The mix · The interactions · Element
The lifts
Where one channel improves another’s performance.
The part
What it is
Usually upstream to downstream: awareness improving search conversion, content improving sales conversation quality.
Worth naming because it justifies spending on a channel whose own numbers do not.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.