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schema: MarketIR v1 (JSON Schema 2020-12)
Defines core types: Tool, Audience, Claim, Evidence, Message, Campaign, Index. Key design decisions: - Namespaced ID patterns (tool.*, aud.*, claim.*, ev.*, msg.*, camp.*) - Proven claims conditionally require evidenceRefs (if/then) - Messages must trace to claims via claimRefs - Evidence requires sha256 + bytes + provenance - Constraints object for channel-specific soft limits - AntiClaims required on tools (prevents misuse, builds trust) Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
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‎marketing/schema/marketing.schema.json‎

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{
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"$schema": "https://json-schema.org/draft/2020-12/schema",
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"$id": "https://mcp-tool-shop-org.github.io/mcpt-marketing/schema/marketing.schema.json",
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"title": "MarketIR Schema",
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"description": "Deterministic marketing intermediate representation for MCP Tool Shop tools.",
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"$defs": {
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"schemaVersion": {
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"type": "string",
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"pattern": "^\\d+\\.\\d+\\.\\d+$",
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"description": "Semver version of the schema this document conforms to."
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},
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"toolId": {
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"type": "string",
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"pattern": "^tool\\.[a-z0-9-]+$"
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},
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"audienceId": {
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"type": "string",
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"pattern": "^aud\\.[a-z0-9-]+$"
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},
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"claimId": {
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"type": "string",
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"pattern": "^claim\\.[a-z0-9-]+\\.[a-z0-9-]+$"
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},
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"evidenceId": {
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"type": "string",
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"pattern": "^ev\\.[a-z0-9-]+\\.[a-z0-9-]+\\.v\\d+$"
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},
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"messageId": {
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"type": "string",
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"pattern": "^msg\\.[a-z0-9-]+\\.[a-z0-9-]+$"
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},
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"campaignId": {
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"type": "string",
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"pattern": "^camp\\.[a-z0-9-]+\\.[a-z0-9-]+$"
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},
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"claimStatus": {
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"type": "string",
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"enum": ["proven", "aspirational", "deprecated"]
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},
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"evidenceType": {
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"type": "string",
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"enum": ["image", "text", "report", "video", "link"]
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},
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"messageTone": {
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"type": "string",
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"enum": ["technical", "pragmatic", "playful", "executive"]
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},
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"messageChannel": {
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"type": "string",
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"enum": ["web", "readme", "hn", "x", "linkedin", "newsletter", "presskit"]
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},
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"constraints": {
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"type": "object",
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"description": "Soft advisory constraints for a channel or context.",
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"properties": {
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"maxChars": {
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"type": "integer",
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"minimum": 1
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},
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"maxSentences": {
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"type": "integer",
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"minimum": 1
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},
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"notes": {
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"type": "string"
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}
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},
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"additionalProperties": false
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},
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"claim": {
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"type": "object",
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"required": ["id", "status", "statement"],
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"properties": {
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"id": { "$ref": "#/$defs/claimId" },
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"status": { "$ref": "#/$defs/claimStatus" },
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"statement": {
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"type": "string",
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"description": "A falsifiable claim about the tool."
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},
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"evidenceRefs": {
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"type": "array",
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"items": { "$ref": "#/$defs/evidenceId" },
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"description": "Required when status is proven."
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},
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"notes": {
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"type": "string"
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}
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},
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"additionalProperties": false,
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"if": {
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"properties": { "status": { "const": "proven" } }
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},
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"then": {
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"required": ["evidenceRefs"],
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"properties": {
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"evidenceRefs": { "minItems": 1 }
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}
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}
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},
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"antiClaim": {
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"type": "object",
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"required": ["statement"],
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"properties": {
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"statement": {
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"type": "string",
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"description": "What the tool does NOT do. Prevents misuse and builds trust."
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},
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"notes": {
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"type": "string"
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}
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},
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"additionalProperties": false
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},
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"message": {
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"type": "object",
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"required": ["id", "channel", "tone", "text", "claimRefs"],
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"properties": {
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"id": { "$ref": "#/$defs/messageId" },
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"channel": { "$ref": "#/$defs/messageChannel" },
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"tone": { "$ref": "#/$defs/messageTone" },
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"text": {
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"type": "string",
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"description": "The message content."
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},
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"claimRefs": {
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"type": "array",
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"items": { "$ref": "#/$defs/claimId" },
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"minItems": 1,
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"description": "Every message must trace to at least one claim."
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},
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"constraints": { "$ref": "#/$defs/constraints" },
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"notes": {
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"type": "string"
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}
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},
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"additionalProperties": false
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},
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"tool": {
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"type": "object",
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"required": ["schemaVersion", "id", "name", "positioning", "audienceRefs", "claims", "antiClaims", "messages"],
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"properties": {
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"schemaVersion": { "$ref": "#/$defs/schemaVersion" },
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"id": { "$ref": "#/$defs/toolId" },
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"name": {
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"type": "string"
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},
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"positioning": {
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"type": "object",
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"required": ["oneLiner", "valueProps"],
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"properties": {
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"oneLiner": {
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"type": "string",
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"description": "One sentence that explains the tool."
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},
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"valueProps": {
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"type": "array",
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"items": { "type": "string" },
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"minItems": 1,
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"description": "Key value propositions."
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}
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},
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"additionalProperties": false
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},
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"audienceRefs": {
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"type": "array",
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"items": { "$ref": "#/$defs/audienceId" },
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"minItems": 1
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},
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"claims": {
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"type": "array",
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"items": { "$ref": "#/$defs/claim" },
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"minItems": 1
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},
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"antiClaims": {
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"type": "array",
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"items": { "$ref": "#/$defs/antiClaim" },
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"minItems": 1
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},
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"messages": {
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"type": "array",
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"items": { "$ref": "#/$defs/message" },
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"minItems": 1
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}
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},
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"additionalProperties": false
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},
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"audience": {
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"type": "object",
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"required": ["schemaVersion", "id", "name", "description", "painPoints"],
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"properties": {
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"schemaVersion": { "$ref": "#/$defs/schemaVersion" },
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"id": { "$ref": "#/$defs/audienceId" },
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"name": {
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"type": "string"
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},
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"description": {
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"type": "string"
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},
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"painPoints": {
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"type": "array",
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"items": { "type": "string" },
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"minItems": 1
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}
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},
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"additionalProperties": false
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},
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"evidence": {
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"type": "object",
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"required": ["id", "type", "format", "sha256", "bytes", "provenance"],
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"properties": {
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"id": { "$ref": "#/$defs/evidenceId" },
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"type": { "$ref": "#/$defs/evidenceType" },
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"format": {
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"type": "string",
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"description": "MIME type or file extension."
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},
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"path": {
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"type": "string",
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"description": "Relative path within the repo."
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},
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"url": {
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"type": "string",
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"format": "uri",
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"description": "External URL if evidence is not local."
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},
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"sha256": {
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"type": "string",
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"pattern": "^[a-f0-9]{64}$"
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},
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"bytes": {
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"type": "integer",
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"minimum": 0
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},
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"provenance": {
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"type": "object",
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"required": ["generator", "sourceCommit"],
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"properties": {
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"generator": {
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"type": "string",
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"description": "Script or human that produced this artifact."
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},
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"sourceCommit": {
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"type": "string",
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"description": "Git commit SHA that produced the evidence."
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},
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"notes": {
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"type": "string"
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}
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},
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"additionalProperties": false
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}
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},
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"additionalProperties": false,
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"anyOf": [
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{ "required": ["path"] },
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{ "required": ["url"] }
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]
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},
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"campaignPhase": {
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"type": "object",
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"required": ["name", "channels"],
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"properties": {
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"name": {
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"type": "string"
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},
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"channels": {
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"type": "array",
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"items": { "$ref": "#/$defs/messageChannel" },
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"minItems": 1
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},
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"messageRefs": {
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"type": "array",
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"items": { "$ref": "#/$defs/messageId" }
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},
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"notes": {
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"type": "string"
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}
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},
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"additionalProperties": false
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},
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"campaign": {
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"type": "object",
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"required": ["schemaVersion", "id", "name", "toolRef", "audienceRefs", "phases"],
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"properties": {
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"schemaVersion": { "$ref": "#/$defs/schemaVersion" },
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"id": { "$ref": "#/$defs/campaignId" },
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"name": {
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"type": "string"
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},
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"toolRef": { "$ref": "#/$defs/toolId" },
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"audienceRefs": {
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"type": "array",
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"items": { "$ref": "#/$defs/audienceId" },
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"minItems": 1
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},
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"phases": {
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"type": "array",
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"items": { "$ref": "#/$defs/campaignPhase" },
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"minItems": 1
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}
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},
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"additionalProperties": false
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},
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"fileRef": {
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"type": "object",
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"required": ["ref"],
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"properties": {
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"ref": {
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"type": "string",
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"description": "Relative path from marketing/data/ to the file."
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}
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},
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"additionalProperties": false
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},
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"index": {
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"type": "object",
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"required": ["schemaVersion", "tools", "audiences", "campaigns"],
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"properties": {
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"schemaVersion": { "$ref": "#/$defs/schemaVersion" },
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"tools": {
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"type": "array",
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"items": { "$ref": "#/$defs/fileRef" }
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},
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"audiences": {
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"type": "array",
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"items": { "$ref": "#/$defs/fileRef" }
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},
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"campaigns": {
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"type": "array",
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"items": { "$ref": "#/$defs/fileRef" }
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}
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},
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"additionalProperties": false
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}
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}
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}

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