Campaign Governance Framework

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

①

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

②

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

③

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

④

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

⑤

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

⑥

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

#	类型Type	说明Description	核心规则Key Rule
1	入金激活Deposit Activation	链上/法币/Card/ReferralOn-chain/Fiat/Card/Referral	四类互斥，BD专属可叠加4 types exclusive, BD stackable
2	产品激活Product Activation	各BU首次使用产品奖励First-use rewards per BU	ROI > 100%ROI > 100%
3	交易类Trading	交易赛 / Evergreen新手 / DBU专属Competition / Evergreen Newbie / DBU	同类型交易赛互斥；DBU不得泛人群Same-type comp exclusive; DBU no broad audience
4	资沉类AUM Growth	提升平台AUMIncrease platform AUM	ROI > 100%ROI > 100%
5	VIP类VIP	专属交易赛 / 升级活动Exclusive comp / Upgrade	专属赛与平台赛互斥；降级180天冷却Excl. comp mutual exclusive; 180d cooldown
6	品牌教育Brand Education	Learn2Earn / 知识问答Learn2Earn / Quiz	原则上不提供奖励No rewards in principle
7	生态活动Ecosystem	项目方合作 / LaunchpadPartner collab / Launchpad	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	最高规格CampaignHighest-tier campaign	每月≤1个；ROI > 200%；无固定eFTD奖励≤1/month; ROI > 200%; no fixed eFTD

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 campaign	BD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-Limited	Evergreen 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Type	✅ 好Good	❌ 差Bad
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Trading	Lift≥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AUM	AUM vs 活动前均值显著增长 · ROI>100% · 留≥90天AUM sig. above baseline · ROI>100% · Stay≥90d	AUM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Ecosystem	ROI>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Major	ROI>200% · Lift≥30% · 每月≤1场 · 无固定eFTD奖励ROI>200% · Lift≥30% · ≤1/mo · No fixed eFTD	ROI<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

活动执行规范方案Campaign Governance Framework