From Quantity → Quality. Unified campaigns, smarter design, less waste.
End of each quarter: All BUs/Regions submit next quarter's campaign plan. Joint review to identify overlaps, optimize calendar, and allocate resources.
Campaign calendar published with full visibility. Each team plans 3-5 campaigns/quarter (down from fragmented 500 total). Mid-quarter additions require justification.
Global campaigns → Marketing Ops reviews & approves
Regional campaigns → Regional COE + Michelle.D reviews (Mtk Ops does NOT review regional)
Design must meet ROI guidelines before submission.
OA system validates campaign parameters against minimum thresholds:
• ROI target meets baseline (100-250% by type)
• Min participants ≥ 1,000
• Reward exclusivity rules configured
Auto-reject if below minimum settings.
Campaign goes live with real-time monitoring. Dashboard tracks: participation rate, ROI, reward claims, user overlap. Teams can adjust parameters freely during runtime.
First week of next month: Full performance review. Each campaign graded by traffic-light system based on ROI + Participation vs. guidelines.
Green → Continue & scale
Yellow → PIC reviews, applies learnings, iterate next round
Red → Sunset immediately. Repeated reds trigger performance review conversation.
ROI ≥ guideline
Participation ≥ 1,000
Action: Continue & consider scaling up
ROI or Participation slightly below
Action: PIC reviews, extract learnings, optimize next iteration
Both ROI AND Participation far below guideline
Action: Sunset immediately. 2+ reds/quarter = performance review
Based on analysis of 500 historical campaigns
| Campaign Type | ROI Baseline | Min Participants | Rationale |
|---|---|---|---|
| eFTD (Deposit) | 100% | 1,000 | Activation cost should be recoverable |
| Product Activation | 100% | 1,000 | First-use incentive pays for itself |
| Trading Competition | 200% | 1,000 | Higher budget → higher return expected |
| VIP Trading | 250% | 1,000 | Premium users, premium returns |
| User Recall | 100-200% | 1,000 | Varies by user value tier |
| Large Limited-time | 200% | 1,000 | Highest investment → highest bar |
ROI = (Trading fee from participants - Campaign cost - Rebates) ÷ (Campaign cost + Rebates)