforced","proved_by":["eval:engine","ring:6"],"statement":"A reader composes a profile for one context: the wireframe of a model, said in their own words and built from what those words reach in the vocabulary. It holds the kinds in play and, where a kind is a closed vocabulary, which of its terms; every road the grammar declares between the kinds in play; every question answerable within them and every deliverable those questions compose; the values held against the parameters those kinds set; and any road’s bound tightened for the context. Every part of it names a thing the model declares. A profile never adds a kind, a term, a road or a question, and never loosens a bound; it is held to the grammar before anything is carried, by a check that does not know who composed it; it lives in its own address and the reader’s browser, and is written to the model by nothing. It leaves as the tabular form of an application profile, column for column as that standard lays it out; as one document; and as a module of the ontology, the kinds, roads, terms and bounds in play named by the addresses the ontology names them by, with the bounds as shapes.","why":"An ontology is the shared part; the shape of one business’s situation against it is that business’s. The standards this model is built on have a name and a form for exactly that: an application profile, which draws a domain model from a shared vocabulary and constrains it for one community without claiming to extend or replace what it draws on. Composing one from words is what makes the vocabulary a builder rather than a reference: a practitioner states a situation and is handed the kinds, the relationships, the questions and the deliverables that bear on it, every one of them a thing the model already holds, so nothing has to be invented and nothing can be. The bar that a profile only tightens is what keeps every profile readable against the same grammar and keeps two businesses comparable; the bar that it lives in an address and not in the ground is what lets one model serve every business while nothing of theirs enters it. Carrying it in the standard’s own table, and as a module of the ontology it draws on, is what lets the next tool read it.","current":["The profile operation and its fragment are the law’s. A profile is composed on the board from the words a reader gives: the words are read against the declared questions, the kinds, and the terms of every kind by label and by other name; the kinds those reach are in play, a named term of a closed vocabulary is chosen, and the roads, the questions and the deliverables follow from the grammar - a classification joins only where both its ends are in play, and a grounding never, because every kind makes one and it would put the entities in every profile.","A reader keeps or drops a kind, and the roads, questions and deliverables are derived again from exactly the kinds in play; chooses among the terms of a closed vocabulary in play; holds a value against a parameter the kinds in play set, which is the set operation, now inside the profile where a context’s values belong; and tightens a road’s bound to one the model’s own permits.","The profile is held as it is built: a kind that is not one, a term chosen outside a closed vocabulary in play or of the wrong kind, a road the model does not declare or that runs from or reaches nothing in play, a question or a deliverable that steps outside the kinds in play, a value against anything but a parameter, and a bound looser than the model’s are each refused in the law’s own words. The engine eval builds a conforming profile from the grammar itself, holds it, carries it through its own address and back, and breaks it every way the check names.","It opens on the board as a shape of the kinds in play along the roads kept; leaves as a table in the twelve columns of the tabular application profile standard, each kind in play a shape named by its address, each road kept a property named by its address, its target the value shape, its bound read as mandatory and repeatable, and chosen terms a picklist; leaves as one document; and leaves as a module of the ontology in Turtle, the kinds in play as classes and concept schemes, each road kept as the property with its domain and range among them, each term chosen as the concept, and a node shape per kind in play carrying the bounds the profile holds its roads to, every name the full ontology’s own.","The engine eval composes from the ground’s own words: a sentence naming a term of a closed vocabulary and a term of a registry kind puts both kinds in play and chooses the one; a question asked in its own words composes a profile that answers it; words that name nothing compose nothing; and the ontology module names only addresses the ontology publishes."],"deferred":["The table carries what a profile is and not what is held against its parameters, because a value is not a statement template; the values travel in the document and in the address.","Terms are chosen only of closed vocabularies, because a registry kind’s rows are the model’s examples and records and a context selects types, not instances."],"kinds":[],"relationships":[],"sources":[{"id":"SRC-DCMI-SINGAPORE-FRAMEWORK","label":"The Singapore Framework for Dublin Core Application Profiles","path":"/sources/the-singapore-framework-for-dublin-core-application-profiles/"},{"id":"SRC-DCMI-DCTAP","label":"Dublin Core Tabular Application Profiles (DCTAP): Elements for DC Tabular Application Profiles","path":"/sources/dublin-core-tabular-application-profiles-dctap-elements-for-dc-tabular-application-profiles/"},{"id":"SRC-W3C-SHACL","label":"Shapes Constraint Language (SHACL)","path":"/sources/shapes-constraint-language-shacl/"},{"id":"SRC-W3C-OWL2-PRIMER","label":"OWL 2 Web Ontology Language Primer","path":"/sources/owl-2-web-ontology-language-primer/"},{"id":"SRC-W3C-SKOS-REFERENCE","label":"SKOS Simple Knowledge Organization System Reference","path":"/sources/skos-simple-knowledge-organization-system-reference/"}],"path":"/commitments/a-profile-selects-and-constrains-the-vocabulary-and-never-extends-it/","modified":"2026-10-03"}],"sources":[{"id":"SRC-ADOBE-XDM-EXPERIENCE-EVENT","label":"XDM ExperienceEvent Class","publisher":"Adobe Experience Platform","type":"event-data model documentation","role":"Supports timestamped, observable event facts and the distinction between explicit and implicit events.","url":"https://experienceleague.adobe.com/en/docs/experience-platform/xdm/classes/experienceevent","reference":null,"retrieved_on":"2026-09-21","rule_ids":["RUL-004"],"path":"/sources/xdm-experienceevent-class/","modified":"2026-09-26"},{"id":"SRC-ADOBE-XDM-INDIVIDUAL-PROFILE","label":"XDM Individual Profile Class","publisher":"Adobe Experience Platform","type":"profile-data model documentation","role":"Supports one representation of a person across sources, with an identity map holding the identifiers each namespace knows the person by, so the level at which an instrument resolves a person is a fact about the identifier it carries and not about the person.","url":"https://experienceleague.adobe.com/en/docs/experience-platform/xdm/classes/individual-profile","reference":null,"retrieved_on":"2026-09-29","rule_ids":["RUL-049","RUL-052","RUL-054"],"path":"/sources/xdm-individual-profile-class/","modified":"2026-09-29"},{"id":"SRC-ALEXANDER-PATTERN-LANGUAGE","label":"A Pattern Language: Towns, Buildings, Construction","publisher":"Alexander, Ishikawa and Silverstein, Oxford University Press, 1977","type":"foundational design theory","role":"Establishes that patterns compose into a language: each pattern names the larger patterns it completes and the smaller ones that complete it, so a whole is read as a network of parts that are themselves patterns. Here a deliverable is composed of views composed of patterns composed of kinds and relationships, and each level is declared and addressed.","url":"https://openlibrary.org/isbn/9780195019193","reference":null,"retrieved_on":"2026-09-28","rule_ids":["RUL-042","RUL-058"],"path":"/sources/a-pattern-language-towns-buildings-construction/","modified":"2026-10-01"},{"id":"SRC-BASILI-GQM","label":"The Goal Question Metric Approach","publisher":"Basili, Caldiera and Rombach, University of Maryland","type":"foundational measurement methodology","role":"Supports a question area standing between a goal and its metrics, so a measurement is collected because a stated question needs it rather than because it is available.","url":"https://www.cs.umd.edu/users/mvz/handouts/gqm.pdf","reference":null,"retrieved_on":"2026-09-21","rule_ids":["RUL-013","RUL-021","RUL-025","RUL-054"],"path":"/sources/the-goal-question-metric-approach/","modified":"2026-09-29"},{"id":"SRC-BASILI-GQM-STRATEGIES","label":"Aligning Organizations Through Measurement: The GQM+Strategies Approach","publisher":"Basili, Trendowicz, Kowalczyk, Heidrich, Seaman, Münch and Rombach, Springer, 2014","type":"measurement framework","role":"Supports the return arc: the strategies chosen to reach a goal are aligned to it through the same measurement that answers the goal's questions, so a question area advises the purposes whose campaigns act on its answers.","url":"https://doi.org/10.1007/978-3-319-05047-8","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-013","RUL-028","RUL-048","RUL-054"],"path":"/sources/aligning-organizations-through-measurement-the-gqm-strategies-approach/","modified":"2026-09-29"},{"id":"SRC-CHAN-PERRY-MMM","label":"Challenges and Opportunities in Media Mix Modeling","publisher":"Chan and Perry, Google, 2017","type":"measurement research","role":"Supports the mix model as a design of its own, estimated over time across channels without assigning anyone, with the limits that follow from that.","url":"https://research.google/pubs/challenges-and-opportunities-in-media-mix-modeling/","reference":null,"retrieved_on":"2026-09-29","rule_ids":["RUL-050"],"path":"/sources/challenges-and-opportunities-in-media-mix-modeling/","modified":"2026-09-29"},{"id":"SRC-CHRISTENSEN-JOBS","label":"Know Your Customers' Jobs to Be Done","publisher":"Christensen, Hall, Dillon and Duncan, Harvard Business Review, September 2016","type":"management article","role":"Frames a reader as arriving with work to make progress on rather than with a question to ask, which is why a job here is named in the words a practitioner would use and not in the model's.","url":"https://hbr.org/2016/09/know-your-customers-jobs-to-be-done","reference":null,"retrieved_on":"2026-09-28","rule_ids":["RUL-038"],"path":"/sources/know-your-customers-jobs-to-be-done/","modified":"2026-09-28"},{"id":"SRC-DALESSANDRO-CAUSAL-ATTRIBUTION","label":"Causally motivated attribution for online advertising","publisher":"Dalessandro, Perlich, Stitelman and Provost, ADKDD 2012","type":"foundational measurement methodology","role":"Supports the line between attribution and cause: credit assignment is a convention that must be stated, and only a causal design establishes effect.","url":"https://doi.org/10.1145/2351356.2351363","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-007","RUL-050"],"path":"/sources/causally-motivated-attribution-for-online-advertising/","modified":"2026-09-29"},{"id":"SRC-DCMI-DCTAP","label":"Dublin Core Tabular Application Profiles (DCTAP): Elements for DC Tabular Application Profiles","publisher":"Dublin Core Metadata Initiative; elements document edited by Karen Coyle, December 2022","type":"specification","role":"Supports carrying a profile as a table whose twelve columns are the standard’s own - shape and property each by identifier and label, mandatory and repeatable as booleans, the value’s node type, data type, shape and constraint with the constraint’s type, and a note - so a profile leaves in a form other tools read and compile to shapes, rather than in a form of this model’s own.","url":"https://www.dublincore.org/specifications/dctap/","reference":null,"retrieved_on":"2026-10-02","rule_ids":["RUL-061"],"path":"/sources/dublin-core-tabular-application-profiles-dctap-elements-for-dc-tabular-application-profiles/","modified":"2026-10-02"},{"id":"SRC-DCMI-SINGAPORE-FRAMEWORK","label":"The Singapore Framework for Dublin Core Application Profiles","publisher":"Dublin Core Metadata Initiative","type":"application-profile framework","role":"Supports a local profile that constrains how terms are used for one community without claiming to extend or replace the standards it draws on.","url":"https://www.dublincore.org/specifications/dublin-core/singapore-framework/","reference":null,"retrieved_on":"2026-09-22","rule_ids":["RUL-016","RUL-020","RUL-061"],"path":"/sources/the-singapore-framework-for-dublin-core-application-profiles/","modified":"2026-10-02"},{"id":"SRC-DCMI-TERMS","label":"DCMI Metadata Terms","publisher":"Dublin Core Metadata Initiative","type":"metadata terms standard","role":"Separates what a resource is derived from (source) from the established standard it conforms to (conformsTo), so provenance and conformance are read as different questions.","url":"https://www.dublincore.org/specifications/dublin-core/dcmi-terms/","reference":null,"retrieved_on":"2026-09-22","rule_ids":["RUL-010","RUL-015","RUL-059"],"path":"/sources/dcmi-metadata-terms/","modified":"2026-10-01"},{"id":"SRC-DORAN-SMART","label":"There's a S.M.A.R.T. way to write management's goals and objectives","publisher":"Doran, Management Review 70(11), American Management Association, 1981","type":"management literature","role":"Supports the shape of a target as specific, measurable, assignable, realistic and time-related: a level on one reading, owned by one initiative, due within one window.","url":null,"reference":"Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals and objectives. Management Review, 70(11), 35-36.","retrieved_on":"2026-09-26","rule_ids":["RUL-028"],"path":"/sources/there-s-a-s-m-a-r-t-way-to-write-management-s-goals-and-objectives/","modified":"2026-09-27"},{"id":"SRC-EU-GDPR-ARTICLE-4","label":"Regulation (EU) 2016/679, Article 4: Definitions","publisher":"European Union","type":"data-protection regulation","role":"Defines pseudonymisation as processing after which the data can no longer be attributed to a specific person without additional information kept separately, which is the level between not telling one person from another and knowing who they are.","url":"https://eur-lex.europa.eu/eli/reg/2016/679/art_4/oj","reference":null,"retrieved_on":"2026-09-29","rule_ids":["RUL-049"],"path":"/sources/regulation-eu-2016-679-article-4-definitions/","modified":"2026-09-29"},{"id":"SRC-EU-GDPR-ARTICLE-5","label":"Regulation (EU) 2016/679, Article 5: Principles relating to processing of personal data","publisher":"European Union","type":"data-protection regulation","role":"Requires that personal data be kept in a form that identifies a person no longer than the purpose needs, which makes a retention period a parameter every processing purpose carries, and the law leaves its length to the purpose.","url":"https://eur-lex.europa.eu/eli/reg/2016/679/art_5/oj","reference":null,"retrieved_on":"2026-09-29","rule_ids":["RUL-053"],"path":"/sources/regulation-eu-2016-679-article-5-principles-relating-to-processing-of-personal-data/","modified":"2026-09-29"},{"id":"SRC-EU-GDPR-ARTICLE-6","label":"Regulation (EU) 2016/679, Article 6","publisher":"European Union","type":"data-protection regulation","role":"Names the six grounds on which processing may lawfully rest, which is the text most other regimes are drafted against or mapped to; the grounds here are held as vocabulary while the jurisdiction that selects among them is not.","url":"https://eur-lex.europa.eu/eli/reg/2016/679/oj","reference":null,"retrieved_on":"2026-09-23","rule_ids":["RUL-006","RUL-054"],"path":"/sources/regulation-eu-2016-679-article-6/","modified":"2026-09-29"},{"id":"SRC-EU-GDPR-ARTICLE-7","label":"Regulation (EU) 2016/679, Article 7: Conditions for consent","publisher":"European Union","type":"data-protection regulation","role":"Supports consent as a demonstrable fact: the controller must be able to show it was given, and withdrawing it must be as easy as giving it, so a grant or withdrawal is a recorded event and not an inference.","url":"https://eur-lex.europa.eu/eli/reg/2016/679/art_7/oj","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-006","RUL-054"],"path":"/sources/regulation-eu-2016-679-article-7-conditions-for-consent/","modified":"2026-09-29"},{"id":"SRC-FADER-HARDIE-LEE-BGNBD","label":"Counting Your Customers the Easy Way: An Alternative to the Pareto/NBD Model","publisher":"Fader, Hardie and Lee, Marketing Science 24(2), 2005","type":"foundational measurement methodology","role":"Supports reading inactivity as a probability that a relationship is still alive, which is what a scored move rests on and what a timed move presumes when its window closes.","url":"https://doi.org/10.1287/mksc.1040.0098","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-025"],"path":"/sources/counting-your-customers-the-easy-way-an-alternative-to-the-pareto-nbd-model/","modified":"2026-09-27"},{"id":"SRC-FAIR-PRINCIPLES","label":"The FAIR Guiding Principles for scientific data management and stewardship","publisher":"Wilkinson et al., Scientific Data 3, 160018, 2016","type":"peer-reviewed data-stewardship principles","role":"Supports the law that a thing carries a unique and persistent identifier, F1 of the principles: an identifier that is reused or changed breaks every reference made to it.","url":"https://doi.org/10.1038/sdata.2016.18","reference":null,"retrieved_on":"2026-09-27","rule_ids":["RUL-030","RUL-033"],"path":"/sources/the-fair-guiding-principles-for-scientific-data-management-and-stewardship/","modified":"2026-09-27"},{"id":"SRC-FOWLER-CI","label":"Continuous Integration","publisher":"Martin Fowler, martinfowler.com, revised 2024","type":"engineering practice essay","role":"States the practice this model adopts for its gates: every commit is integrated and verified by an automated build, so a broken gate is found by the machine on the commit that broke it rather than by a person later.","url":"https://martinfowler.com/articles/continuousIntegration.html","reference":null,"retrieved_on":"2026-09-27","rule_ids":["RUL-034","RUL-039"],"path":"/sources/continuous-integration/","modified":"2026-09-28"},{"id":"SRC-GAMMA-COMPOSITE","label":"Design Patterns: Elements of Reusable Object-Oriented Software","publisher":"Gamma, Helm, Johnson and Vlissides, Addison-Wesley, 1994","type":"foundational design theory","role":"The Composite pattern: compose objects into part-whole hierarchies so that a client treats an individual object and a composition of objects uniformly. Here one mechanism binds, draws and addresses a pattern, a view and a deliverable alike; the application distinguishes them, the machinery does not.","url":"https://www.informit.com/store/design-patterns-elements-of-reusable-object-oriented-9780201633610","reference":null,"retrieved_on":"2026-09-28","rule_ids":["RUL-042"],"path":"/sources/design-patterns-elements-of-reusable-object-oriented-software/","modified":"2026-10-02"},{"id":"SRC-GOOGLE-SPAM-POLICIES","label":"Spam policies for Google web search","publisher":"Google Search Central","type":"search engine policy","role":"Defines scaled content abuse, many pages generated for the primary purpose of manipulating rankings and not helping users, and doorway abuse, pages created to rank for similar queries that lead to a more useful destination. An answer page is published only where the walk is non-empty, says exactly what was bound, and sits in a browseable hierarchy under its question and beside its row, which is the line these definitions draw.","url":"https://developers.google.com/search/docs/essentials/spam-policies","reference":null,"retrieved_on":"2026-09-28","rule_ids":["RUL-044"],"path":"/sources/spam-policies-for-google-web-search/","modified":"2026-09-29"},{"id":"SRC-GORDON-ADVERTISING-MEASUREMENT","label":"A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook","publisher":"Gordon, Zettelmeyer, Bhargava and Chapsky, Marketing Science 38(2), 2019","type":"empirical measurement research","role":"Supports reading an attributed figure as a method's output and never as incrementality: observational attribution has been shown to differ widely from experimental lift.","url":"https://doi.org/10.1287/mksc.2018.1135","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-007","RUL-050","RUL-053","RUL-054"],"path":"/sources/a-comparison-of-approaches-to-advertising-measurement-evidence-from-big-field-experiments-at-facebook/","modified":"2026-09-29"},{"id":"SRC-GRUBER-ONTOLOGY-DESIGN","label":"Toward Principles for the Design of Ontologies Used for Knowledge Sharing","publisher":"Thomas R. Gruber","type":"foundational ontology-design theory","role":"Establishes an ontological commitment as an agreement to use a shared vocabulary coherently, and minimal commitment as the discipline of stating the weakest theory that still does the work.","url":"https://tomgruber.org/writing/onto-design/","reference":null,"retrieved_on":"2026-09-22","rule_ids":["RUL-016","RUL-019","RUL-020","RUL-031","RUL-037","RUL-040","RUL-045","RUL-046","RUL-058"],"path":"/sources/toward-principles-for-the-design-of-ontologies-used-for-knowledge-sharing/","modified":"2026-10-01"},{"id":"SRC-GRUNINGER-FOX-COMPETENCY","label":"Methodology for the Design and Evaluation of Ontologies","publisher":"Grüninger and Fox, IJCAI-95 Workshop on Basic Ontological Issues in Knowledge Sharing, 1995","type":"foundational ontology-design theory","role":"Supports competency questions as the requirements an ontology is built to meet and evaluated against: the questions it must be able to answer, stated first, and completeness read as whether it answers them.","url":"https://www.semanticscholar.org/paper/497abc0ddace6a7772a5f5a3edb3d7b751476755","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-026","RUL-038","RUL-041","RUL-043","RUL-051","RUL-055"],"path":"/sources/methodology-for-the-design-and-evaluation-of-ontologies/","modified":"2026-09-30"},{"id":"SRC-HAREL-STATECHARTS","label":"Statecharts: a visual formalism for complex systems","publisher":"David Harel, Science of Computer Programming 8(3), 1987","type":"foundational formal method","role":"Supports reading a lifecycle rung as a superstate over the conditions that sit in it, and journeys as orthogonal regions that share a condition: the hierarchy and concurrency statecharts add to a flat machine.","url":"https://doi.org/10.1016/0167-6423(87)90035-9","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-011","RUL-048","RUL-054"],"path":"/sources/statecharts-a-visual-formalism-for-complex-systems/","modified":"2026-09-29"},{"id":"SRC-IAB-AI-VISIBILITY","label":"Measuring Visibility in the AI Era","publisher":"IAB","type":"measurement framework","role":"Supplies the canonical vocabulary for organic AI visibility - presence, prominence, portrayal and persuasion - and the distinction between directional and decision-grade data that this model already expresses as contract status.","url":"https://www.iab.com/guidelines/measuring-visibility-in-the-ai-era/","reference":null,"retrieved_on":"2026-09-22","rule_ids":["RUL-007"],"path":"/sources/measuring-visibility-in-the-ai-era/","modified":"2026-09-26"},{"id":"SRC-IAB-AUDIENCE-TAXONOMY","label":"Audience Taxonomy","publisher":"IAB Tech Lab","type":"industry taxonomy standard","role":"Supports future cross-vendor audience-segment mapping while keeping Consumer State distinct from eligibility.","url":"https://iabtechlab.com/standards/audience-taxonomy/","reference":null,"retrieved_on":"2026-09-21","rule_ids":["RUL-006"],"path":"/sources/audience-taxonomy/","modified":"2026-09-26"},{"id":"SRC-IAB-CONTENT-TAXONOMY","label":"Content Taxonomy","publisher":"IAB Tech Lab","type":"industry taxonomy standard","role":"Supports a common external language for content mapping without replacing governed content-type values.","url":"https://iabtechlab.com/standards/content-taxonomy/","reference":null,"retrieved_on":"2026-09-21","rule_ids":["RUL-005"],"path":"/sources/content-taxonomy/","modified":"2026-09-26"},{"id":"SRC-IAB-GPP","label":"Global Privacy Protocol","publisher":"IAB Tech Lab","type":"privacy-signal protocol","role":"Supports privacy and preference as transmitted evidence with versioned jurisdictional signals, not a generic label.","url":"https://iabtechlab.com/gpp/","reference":null,"retrieved_on":"2026-09-21","rule_ids":["RUL-006"],"path":"/sources/global-privacy-protocol/","modified":"2026-09-26"},{"id":"SRC-IAB-NEW-AD-PORTFOLIO","label":"IAB New Ad Portfolio: Advertising Creative Guidelines","publisher":"IAB Tech Lab","type":"creative format and size standard","role":"Supports creative geometry as an aspect-ratio and size-range constraint on where a creative can be delivered, not a property of the creative alone.","url":"https://iabtechlab.com/standards/iab-new-ad-portfolio-guidelines/","reference":null,"retrieved_on":"2026-09-21","rule_ids":["RUL-010","RUL-014"],"path":"/sources/iab-new-ad-portfolio-advertising-creative-guidelines/","modified":"2026-09-26"},{"id":"SRC-IAB-SELLERS-JSON","label":"sellers.json and the OpenRTB SupplyChain object","publisher":"IAB Tech Lab","type":"supply-chain transparency specification","role":"Supports naming each party in a delivery chain and distinguishing a direct seller from an intermediary, rather than collapsing custody into one vendor field.","url":"https://iabtechlab.com/sellers-json/","reference":null,"retrieved_on":"2026-09-21","rule_ids":["RUL-012"],"path":"/sources/sellers-json-and-the-openrtb-supplychain-object/","modified":"2026-09-26"},{"id":"SRC-IAB-TCF","label":"Transparency and Consent Framework v2.2","publisher":"IAB Europe","type":"privacy-signal protocol","role":"Supports consent as a signal per purpose that downstream systems read before acting, which is why an activation requires a permission basis rather than assuming one.","url":"https://iabeurope.eu/tcf/","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-006","RUL-054"],"path":"/sources/transparency-and-consent-framework-v2-2/","modified":"2026-09-29"},{"id":"SRC-IETF-RFC-8058","label":"RFC 8058: Signaling One-Click Functionality for List Email Headers","publisher":"Internet Engineering Task Force, 2017","type":"internet standard","role":"Supports the mechanism by which a withdrawal is as easy as a grant on email: one click in the mailbox, which is one of the places the consent-change fact is captured.","url":"https://datatracker.ietf.org/doc/html/rfc8058","reference":null,"retrieved_on":"2026-09-26","rule_ids":["RUL-006"],"path":"/sources/rfc-8058-signaling-one-click-functionality-for-list-email-headers/","modified":"2026-09-27"},{"id":"SRC-IPA-CLIENT-BRIEF","label":"The Client Brief: A best practice guide to briefing communications agencies","publisher":"IPA, ISBA, MCCA and PRCA, 2003","type":"industry guide","role":"Sets what a brief states before work starts, the objective, the audience, the measures of success and the constraints the work runs under, which is the Campaign Brief’s composition and the reason it is measurable and lawful before it runs.","url":null,"reference":"IPA, ISBA, MCCA and PRCA (2003). The Client Brief: A best practice guide to briefing communications agencies. London: joint industry publication.","retrieved_on":"2026-09-29","rule_ids":["RUL-054"],"path":"/sources/the-client-brief-a-best-practice-guide-to-briefing-communications-agencies/","modified":"2026-10-02"},{"id":"SRC-ISO-24760-1","label":"ISO/IEC 24760-1:2019 IT security and privacy: a framework for identity management, Part 1: Terminology and concepts","publisher":"International Organization for Standardization","type":"identity management standard","role":"Gives the vocabulary a level is stated in: an identity as a set of attributes of an entity, an identifier as an attribute that distinguishes the entity within a domain, and a pseudonym as an identifier that does not by itself reveal the entity behind it.","url":"https://www.iso.org/standard/77582.html","reference":null,"retrieved_on":"2026-09-29","rule_ids":["RUL-049"],"path":"/sources/iso-iec-24760-1-2019-it-security-and-privacy-a-framework-for-identity-management-part-1-terminology-and-concepts/","modified":"2026-09-29"},{"id":"SRC-ISO-25964-1","label":"ISO 25964-1:2011 Information and documentation, Thesauri and interoperability with other vocabularies, Part 1: Thesauri for information retrieval","publisher":"International Organization for Standardization","type":"international standard","role":"Supports one preferred term per concept with non-preferred terms that lead to it: an alternate label is an entry point to the same term, never a second term, and never ambiguous within its 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Rate","path":"/jobs/specify-a-reading/advocacy-rate/","bound":[{"pattern":"PTN-017","bindings":[["KPI-034","MDR-001"]]},{"pattern":"PTN-018","bindings":[["KPI-034","MFM-002"]]},{"pattern":"PTN-025","bindings":[["KPI-034","MTR-043","UNT-002"]]}],"modified":"2026-09-29"},{"row":"KPI-035","label":"Reach","path":"/jobs/specify-a-reading/reach/","bound":[{"pattern":"PTN-017","bindings":[["KPI-035","MDR-001"]]},{"pattern":"PTN-018","bindings":[["KPI-035","MFM-001"]]},{"pattern":"PTN-025","bindings":[["KPI-035","MTR-044","UNT-001"]]}],"modified":"2026-09-29"},{"row":"KPI-036","label":"Visibility 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Frequency","path":"/jobs/specify-a-reading/effective-frequency/","bound":[{"pattern":"PTN-017","bindings":[["KPI-042","MDR-003"]]},{"pattern":"PTN-018","bindings":[["KPI-042","MFM-004"]]},{"pattern":"PTN-025","bindings":[["KPI-042","MTR-051","UNT-003"]]}],"modified":"2026-09-29"},{"row":"KPI-043","label":"Opt-out Rate","path":"/jobs/specify-a-reading/opt-out-rate/","bound":[{"pattern":"PTN-017","bindings":[["KPI-043","MDR-002"]]},{"pattern":"PTN-018","bindings":[["KPI-043","MFM-002"]]},{"pattern":"PTN-025","bindings":[["KPI-043","MTR-052","UNT-002"]]}],"modified":"2026-09-29"}],"deliverable":"DLV-005","modified":"2026-09-29"},{"id":"CMP-007","label":"Brief a campaign","renders":"path","definition":"A campaign walked to what it does, who it may address, what it offers, when and where it runs, whose stated choice it honours, the level it commits to and the ground it stands on.","asks":"I am briefing a campaign and it has to be measurable and lawful before it runs, not after.","from":"a 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where a fact is captured","renders":"path","definition":"A fact walked to the place it is captured, the grain it is recorded at and the permission a change to it bears on.","asks":"I need to know where a fact is recorded, who provides that place, and whether it may name a person.","from":"a fact","leaves_with":"The place a fact is captured and who provides it, the grain it is recorded at and therefore whether it may name a person, and what permission a consent change grants or withdraws.","start":"Events","kinds":["Events","Surface","Vendor","Event Grain","Permission Bases","Campaign"],"path":"/jobs/find-where-a-fact-is-captured/","composes":["PTN-024","PTN-019","PTN-023"],"answers":[{"row":"EVT-001","label":"Web visit","path":"/jobs/find-where-a-fact-is-captured/web-visit/","bound":[{"pattern":"PTN-019","bindings":[["EVT-001","EGR-001"]]}],"modified":"2026-09-29"},{"row":"EVT-002","label":"Email 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impression","path":"/jobs/find-where-a-fact-is-captured/paid-impression/","bound":[{"pattern":"PTN-024","bindings":[["EVT-016","SRF-003","VND-001"],["EVT-016","SRF-004","VND-003"],["EVT-016","SRF-004","VND-004"],["EVT-016","SRF-005","VND-002"],["EVT-016","SRF-009","VND-001"],["EVT-016","SRF-009","VND-005"]]},{"pattern":"PTN-019","bindings":[["EVT-016","EGR-003"]]}],"modified":"2026-09-29"},{"row":"EVT-017","label":"Search impression","path":"/jobs/find-where-a-fact-is-captured/search-impression/","bound":[{"pattern":"PTN-024","bindings":[["EVT-017","SRF-003","VND-001"]]},{"pattern":"PTN-019","bindings":[["EVT-017","EGR-003"]]}],"modified":"2026-09-29"},{"row":"EVT-018","label":"Assistant 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per parameter, with the unit it is measured in, the basis its default rests on, what it is a parameter of, the tactic it constrains, and the evidence design that calibrates it.","asks":"I need every value the plan has to fix on one page, with what each one sets and where its number will come from.","from":"a parameter","leaves_with":"Every parameter this model governs on one page: its unit, its default basis, what it sets or constrains, and the design that calibrates it, so a number the plan runs on is a slot with a basis rather than a number nobody can trace.","start":"Parameters","kinds":["Parameters","Units","Setting Bases","Metrics","Attribution Models","Evidence Designs","Signals","Processing Purposes","Tactics"],"path":"/deliverables/evidence-plan/settings/","composes":["PTN-069","PTN-077","PTN-070","PTN-071","PTN-072","PTN-073","PTN-074","PTN-075","PTN-076"],"answers":[{"row":"PRM-001","label":"Attribution lookback 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time","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-003","UNT-007"]]},{"pattern":"PTN-077","bindings":[["PRM-003","STB-001"]]},{"pattern":"PTN-073","bindings":[["PRM-003","SIG-017"]]}],"modified":"2026-09-29"},{"row":"PRM-004","label":"Minimum detectable effect","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-004","UNT-002"]]},{"pattern":"PTN-077","bindings":[["PRM-004","STB-004"]]},{"pattern":"PTN-072","bindings":[["PRM-004","EVD-001"],["PRM-004","EVD-002"],["PRM-004","EVD-003"]]}],"modified":"2026-09-29"},{"row":"PRM-005","label":"Statistical power","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-005","UNT-002"]]},{"pattern":"PTN-077","bindings":[["PRM-005","STB-002"]]},{"pattern":"PTN-072","bindings":[["PRM-005","EVD-001"],["PRM-005","EVD-002"],["PRM-005","EVD-003"]]}],"modified":"2026-09-29"},{"row":"PRM-006","label":"Significance level","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-006","UNT-002"]]},{"pattern":"PTN-077","bindings":[["PRM-006","STB-002"]]},{"pattern":"PTN-072","bindings":[["PRM-006","EVD-001"],["PRM-006","EVD-002"],["PRM-006","EVD-003"]]}],"modified":"2026-09-29"},{"row":"PRM-007","label":"Holdout share","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-007","UNT-002"]]},{"pattern":"PTN-077","bindings":[["PRM-007","STB-004"]]},{"pattern":"PTN-072","bindings":[["PRM-007","EVD-001"]]}],"modified":"2026-09-29"},{"row":"PRM-008","label":"Incrementality factor","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-008","UNT-003"]]},{"pattern":"PTN-077","bindings":[["PRM-008","STB-003"]]},{"pattern":"PTN-070","bindings":[["PRM-008","MTR-017"],["PRM-008","MTR-024"]]},{"pattern":"PTN-076","bindings":[["PRM-008","EVD-001"],["PRM-008","EVD-002"]]}],"modified":"2026-09-29"},{"row":"PRM-009","label":"Frequency cap","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-009","UNT-001"]]},{"pattern":"PTN-077","bindings":[["PRM-009","STB-004"]]},{"pattern":"PTN-075","bindings":[["PRM-009","TAC-001"]]}],"modified":"2026-09-29"},{"row":"PRM-010","label":"Session timeout","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-010","UNT-007"]]},{"pattern":"PTN-077","bindings":[["PRM-010","STB-002"]]},{"pattern":"PTN-073","bindings":[["PRM-010","SIG-001"]]}],"modified":"2026-09-29"},{"row":"PRM-011","label":"Retention period","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-011","UNT-007"]]},{"pattern":"PTN-077","bindings":[["PRM-011","STB-004"]]},{"pattern":"PTN-074","bindings":[["PRM-011","PRP-001"],["PRM-011","PRP-002"],["PRM-011","PRP-003"],["PRM-011","PRP-004"],["PRM-011","PRP-005"],["PRM-011","PRP-006"]]}],"modified":"2026-09-29"},{"row":"PRM-012","label":"Discount rate","path":"/deliverables/evidence-plan/settings/","bound":[{"pattern":"PTN-069","bindings":[["PRM-012","UNT-002"]]},{"pattern":"PTN-077","bindings":[["PRM-012","STB-004"]]},{"pattern":"PTN-070","bindings":[["PRM-012","MTR-042"]]}],"modified":"2026-10-01"}],"deliverable":"DLV-005","modified":"2026-10-01"},{"id":"CMP-017","label":"Permissions","renders":"table","definition":"One line per permission basis, with the lawful ground it rests on and the processing purposes it permits.","asks":"I need every permission we rely on with its lawful ground and what it actually permits, before a campaign is cleared.","from":"a permission basis","leaves_with":"Every permission basis this model governs on one page, with the ground it rests on and the purposes it permits.","start":"Permission Bases","kinds":["Permission Bases","Lawful Bases","Processing Purposes"],"path":"/deliverables/permission-plan/permissions/","composes":["PTN-053"],"answers":[{"row":"PMB-001","label":"Email marketing consent","path":"/deliverables/permission-plan/permissions/","bound":[{"pattern":"PTN-053","bindings":[["PMB-001","LWB-001","PRP-001"]]}],"modified":"2026-09-29"}],"deliverable":"DLV-006","modified":"2026-09-29"},{"id":"CMP-018","label":"Preferences","renders":"table","definition":"One line per kind of preference, with the channels, content types and creative formats it concerns.","asks":"I need to know what each preference a person can state actually governs, so honouring one can be checked against what a tactic uses.","from":"a preference type","leaves_with":"Every kind of preference on one page with the channels, content types and formats it concerns, tied to the same terms a tactic is designed on.","start":"Preference Types","kinds":["Preference Types","Channel","Content Types","Creative Formats"],"path":"/deliverables/permission-plan/preferences/","composes":["PTN-042","PTN-043","PTN-044"],"answers":[{"row":"PRT-001","label":"Channel Opt Out","path":"/deliverables/permission-plan/preferences/","bound":[{"pattern":"PTN-042","bindings":[["PRT-001","CHN-008"],["PRT-001","CHN-009"],["PRT-001","CHN-010"],["PRT-001","CHN-011"]]}],"modified":"2026-09-29"},{"row":"PRT-002","label":"Content Opt Out","path":"/deliverables/permission-plan/preferences/","bound":[{"pattern":"PTN-043","bindings":[["PRT-002","CT-007"],["PRT-002","CT-008"],["PRT-002","CT-009"],["PRT-002","CT-019"]]}],"modified":"2026-09-29"},{"row":"PRT-003","label":"Frequency Preference","path":"/deliverables/permission-plan/preferences/","bound":[{"pattern":"PTN-042","bindings":[["PRT-003","CHN-008"],["PRT-003","CHN-009"]]}],"modified":"2026-09-29"},{"row":"PRT-004","label":"Format Preference","path":"/deliverables/permission-plan/preferences/","bound":[{"pattern":"PTN-044","bindings":[["PRT-004","FMT-001"],["PRT-004","FMT-008"]]}],"modified":"2026-09-29"}],"deliverable":"DLV-006","modified":"2026-09-29"},{"id":"CMP-019","label":"Channels","renders":"table","definition":"One line per channel, with the surfaces it includes, the content types delivered on them, the facts captured on them and the vendors that deliver in it.","asks":"I need each channel on one page: where it reaches people, what it carries, what it yields, and who delivers it.","from":"a channel","leaves_with":"Every channel this model governs on one page, from the surfaces it includes to the facts they capture, so a channel is a pack of observable things rather than a name in a list.","start":"Channel","kinds":["Channel","Surface","Content Types","Events","Vendor"],"path":"/deliverables/instrumentation-plan/channels/","composes":["PTN-078","PTN-079","PTN-080","PTN-081"],"answers":[{"row":"CHN-001","label":"Search","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-001","SRF-003"]]},{"pattern":"PTN-080","bindings":[["CHN-001","SRF-003","EVT-004"],["CHN-001","SRF-003","EVT-016"],["CHN-001","SRF-003","EVT-017"],["CHN-001","SRF-003","EVT-018"],["CHN-001","SRF-003","EVT-019"],["CHN-001","SRF-003","EVT-020"]]},{"pattern":"PTN-081","bindings":[["CHN-001","VND-001"]]}],"modified":"2026-09-29"},{"row":"CHN-002","label":"AI Referral","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-002","SRF-003"]]},{"pattern":"PTN-080","bindings":[["CHN-002","SRF-003","EVT-004"],["CHN-002","SRF-003","EVT-016"],["CHN-002","SRF-003","EVT-017"],["CHN-002","SRF-003","EVT-018"],["CHN-002","SRF-003","EVT-019"],["CHN-002","SRF-003","EVT-020"]]}],"modified":"2026-09-29"},{"row":"CHN-003","label":"Social","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-003","SRF-004"]]},{"pattern":"PTN-079","bindings":[["CHN-003","SRF-004","CT-010"],["CHN-003","SRF-004","CT-011"],["CHN-003","SRF-004","CT-012"],["CHN-003","SRF-004","CT-016"]]},{"pattern":"PTN-080","bindings":[["CHN-003","SRF-004","EVT-004"],["CHN-003","SRF-004","EVT-005"],["CHN-003","SRF-004","EVT-012"],["CHN-003","SRF-004","EVT-015"],["CHN-003","SRF-004","EVT-016"],["CHN-003","SRF-004","EVT-018"],["CHN-003","SRF-004","EVT-019"],["CHN-003","SRF-004","EVT-020"]]},{"pattern":"PTN-081","bindings":[["CHN-003","VND-003"],["CHN-003","VND-004"]]}],"modified":"2026-09-29"},{"row":"CHN-004","label":"Video","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-004","SRF-005"],["CHN-004","SRF-013"]]},{"pattern":"PTN-079","bindings":[["CHN-004","SRF-005","CT-012"],["CHN-004","SRF-005","CT-013"],["CHN-004","SRF-013","CT-017"]]},{"pattern":"PTN-080","bindings":[["CHN-004","SRF-005","EVT-004"],["CHN-004","SRF-005","EVT-005"],["CHN-004","SRF-005","EVT-012"],["CHN-004","SRF-005","EVT-016"],["CHN-004","SRF-005","EVT-018"],["CHN-004","SRF-005","EVT-019"],["CHN-004","SRF-013","EVT-006"]]},{"pattern":"PTN-081","bindings":[["CHN-004","VND-001"],["CHN-004","VND-002"],["CHN-004","VND-005"]]}],"modified":"2026-09-29"},{"row":"CHN-005","label":"Audio","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-005","SRF-013"]]},{"pattern":"PTN-079","bindings":[["CHN-005","SRF-013","CT-017"]]},{"pattern":"PTN-080","bindings":[["CHN-005","SRF-013","EVT-006"]]}],"modified":"2026-09-29"},{"row":"CHN-006","label":"Display","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-006","SRF-009"]]},{"pattern":"PTN-080","bindings":[["CHN-006","SRF-009","EVT-004"],["CHN-006","SRF-009","EVT-015"],["CHN-006","SRF-009","EVT-016"],["CHN-006","SRF-009","EVT-020"]]},{"pattern":"PTN-081","bindings":[["CHN-006","VND-001"],["CHN-006","VND-005"]]}],"modified":"2026-09-29"},{"row":"CHN-007","label":"Referral","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-007","SRF-009"],["CHN-007","SRF-010"]]},{"pattern":"PTN-080","bindings":[["CHN-007","SRF-009","EVT-004"],["CHN-007","SRF-009","EVT-015"],["CHN-007","SRF-009","EVT-016"],["CHN-007","SRF-009","EVT-020"],["CHN-007","SRF-010","EVT-008"]]}],"modified":"2026-09-29"},{"row":"CHN-008","label":"Email","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-008","SRF-006"]]},{"pattern":"PTN-079","bindings":[["CHN-008","SRF-006","CT-007"],["CHN-008","SRF-006","CT-008"],["CHN-008","SRF-006","CT-009"]]},{"pattern":"PTN-080","bindings":[["CHN-008","SRF-006","EVT-002"],["CHN-008","SRF-006","EVT-022"]]}],"modified":"2026-09-29"},{"row":"CHN-009","label":"SMS","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-009","SRF-007"]]},{"pattern":"PTN-079","bindings":[["CHN-009","SRF-007","CT-019"]]},{"pattern":"PTN-080","bindings":[["CHN-009","SRF-007","EVT-003"]]},{"pattern":"PTN-081","bindings":[["CHN-009","VND-008"]]}],"modified":"2026-09-29"},{"row":"CHN-010","label":"Phone Call","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-010","SRF-008"]]},{"pattern":"PTN-080","bindings":[["CHN-010","SRF-008","EVT-009"],["CHN-010","SRF-008","EVT-010"]]}],"modified":"2026-09-29"},{"row":"CHN-011","label":"Direct Mail","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-011","SRF-012"]]},{"pattern":"PTN-080","bindings":[["CHN-011","SRF-012","EVT-006"]]}],"modified":"2026-09-29"},{"row":"CHN-012","label":"Print","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-012","SRF-011"]]},{"pattern":"PTN-080","bindings":[["CHN-012","SRF-011","EVT-006"]]}],"modified":"2026-09-29"},{"row":"CHN-013","label":"Out of Home","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-013","SRF-013"]]},{"pattern":"PTN-079","bindings":[["CHN-013","SRF-013","CT-017"]]},{"pattern":"PTN-080","bindings":[["CHN-013","SRF-013","EVT-006"]]}],"modified":"2026-09-29"},{"row":"CHN-014","label":"Public Relations","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-014","SRF-009"],["CHN-014","SRF-013"]]},{"pattern":"PTN-079","bindings":[["CHN-014","SRF-013","CT-017"]]},{"pattern":"PTN-080","bindings":[["CHN-014","SRF-009","EVT-004"],["CHN-014","SRF-009","EVT-015"],["CHN-014","SRF-009","EVT-016"],["CHN-014","SRF-009","EVT-020"],["CHN-014","SRF-013","EVT-006"]]}],"modified":"2026-09-29"},{"row":"CHN-015","label":"Events","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-015","SRF-014"]]}],"modified":"2026-09-29"},{"row":"CHN-016","label":"Sponsorship","path":"/deliverables/instrumentation-plan/channels/","bound":[{"pattern":"PTN-078","bindings":[["CHN-016","SRF-014"]]}],"modified":"2026-09-29"}],"deliverable":"DLV-003","modified":"2026-09-29"}],"deliverables":[{"id":"DLV-001","label":"Measurement Plan","definition":"The plan a marketer hands over: what will be measured, from which 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Two tables read off the same terms, and the job that builds one from a goal.","leaves_with":"A measurement plan: goals to readings to content, as tables a deck can carry, and a job that fills them in from the goal you already have.","path":"/deliverables/measurement-plan/","views":["CMP-001","CMP-003","CMP-005"],"kinds":["KPIs","Goals","Metrics","Signals","Events","Targets","Content Types","Surface","Technology Platforms","Creative Formats","Creative Assets","Intelligence","Lifecycle Stages","Time Windows"],"rule_ids":["RUL-054"],"modified":"2026-09-29"},{"id":"DLV-002","label":"Campaign Brief","definition":"The brief a campaign runs on: what it does, who it may address, what it offers and where, when and where it runs, whose choice it honours, the level it commits to and the lawful ground it stands on, with every tactic beneath it designed on the same terms. One table of tactics and three jobs.","leaves_with":"A campaign brief that is measurable and lawful before it runs: the campaign walked to its commitments, each tactic designed to its channel, surface, content, window, geography, audience and basis, and each creative placed.","path":"/deliverables/campaign-brief/","views":["CMP-007","CMP-010","CMP-011","CMP-012"],"kinds":["Campaign","Tactics","Actions","Events","Entities","Audience Segments","Offers","Geographies","Time Windows","Preferences","Targets","KPIs","Measure Direction","Permission Bases","Processing Purposes","Lawful Bases","Creative Assets","Creative Formats","Surface","Creative Size Specifications","Channel","Content Types","Preference Types"],"rule_ids":["RUL-054"],"modified":"2026-10-02"},{"id":"DLV-006","label":"Permission Plan","definition":"The plan that says on what ground a campaign may reach a person: every permission basis with the lawful ground it rests on and the purposes it permits, and every kind of preference a person may state with the channels, content types and formats it governs. Two tables.","leaves_with":"A permission plan: the grounds, the purposes each permission permits and what each stated preference governs, so a campaign is cleared on the terms the law and the person set before it runs.","path":"/deliverables/permission-plan/","views":["CMP-017","CMP-018"],"kinds":["Permission Bases","Lawful Bases","Processing Purposes","Preference Types","Channel","Content Types","Creative Formats"],"rule_ids":["RUL-054"],"modified":"2026-09-29"},{"id":"DLV-003","label":"Instrumentation Plan","definition":"The plan that makes a campaign observable: every instrument with the system it runs on and who supplies it, the level at which it identifies a person, the fact it observes and the question areas it informs, every channel with the surfaces it includes and what they carry and capture, and the job that finds where a fact is captured and who provides that place. Three tables and one job.","leaves_with":"An instrumentation plan: which instrument counts what, on which system, at what level of identity, and where each fact is captured and by whom, so a move counted only by instruments that cannot tell one person from another is seen before it is trusted.","path":"/deliverables/instrumentation-plan/","views":["CMP-002","CMP-009","CMP-013","CMP-019"],"kinds":["Signals","Technology Platforms","Vendor","Events","Surface","Event Grain","Permission Bases","Campaign","Identity Levels","Intelligence","Channel","Content Types"],"rule_ids":["RUL-054"],"modified":"2026-09-29"},{"id":"DLV-004","label":"Lifecycle Map","definition":"The lifecycle as a machine: every journey with where it begins, the conditions it passes, the moves it makes and the interval after which it presumes a person has stepped back, and the segments that select from the states those journeys run on. Two tables and one job.","leaves_with":"A lifecycle map an automation tool can be built from: each journey as a machine with a declared start, and each segment as a rule over the same states rather than a list kept by hand.","path":"/deliverables/lifecycle-map/","views":["CMP-004","CMP-008","CMP-014"],"kinds":["Journeys","Journey States","Consumer States","Lifecycle Stages","Journey Transitions","Events","Time Windows","Audience Segments"],"rule_ids":["RUL-054"],"modified":"2026-09-29"},{"id":"DLV-005","label":"Evidence Plan","definition":"The plan that says how each reading will be believed: the design its value is established by, the rule that divides its credit where it is attributed, the way it must move, every parameter the plan has to fix and where its value will come from, and the job that pins one reading to a single definition two teams cannot report differently. Two tables and one job.","leaves_with":"An evidence plan: every reading with the design that establishes it and the rule that divides its credit, every parameter with its unit and the design that calibrates it, and one definition per reading, so a number is trusted for a stated reason and not because it was reported.","path":"/deliverables/evidence-plan/","views":["CMP-006","CMP-015","CMP-016"],"kinds":["KPIs","Metrics","Metric Formulas","Signals","Evidence Designs","Attribution Models","Measure Direction","Measure Form","Units","Parameters","Setting Bases","Processing Purposes","Tactics"],"rule_ids":["RUL-054"],"modified":"2026-09-29"}],"redirects":[{"from":"/technology-platforms/adobe-experience-cloud/","status":"gone","id":"PLT-002","on":"2026-09-26","because":"A licence suite, not a system that acts at a surface; the systems it licenses are rows of their own."},{"from":"/technology-platforms/adobe-workfront/","status":"gone","id":"PLT-003","on":"2026-09-22","because":"Work management for production; it acts at no consumer surface and instruments nothing."},{"from":"/technology-platforms/maze/","status":"gone","id":"PLT-020","on":"2026-09-21","because":"Usability testing for prototypes; it observes no consumer fact this model counts."},{"from":"/campaign-purpose/new-mover-acquisition/","status":"gone","id":"CMP-007","on":"2026-09-21","because":"A purpose for one market's situation, not a kind of purpose; Acquisition covers it."},{"from":"/signals/location-finder-click/","status":"gone","id":"SIG-011","on":"2026-09-26","because":"An instrument whose claim stood on no public source, retired when every claim was held to one."},{"from":"/signals/direct-conversion-same-day/","status":"gone","id":"SIG-012","on":"2026-09-26","because":"An attribution window stated as an instrument; the window belongs to a measurement contract, not to a signal."},{"from":"/metrics/bookings/","status":"gone","id":"MTR-008","on":"2026-09-22","because":"One trade's name for a conversion; Conversion Count carries the general form."},{"from":"/goals/activation-and-attribution/","status":"gone","id":"GOL-004","on":"2026-09-26","because":"A question about measurement, not an outcome; its KPIs serve Demand Conversion and Marketing Efficiency."},{"from":"/goals/multi-touch-attribution/","status":"gone","id":"GOL-008","on":"2026-09-26","because":"A question about measurement, not an outcome; its KPIs serve Demand Conversion and Marketing Efficiency."},{"from":"/kpis/bookings/","status":"gone","id":"KPI-001","on":"2026-09-22","because":"One trade's name for a conversion; Conversion Totals reads the general form."},{"from":"/explore/","status":"moved","to":"/","because":"The interactive map that lived here was retired on 2026-09-26; every page of the site is that experience now, with an address and structured data."},{"from":"/measurement-plan/","status":"moved","to":"/deliverables/measurement-plan/","because":"The Measurement Plan was the one deliverable this site had, and lived at an address of its own; deliverables are plural now, and each lives under /deliverables/ with its tabs beneath it. Moved on 2026-09-28."},{"from":"/measurement-plan/measurement-model/","status":"moved","to":"/deliverables/measurement-plan/measurement-model/","because":"The Measurement Plan was the one deliverable this site had, and lived at an address of its own; deliverables are plural now, and each lives under /deliverables/ with its tabs beneath it. Moved on 2026-09-28."},{"from":"/measurement-plan/data-sources/","status":"moved","to":"/deliverables/instrumentation-plan/data-sources/","because":"The Measurement Plan was the one deliverable this site had, and lived at an address of its own; deliverables are plural now, and each lives under /deliverables/ with its tabs beneath it. Moved on 2026-09-28. Moved again on 2026-09-29, with the tab, to the deliverable of its stage."},{"from":"/measurement-plan/content-types/","status":"moved","to":"/deliverables/measurement-plan/content-types/","because":"The Measurement Plan was the one deliverable this site had, and lived at an address of its own; deliverables are plural now, and each lives under /deliverables/ with its tabs beneath it. Moved on 2026-09-28."},{"from":"/measurement-plan/journeys/","status":"moved","to":"/deliverables/lifecycle-map/journeys/","because":"The Measurement Plan was the one deliverable this site had, and lived at an address of its own; deliverables are plural now, and each lives under /deliverables/ with its tabs beneath it. Moved on 2026-09-28. Moved again on 2026-09-29, with the tab, to the deliverable of its stage."},{"from":"/deliverables/measurement-plan/data-sources/","status":"moved","to":"/deliverables/instrumentation-plan/data-sources/","because":"Data Sources reads the instruments, which is the observing stage of the loop. The deliverables read in the order the loop is walked since 2026-09-29, and this tab moved to the Instrumentation Plan."},{"from":"/deliverables/measurement-plan/journeys/","status":"moved","to":"/deliverables/lifecycle-map/journeys/","because":"Journeys reads the lifecycle, which is the moving stage of the loop. The deliverables read in the order the loop is walked since 2026-09-29, and this tab moved to the Lifecycle Map."},{"from":"/start/","status":"moved","to":"/","because":"The hub repeated the home page: what can be done, the plans, the jobs and the board were already on it and at their own doors. Folded into the home page on 2026-10-02."},{"from":"/commitments/a-composition-a-reader-manifests-has-an-address-is-held-before-it-binds-and-enters-the-ground-only-by-proposal/","status":"moved","to":"/commitments/a-composition-a-reader-manifests-has-an-address-is-held-before-it-binds-and-never-enters-the-ground/","because":"The commitment’s label changed when the proposal path was rejected on 2026-10-02: a composition a reader manifests never enters the ground."},{"from":"/jobs/","status":"moved","to":"/deliverables/","because":"One door onto the views: the views drawn as paths are read at the deliverables door beside the views drawn as tables, each under the deliverable it belongs to. 2026-10-02."}]}