---
file: README.md
owner_role: <marketing-operations-lead>
approver_role: <head-of-marketing>
status: draft
version: 1
effective_from: <YYYY-MM-DD>
last_reviewed: <YYYY-MM-DD>
review_by: <YYYY-MM-DD>
review_cadence: on change
change_triggers: [file added or retired, owner change, file meaning change]
open_items: 0
tie_breaker_role: <role that settles conflicts between owners>
---

# Martech context

Copy to `martech-context/README.md`. Keep this file under 80 lines.

Read this file first. Then read only the files the task needs. Every file has an owner, a status and a review date in its header. A file with `status: draft`, a fact marked `(inferred, confirm)`, or a `review_by` date in the past is not an approved source: say so in the answer. For actions (sends, syncs, bid or budget changes), such a rule blocks the action until its owner confirms it.

## Open items

- <question> | owner: <role> | due: <YYYY-MM-DD>

## Files

- `stack.md`: tools, environments, owners, account ownership, public IDs, data flows, agent access routes. Read for any task that touches a tool. Owner: <role>. Status: <draft>. Review by: <date>.
- `naming-rules.md`: event, property, UTM, campaign, tag manager and CRM property naming rules and approved values. Read before creating or judging any name or tracked value. Owner: <role>. Status: <draft>. Review by: <date>.
- `metrics.md`: metric contracts with versioned IDs, owners and worked examples; ad platform conversion actions; targets. Read before computing, explaining or comparing any metric. Owner: <role>. Status: <draft>. Review by: <date>.
- `data-dictionary.md`: entities, IDs and mappings, timestamps, shared properties and who writes them, join hazards, misleading fields. Read before writing SQL or joining sources. Owner: <role>. Status: <draft>. Review by: <date>.
- `tracking-plan/`: journeys and event contracts; `tracking-plan/README.md` says where the authoritative plan lives. Read before instrumenting, validating or debugging events. Owner: <role>. Status: <draft>. Review by: <date>.
- `decisions.md`: approval policy, dated decisions, release log and data incidents. Read when a trend breaks, before changing a setting or making a write, and before re-deciding something. Owner: <role>. Status: <draft>.

## Optional files present

- <`utm-registry.csv`, `platform-campaign-map.csv`: written by utm-convention-and-registry>
- <`naming-rules.yaml`, `naming-vocab.csv`, `campaign-registry.csv`: written by campaign-naming-convention>
- <`change-log/`: one log per applied batch, written by agent-write-safety>
- <measurement map: written by mobile-attribution-fundamentals>
- <incident records: location chosen by the user, for example `incidents/`>
- <`inventory/`: dated inventory worksheets, the provenance for `stack.md`>
- <`customer-fit.md`, `playbooks.md`, `brand-and-claims.md`>
- <`context-tests.yaml`: known-answer tests for this folder>

## Context kept elsewhere

Definitions that stay in another place on purpose, each with its owner. Nothing here is copied into this folder.

- <dbt docs block or semantic model path> | governs: <what> | owner: <role>

## Precedence

1. A signed contract or legal requirement for a specific case.
2. An approved, in-date file in this folder.
3. The live configuration of a tool, as evidence of what is happening now. When it disagrees with this folder, record the difference and ask the owner; do not pick one.
4. Draft files, inferred facts, old notes, chat history: supporting evidence only.

## Never in this folder

Credentials of any kind, customer records or personal data, real user-level examples, restricted business rules (link to them instead). Record where a secret is stored, never its value.

## Changing a file

Propose the change as a diff with the reason and evidence. The file owner approves. Every approved change gets a `decisions.md` entry naming the approver and the new file version. Changes in meaning bump `version`. Superseded definitions move to the file's `## Archive` section.

## Copies of this context elsewhere

Vendor AI context stores, chat project uploads and other copies are listed in `stack.md` under "Context copies", with the source file and version each one holds. Update them after any change here.