Marketing Ops · Q3 2026

活动执行规范方案Campaign Governance Framework

严控数量 · 确保质量 · 数据驱动Control Quantity · Ensure Quality · Data Driven

Simon Ni · July 2026 · v2.0

现状问题PROBLEM

为什么需要活动治理Why Campaign Governance

活动过多Too Many

活动间互相稀释
用户疲劳
Cannibalization
User Fatigue

无质量标准No Quality Gate

无法区分好活动和差活动
缺乏衡量体系
No measurement to tell
good from bad

重叠失控Overlap Chaos

同人群同时被多活动覆盖
归因混乱
Same users in multiple campaigns
Attribution chaos
解决方案SOLUTION

六大治理支柱Six Governance Pillars

活动分类Classification
8大类型+准入标准8 Types + Entry Standards

重叠治理Overlap Rules
互斥/共存矩阵Exclusion Matrix

评估标准Evaluation
好/差量化指标Good vs Bad KPIs

季度规划Quarterly Plan
提前收集+预算锁定Collect + Lock Budget

审批流程Approval Flow
OA系统+自动校验OA + Auto Validation

区域个性化Regionalization
按KYC配置不同版本KYC-based Versioning
活动分类CLASSIFICATION

8大活动类型8 Campaign Types

1

入金激活Deposit Activation
链上/法币/Card/Referral
四类互斥,BD可叠加
On-chain/Fiat/Card/Referral
4 types exclusive, BD stackable

2

产品激活Product Activation
各BU首次使用奖励
ROI > 100%
First-use rewards per BU
ROI > 100%

3

交易类Trading
交易赛(同类互斥)
Evergreen新手/DBU专属
Competition(same-type excl.)
Evergreen Newbie/DBU

4

资沉类AUM Growth
提升AUM
ROI > 100%
Increase AUM
ROI > 100%

5

VIP类VIP
专属赛互斥
升级180天冷却
Exclusive comp. mutual excl.
Upgrade 180d cooldown

6

品牌教育Brand Education
原则上无奖励No rewards in principle

7

生态活动Ecosystem
EPP出预算
可与所有活动重叠
EPP funded
Stackable with all

8

大型限时Major Time-Limited
每月≤1个
ROI > 200%
Max 1/month
ROI > 200%
重叠治理OVERLAP RULES

互斥/共存矩阵Exclusion Matrix

活动ACampaign A活动BCampaign B共存?Stack?
链上/法币/Card/Referral入金On-chain/Fiat/Card/Referral彼此之间Each other互斥Exclusive
任意入金活动Any deposit campaignBD专属BD Exclusive可叠加Stackable
交易赛(同类型)Trading Comp (same type)交易赛(同类型)Trading Comp (same type)互斥Exclusive
交易赛(现货)Spot Comp交易赛(合约)Derivatives Comp可共存Stackable
VIP专属赛VIP Exclusive Comp平台交易赛Platform Comp互斥Exclusive
Evergreen新手Evergreen Newbie任意交易活动Any trading campaign可共存Stackable
生态活动Ecosystem所有活动All campaigns可共存Stackable
大型限时Major Time-LimitedEvergreen eFTD奖励Evergreen eFTD Rewards不得固定奖励No fixed rewards
评估标准EVALUATION

好活动 vs 差活动Good vs Bad Campaigns

类型TypeGoodBad
入金激活Deposit转化率≥15% · 留存≥60% · eFTT≥50% · 羊毛率<20%CVR≥15% · Retention≥60% · eFTT≥50% · Fraud<20%转化率<5% · 留存<30% · 羊毛率>40%CVR<5% · Retention<30% · Fraud>40%
产品激活Product激活率≥20% · ROI>100% · 30天复用≥40%Activation≥20% · ROI>100% · 30d reuse≥40%激活率<5% · ROI<80% · 一次性使用Activation<5% · ROI<80% · One-time use
交易类TradingLift≥30% · 增量收入>成本 · 结束后保持≥80%Lift≥30% · Incr.Rev>Cost · Post-retention≥80%Lift<10% · 增量收入≤成本 · 结束即断崖Lift<10% · Incr.Rev≤Cost · Cliff after end
资沉类AUMAUM vs 活动前均值显著增长 · ROI>100% · 留≥90天AUM sig. above baseline · ROI>100% · Stay≥90dAUM无显著增长 · 锁仓期到全部提走No sig. AUM growth · Full withdrawal at unlock
VIP类VIP升级率≥15% · ARPU提升≥50% · 90天维持≥70%Upgrade≥15% · ARPU+50% · 90d maintain≥70%升级率<5% · 快速降级>50%Upgrade<5% · Quick downgrade>50%
品牌教育Education完成率≥60% · 无奖励运营 · 后续转化≥30%Completion≥60% · No rewards · Post-CVR≥30%完成率<20% · 靠重奖才有人参与Completion<20% · Heavy incentive needed
生态EcosystemROI>100% · 平台净支出=0 · 代币不破发ROI>100% · Net cost=0 · Token stable平台贴钱 · 代币破发Platform subsidy · Token dumps
大型限时MajorROI>200% · Lift≥30% · 每月≤1场 · 无固定eFTD奖励ROI>200% · Lift≥30% · ≤1/mo · No fixed eFTDROI<150% · 大预算小效果ROI<150% · Big budget small impact
季度规划QUARTERLY PLANNING

提前规划 · 预算锁定Plan Ahead · Lock Budget

Q末 W1-2
收集活动计划
Q-End W1-2
Collect Plans
Q末 W3
统一评审
Q-End W3
Review Gate
Q末 W4
预算锁定
Q-End W4
Budget Lock
季度执行
按计划上线
In-Quarter
Execute Plan

计划外活动Unplanned

原则上不批
需VP级审批+说明原因
Rejected by default
VP approval + justification required

预算纪律Budget Discipline

锁定后不得挪用
超出即停
No reallocation after lock
Stop when exceeded
审批流程APPROVAL FLOW

活动上线审批流程Campaign Go-Live Process

提交MRD
类型+目标+预算
Submit MRD
Type+Target+Budget
OA表单
填写KPI信息
OA Form
Fill KPI Info
系统校验
KPI门槛+冲突检测
System Check
KPI Gate + Conflict
业务负责人
审核
BU Head
Review
终审
(A级+ Simon)
Final Approval
(A+ Simon)
上线 ✅Go Live ✅

系统自动校验Auto Validation

活动目标是否满足
该类型最低要求
Campaign target meets
minimum type threshold

冲突告警Conflict Alert

检测同人群/同时间
在跑的互斥活动
Detect same audience/time
running exclusive campaigns

分级审批Tiered Approval

B/C级: Team Lead通过
A级+: Simon终审
B/C: Team Lead pass
A+: Simon final
区域个性化REGIONALIZATION

Evergreen活动按KYC区域配置Evergreen Campaigns: KYC-based Versioning

能力Capability

同一活动按KYC区域
配置不同版本

奖励/门槛/文案/合规条款
均可独立设置
Same campaign with
region-specific versions

Rewards/Threshold/Copy/Compliance
independently configurable

场景示例Examples

CIS: 门槛$100
SEA: 门槛$50
EU: 门槛$200

匹配当地购买力
CIS: Threshold $100
SEA: Threshold $50
EU: Threshold $200

Match local purchasing power

独立统计Independent Data

各区域版本
独立Lift数据
Each region
independent Lift

轻量变更Light Change

区域参数修改
Team Lead审批即可
Region param change
Team Lead approval

定期ReviewPeriodic Review

每90天评估
差的区域版本下线
Every 90d review
Poor versions sunset
价值VALUE

执行后对公司的价值Value to the Company

预算效率Budget Efficiency

砍掉低ROI活动
同预算下利润增量更大
Cut low-ROI campaigns
More profit per $ spent

数据驱动Data Driven

每场活动有量化评估
用证据代替拍脑袋
Every campaign measured
Evidence over gut feeling

团队聚焦Team Focus

少做活动做透活动
质量 > 数量
Fewer but deeper campaigns
Quality > Quantity

向上汇报有据CEO Reporting

CEO问"活动值不值"
直接拿数据回答
When CEO asks "worth it?"
Answer with data

严控数量 · 确保质量 · 数据驱动 · 区域适配Control Quantity · Ensure Quality · Data Driven · Region Adapted