Relationships

The verbs, kind by kind

A verb is a claim that can be wrong: it reads as a sentence from the kind on the left to the kind on the right. Each is stored once and read back by its named inverse, never asserted twice. The claim says what kind of assertion it is — a cardinality only ever says how many.

verb	read back as	from	to	claim	class	bound	licensed by
acted by consumer 1 relationship	acts in event	Events	Entities	evidential	Association	0..*	Separate executable actions, observed events and consumer actor grain A declared path must be walkable
advances stage 1 relationship	is advanced by	Goals	Lifecycle Stages	dispositional	Association sink	0..1	State and intent are read against one ordered lifecycle
advises purpose 1 relationship	is advised by	Intelligence	Campaign Purpose	advisory	Association	1..*	A metric exists because a question needs it A relationship says what kind of claim it makes
answers goal 1 relationship	asks	Intelligence	Goals	constitutive	Association	1..*	A metric exists because a question needs it A declared path must be walkable
at grain 1 relationship	is the grain of	Events	Event Grain	constitutive	Typing sink	1..1	Separate executable actions, observed events and consumer actor grain
attributed by 1 relationship	attributes	Metrics	Attribution Models	constitutive	Association sink	0..1	Make outcome quality, calculation method and attribution inspectable
attributed to tactic 1 relationship	is credited with event	Events	Tactics	evidential	Association	0..1	Separate executable actions, observed events and consumer actor grain Make outcome quality, calculation method and attribution inspectable A relationship says what kind of claim it makes A road declares its grain
begins at 1 relationship	opens	Journeys	Journey States	constitutive	Hierarchy sink	1..1	A journey is a state machine, not a funnel picture A declared path must be walkable
belongs to journey 2 relationships	has state · has transition	Journey States, Journey Transitions	Journeys	constitutive	Hierarchy sink	1..1	A journey is a state machine, not a funnel picture A declared path must be walkable
calibrates 1 relationship	calibrated by	Evidence Designs	Parameters	constitutive	Association	0..*	A value a plan fixes is a governed parameter
captured on 1 relationship	captures event	Events	Surface	evidential	Association	0..*	Separate executable actions, observed events and consumer actor grain Make outcome quality, calculation method and attribution inspectable
changes permission 1 relationship	is changed by	Events	Permission Bases	evidential	Association	0..1	Keep audience eligibility, preference and permission basis distinct
computed from formula 1 relationship	computes	Metrics	Metric Formulas	constitutive	Association	0..*	Make outcome quality, calculation method and attribution inspectable A declared path must be walkable
computed over 1 relationship	is the window of	Metric Formulas	Time Windows	constitutive	Association	0..1	Scope activation and calculation explicitly in time and geography
concerns 1 relationship	is concerned by	Preference Types	Channel, Content Types, Creative Formats	constitutive	Association	0..*	Keep audience eligibility, preference and permission basis distinct
constrains 1 relationship	constrained by	Parameters	Tactics	constitutive	Association	0..*	A value a plan fixes is a governed parameter
contains action 1 relationship	belongs to tactic	Tactics	Actions	constitutive	Hierarchy	1..*	Separate executable actions, observed events and consumer actor grain
contains tactic 1 relationship	belongs to campaign	Campaign	Tactics	constitutive	Hierarchy	1..*	Campaign is the accountable initiative A declared path must be walkable
counts in denominator 1 relationship	is counted in denominator of	Metrics	Signals	constitutive	Association	0..*	Declare measurement grain before calculation Make outcome quality, calculation method and attribution inspectable A move that cannot be counted is a picture
counts in numerator 1 relationship	is counted in numerator of	Metrics	Signals	constitutive	Association	0..*	Declare measurement grain before calculation Make outcome quality, calculation method and attribution inspectable A declared path must be walkable A move that cannot be counted is a picture
counts occupants of 1 relationship	is counted by	Metrics	Consumer States	constitutive	Association	0..*	State and intent are read against one ordered lifecycle
defaults on 1 relationship	is the default basis of	Parameters	Setting Bases	constitutive	Typing sink	1..1	A value a plan fixes is a governed parameter
delivered on 2 relationships	carries content type · carries format	Content Types, Creative Formats	Surface	dispositional	Association	1..*	Use external content taxonomy as a mapping, not mastery Delivery custody is a named chain, not one vendor field Creative form is constrained by where it is delivered
delivers in 1 relationship	has inventory from	Vendor	Channel	dispositional	Association	0..*	Delivery custody is a named chain, not one vendor field
due within 1 relationship	bounds target	Targets	Time Windows	constitutive	Association	1..1	A target is a level on a reading, due within a window
eligible in geography 1 relationship	admits offer	Offers	Geographies	dispositional	Association	0..*	Model offer as the governed value exchange Scope activation and calculation explicitly in time and geography
fits form 1 relationship	admits unit	Units	Measure Form	constitutive	Association sink	1..*	A reading names its unit, and the unit fits its form
from state 1 relationship	is left by	Journey Transitions	Journey States	constitutive	Association	1..1	A journey is a state machine, not a funnel picture
grounds on 43 relationships	grounds	Time Windows, Geographies, Identity Levels, Journeys, Lifecycle Stages, Consumer States, Journey States, Journey Transitions, Content Types, Creative Formats, Creative Assets, Creative Size Specifications, Channel, Surface, Technology Platforms, Vendor, Audience Segments, Preference Types, Preferences, Lawful Bases, Processing Purposes, Permission Bases, Campaign Purpose, Campaign, Tactics, Actions, Offers, Events, Signals, Intelligence, Attribution Models, Evidence Designs, Parameters, Setting Bases, Event Grain, Measure Direction, Measure Form, Units, Metrics, Goals, KPIs, Targets, Metric Formulas	Entities	constitutive	Grounding	1..1	Every term is about something in the world
has metric 1 relationship	is metric of	KPIs	Metrics	constitutive	Association	1..*	Declare measurement grain before calculation A declared path must be walkable A move that cannot be counted is a picture A reading names its unit, and the unit fits its form
has purpose 1 relationship	is purpose of	Campaign	Campaign Purpose	constitutive	Typing sink	1..1	Campaign is the accountable initiative
held at 1 relationship	is the level a position is held at	Journey States	Identity Levels	constitutive	Association sink	0..*	A person-level record has a declared shape
identifies at 1 relationship	is the level of	Signals	Identity Levels	constitutive	Typing sink	1..1	A person is known at a declared level
implemented in platform 1 relationship	implements	Signals	Technology Platforms	evidential	Association	0..*	Make outcome quality, calculation method and attribution inspectable
improves when 1 relationship	sets direction for	KPIs	Measure Direction	constitutive	Typing	1..1	Make outcome quality, calculation method and attribution inspectable
includes surface 1 relationship	is included in channel	Channel	Surface	dispositional	Association	1..*	Delivery custody is a named chain, not one vendor field
informs intelligence 1 relationship	is informed by	Signals	Intelligence	evidential	Association sink	1..*	A metric exists because a question needs it A relationship says what kind of claim it makes A declared path must be walkable
is delivered in geometry 1 relationship	is the geometry of	Creative Assets	Creative Size Specifications	dispositional	Association sink	0..*	Keep concrete creative separate from its classifications
is evaluated by 1 relationship	evaluates	Intelligence	Metrics	evidential	Association	1..*	A metric exists because a question needs it A declared path must be walkable
is of type 1 relationship	types preference	Preferences	Preference Types	constitutive	Typing sink	1..1	Keep audience eligibility, preference and permission basis distinct
is supported on 1 relationship	supports geometry	Creative Size Specifications	Surface	dispositional	Association	1..*	Creative form is constrained by where it is delivered
is templated by 1 relationship	templates	Creative Assets	Content Types	constitutive	Association	0..1	Keep concrete creative separate from its classifications
may be expressed as 1 relationship	may express	Content Types	Creative Formats	dispositional	Association	0..*	Use external content taxonomy as a mapping, not mastery
measured by 1 relationship	measures	Campaign	KPIs	constitutive	Association	1..*	Campaign is the accountable initiative Make outcome quality, calculation method and attribution inspectable A declared path must be walkable A target is a level on a reading, due within a window
measured in 2 relationships	is unit of	Metrics, Parameters	Units	constitutive	Typing	1..1	A reading names its unit, and the unit fits its form A value a plan fixes is a governed parameter
observes event 1 relationship	is observed by	Signals	Events	evidential	Association	1..1	Declare measurement grain before calculation Separate executable actions, observed events and consumer actor grain A relationship says what kind of claim it makes A move that cannot be counted is a picture
occurs within 1 relationship	windows the event	Events	Time Windows	constitutive	Association	0..*	A person-level record has a declared shape
parameter of 1 relationship	parameterized by	Parameters	Metrics, Attribution Models, Evidence Designs, Signals, Processing Purposes	constitutive	Association	0..*	A value a plan fixes is a governed parameter
parent campaign 1 relationship	has child campaign	Campaign	Campaign	constitutive	Hierarchy sink	0..1	Campaign is the accountable initiative Store one canonical relationship assertion A road declares its grain
permits purpose 1 relationship	is permitted by	Permission Bases	Processing Purposes	constitutive	Association sink	1..*	Keep audience eligibility, preference and permission basis distinct
precedes 1 relationship	follows	Lifecycle Stages	Lifecycle Stages	constitutive	Association	0..1	State and intent are read against one ordered lifecycle
provided by 1 relationship	provides surface	Surface	Vendor	constitutive	Association	0..*	Delivery custody is a named chain, not one vendor field
pursues target 1 relationship	is pursued by	Campaign	Targets	constitutive	Association	0..*	A target is a level on a reading, due within a window
quantifies goal 1 relationship	is quantified by	Targets	Goals	constitutive	Association	1..1	A target is a level on a reading, due within a window
read by 1 relationship	establishes	Metrics	Evidence Designs	constitutive	Association sink	0..1	Cause is read by a declared design
read for 1 relationship	segments the reading	Metrics	Audience Segments	constitutive	Association	0..*	A person-level record has a declared shape
read in 1 relationship	locates the reading	Metrics	Geographies	constitutive	Association	0..*	A person-level record has a declared shape
read over 1 relationship	windows the reading	Metrics	Time Windows	constitutive	Association	0..*	A person-level record has a declared shape
reads as 1 relationship	gives form to	KPIs	Measure Form	constitutive	Typing	1..1	Make outcome quality, calculation method and attribution inspectable A reading names its unit, and the unit fits its form
reads as design 1 relationship	is the design of	Attribution Models	Evidence Designs	constitutive	Typing sink	1..1	Cause is read by a declared design
realizes consumer state 1 relationship	is realized by	Journey States	Consumer States	constitutive	Typing sink	1..1	A journey is a state machine, not a funnel picture A declared path must be walkable
renders as 1 relationship	is rendered by	Creative Assets	Creative Formats	constitutive	Association sink	1..1	Keep concrete creative separate from its classifications
requires offer 1 relationship	is required by	Actions	Offers	dispositional	Association	0..*	Model offer as the governed value exchange
requires permission basis 2 relationships	permits	Campaign, Tactics	Permission Bases	dispositional	Association	0..*	Keep audience eligibility, preference and permission basis distinct
respects preference 2 relationships	is respected by	Campaign, Tactics	Preferences	dispositional	Association	0..*	Keep audience eligibility, preference and permission basis distinct
rests on 1 relationship	is ground for	Permission Bases	Lawful Bases	constitutive	Typing sink	1..1	Keep audience eligibility, preference and permission basis distinct
runs on 1 relationship	runs surface	Surface	Technology Platforms	dispositional	Association	0..*	Delivery custody is a named chain, not one vendor field A road declares its grain
scoped to geography 2 relationships	scopes campaign · scopes tactic	Campaign, Tactics	Geographies	dispositional	Association	0..*	Scope activation and calculation explicitly in time and geography
selects state 1 relationship	is selected by	Audience Segments	Consumer States	constitutive	Association	0..*	Keep audience eligibility, preference and permission basis distinct
serves goal 1 relationship	is served by KPI	KPIs	Goals	constitutive	Association	1..*	Declare measurement grain before calculation A declared path must be walkable A target is a level on a reading, due within a window
set for 1 relationship	is who a setting holds for	Parameters	Audience Segments	constitutive	Association	0..*	A value a plan fixes is a governed parameter
set in 1 relationship	is where a setting holds	Parameters	Geographies	constitutive	Association	0..*	A value a plan fixes is a governed parameter
set on 1 relationship	is the basis of a setting	Parameters	Setting Bases	constitutive	Association sink	0..*	A value a plan fixes is a governed parameter
set over 1 relationship	windows the setting	Parameters	Time Windows	constitutive	Association	0..*	A value a plan fixes is a governed parameter
sets level for 1 relationship	has target	Targets	KPIs	constitutive	Association	1..1	A target is a level on a reading, due within a window
sets offer 1 relationship	is set by	Campaign	Offers	dispositional	Association	0..*	Model offer as the governed value exchange
sits in stage 1 relationship	holds state	Consumer States	Lifecycle Stages	constitutive	Typing sink	1..1	State and intent are read against one ordered lifecycle
supplied by 1 relationship	supplies	Technology Platforms	Vendor	constitutive	Association	0..1	Delivery custody is a named chain, not one vendor field
supports goal 1 relationship	is supported by	Campaign	Goals	constitutive	Association	1..*	Campaign is the accountable initiative A target is a level on a reading, due within a window
takes as denominator 1 relationship	is denominator of	Metrics	Metrics	constitutive	Association	0..1	Declare measurement grain before calculation Store one canonical relationship assertion Make outcome quality, calculation method and attribution inspectable
takes as numerator 1 relationship	is numerator of	Metrics	Metrics	constitutive	Association	0..1	Declare measurement grain before calculation Store one canonical relationship assertion Make outcome quality, calculation method and attribution inspectable A declared path must be walkable
takes input 1 relationship	is input to	Metric Formulas	Signals, Metrics	constitutive	Association	1..*	Make outcome quality, calculation method and attribution inspectable A move that cannot be counted is a picture
targets audience 2 relationships	is targeted by	Campaign, Tactics	Audience Segments	dispositional	Association	0..*	Keep audience eligibility, preference and permission basis distinct
targets state 1 relationship	is addressed by	Campaign	Consumer States	dispositional	Association	0..*	Keep audience eligibility, preference and permission basis distinct
times out after 1 relationship	bounds inactivity in	Journeys	Time Windows	constitutive	Association	1..1	Scope activation and calculation explicitly in time and geography A move that cannot be counted is a picture
to state 1 relationship	is reached by	Journey Transitions	Journey States	constitutive	Association	1..1	A journey is a state machine, not a funnel picture
triggered by 1 relationship	triggers transition	Journey Transitions	Events	evidential	Association	1..*	A journey is a state machine, not a funnel picture A declared path must be walkable A move that cannot be counted is a picture
triggers event 1 relationship	is triggered by	Actions	Events	causal	Association	1..*	Separate executable actions, observed events and consumer actor grain A relationship says what kind of claim it makes A declared path must be walkable
typically rests on 1 relationship	typically grounds	Processing Purposes	Lawful Bases	dispositional	Association sink	1..*	Keep audience eligibility, preference and permission basis distinct
uses channel 1 relationship	is used by tactic	Tactics	Channel	dispositional	Association	1..*	Campaign is the accountable initiative A declared path must be walkable
uses content type 1 relationship	is used by tactic	Tactics	Content Types	dispositional	Association	1..*	Campaign is the accountable initiative
uses creative asset 1 relationship	is used by tactic	Tactics	Creative Assets	dispositional	Association	0..*	Keep concrete creative separate from its classifications
uses surface 1 relationship	is used by tactic	Tactics	Surface	dispositional	Association	1..*	Campaign is the accountable initiative A declared path must be walkable
valid during 4 relationships	bounds campaign · bounds tactic · bounds action · bounds offer	Campaign, Tactics, Actions, Offers	Time Windows	constitutive	Association	1..1 · 0..1	Scope activation and calculation explicitly in time and geography Model offer as the governed value exchange