5 time windows
Time Windows
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.
What you can do with a time window
Its time windows— 5
- Campaign flightexemplarThe bounded interval a campaign runs in, with an explicit start, end and time basis; the window every evaluation of that campaign is scoped to.
- Evaluation windowexemplarThe interval of inactivity after which a person who was interested or evaluating is read as having stepped back, and the acquisition journey returns them a rung. Its length is set per journey and its clock starts at the last qualifying act.
- Activation windowexemplarThe interval after commitment within which a person is expected to reach first use; when it closes with nothing done, the onboarding journey reads them as never activated.
- Lapse windowexemplarThe interval of inactivity after which an account holder who was at risk or likely to lapse is read as lapsed. It is the clock the retention journey's timed moves count over, and the denominator's edge for every rate that measures leaving.
- Advocacy windowexemplarThe interval within which an advocate is expected to bring someone in again; when it closes without a referral, the advocacy journey reads them as kept but no longer advocating.
Why it matters
What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.
- Model offer as the governed value exchangeAn 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.
Offer - Scope activation and calculation explicitly in time and geographyTwo 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.
Time Ontology in OWL · GeoSPARQL 1.1 - An exemplar shows the shape a record takesA 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.
SKOS Simple Knowledge Organization System Reference · Toward Principles for the Design of Ontologies Used for Knowledge Sharing - A move that cannot be counted is a pictureA 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.
Modeling customer relationships as Markov chains · Declaring the Grain · The Goal Question Metric Approach · Counting Your Customers the Easy Way: An Alternative to the Pareto/NBD Model - A target is a level on a reading, due within a windowGoal-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.
Building a Practically Useful Theory of Goal Setting and Task Motivation: A 35-Year Odyssey · There's a S.M.A.R.T. way to write management's goals and objectives · Aligning Organizations Through Measurement: The GQM+Strategies Approach