Published

Marketing Campaign

vr.wm-eco-027 · wm-eco-027-marketing-campaign

Represent one governed marketing campaign so agents can coordinate objectives, audiences, propositions, channels, content, schedule, budget, measurement, execution, experiments, optimization and learning without confusing campaign state with communication delivery, audience consent, sales conversion, financial commitment or causal effect.

World Models Society, people and institutions SOC.ECO.MKTG

Bundle → Layer → Finding → Questions Classifiers What it is Why it exists Distinguishing features What robots and AI may and may not do Moral aspects Owners Links to other meta-models Identity and identifiers Direct properties Recognition Capabilities and actions Hazards and failure modes Standards and interfaces Context of use Sources

Bundle → Layer → Finding → Questions Filled

6 bundles · 12 layers · 24 findings · 72 questions

Campaign identity, purpose, authority and hypothesis Groups marketing-campaign context for campaign identity, purpose, authority and hypothesis.

Identity, classification, sponsor and generic campaign lineage

Groups source-qualified marketing-campaign context for identity, classification, sponsor and generic campaign lineage.

Campaign ID, version, profile, status, master system and generic campaign reference

Records campaign id, version, profile, status, master system and generic campaign reference as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish campaign id, version, profile, status, master system and generic campaign reference? identity
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on campaign id, version, profile, status, master system and generic campaign reference, for which purpose and under what delegated authority? ownership
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify campaign id, version, profile, status, master system and generic campaign reference? validation

Campaign type, purpose, sponsor, owner, brand, initiative and authority

Records campaign type, purpose, sponsor, owner, brand, initiative and authority as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish campaign type, purpose, sponsor, owner, brand, initiative and authority? classification
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on campaign type, purpose, sponsor, owner, brand, initiative and authority, for which purpose and under what delegated authority? authority
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify campaign type, purpose, sponsor, owner, brand, initiative and authority? security

Situation, objectives, outcomes and hypotheses

Groups source-qualified marketing-campaign context for situation, objectives, outcomes and hypotheses.

Market situation, problem, opportunity, insight, baseline and evidence

Records market situation, problem, opportunity, insight, baseline and evidence as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish market situation, problem, opportunity, insight, baseline and evidence? evidence
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on market situation, problem, opportunity, insight, baseline and evidence, for which purpose and under what delegated authority? requirement
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify market situation, problem, opportunity, insight, baseline and evidence? privacy

Objective, intended outcome, hypothesis, target, success criterion and priority

Records objective, intended outcome, hypothesis, target, success criterion and priority as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish objective, intended outcome, hypothesis, target, success criterion and priority? decision
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on objective, intended outcome, hypothesis, target, success criterion and priority, for which purpose and under what delegated authority? constraint
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify objective, intended outcome, hypothesis, target, success criterion and priority? retention

Audience, proposition, eligibility and privacy Groups marketing-campaign context for audience, proposition, eligibility and privacy.

Audience definition, segmentation, eligibility and exclusions

Groups source-qualified marketing-campaign context for audience definition, segmentation, eligibility and exclusions.

Population, segment, taxonomy version, criterion, source, recency and confidence

Records population, segment, taxonomy version, criterion, source, recency and confidence as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish population, segment, taxonomy version, criterion, source, recency and confidence? classification
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on population, segment, taxonomy version, criterion, source, recency and confidence, for which purpose and under what delegated authority? process
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify population, segment, taxonomy version, criterion, source, recency and confidence? access

Eligibility, exclusion, geography, language, accessibility, reachability and suppression

Records eligibility, exclusion, geography, language, accessibility, reachability and suppression as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish eligibility, exclusion, geography, language, accessibility, reachability and suppression? constraint
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on eligibility, exclusion, geography, language, accessibility, reachability and suppression, for which purpose and under what delegated authority? event
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify eligibility, exclusion, geography, language, accessibility, reachability and suppression? exception

Proposition, offer, product and permission bindings

Groups source-qualified marketing-campaign context for proposition, offer, product and permission bindings.

Value proposition, product, service, offer, promotion, benefit, claim and evidence

Records value proposition, product, service, offer, promotion, benefit, claim and evidence as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish value proposition, product, service, offer, promotion, benefit, claim and evidence? relationship
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on value proposition, product, service, offer, promotion, benefit, claim and evidence, for which purpose and under what delegated authority? measurement
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify value proposition, product, service, offer, promotion, benefit, claim and evidence? interoperability

Purpose, lawful basis, consent, preference, objection, channel permission and proof

Records purpose, lawful basis, consent, preference, objection, channel permission and proof as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish purpose, lawful basis, consent, preference, objection, channel permission and proof? privacy
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on purpose, lawful basis, consent, preference, objection, channel permission and proof, for which purpose and under what delegated authority? evidence
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify purpose, lawful basis, consent, preference, objection, channel permission and proof? decision

Channel, content, journey, placement and schedule Groups marketing-campaign context for channel, content, journey, placement and schedule.

Channel, journey, touchpoint, content and creative plan

Groups source-qualified marketing-campaign context for channel, journey, touchpoint, content and creative plan.

Channel, endpoint, touchpoint, journey step, activity, trigger and dependency

Records channel, endpoint, touchpoint, journey step, activity, trigger and dependency as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish channel, endpoint, touchpoint, journey step, activity, trigger and dependency? process
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on channel, endpoint, touchpoint, journey step, activity, trigger and dependency, for which purpose and under what delegated authority? quality
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify channel, endpoint, touchpoint, journey step, activity, trigger and dependency? identity

Content, creative, message, format, call to action, localization, accessibility and approval

Records content, creative, message, format, call to action, localization, accessibility and approval as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish content, creative, message, format, call to action, localization, accessibility and approval? composition
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on content, creative, message, format, call to action, localization, accessibility and approval, for which purpose and under what delegated authority? validation
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify content, creative, message, format, call to action, localization, accessibility and approval? classification

Wave, flight, placement, inventory, frequency and time plan

Groups source-qualified marketing-campaign context for wave, flight, placement, inventory, frequency and time plan.

Wave, flight, placement, media, inventory, partner, contract and delivery binding

Records wave, flight, placement, media, inventory, partner, contract and delivery binding as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish wave, flight, placement, media, inventory, partner, contract and delivery binding? relationship
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on wave, flight, placement, media, inventory, partner, contract and delivery binding, for which purpose and under what delegated authority? security
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify wave, flight, placement, media, inventory, partner, contract and delivery binding? composition

Schedule, cadence, sequence, frequency cap, time zone, blackout and trigger

Records schedule, cadence, sequence, frequency cap, time zone, blackout and trigger as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish schedule, cadence, sequence, frequency cap, time zone, blackout and trigger? temporal
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on schedule, cadence, sequence, frequency cap, time zone, blackout and trigger, for which purpose and under what delegated authority? privacy
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify schedule, cadence, sequence, frequency cap, time zone, blackout and trigger? relationship

Economics, resources, measurement and attribution design Groups marketing-campaign context for economics, resources, measurement and attribution design.

Budget, cost, resource, team, agency and procurement bindings

Groups source-qualified marketing-campaign context for budget, cost, resource, team, agency and procurement bindings.

Planned, approved, committed, incurred and actual budget, cost, currency and allocation

Records planned, approved, committed, incurred and actual budget, cost, currency and allocation as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish planned, approved, committed, incurred and actual budget, cost, currency and allocation? measurement
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on planned, approved, committed, incurred and actual budget, cost, currency and allocation, for which purpose and under what delegated authority? retention
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify planned, approved, committed, incurred and actual budget, cost, currency and allocation? state

Team, agency, partner, resource, asset, contract, purchase and responsibility reference

Records team, agency, partner, resource, asset, contract, purchase and responsibility reference as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish team, agency, partner, resource, asset, contract, purchase and responsibility reference? ownership
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on team, agency, partner, resource, asset, contract, purchase and responsibility reference, for which purpose and under what delegated authority? access
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify team, agency, partner, resource, asset, contract, purchase and responsibility reference? lifecycle

Metric, baseline, target, data source and attribution design

Groups source-qualified marketing-campaign context for metric, baseline, target, data source and attribution design.

Metric definition, numerator, denominator, unit, baseline, target, window and owner

Records metric definition, numerator, denominator, unit, baseline, target, window and owner as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish metric definition, numerator, denominator, unit, baseline, target, window and owner? validation
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on metric definition, numerator, denominator, unit, baseline, target, window and owner, for which purpose and under what delegated authority? exception
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify metric definition, numerator, denominator, unit, baseline, target, window and owner? temporal

Data source, identity resolution, deduplication, attribution window, model version and loss

Records data source, identity resolution, deduplication, attribution window, model version and loss as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish data source, identity resolution, deduplication, attribution window, model version and loss? interoperability
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on data source, identity resolution, deduplication, attribution window, model version and loss, for which purpose and under what delegated authority? interoperability
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify data source, identity resolution, deduplication, attribution window, model version and loss? spatial

Execution, experiment, optimization, outcome and learning Groups marketing-campaign context for execution, experiment, optimization, outcome and learning.

Delivery, impression, reach, engagement, response and conversion evidence

Groups source-qualified marketing-campaign context for delivery, impression, reach, engagement, response and conversion evidence.

Execution, delivery, impression, viewability, invalid traffic, reach, frequency and source

Records execution, delivery, impression, viewability, invalid traffic, reach, frequency and source as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish execution, delivery, impression, viewability, invalid traffic, reach, frequency and source? event
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on execution, delivery, impression, viewability, invalid traffic, reach, frequency and source, for which purpose and under what delegated authority? decision
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify execution, delivery, impression, viewability, invalid traffic, reach, frequency and source? provenance

Engagement, response, conversion, lead, opportunity, customer, revenue and outcome reference

Records engagement, response, conversion, lead, opportunity, customer, revenue and outcome reference as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish engagement, response, conversion, lead, opportunity, customer, revenue and outcome reference? relationship
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on engagement, response, conversion, lead, opportunity, customer, revenue and outcome reference, for which purpose and under what delegated authority? identity
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify engagement, response, conversion, lead, opportunity, customer, revenue and outcome reference? ownership

Experiment, decision, lifecycle, exception and retrospective

Groups source-qualified marketing-campaign context for experiment, decision, lifecycle, exception and retrospective.

Experiment, treatment, control, randomization, contamination, effect, uncertainty and causal limit

Records experiment, treatment, control, randomization, contamination, effect, uncertainty and causal limit as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish experiment, treatment, control, randomization, contamination, effect, uncertainty and causal limit? quality
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on experiment, treatment, control, randomization, contamination, effect, uncertainty and causal limit, for which purpose and under what delegated authority? classification
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify experiment, treatment, control, randomization, contamination, effect, uncertainty and causal limit? authority

Approve, launch, pause, optimize, change, exception, incident, close and retrospective

Records approve, launch, pause, optimize, change, exception, incident, close and retrospective as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish approve, launch, pause, optimize, change, exception, incident, close and retrospective? lifecycle
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on approve, launch, pause, optimize, change, exception, incident, close and retrospective, for which purpose and under what delegated authority? composition
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify approve, launch, pause, optimize, change, exception, incident, close and retrospective? requirement

Governance, provenance, time, access and interoperability Groups marketing-campaign context for governance, provenance, time, access and interoperability.

Source, provenance, quality, access, retention and correction

Groups source-qualified marketing-campaign context for source, provenance, quality, access, retention and correction.

Owner, steward, source, actor, activity, derivation, revision, conflict and audit

Records owner, steward, source, actor, activity, derivation, revision, conflict and audit as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish owner, steward, source, actor, activity, derivation, revision, conflict and audit? provenance
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on owner, steward, source, actor, activity, derivation, revision, conflict and audit, for which purpose and under what delegated authority? relationship
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify owner, steward, source, actor, activity, derivation, revision, conflict and audit? constraint

Quality, invalid traffic, bias, uncertainty, correction, access, retention and tombstone

Records quality, invalid traffic, bias, uncertainty, correction, access, retention and tombstone as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish quality, invalid traffic, bias, uncertainty, correction, access, retention and tombstone? access
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on quality, invalid traffic, bias, uncertainty, correction, access, retention and tombstone, for which purpose and under what delegated authority? state
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify quality, invalid traffic, bias, uncertainty, correction, access, retention and tombstone? process

Campaign clocks, validation and loss-aware projections

Groups source-qualified marketing-campaign context for campaign clocks, validation and loss-aware projections.

Planned, approved, committed, launched, active, paused, ended, observed, ingested and known time

Records planned, approved, committed, launched, active, paused, ended, observed, ingested and known time as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish planned, approved, committed, launched, active, paused, ended, observed, ingested and known time? temporal
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on planned, approved, committed, launched, active, paused, ended, observed, ingested and known time, for which purpose and under what delegated authority? lifecycle
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify planned, approved, committed, launched, active, paused, ended, observed, ingested and known time? event

Identity, audience, content, metric, TMF, IAB, Schema.org, privacy, RFC, PROV, DQV, ODRL and API validation

Records identity, audience, content, metric, tmf, iab, schema.org, privacy, rfc, prov, dqv, odrl and api validation as source-qualified marketing-campaign context while generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, sales and records masters remain independently identifiable.

Which stable campaign, revision, objective, audience, wave, activity and external-master identities plus explicit profile and unknown state establish identity, audience, content, metric, tmf, iab, schema.org, privacy, rfc, prov, dqv, odrl and api validation? validation
Who proposed, approved, owns, supplies, observes, evaluates, may change or may rely on identity, audience, content, metric, tmf, iab, schema.org, privacy, rfc, prov, dqv, odrl and api validation, for which purpose and under what delegated authority? temporal
Which definition, numerator, denominator, source, method, evidence, event time, observation time, as-of time, uncertainty and correction history qualify identity, audience, content, metric, tmf, iab, schema.org, privacy, rfc, prov, dqv, odrl and api validation? measurement

Classifiers Filled

Family: World Models
Category: Society, people and institutions
Entry kind: aggregate
Navigation path: NAV.SOC.ECO.MKTG
Domain: SOC.ECO.MKTG
Industry: Cross-industry
Tags: marketingcampaignsoc.eco.mktg

What it is Filled

Owns marketing-campaign identity, revisions, profiles and state; generic campaign, sponsor, owner, brand, market and initiative bindings; situation, insight, baseline, objective, intended outcome, hypothesis, target and success-criterion assertions; audience-definition, segment, taxonomy, source, recency, eligibility, exclusion, geography, language, accessibility and suppression bindings; value-proposition, product, service, offer, promotion, benefit and claim references; channel, endpoint, journey, touchpoint, activity, content, creative, message, localization and approval bindings; wave, flight, placement, inventory, partner, contract, schedule, cadence, sequence and frequency plan; planned and approved budget and resource allocations; metric definitions, numerators, denominators, units, baselines, targets, data sources, identity resolution, deduplication, attribution windows and models; execution, delivery, impression, viewability, invalid-traffic, reach, frequency, engagement, response, conversion and business-outcome references; experiment, treatment, control, assignment, contamination, effect, uncertainty and causal-limit assertions; approval, launch, pause, optimization, change, exception, incident, closure and retrospective evidence; distinct clocks, provenance, privacy, quality, retention, validation and loss-aware projections. External generic campaign, party, audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, contract, finance, observation, experiment, sales and records masters remain authoritative.

In scope

Campaign identity, revisions, purpose, sponsor, situation, objectives, hypotheses, audiences, exclusions, propositions, channels, content, waves, placement, schedule, frequency, budget and resource allocations
Metric and attribution design, execution and performance evidence, experiments, optimization, lifecycle, outcomes, clocks, provenance, privacy, access, retention, validation and projections

Out of scope

Owning generic Campaign, Project, Organization, Brand, Market, Product, Service, Offer, Promotion, Advertisement, Creative Work, Content, Audience Member, Segment, Party, Contact Point, Consent, Preference, Activity, Event, Communication, Channel Endpoint, Placement, Inventory, Contract, Order, Invoice, Payment, Budget Ledger, Dataset, Metric Definition, Observation, Experiment, Sales Lead, Opportunity, Customer, Account or Records masters
Treating campaign state as proof of delivery, impression, viewability, reach, engagement, response, conversion, revenue, consent or causality, or treating one funnel, attribution method, KPI, taxonomy or channel as universal
Autonomous targeting of protected groups, unlawful contact, consent creation, sensitive-attribute inference, dark patterns, discrimination, claim approval, content publication, media purchase, budget commitment, personal-data disclosure or record destruction

Why it exists Filled

Distinguishing features Filled

A marketing coordination with objectives, audiences, channels and measurement.
Differs from a generic campaign, which may be political, charitable or civic.
Differs from an advertisement or promotion, which is a single creative or offer.
Keeps objective, measurement, attribution and causal effect apart.

What robots and AI may and may not do Filled

Must not

Target protected groups or infer sensitive attributes.
Contact people without consent.
Use dark patterns.
Discriminate in offers.
Claim causal effect from attribution alone.

Only with a human decision

Launching campaigns.
Approving audience definitions using personal data.
Approving budget changes.

May

Plan waves, channels and budgets as drafts.
Report performance against declared metrics.
Analyse experiments under declared methods.
Check audiences against consent and suppression lists.

Moral aspects Filled

Targeting can exploit vulnerable people such as children or people with addictions.
Tracking and profiling intrude on privacy.
Misleading claims harm consumers.

Who is affected

Audiences and consumers
Children and vulnerable groups
Advertisers and publishers

Owners Filled

Steward

Dimension owner, namespace authority, accountable campaign sponsor and delegated marketing, privacy, commercial, finance, legal and records authorities

Roles

Campaign sponsor: Own intended value, budget envelope, acceptable risk and accountable authorization.
Campaign owner: Own scope, objectives, profile, lifecycle, dependencies and closure.
Audience and privacy steward: Own audience sources, criteria, minimisation, permissions, exclusions, suppression, bias and rights handling.
Content and channel steward: Own proposition, claims, creative, localization, accessibility, channel and frequency bindings.
Finance and commercial authority: Own budget, cost, contract, procurement and commitment boundaries.
Measurement and experiment steward: Own metric definitions, data sources, attribution, experiment methods, uncertainty, quality and causal limits.
Interoperability and records steward: Own mappings, projection loss, audit, legal hold and record disposition policy.

Links to other meta-models Filled

references

WM-ACT-028 - Resolve the provisional generic campaign parent signal without granting containment or cascade mutation authority.
WM-ECO-028 and Product, Service, Offer, Promotion, Advertisement, Creative Work and Content models - Bind promoted subjects, propositions and exact content revisions without absorbing their masters.
Organization, Brand, Market, Party, Audience, Segment, Contact Point, Consent, Preference, Activity, Event, Communication, Placement, Inventory, Contract, Finance, Dataset, Metric, Observation, Experiment, Sales Lead, Opportunity, Customer, Account and Records models - Resolve external identities, permissions, execution, evidence and outcomes without duplicating their lifecycles.

aligned

TMF Open APIs; IAB Audience, Content and Ad Product taxonomies; Data Transparency; OM SDK and ECAPI; GDPR; ePrivacy; ICO and FTC guidance; Schema.org; RFC 3339; PROV-O; DQV; ODRL; OpenAPI 3.1.1 - Project version-pinned marketing, audience, content, measurement, privacy, temporal, provenance, quality, policy and API views with declared loss.

neighbor

WM-ACT-028 Campaign - The unified registry supplies a provisional parent signal only. The generic campaign coordinates activities toward an outcome; this aggregate adds marketing-specific audience, proposition, channel, content, budget and measurement context without a settled containment edge.
WM-ECO-028 Advertisement / Promotion, Offer, Product, Service and Creative Work - The campaign binds propositions and exact external content or promotion revisions. It neither defines the promoted subject nor owns advertisement, creative, offer or promotion lifecycles.
Audience, Party, Contact, Consent, Preference and Communication - The campaign owns intended-audience definitions and purpose-scoped bindings, not person identity, membership truth, contact permission, suppression authority or message dispatch.
Activity, placement, event, observation, experiment and sales outcome - Execution and performance are source-qualified external evidence. Campaign state does not prove delivery or outcome, attribution does not prove causality, and leads or opportunities keep their own identity.
TM Forum, IAB Tech Lab, Schema.org, privacy law, RFC, PROV, DQV, ODRL and OpenAPI - Each representation covers only a facet or profile; every mapping is version-pinned, jurisdiction-qualified and loss-declaring.

parent

WM-ACT-028

What else AI and robots need to interact with it Filled

Sources Filled

Open API Directory - TM Forum
Promotion API TMF671 - TM Forum
Communication API TMF681 - TM Forum
Event Management API TMF688 - TM Forum
Sales Management API TMF699 - TM Forum
Audience Taxonomy - IAB Technology Laboratory
Content Taxonomy - IAB Technology Laboratory
Ad Product Taxonomy - IAB Technology Laboratory
Data Transparency Standard - IAB Technology Laboratory
Measurement Standards and Software - IAB Technology Laboratory
Open Measurement SDK - IAB Technology Laboratory
General Data Protection Regulation - European Union
Directive on privacy and electronic communications - European Union
Direct marketing guidance - United Kingdom Information Commissioner's Office
CAN-SPAM Act Compliance Guide for Business - United States Federal Trade Commission
Audience - Schema.org Community Group
Event - Schema.org Community Group
Date and Time on the Internet: Timestamps - Internet Engineering Task Force
PROV-O: The PROV Ontology - World Wide Web Consortium
Data Quality Vocabulary - World Wide Web Consortium
ODRL Information Model 2.2 - World Wide Web Consortium
OpenAPI Specification 3.1.1 - OpenAPI Initiative

Open questions

Canonically adjudicate the WM-ACT-028 parent signal and register relations to audience, consent, offer, promotion, advertisement, creative, activity, communication, placement, finance, observation, experiment and sales models.
Create consumer, business, public-sector, fundraising, political, advocacy, recruitment, event, retail, lifecycle, loyalty, partner and regulated-sector campaign profiles.
Benchmark and conformance-test audience, identity-resolution, frequency, KPI, attribution, incrementality, invalid-traffic and optimization methods.
Validate jurisdiction, channel, consent, suppression, profiling, competition, claims, children, political advertising, accessibility, privacy and records policies.
Pin exact TM Forum and IAB release artefacts and validate mappings against concrete implementations.
Obtain independent external research, marketing operations, measurement, privacy, legal, finance and data-governance review before promotion beyond reviewable-draft assurance.
Claude and Grok each timed out on one bounded attempt; no independent external result was admitted.
WM-ACT-028 is only a provisional parent signal and the frozen relation ledger contains no settled WM-ECO-027 edge.
Consumer, business, public-sector, fundraising, political, advocacy, recruitment, partner, event, retail, lifecycle, loyalty and regulated-sector campaigns need separate profiles.
Audience construction, identity resolution, frequency, KPI, attribution, incrementality, media-quality, fiscal, accessibility and brand-safety methods require organization and channel validation.
TM Forum pages had direct-access limitations, TMF699 labelling is inconsistent, and every TMF, IAB, Schema.org, privacy, RFC, PROV, DQV, ODRL and OpenAPI mapping needs release-pinned conformance tests.

Machine files

Card as JSON Specification AGENTS.md Source Card backlog vercy.card/1

Provenance

world-models research · reviewable-draft

Built from: models/wm-eco-027-marketing-campaign/spec.yaml, ver-cy/world-models/card-supplements/wm-eco-027-marketing-campaign.json