{"schema":"https://ver.cy/schemas/card/1.0.0","id":"vr.wm-act-028","code":"wm-act-028-campaign","url":"https://ver.cy/models/wm-act-028-campaign/","name":"Campaign","alternateNames":[],"kind":"world-model","status":"published","version":"0.3.0-research.1","language":"en","classifiers":{"family":"World Models","category":"Activities and processes","entryKind":"aggregate","plane":"","domain":["ACT.CAM"],"industry":["Cross-industry"],"navPath":"NAV.ACT.CAM","tags":["campaign","act.cam"],"facets":{}},"whatItIs":"Owns campaign identity and lineage, mandate and problem context, campaign strategy and logic model, objectives, audience and segment definitions, phases and waves, campaign-scoped assignments and variants, message and channel intent, lifecycle, metric definitions and campaign aggregation views, attribution and evaluation assertions, projections, access and retention. Party, project, program, initiative, activity, content, channel, budget, contract, order, payment, event, incident, observation, dataset, policy and generic audit masters remain external.","purpose":"Represent a governed, coordinated set of activities directed at defined audiences, subjects or environments to produce intended outcomes over a bounded period without absorbing the masters it coordinates.","scope":{"in":["Campaign identity, class, mandate, owner, problem baseline, scope, objectives, outcome logic, audiences, segments, safeguards and exclusions","Phases, waves, activities, experiments, messages, offers, assets, channels, schedules, roles, assignments, budgets and resource references, risks and controls","Authorization, release, launch, pause, resume, change, termination, observations, metrics, evaluation, attribution, learning, interoperability, access, retention and agent operations"],"out":["Party, project, program, initiative, activity, content, channel, account, budget, contract, order, payment, event, incident, observation, dataset, policy or audit-log master lifecycle","Inferring individual audience membership, delivery, exposure, engagement, conversion, behavior change, impact or causation without a source-qualified assertion and method","Implementing advertising exchanges, social networks, campaign schedulers, content management, payments, analytics engines or universal legal compliance and claiming lossless cross-platform equivalence"],"boundaries":[{"neighbor":"Project / Program / Initiative / Operation","distinction":"A campaign may be governed as a project or participate in a program, but this root owns audience or target-directed strategy, waves, messages and campaign measurement, not generic delivery governance."},{"neighbor":"Audience / Party / Segment","distinction":"The campaign owns versioned target definitions and eligibility rules; external person, organization, group and membership assertions keep their identity, authority and lifecycle."},{"neighbor":"Activity / Message / Content / Channel","distinction":"Campaign-scoped assignments and release bindings are owned here, while executable activities, messages, assets, channels, placements and accounts remain external masters."},{"neighbor":"Observation / Metric / Evaluation / Decision","distinction":"The campaign defines metric use and aggregation and records campaign-specific evaluation; source observations, datasets and external decisions keep independent provenance."},{"neighbor":"Threat Campaign / Advertising Campaign","distinction":"STIX and Google Ads are sector or platform projections. Neither narrows the vendor-neutral root to malicious activity or paid advertising."}]},"distinguishingFeatures":["Models a coordinated time-bound effort toward objectives through audiences, messages and channels, unlike a project that delivers an output.","Keeps reach, exposure, engagement, outcome and causal impact as separate assertions.","Versions audience criteria, suppression and safeguards with the campaign.","Excludes threat campaigns in security and paid advertising campaign objects as different classes."],"structure":{"bundles":[{"id":"identity-mandate-boundary-and-context","name":"Identity, mandate, boundary and context","description":"Defines the campaign root, mandate and problem context.","layers":[{"id":"campaign-definition-identity-and-classification","name":"Campaign definition, identity and classification","description":"Distinguishes the aggregate and pins its source-qualified class and lineage.","findings":[{"id":"campaign-definition-type-profile-and-neighbor-boundaries","name":"Campaign definition, type, profile and neighbor boundaries","description":"Cross-sector definition, inclusion and exclusion criteria, profile, sector and distinctions from projects, initiatives, operations and events.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define campaign definition, type, profile and neighbor boundaries?","id":"campaign-definition-type-profile-and-neighbor-boundaries-q01","kind":"definition"},{"text":"Which authority, source, method, evidence, event time and knowledge time support campaign definition, type, profile and neighbor boundaries?","id":"campaign-definition-type-profile-and-neighbor-boundaries-q02","kind":"provenance"},{"text":"How is campaign definition, type, profile and neighbor boundaries validated, accessed, changed, contested, corrected and retained?","id":"campaign-definition-type-profile-and-neighbor-boundaries-q03","kind":"validation"}]},{"id":"campaign-identifier-name-alias-version-source-and-lineage","name":"Campaign identifier, name, alias, version, source and lineage","description":"Authoritative campaign ID, names and aliases, class and profile versions, source system, predecessor, successor and duplicate assertions.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define campaign identifier, name, alias, version, source and lineage?","id":"campaign-identifier-name-alias-version-source-and-lineage-q01","kind":"identity"},{"text":"Which authority, source, method, evidence, event time and knowledge time support campaign identifier, name, alias, version, source and lineage?","id":"campaign-identifier-name-alias-version-source-and-lineage-q02","kind":"provenance"},{"text":"How is campaign identifier, name, alias, version, source and lineage validated, accessed, changed, contested, corrected and retained?","id":"campaign-identifier-name-alias-version-source-and-lineage-q03","kind":"validation"}]}]},{"id":"mandate-owner-scope-and-problem-context","name":"Mandate, owner, scope and problem context","description":"Records why the campaign exists and who may direct it.","findings":[{"id":"sponsor-owner-steward-mandate-authority-and-jurisdiction","name":"Sponsor, owner, steward, mandate, authority and jurisdiction","description":"External actors and roles, mandate source, authority scope, approval, delegation, jurisdiction and effective interval.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define sponsor, owner, steward, mandate, authority and jurisdiction?","id":"sponsor-owner-steward-mandate-authority-and-jurisdiction-q01","kind":"authority"},{"text":"Which authority, source, method, evidence, event time and knowledge time support sponsor, owner, steward, mandate, authority and jurisdiction?","id":"sponsor-owner-steward-mandate-authority-and-jurisdiction-q02","kind":"provenance"},{"text":"How is sponsor, owner, steward, mandate, authority and jurisdiction validated, accessed, changed, contested, corrected and retained?","id":"sponsor-owner-steward-mandate-authority-and-jurisdiction-q03","kind":"validation"}]},{"id":"problem-opportunity-baseline-scope-population-place-and-assumptions","name":"Problem, opportunity, baseline, scope, population, place and assumptions","description":"Problem statement, evidence baseline, intended and excluded scope, affected population, geography, operating context, assumptions and constraints.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define problem, opportunity, baseline, scope, population, place and assumptions?","id":"problem-opportunity-baseline-scope-population-place-and-assumptions-q01","kind":"definition"},{"text":"Which authority, source, method, evidence, event time and knowledge time support problem, opportunity, baseline, scope, population, place and assumptions?","id":"problem-opportunity-baseline-scope-population-place-and-assumptions-q02","kind":"provenance"},{"text":"How is problem, opportunity, baseline, scope, population, place and assumptions validated, accessed, changed, contested, corrected and retained?","id":"problem-opportunity-baseline-scope-population-place-and-assumptions-q03","kind":"validation"}]}]}]},{"id":"strategy-objectives-outcomes-and-audiences","name":"Strategy, objectives, outcomes and audiences","description":"Connects intended change to defined audiences and testable intervention hypotheses.","layers":[{"id":"strategy-objectives-and-logic-model","name":"Strategy, objectives and logic model","description":"Defines intended change and the reasoning linking activity to outcome.","findings":[{"id":"vision-goal-objective-target-indicator-and-success-criterion","name":"Vision, goal, objective, target, indicator and success criterion","description":"Purpose hierarchy, objective owner, target value and date, indicator reference, acceptance threshold, priority and trade-off.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define vision, goal, objective, target, indicator and success criterion?","id":"vision-goal-objective-target-indicator-and-success-criterion-q01","kind":"requirement"},{"text":"Which authority, source, method, evidence, event time and knowledge time support vision, goal, objective, target, indicator and success criterion?","id":"vision-goal-objective-target-indicator-and-success-criterion-q02","kind":"provenance"},{"text":"How is vision, goal, objective, target, indicator and success criterion validated, accessed, changed, contested, corrected and retained?","id":"vision-goal-objective-target-indicator-and-success-criterion-q03","kind":"validation"}]},{"id":"input-activity-output-outcome-impact-hypothesis-and-causal-path","name":"Input, activity, output, outcome, impact, hypothesis and causal path","description":"Logic-model nodes and links, intervention hypothesis, assumptions, dependencies, external influences, evidence and uncertainty.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define input, activity, output, outcome, impact, hypothesis and causal path?","id":"input-activity-output-outcome-impact-hypothesis-and-causal-path-q01","kind":"relationship"},{"text":"Which authority, source, method, evidence, event time and knowledge time support input, activity, output, outcome, impact, hypothesis and causal path?","id":"input-activity-output-outcome-impact-hypothesis-and-causal-path-q02","kind":"provenance"},{"text":"How is input, activity, output, outcome, impact, hypothesis and causal path validated, accessed, changed, contested, corrected and retained?","id":"input-activity-output-outcome-impact-hypothesis-and-causal-path-q03","kind":"validation"}]}]},{"id":"audience-targeting-eligibility-and-protection","name":"Audience, targeting, eligibility and protection","description":"Defines intended, reached and affected populations without copying person masters.","findings":[{"id":"audience-segment-beneficiary-target-affected-party-and-exclusion","name":"Audience, segment, beneficiary, target, affected party and exclusion","description":"Audience definitions, segment criteria and version, intended beneficiary, action target, affected non-target groups, inclusion, exclusion and geography.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define audience, segment, beneficiary, target, affected party and exclusion?","id":"audience-segment-beneficiary-target-affected-party-and-exclusion-q01","kind":"classification"},{"text":"Which authority, source, method, evidence, event time and knowledge time support audience, segment, beneficiary, target, affected party and exclusion?","id":"audience-segment-beneficiary-target-affected-party-and-exclusion-q02","kind":"provenance"},{"text":"How is audience, segment, beneficiary, target, affected party and exclusion validated, accessed, changed, contested, corrected and retained?","id":"audience-segment-beneficiary-target-affected-party-and-exclusion-q03","kind":"validation"}]},{"id":"eligibility-membership-consent-suppression-frequency-and-safeguard","name":"Eligibility, membership, consent, suppression, frequency and safeguard","description":"Source-qualified eligibility or membership assertion, purpose, effective interval, consent or other authority, opt-out, suppression, contact frequency and vulnerable-group safeguard.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define eligibility, membership, consent, suppression, frequency and safeguard?","id":"eligibility-membership-consent-suppression-frequency-and-safeguard-q01","kind":"privacy"},{"text":"Which authority, source, method, evidence, event time and knowledge time support eligibility, membership, consent, suppression, frequency and safeguard?","id":"eligibility-membership-consent-suppression-frequency-and-safeguard-q02","kind":"provenance"},{"text":"How is eligibility, membership, consent, suppression, frequency and safeguard validated, accessed, changed, contested, corrected and retained?","id":"eligibility-membership-consent-suppression-frequency-and-safeguard-q03","kind":"validation"}]}]}]},{"id":"waves-activities-messages-assets-and-channels","name":"Waves, activities, messages, assets and channels","description":"Coordinates campaign-scoped work and references the masters used to deliver it.","layers":[{"id":"phases-waves-work-and-schedule","name":"Phases, waves, work and schedule","description":"Decomposes execution into governed units with time and dependency.","findings":[{"id":"phase-wave-work-package-activity-intervention-experiment-and-variant","name":"Phase, wave, work package, activity, intervention, experiment and variant","description":"Campaign-scoped decomposition, sequence, external project or activity references, control and treatment variants, hypothesis and assignment rule.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define phase, wave, work package, activity, intervention, experiment and variant?","id":"phase-wave-work-package-activity-intervention-experiment-and-variant-q01","kind":"composition"},{"text":"Which authority, source, method, evidence, event time and knowledge time support phase, wave, work package, activity, intervention, experiment and variant?","id":"phase-wave-work-package-activity-intervention-experiment-and-variant-q02","kind":"provenance"},{"text":"How is phase, wave, work package, activity, intervention, experiment and variant validated, accessed, changed, contested, corrected and retained?","id":"phase-wave-work-package-activity-intervention-experiment-and-variant-q03","kind":"validation"}]},{"id":"schedule-window-milestone-dependency-coordination-and-blackout","name":"Schedule, window, milestone, dependency, coordination and blackout","description":"Planned and actual intervals, milestone, dependency, partner coordination, release window, blackout and local-time rule.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define schedule, window, milestone, dependency, coordination and blackout?","id":"schedule-window-milestone-dependency-coordination-and-blackout-q01","kind":"temporal"},{"text":"Which authority, source, method, evidence, event time and knowledge time support schedule, window, milestone, dependency, coordination and blackout?","id":"schedule-window-milestone-dependency-coordination-and-blackout-q02","kind":"provenance"},{"text":"How is schedule, window, milestone, dependency, coordination and blackout validated, accessed, changed, contested, corrected and retained?","id":"schedule-window-milestone-dependency-coordination-and-blackout-q03","kind":"validation"}]}]},{"id":"message-offer-asset-channel-and-touchpoint","name":"Message, offer, asset, channel and touchpoint","description":"Connects intent and audience to externally managed delivery objects.","findings":[{"id":"narrative-message-claim-offer-call-to-action-asset-and-localization","name":"Narrative, message, claim, offer, call to action, asset and localization","description":"Campaign-scoped message intent and external content, claim, offer and asset references, version, language, locale, approval, accessibility and expiry.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define narrative, message, claim, offer, call to action, asset and localization?","id":"narrative-message-claim-offer-call-to-action-asset-and-localization-q01","kind":"definition"},{"text":"Which authority, source, method, evidence, event time and knowledge time support narrative, message, claim, offer, call to action, asset and localization?","id":"narrative-message-claim-offer-call-to-action-asset-and-localization-q02","kind":"provenance"},{"text":"How is narrative, message, claim, offer, call to action, asset and localization validated, accessed, changed, contested, corrected and retained?","id":"narrative-message-claim-offer-call-to-action-asset-and-localization-q03","kind":"validation"}]},{"id":"channel-touchpoint-placement-delivery-rule-frequency-and-capability","name":"Channel, touchpoint, placement, delivery rule, frequency and capability","description":"External channel and account, touchpoint or placement, supported media, delivery rule, audience constraint, frequency, availability and platform status.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define channel, touchpoint, placement, delivery rule, frequency and capability?","id":"channel-touchpoint-placement-delivery-rule-frequency-and-capability-q01","kind":"interoperability"},{"text":"Which authority, source, method, evidence, event time and knowledge time support channel, touchpoint, placement, delivery rule, frequency and capability?","id":"channel-touchpoint-placement-delivery-rule-frequency-and-capability-q02","kind":"provenance"},{"text":"How is channel, touchpoint, placement, delivery rule, frequency and capability validated, accessed, changed, contested, corrected and retained?","id":"channel-touchpoint-placement-delivery-rule-frequency-and-capability-q03","kind":"validation"}]}]}]},{"id":"roles-decisions-resources-budget-risk-and-controls","name":"Roles, decisions, resources, budget, risk and controls","description":"Governs responsibility and references capacity and funding needed for execution.","layers":[{"id":"participants-responsibility-decisions-and-exceptions","name":"Participants, responsibility, decisions and exceptions","description":"Makes campaign authority and operational accountability explicit.","findings":[{"id":"team-partner-role-assignment-responsibility-delegation-and-capability","name":"Team, partner, role assignment, responsibility, delegation and capability","description":"External actor, campaign role, accountable, responsible, consulted or informed assignment, delegated authority, capability and validity.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define team, partner, role assignment, responsibility, delegation and capability?","id":"team-partner-role-assignment-responsibility-delegation-and-capability-q01","kind":"ownership"},{"text":"Which authority, source, method, evidence, event time and knowledge time support team, partner, role assignment, responsibility, delegation and capability?","id":"team-partner-role-assignment-responsibility-delegation-and-capability-q02","kind":"provenance"},{"text":"How is team, partner, role assignment, responsibility, delegation and capability validated, accessed, changed, contested, corrected and retained?","id":"team-partner-role-assignment-responsibility-delegation-and-capability-q03","kind":"validation"}]},{"id":"decision-approval-gate-exception-escalation-and-change-authority","name":"Decision, approval, gate, exception, escalation and change authority","description":"Decision or approval reference, criteria, alternatives, rationale, gate, exception, escalation path, deciding authority and effective time.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define decision, approval, gate, exception, escalation and change authority?","id":"decision-approval-gate-exception-escalation-and-change-authority-q01","kind":"decision"},{"text":"Which authority, source, method, evidence, event time and knowledge time support decision, approval, gate, exception, escalation and change authority?","id":"decision-approval-gate-exception-escalation-and-change-authority-q02","kind":"provenance"},{"text":"How is decision, approval, gate, exception, escalation and change authority validated, accessed, changed, contested, corrected and retained?","id":"decision-approval-gate-exception-escalation-and-change-authority-q03","kind":"validation"}]}]},{"id":"funding-resources-risks-safety-and-compliance","name":"Funding, resources, risks, safety and compliance","description":"Records campaign-scoped commitments and controls without owning source masters.","findings":[{"id":"budget-funding-contract-resource-capacity-cost-and-commitment-reference","name":"Budget, funding, contract, resource, capacity, cost and commitment reference","description":"Approved envelope, source of funds, external budget, contract, resource and commitment IDs, allocation, forecast, actual cost and currency.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define budget, funding, contract, resource, capacity, cost and commitment reference?","id":"budget-funding-contract-resource-capacity-cost-and-commitment-reference-q01","kind":"measurement"},{"text":"Which authority, source, method, evidence, event time and knowledge time support budget, funding, contract, resource, capacity, cost and commitment reference?","id":"budget-funding-contract-resource-capacity-cost-and-commitment-reference-q02","kind":"provenance"},{"text":"How is budget, funding, contract, resource, capacity, cost and commitment reference validated, accessed, changed, contested, corrected and retained?","id":"budget-funding-contract-resource-capacity-cost-and-commitment-reference-q03","kind":"validation"}]},{"id":"risk-hazard-adverse-effect-constraint-control-compliance-and-incident","name":"Risk, hazard, adverse effect, constraint, control, compliance and incident","description":"Risk or hazard, affected group, likelihood and impact, safety or legal constraint, control, owner, residual risk, incident reference and response.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define risk, hazard, adverse effect, constraint, control, compliance and incident?","id":"risk-hazard-adverse-effect-constraint-control-compliance-and-incident-q01","kind":"security"},{"text":"Which authority, source, method, evidence, event time and knowledge time support risk, hazard, adverse effect, constraint, control, compliance and incident?","id":"risk-hazard-adverse-effect-constraint-control-compliance-and-incident-q02","kind":"provenance"},{"text":"How is risk, hazard, adverse effect, constraint, control, compliance and incident validated, accessed, changed, contested, corrected and retained?","id":"risk-hazard-adverse-effect-constraint-control-compliance-and-incident-q03","kind":"validation"}]}]}]},{"id":"lifecycle-execution-observation-measurement-and-learning","name":"Lifecycle, execution, observation, measurement and learning","description":"Preserves intended, released and observed campaign states and results.","layers":[{"id":"lifecycle-release-change-and-operating-state","name":"Lifecycle, release, change and operating state","description":"Represents campaign transitions and revisions without destructive history changes.","findings":[{"id":"draft-review-authorize-launch-pause-resume-terminate-and-close-event","name":"Draft, review, authorize, launch, pause, resume, terminate and close event","description":"Typed transition, prior and next state, actor, authority, reason, event and effective time, scope, evidence and reversibility.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define draft, review, authorize, launch, pause, resume, terminate and close event?","id":"draft-review-authorize-launch-pause-resume-terminate-and-close-event-q01","kind":"lifecycle"},{"text":"Which authority, source, method, evidence, event time and knowledge time support draft, review, authorize, launch, pause, resume, terminate and close event?","id":"draft-review-authorize-launch-pause-resume-terminate-and-close-event-q02","kind":"provenance"},{"text":"How is draft, review, authorize, launch, pause, resume, terminate and close event validated, accessed, changed, contested, corrected and retained?","id":"draft-review-authorize-launch-pause-resume-terminate-and-close-event-q03","kind":"validation"}]},{"id":"plan-release-change-supersession-drift-incident-and-recovery","name":"Plan release, change, supersession, drift, incident and recovery","description":"Immutable release, change request, prior and next values, impact, decision, successor, deviation from plan, incident and recovery reference.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define plan release, change, supersession, drift, incident and recovery?","id":"plan-release-change-supersession-drift-incident-and-recovery-q01","kind":"lifecycle"},{"text":"Which authority, source, method, evidence, event time and knowledge time support plan release, change, supersession, drift, incident and recovery?","id":"plan-release-change-supersession-drift-incident-and-recovery-q02","kind":"provenance"},{"text":"How is plan release, change, supersession, drift, incident and recovery validated, accessed, changed, contested, corrected and retained?","id":"plan-release-change-supersession-drift-incident-and-recovery-q03","kind":"validation"}]}]},{"id":"metric-definition-observation-and-result-chain","name":"Metric definition, observation and result chain","description":"Separates measurement design from source-qualified observations and aggregates.","findings":[{"id":"metric-indicator-formula-unit-denominator-baseline-target-window-and-segment","name":"Metric, indicator, formula, unit, denominator, baseline, target, window and segment","description":"Metric ID and version, definition, formula, unit, numerator and denominator, baseline, target, time window, segment, exclusions and owner.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define metric, indicator, formula, unit, denominator, baseline, target, window and segment?","id":"metric-indicator-formula-unit-denominator-baseline-target-window-and-segment-q01","kind":"measurement"},{"text":"Which authority, source, method, evidence, event time and knowledge time support metric, indicator, formula, unit, denominator, baseline, target, window and segment?","id":"metric-indicator-formula-unit-denominator-baseline-target-window-and-segment-q02","kind":"provenance"},{"text":"How is metric, indicator, formula, unit, denominator, baseline, target, window and segment validated, accessed, changed, contested, corrected and retained?","id":"metric-indicator-formula-unit-denominator-baseline-target-window-and-segment-q03","kind":"validation"}]},{"id":"delivery-reach-exposure-engagement-conversion-outcome-and-impact-observation","name":"Delivery, reach, exposure, engagement, conversion, outcome and impact observation","description":"Observation level, source dataset, subject or segment, period, value, unit, denominator, method, quality, uncertainty, freshness and revision.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define delivery, reach, exposure, engagement, conversion, outcome and impact observation?","id":"delivery-reach-exposure-engagement-conversion-outcome-and-impact-observation-q01","kind":"evidence"},{"text":"Which authority, source, method, evidence, event time and knowledge time support delivery, reach, exposure, engagement, conversion, outcome and impact observation?","id":"delivery-reach-exposure-engagement-conversion-outcome-and-impact-observation-q02","kind":"provenance"},{"text":"How is delivery, reach, exposure, engagement, conversion, outcome and impact observation validated, accessed, changed, contested, corrected and retained?","id":"delivery-reach-exposure-engagement-conversion-outcome-and-impact-observation-q03","kind":"validation"}]}]}]},{"id":"evaluation-attribution-interoperability-access-and-retention","name":"Evaluation, attribution, interoperability, access and retention","description":"Supports cautious evaluation, loss-aware exchange and safe autonomous operation.","layers":[{"id":"attribution-evaluation-decision-and-learning","name":"Attribution, evaluation, decision and learning","description":"Records how observations support bounded conclusions and future action.","findings":[{"id":"attribution-method-counterfactual-credit-window-model-confidence-and-limit","name":"Attribution method, counterfactual, credit window, model, confidence and limit","description":"Method and version, exposure and outcome definitions, comparison or control, attribution window, credit rule, assumptions, confounders, confidence and causal limit.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define attribution method, counterfactual, credit window, model, confidence and limit?","id":"attribution-method-counterfactual-credit-window-model-confidence-and-limit-q01","kind":"evidence"},{"text":"Which authority, source, method, evidence, event time and knowledge time support attribution method, counterfactual, credit window, model, confidence and limit?","id":"attribution-method-counterfactual-credit-window-model-confidence-and-limit-q02","kind":"provenance"},{"text":"How is attribution method, counterfactual, credit window, model, confidence and limit validated, accessed, changed, contested, corrected and retained?","id":"attribution-method-counterfactual-credit-window-model-confidence-and-limit-q03","kind":"validation"}]},{"id":"evaluation-finding-interpretation-decision-lesson-and-recommendation","name":"Evaluation finding, interpretation, decision, lesson and recommendation","description":"Evaluation question and method, result set, analyst, interpretation, supporting and contradicting evidence, decision, lesson, recommendation and applicability.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define evaluation finding, interpretation, decision, lesson and recommendation?","id":"evaluation-finding-interpretation-decision-lesson-and-recommendation-q01","kind":"decision"},{"text":"Which authority, source, method, evidence, event time and knowledge time support evaluation finding, interpretation, decision, lesson and recommendation?","id":"evaluation-finding-interpretation-decision-lesson-and-recommendation-q02","kind":"provenance"},{"text":"How is evaluation finding, interpretation, decision, lesson and recommendation validated, accessed, changed, contested, corrected and retained?","id":"evaluation-finding-interpretation-decision-lesson-and-recommendation-q03","kind":"validation"}]}]},{"id":"projection-access-provenance-retention-and-safe-operation","name":"Projection, access, provenance, retention and safe operation","description":"Controls exchange, audience views and lifecycle operations.","findings":[{"id":"stix-activitystreams-schema-org-data-cube-and-platform-crosswalk","name":"STIX, ActivityStreams, Schema.org, Data Cube and platform crosswalk","description":"Pinned source and target versions, identity, activity, audience, status and metric mappings, omissions, semantic conflicts and round-trip class.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define stix, activitystreams, schema.org, data cube and platform crosswalk?","id":"stix-activitystreams-schema-org-data-cube-and-platform-crosswalk-q01","kind":"interoperability"},{"text":"Which authority, source, method, evidence, event time and knowledge time support stix, activitystreams, schema.org, data cube and platform crosswalk?","id":"stix-activitystreams-schema-org-data-cube-and-platform-crosswalk-q02","kind":"provenance"},{"text":"How is stix, activitystreams, schema.org, data cube and platform crosswalk validated, accessed, changed, contested, corrected and retained?","id":"stix-activitystreams-schema-org-data-cube-and-platform-crosswalk-q03","kind":"validation"}]},{"id":"role-view-access-disclosure-provenance-retention-agent-authority-and-audit","name":"Role view, access, disclosure, provenance, retention, agent authority and audit","description":"Audience and purpose, authority, included and redacted data, generation and revision provenance, retention, hold, disposition, expected revision, rollback and audit evidence.","questions":[{"text":"What identifiers, types, roles, scope, versions and values define role view, access, disclosure, provenance, retention, agent authority and audit?","id":"role-view-access-disclosure-provenance-retention-agent-authority-and-audit-q01","kind":"access"},{"text":"Which authority, source, method, evidence, event time and knowledge time support role view, access, disclosure, provenance, retention, agent authority and audit?","id":"role-view-access-disclosure-provenance-retention-agent-authority-and-audit-q02","kind":"provenance"},{"text":"How is role view, access, disclosure, provenance, retention, agent authority and audit validated, accessed, changed, contested, corrected and retained?","id":"role-view-access-disclosure-provenance-retention-agent-authority-and-audit-q03","kind":"validation"}]}]}]}]},"agentConduct":{"may":["Validate audience criteria against consent and suppression lists.","Plan waves and channels and draft message variants for approval.","Record delivery and result observations from channel reports.","Pause a wave when an adverse-effect threshold is reached and alert the owner."],"mustNot":["Launch or release campaign material without approval.","Target people without lawful basis or against suppression and opt-out.","Use sensitive traits or vulnerable-group status for targeting without safeguards.","Claim causal impact from reach or engagement figures alone.","Copy personal data from audience masters into the campaign record."],"requiresHuman":["Approving campaign launch, material and audience definitions.","Terminating a campaign or changing its objectives.","Any targeting of children or other vulnerable groups."]},"ethics":{"considerations":["Persuasive messaging can manipulate people; targeting must respect autonomy and consent.","Exclusion or inclusion of groups in audiences can discriminate.","Public-interest campaigns need honest evaluation, not inflated reach figures."],"affectedParties":["People in the targeted audiences","Groups excluded from the campaign","Sponsors and the public"]},"owners":{"steward":"Dimension identity, owner, campaign governance authority and strategy, audience, safety, privacy and records stewards","roles":[{"name":"Campaign sponsor or owner","responsibilities":["Own mandate, strategic outcome, authorization and accountable closure."]},{"name":"Campaign strategist or steward","responsibilities":["Own boundary, logic model, audiences, plan and change lineage."]},{"name":"Audience, safety and ethics steward","responsibilities":["Own targeting safeguards, exclusions, consent or authority and adverse-effect controls."]},{"name":"Content and channel steward","responsibilities":["Own approved messages, assets, placements, rights and delivery constraints."]},{"name":"Delivery partner or operator","responsibilities":["Execute assigned activities and emit source-qualified delivery evidence."]},{"name":"Measurement and evaluation steward","responsibilities":["Own metric definitions, data quality, evaluation and attribution limits."]},{"name":"Privacy and records steward","responsibilities":["Control protected data, disclosure, retention, legal hold, disposition and auditability."]}],"masterSystems":[]},"relations":[{"target":"Project, Program, Initiative, Operation and Activity models","type":"references","note":"Coordinate delivery work while preserving each external lifecycle and accountability boundary."},{"target":"Party, Audience, Segment, Role and Mandate models","type":"references","note":"Resolve owners, partners, audiences, affected groups, eligibility and delegated authority."},{"target":"Content, Message, Offer, Channel, Budget, Contract, Event, Observation, Policy and Audit models","type":"references","note":"Bind approved external masters to campaign purpose without duplicating their lifecycle."},{"target":"OASIS STIX 2.1 Campaign","type":"aligned","note":"Project adversarial campaign identity, objective, observed interval, targets, resources, confidence and markings."},{"target":"ActivityStreams, PROV-O, Data Cube, Schema.org and Google Ads API","type":"aligned","note":"Project activities, provenance, observations, audiences, actions and one platform campaign resource with declared loss."},{"target":"Project / Program / Initiative / Operation","type":"neighbor","note":"A campaign may be governed as a project or participate in a program, but this root owns audience or target-directed strategy, waves, messages and campaign measurement, not generic delivery governance."},{"target":"Audience / Party / Segment","type":"neighbor","note":"The campaign owns versioned target definitions and eligibility rules; external person, organization, group and membership assertions keep their identity, authority and lifecycle."},{"target":"Activity / Message / Content / Channel","type":"neighbor","note":"Campaign-scoped assignments and release bindings are owned here, while executable activities, messages, assets, channels, placements and accounts remain external masters."},{"target":"Observation / Metric / Evaluation / Decision","type":"neighbor","note":"The campaign defines metric use and aggregation and records campaign-specific evaluation; source observations, datasets and external decisions keep independent provenance."},{"target":"Threat Campaign / Advertising Campaign","type":"neighbor","note":"STIX and Google Ads are sector or platform projections. Neither narrows the vendor-neutral root to malicious activity or paid advertising."},{"target":"WM-ACT-005","type":"parent"}],"interaction":{"identity":{"applicability":"required","items":["Authoritative master-system campaign identifier qualified by source and campaign class.","Governed globally resolvable campaign IRI under a controlled namespace.","Dimension UUID when no authoritative or governed global identifier exists."]},"properties":{"applicability":"not-applicable","items":[]},"recognition":{"applicability":"optional","items":["A campaign has a name, a mandate, objectives, audiences, a time window and channels.","It is confused with a project, a single ad, a message, a cyber threat campaign or a programme."]},"capabilities":{"applicability":"required","items":["Register and authorize campaign: Establish campaign identity, boundary, mandate, owner and governing profile.","Define strategy, objectives and logic model: Record intended change, measurable objectives and testable causal assumptions.","Define audiences, eligibility and safeguards: Create versioned segment rules, exclusions, consent or authority and protections.","Plan waves, activities, messages and channels: Coordinate campaign-scoped work and external delivery objects.","Approve and release campaign material: Bind approved message, offer, asset and placement versions to a campaign release.","Launch, pause, resume or terminate: Append an authorized operating-state event across declared scope.","Record delivery and result observations: Attach source-qualified activity and metric observations at defined levels.","Evaluate and attribute results: Apply a declared evaluation and attribution method and record bounded conclusions.","Revise, close and capture learning: Create successor plan releases or close the campaign with lessons and recommendations.","Project, validate, retain and audit: Produce a loss-aware view or execute governed validation and record disposition."]},"hazards":{"applicability":"required","items":["Messages sent to people who opted out.","Harmful or misleading content released at scale.","Misattributed results driving wrong decisions."]},"interfaces":{"applicability":"required","items":["IAB Tech Lab OpenRTB and Content Taxonomy for advertising channels.","UTM campaign parameters for tagging links by campaign, source and medium.","IETF List-Unsubscribe header (RFC 8058) for email opt-out."]},"context":{"applicability":"required","items":["Political communication, advertising, fundraising, health claims, consent, profiling, suppression, record retention and disclosure depend on jurisdiction and sector.","WHO and CDC guidance informs communication and public-health profiles but does not define all campaign types.","STIX defines adversarial campaigns and Google Ads defines one advertising platform; both are explicit profiles rather than universal masters."]}},"sources":[{"title":"STIX Version 2.1","url":"https://docs.oasis-open.org/cti/stix/v2.1/os/stix-v2.1-os.html","note":"OASIS Open"},{"title":"Activity Vocabulary","url":"https://www.w3.org/TR/activitystreams-vocabulary/","note":"World Wide Web Consortium"},{"title":"Activity Streams 2.0","url":"https://www.w3.org/TR/activitystreams-core/","note":"World Wide Web Consortium"},{"title":"PROV-O: The PROV Ontology","url":"https://www.w3.org/TR/prov-o/","note":"World Wide Web Consortium"},{"title":"The RDF Data Cube Vocabulary","url":"https://www.w3.org/TR/vocab-data-cube/","note":"World Wide Web Consortium"},{"title":"ISO 21502:2020 Project, programme and portfolio management - Guidance on project management","url":"https://committee.iso.org/sites/tc258/home/projects/published/iso-21502.html","note":"International Organization for Standardization"},{"title":"Evaluate complex campaigns","url":"https://www.who.int/about/communications/evaluation/campaigns-evaluation","note":"World Health Organization"},{"title":"Applying communication for health: planning guide","url":"https://www.who.int/publications/i/item/9789290621041","note":"World Health Organization"},{"title":"Module 1: Communication Planning","url":"https://www.cdc.gov/healthy-youth/communication-toolkit/communication-planning.html","note":"Centers for Disease Control and Prevention"},{"title":"Audience","url":"https://schema.org/Audience","note":"Schema.org Community Group"},{"title":"Action","url":"https://schema.org/Action","note":"Schema.org Community Group"},{"title":"Google Ads API Campaign resource","url":"https://developers.google.com/google-ads/api/reference/rpc/v23/Campaign","note":"Google"},{"title":"Date and Time on the Internet: Timestamps","url":"https://www.rfc-editor.org/rfc/rfc3339","note":"Internet Engineering Task Force"}],"openQuestions":["Cross-sector adversarial review of the Campaign root by political communication, public-health, marketing, fundraising, advocacy, security and legal reviewers, since the current source base leans on two public-health bodies, one project-management standard, four W3C vocabularies and one advertising platform.","Identify and live-verify standards support for the four weakly grounded areas: money, cost and commitment representation (currency-code standard as a candidate), risk and control management, records retention and disposition, and consent or processing-purpose vocabulary. Each candidate must be resolved and version-pinned before it is cited.","Author the missing neighbor boundary notes for Experiment or Trial, Consent or Permission, and Budget, Contract or Order, and decide explicitly whether experiment design, randomization unit, assignment rule and variant belong to a separate Experiment aggregate rather than inside the campaign wave finding.","Resolve the canonicalization tension by stating whether the current lineage head is part of canonical identity or only a resolution pointer, and define what supersession, duplicate merge and campaign-successor do to the root identifier and to already-released artifacts.","Define a retention class for suppression, opt-out and withdrawal evidence that survives campaign closure and working-copy deletion, and reconcile it with data minimization, legal hold and the deny-by-default person-level access rule.","Re-scope access control over the subject graph (campaign, release, wave, audience, segment, assertion, observation) and specify how participant-self disclosure answers a membership question without minting a new membership assertion.","De-duplicate the three findings that each carry incident semantics (risk and compliance, lifecycle transition, plan release and recovery), decide which definition-only findings should be inline_only rather than producing a serial artifact, and split the overloaded project-validate-retain-and-audit function into projection, validation, retention and audit operations.","Decide whether a distinct honor-withdrawal, suppression-enforcement and adverse-effect-response function is required, since the current function set defines audiences and safeguards at plan time but has no runtime operation that enforces a withdrawal or halts delivery on a safety signal short of a full pause or terminate.","Attempt bounded supplemental Claude and Grok passes when either becomes available, admitting a result only if it is locally schema-valid and its sources and boundaries survive the same adjudication, so that the absence-of-external-review hold can eventually be lifted rather than permanently waived.","No successful independent Claude or Grok result was available; later cross-sector, political, public-health, marketing, fundraising, advocacy, security and legal review is required before canonical promotion.","No approved relation rows were supplied; the registry parent link to Project and proposed party, activity, content, channel, budget, event, observation, policy and audit links remain holds.","Sector profiles need their own legal controls, vocabularies, delivery semantics, safety constraints, measurement conventions and interoperability tests.","Google Ads v23 is only one commercial platform mapping and must never define vendor-neutral campaign semantics."],"resources":{"spec":"/models/wm-act-028-campaign/spec.yaml","agents":"/models/wm-act-028-campaign/AGENTS.md","source":"https://github.com/ver-cy/world-models/tree/feat/mega-model-registry/research/runs/wm-act-028"},"provenance":{"origin":"world-models research","builtFrom":["models/wm-act-028-campaign/spec.yaml","ver-cy/world-models/card-supplements/wm-act-028-campaign.json"],"providers":["Codex"],"researchStatus":"reviewable-draft","generatedAt":"2026-09-06T05:24:22Z","builder":"tools/build_cards.py@1.0.0"},"completeness":{"sections":{"classifiers":"filled","whatItIs":"filled","purpose":"filled","distinguishingFeatures":"filled","structure":"filled","agentConduct":"filled","ethics":"filled","owners":"filled","relations":"filled","interaction.identity":"filled","interaction.properties":"not-applicable","interaction.recognition":"filled","interaction.capabilities":"filled","interaction.hazards":"filled","interaction.interfaces":"filled","interaction.context":"filled","sources":"filled"},"notes":{"interaction.properties":"Institutional or informational subject: no invented physical properties.","_supplement":"Sections authored in card supplement 1.0.0 by Claude (Opus 5.5) (2026-10-05, unreviewed). Written from the published specification and established practice in the field; no new sources were read. Unreviewed."},"score":1.0}}