meta-budget-planner
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ChineseMeta Budget Planner
Meta预算规划师
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Use when
适用场景
- Produces a social media and digital marketing budget plan for a client, allocating available monthly budget across channels, content production, tools, and paid amplification. Calibrated for Uganda/East Africa SME budgets with UGX rate tables and tier templates. Invoke this skill when a client asks how to allocate a marketing budget, wants to know what they should be spending and where, or needs to justify digital marketing expenditure to a stakeholder.
- Use this skill when it is the closest match to the requested deliverable or workflow.
- 为客户制定社交媒体和数字营销预算方案，将月度可用预算分配到渠道、内容制作、工具和付费推广等板块。该方案针对乌干达/东非中小企业预算定制，包含乌干达先令（UGX）费率表和分层模板。当客户询问如何分配营销预算、想了解应在哪些方面投入资金，或需要向利益相关者证明数字营销支出的合理性时，可调用此技能。
- 当该技能与所需交付成果或工作流程最匹配时使用。
Do not use when
不适用场景
- Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
- Do not use it when another skill in this repository is clearly more specific to the requested deliverable.
- 请勿将此技能用于平面设计、视频制作、软件开发或超出本知识库规定范围的法律咨询。
- 当知识库中另有技能明显更符合所需交付成果时，请勿使用本技能。
Workflow
工作流程
- Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
- Follow the section order and decision rules in this ; do not skip mandatory steps or required fields.
SKILL.md - Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.
- 在起草前收集所需输入信息或源材料，除非本技能明确说明可自行生成输入内容。
- 遵循本中的章节顺序和决策规则；请勿跳过强制步骤或必填字段。
SKILL.md - 根据质量标准审查草稿，然后以markdown格式交付最终输出，除非技能指定其他格式。
Anti-Patterns
反模式
- Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
- Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
- Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.
- 请勿编造未提供或无法从现有证据中明确推断的客户信息、绩效数据、预算或审批内容。
- 请勿为了缩短输出内容而跳过必填输入、强制章节或质量检查。
- 请勿涉足超出范围的工作，如代码实现、设计制作或无支持依据的法律结论。
Outputs
输出成果
- A structured audit, report, model, or analytical framework in markdown, with decisions and recommendations tied to evidence.
- 以markdown格式呈现的结构化审计报告、模型或分析框架，所有决策和建议均有证据支撑。
References
参考资料
- Use the inline instructions in this skill now. If a directory is added later, treat its files as the deeper source material and keep this
references/execution-focused.SKILL.md
- 目前请使用本技能中的内嵌说明。若后续添加目录，需将其中文件作为深度源材料，并保持本
references/聚焦执行层面。SKILL.md
Required Input
必要输入信息
Ask for the following before generating the budget plan:
- Client business name and industry — e.g., "Nakawa Organics — retail food & beverage"
- Country/city — default is Uganda/East Africa if not specified
- Total monthly digital marketing budget — state in UGX or USD; ask for both if the client is unsure of the exchange rate
- Primary business objective for the next 6 months — must be a single, SMART objective (e.g., "Increase online sales leads by 40% by September 2026")
- Current channels and current spend on each — list every channel (Facebook, WhatsApp, Google, email, etc.) and what they are currently spending per month on each, including zero-spend channels they are active on
- Team size — how many in-house staff handle social media and digital marketing, or is the account fully agency-managed?
- Budget constraints or non-negotiables — e.g., "We must continue running Facebook Ads", "We cannot spend on influencers", "The WhatsApp Business API subscription is fixed at UGX 120,000/month"
在生成预算方案前，需向客户询问以下信息：
- 客户企业名称及行业 — 例如：“Nakawa Organics — 零售食品与饮料”
- 国家/城市 — 若未指定，默认乌干达/东非
- 月度数字营销总预算 — 以UGX或USD为单位；若客户不确定汇率，请同时询问两种货币的金额
- 未来6个月的核心业务目标 — 必须是单一的SMART目标（例如：“到2026年9月，将在线销售线索增加40%”）
- 当前使用的渠道及各渠道当前支出 — 列出所有渠道（Facebook、WhatsApp、Google、邮件等）及每月在各渠道的支出，包括已使用但支出为0的渠道
- 团队规模 — 有多少内部员工负责社交媒体和数字营销，还是完全由代理机构管理？
- 预算限制或不可协商项 — 例如：“我们必须继续投放Facebook广告”、“我们不能在网红营销上花钱”、“WhatsApp Business API订阅费用固定为每月120,000 UGX”
Section 1 — Budget Planning Principles
第一节 — 预算规划原则
Apply these five principles before building the plan. State each principle explicitly in the output and show how it affects the client's allocation.
在制定方案前需遵循以下五项原则。在输出内容中明确列出每项原则，并说明其对客户预算分配的影响。
Principle 1: Objective drives allocation
原则1：目标驱动分配
Every budget line must connect directly to the stated business objective. If a line item cannot be justified by the objective, remove it. A client whose objective is lead generation has no business spending on brand awareness influencer posts until leads are flowing. Allocate ruthlessly.
每一项预算条目都必须与既定业务目标直接关联。若某项条目无法通过目标证明其合理性，应予以删除。对于以线索获取为目标的客户，在线索稳定产生前，不应在品牌认知类网红帖子上投入资金。需严格执行分配规则。
Principle 2: Owned before paid
原则2：先自有，后付费
Invest in building owned assets — the email subscriber list, the WhatsApp opt-in list, the blog archive — before scaling paid media spend. Owned assets compound over time; paid reach stops the moment the budget stops. Following the POEM model (Paid/Owned/Earned), owned channels form the foundation. Allocate a minimum budget line for email/WhatsApp list building at every tier.
在扩大付费媒体支出前，先投资建设自有资产——邮件订阅列表、WhatsApp opt-in列表、博客档案等。自有资产会随着时间产生复利效应；而付费触达会在预算耗尽时立即停止。遵循POEM模型（Paid/Owned/Earned，即付费媒体/自有媒体/赢得媒体），自有渠道是基础。在每个分层中，至少为邮件/WhatsApp列表建设分配一笔最低预算。
Principle 3: Test before scaling
原则3：先测试，后规模化
Run small paid experiments (UGX 50,000–200,000 per test) before committing to large ad spends on any single channel or creative format. Use the skill for structured test design. Never commit more than 30% of the paid budget to an untested channel in the first month.
meta-testing-framework在单一渠道或创意格式上投入大量广告预算前，先开展小型付费实验（每项实验50,000–200,000 UGX）。使用技能进行结构化测试设计。在第一个月，切勿将超过30%的付费预算投入未测试过的渠道。
meta-testing-frameworkPrinciple 4: Content is the multiplier
原则4：内容是放大器
Paid amplification of weak content wastes money. Allocate budget for content production first; then amplify the content that earns the strongest organic engagement. A UGX 1,000,000 ad spend behind a poor creative will underperform a UGX 300,000 ad spend behind a strong one.
用付费推广劣质内容纯属浪费资金。首先为内容制作分配预算；然后放大那些获得最强自然互动的内容。投入1,000,000 UGX广告预算推广劣质创意的效果，远不如投入300,000 UGX推广优质创意的效果。
Principle 5: Measure returns
原则5：衡量回报
Apply the ROI formula to justify every channel allocation — ROI = (TLV − COCA) ÷ COCA — where TLV is Total Lifetime Value and COCA is Cost of Customer Acquisition (Bodnar and Cohen, 2012). An ROI above zero means the channel is profitable. An ROI of 2.0 means every UGX 1 spent generates UGX 3 back (original cost plus two times return). Cross-reference with for a full per-channel model.
meta-roi-framework使用ROI公式证明每个渠道分配的合理性——ROI = (TLV − COCA) ÷ COCA——其中TLV为客户终身总价值，COCA为客户获取成本（Bodnar和Cohen，2012）。ROI大于0意味着该渠道盈利。ROI为2.0表示每投入1 UGX，可获得3 UGX的回报（含原始成本及两倍收益）。如需完整的分渠道模型，请参考。
meta-roi-frameworkSection 2 — Budget Tier Templates
第二节 — 预算分层模板
Match the client to the appropriate tier based on their stated monthly budget. Present the relevant tier table in full. If the client's budget falls between tiers, present the lower tier as the base and note what the higher tier adds.
All amounts are in UGX. USD approximations use an exchange rate of UGX 3,700 = USD 1 (2026 estimate — confirm the current rate with the client).
根据客户的月度预算，匹配对应的分层。完整呈现相关分层表格。若客户预算介于两个分层之间，以较低分层为基础，并说明较高分层新增的内容。
所有金额均以UGX为单位。USD换算采用2026年预估汇率：3,700 UGX = 1 USD；请与客户确认当前汇率。
Tier 1 — Starter (UGX 500,000 – 1,500,000/month | approx. USD 130–400)
分层1 — 起步阶段（每月500,000 – 1,500,000 UGX | 约130–400 USD）
Suitable for: sole traders, early-stage SMEs, businesses new to paid digital marketing.
| Category | Item | Monthly UGX | % |
|---|---|---|---|
| Content production | Copywriting + graphics (basic) | 300,000 | 25% |
| Paid social | Facebook/Instagram boost budget | 300,000 | 25% |
| Tools | Canva Pro or equivalent | 60,000 | 5% |
| Community management | Time cost (if agency) | 540,000 | 45% |
| Total | 1,200,000 | 100% |
Notes for Tier 1:
- At this budget level, focus all paid spend on one platform only — Facebook is the default for Uganda/EA given audience size.
- Community management is the largest line because response time and engagement quality are the primary growth lever at this scale.
- Do not add a second paid channel until organic content is producing consistent engagement and the Facebook boost is generating measurable results.
适用对象：个体经营者、早期中小企业、首次涉足付费数字营销的企业。
| 类别 | 项目 | 月度UGX金额 | 占比 |
|---|---|---|---|
| 内容制作 | 文案撰写+基础图形设计 | 300,000 | 25% |
| 付费社交 | Facebook/Instagram推广预算 | 300,000 | 25% |
| 工具 | Canva Pro或同类工具 | 60,000 | 5% |
| 社群管理 | 时间成本（若由代理机构负责） | 540,000 | 45% |
| 总计 | 1,200,000 | 100% |
分层1注意事项：
- 在该预算水平下，需将所有付费支出集中在单一平台——考虑到受众规模，乌干达/东非地区默认选择Facebook。
- 社群管理是占比最大的条目，因为在这个规模下，响应时间和互动质量是主要的增长杠杆。
- 直到自然内容产生持续互动，且Facebook推广产生可衡量的结果后，再添加第二个付费渠道。
Tier 2 — Growth (UGX 1,500,000 – 5,000,000/month | approx. USD 400–1,350)
分层2 — 增长阶段（每月1,500,000 – 5,000,000 UGX | 约400–1,350 USD）
Suitable for: established SMEs ready to invest in consistent content output and managed paid campaigns.
| Category | Item | Monthly UGX | % |
|---|---|---|---|
| Content production | Copywriting, graphics, 2 short videos | 700,000 | 20% |
| Paid social | Facebook/Instagram Ads (managed) | 1,000,000 | 29% |
| SEO / blog | 1 blog post per month | 200,000 | 6% |
| Email marketing | MailChimp subscription + copywriting | 150,000 | 4% |
| Tools | Canva Pro + scheduling tool | 120,000 | 3% |
| Community management | Time cost (agency) | 1,000,000 | 29% |
| Analytics + reporting | Monthly report preparation | 300,000 | 9% |
| Total | 3,470,000 | 100% |
Notes for Tier 2:
- Introduce email marketing at this tier — begin building the owned list before increasing ad spend further.
- The blog post supports SEO and provides content to repurpose across social channels (Hero/Hub/Hygiene model).
- Analytics line is non-negotiable: without a monthly report, reallocation decisions at the quarterly review have no evidence base.
适用对象：已建立一定规模、准备投入稳定内容产出和付费广告代运营的中小企业。
| 类别 | 项目 | 月度UGX金额 | 占比 |
|---|---|---|---|
| 内容制作 | 文案撰写、图形设计、2条短视频 | 700,000 | 20% |
| 付费社交 | Facebook/Instagram广告（代运营） | 1,000,000 | 29% |
| SEO/博客 | 每月1篇博客文章 | 200,000 | 6% |
| 邮件营销 | MailChimp订阅+文案撰写 | 150,000 | 4% |
| 工具 | Canva Pro+排期工具 | 120,000 | 3% |
| 社群管理 | 时间成本（代理机构） | 1,000,000 | 29% |
| 分析+报告 | 月度报告编制 | 300,000 | 9% |
| 总计 | 3,470,000 | 100% |
分层2注意事项：
- 在该分层引入邮件营销——在进一步增加广告支出前，先开始建设自有列表。
- 博客文章支持SEO，并为社交渠道提供可复用的内容（Hero/Hub/Hygiene模型）。
- 分析条目是不可协商的：若无月度报告，季度评审时的预算重新分配决策将缺乏证据基础。
Tier 3 — Scale (UGX 5,000,000 – 15,000,000/month | approx. USD 1,350–4,000)
分层3 — 规模化阶段（每月5,000,000 – 15,000,000 UGX | 约1,350–4,000 USD）
Suitable for: growth-stage businesses, funded startups, and organisations running multi-channel digital marketing programmes.
| Category | Item | Monthly UGX | % |
|---|---|---|---|
| Content production | Full content suite (copy, graphics, 4 videos) | 2,000,000 | 18% |
| Paid social — Facebook/Instagram | Managed campaigns | 3,000,000 | 27% |
| Google Ads | Search + display | 1,000,000 | 9% |
| Influencer / creator fees | 1–2 micro-influencer partnerships | 800,000 | 7% |
| Email + WhatsApp marketing | Tool subscription + production | 300,000 | 3% |
| SEO / blog | 2 posts per month + SEO audit | 500,000 | 5% |
| Tools | Full martech stack | 300,000 | 3% |
| Strategy + account management | Senior consultant time | 2,000,000 | 18% |
| Analytics + reporting | Monthly + quarterly reports | 500,000 | 5% |
| Contingency (testing) | A/B tests, new channel exploration | 600,000 | 5% |
| Total | 11,000,000 | 100% |
Notes for Tier 3:
- The contingency line (5%) is mandatory — it funds structured tests before any new channel is added to the permanent mix.
- Influencer fees at this level should target micro-influencers (5,000–50,000 followers) with high engagement rates in the client's sector. Refer influencer contracts to a legal professional — do not draft terms as part of this skill.
- Google Ads is appropriate only where the client has a functional website with conversion tracking enabled.
适用对象：增长型企业、获资初创企业、开展多渠道数字营销项目的机构。
| 类别 | 项目 | 月度UGX金额 | 占比 |
|---|---|---|---|
| 内容制作 | 完整内容套件（文案、图形、4条视频） | 2,000,000 | 18% |
| 付费社交——Facebook/Instagram | 代运营广告 | 3,000,000 | 27% |
| Google Ads | 搜索+展示广告 | 1,000,000 | 9% |
| 网红/创作者费用 | 1–2个微型网红合作 | 800,000 | 7% |
| 邮件+WhatsApp营销 | 工具订阅+内容制作 | 300,000 | 3% |
| SEO/博客 | 每月2篇文章+SEO审计 | 500,000 | 5% |
| 工具 | 完整营销技术栈 | 300,000 | 3% |
| 策略+账户管理 | 高级顾问时间 | 2,000,000 | 18% |
| 分析+报告 | 月度+季度报告 | 500,000 | 5% |
| 应急（测试） | A/B测试、新渠道探索 | 600,000 | 5% |
| 总计 | 11,000,000 | 100% |
分层3注意事项：
- 应急条目（5%）是强制性的——在将任何新渠道加入固定组合前，需用这笔资金开展结构化测试。
- 该层级的网红费用应针对微型网红（粉丝量5,000–50,000），且在客户所属行业拥有高互动率。网红合同需交由法律专业人士处理——本技能不负责起草合同条款。
- 仅当客户拥有启用转化追踪的功能型网站时，才适合投放Google Ads。
Section 3 — Channel Allocation Decision Framework
第三节 — 渠道分配决策框架
Use this four-step framework to decide which channels receive paid budget. Apply it to every client regardless of tier.
Step 1: List active channels.
List every channel the client is currently active on — paid and organic. Include WhatsApp, Facebook, Instagram, TikTok, YouTube, LinkedIn, X/Twitter, email, and Google as applicable.
Step 2: Assess each channel on three criteria.
For each channel, identify:
- Current organic reach (average post reach or impressions per month)
- Cost per result from any previous paid activity (cost per lead, cost per click, cost per purchase)
- Fit with the primary objective (direct fit / indirect fit / no fit)
Step 3: Rank channels using this priority logic.
- Highest priority: channels where previous paid activity produced a cost per result below the client's acceptable acquisition threshold
- Medium priority: channels with strong organic reach where paid amplification would multiply results
- Low priority: channels with low organic reach and no prior evidence of paid return
Step 4: Allocate paid budget by rank.
Allocate a minimum of 70% of the total paid budget to the highest-priority channel. Include no more than three channels in the paid mix at one time. Spreading budget across four or more channels simultaneously makes measurement impossible and performance unreliable.
使用以下四步框架决定哪些渠道获得付费预算。无论客户属于哪个分层，均需应用此框架。
步骤1：列出当前使用的渠道
列出客户当前正在使用的所有渠道——付费和自然渠道。包括WhatsApp、Facebook、Instagram、TikTok、YouTube、LinkedIn、X/Twitter、邮件和Google（如适用）。
步骤2：从三个维度评估每个渠道
针对每个渠道，确定：
- 当前自然触达量（每月平均帖子触达量或曝光量）
- 过往付费活动的单位结果成本（每条线索成本、每次点击成本、每笔购买成本）
- 与核心目标的契合度（直接契合/间接契合/不契合）
步骤3：使用以下优先级逻辑对渠道排序
- 最高优先级： 过往付费活动的单位结果成本低于客户可接受的获客阈值的渠道
- 中等优先级： 自然触达量高，付费推广可放大效果的渠道
- 低优先级： 自然触达量低，且无付费回报证据的渠道
步骤4：按优先级分配付费预算
将至少70%的总付费预算分配给最高优先级渠道。同时付费投放的渠道不超过3个。将预算分散到4个或更多渠道会导致无法衡量效果，且表现不稳定。
Section 4 — Content Production Budget Guide
第四节 — 内容制作预算指南
Apply these EA market rate ranges when advising on content production costs. All rates are in UGX as of 2026. Confirm current rates with local suppliers before presenting to the client.
| Item | Freelance / Junior Rate | Agency / Mid Rate | Notes |
|---|---|---|---|
| Social media caption (per post) | 10,000–20,000 | 25,000–50,000 | Per post, per platform |
| Static graphic design (per post) | 15,000–30,000 | 40,000–80,000 | Per image |
| Short video / Reel (15–60 sec) | 100,000–200,000 | 250,000–500,000 | Script + edit; no filming |
| Blog post (800–1,200 words) | 50,000–100,000 | 150,000–300,000 | Includes SEO optimisation |
| Monthly content package (20 posts + graphics) | 400,000–600,000 | 800,000–1,500,000 | Common retainer scope |
| Photography session (2 hours) | 100,000–200,000 | 300,000–600,000 | Product or lifestyle shoot |
Guidance on content budget decisions:
- For Tier 1 clients, recommend a monthly content package from a junior freelancer to keep costs within budget.
- For Tier 2 and above, recommend agency/mid-rate production for video — quality difference is significant and affects paid performance.
- Photography sessions should be planned quarterly, not monthly, to manage costs. Batch 8–12 weeks of visual assets in a single session.
为内容制作成本提供东非市场费率范围参考。所有费率均为2026年的UGX金额。在向客户呈现前，请与当地供应商确认当前费率。
| 项目 | 自由职业者/初级费率 | 代理机构/中级费率 | 备注 |
|---|---|---|---|
| 社交媒体文案（每条帖子） | 10,000–20,000 | 25,000–50,000 | 每条帖子，按平台计算 |
| 静态图形设计（每张图片） | 15,000–30,000 | 40,000–80,000 | 每张图片 |
| 短视频/Reel（15–60秒） | 100,000–200,000 | 250,000–500,000 | 含脚本+剪辑；不含拍摄 |
| 博客文章（800–1,200字） | 50,000–100,000 | 150,000–300,000 | 含SEO优化 |
| 月度内容套餐（20条帖子+图形） | 400,000–600,000 | 800,000–1,500,000 | 常见的固定服务范围 |
| 摄影拍摄（2小时） | 100,000–200,000 | 300,000–600,000 | 产品或生活方式拍摄 |
内容预算决策指导：
- 对于分层1的客户，建议选择初级自由职业者的月度内容套餐，以控制预算。
- 对于分层2及以上的客户，建议选择代理机构/中级费率的视频制作——质量差异显著，会影响付费推广效果。
- 摄影拍摄应按季度规划，而非月度，以控制成本。单次拍摄批量制作8–12周的视觉素材。
Section 5 — Budget Review Cadence
第五节 — 预算评审节奏
Build a review schedule into every budget plan. Recommend the client assigns a named person responsible for each review.
Monthly review (every 4 weeks):
- Compare actual spend against the planned budget line by line
- Review cost per result for each active paid channel
- Flag any channel that has spent more than 15% above plan — pause and investigate before continuing
- Check that content production deliverables have been received and approved
Quarterly review (every 3 months):
- Assess whether the SMART objective is on track
- Reallocate budget from underperforming channels to top performers — apply the channel allocation decision framework (Section 3) with three months of live data
- Review whether the current tier is still appropriate — upgrade if the business has grown; reduce if the budget has contracted
- Assess owned asset growth: email list size, WhatsApp opt-in list size, organic reach trends
Annual review (every 12 months):
- Full budget reset — start from the objective, not from the previous year's allocation
- Revisit the tier level based on 12-month business performance
- Add or remove channels based on full-year data only — do not make channel decisions on less than 90 days of data
- Benchmark rates against current EA market prices; update the content production guide accordingly
在每个预算方案中纳入评审时间表。建议客户指定专人负责每次评审。
月度评审（每4周一次）：
- 逐项对比实际支出与计划预算
- 审核每个活跃付费渠道的单位结果成本
- 若某渠道支出超出计划15%以上，需暂停并调查原因后再继续
- 检查是否已收到并批准内容制作交付成果
季度评审（每3个月一次）：
- 评估SMART目标是否按计划推进
- 将预算从表现不佳的渠道重新分配给表现最佳的渠道——使用三个月的实时数据，应用第三节的渠道分配决策框架
- 评估当前分层是否仍然合适——若业务增长则升级；若预算缩减则降级
- 评估自有资产的增长情况：邮件列表规模、WhatsApp opt-in列表规模、自然触达量趋势
年度评审（每12个月一次）：
- 全面重置预算——从目标出发，而非基于上一年的分配
- 根据12个月的业务表现重新评估分层级别
- 仅根据全年数据添加或移除渠道——不要基于少于90天的数据做出渠道决策
- 将费率与当前东非市场价格对标；相应更新内容制作指南
Section 6 — ROI Tracking
第六节 — ROI追踪
Connect every budget line to a measurable return using the Bodnar and Cohen (2012) framework.
Formula: ROI = (TLV − COCA) ÷ COCA
- TLV (Total Lifetime Value): average revenue per customer × average customer lifespan in months/years
- COCA (Cost of Customer Acquisition): total digital marketing spend in the period ÷ number of new customers acquired in the same period
How to apply this in the budget plan:
- Ask the client for their average order value or monthly revenue per client.
- Ask how long a typical customer stays (repeat purchase rate or contract length).
- Calculate TLV: e.g., a client spending UGX 150,000/month for an average of 8 months has a TLV of UGX 1,200,000.
- Calculate COCA from the monthly budget: e.g., UGX 1,200,000/month in marketing ÷ 6 new customers = UGX 200,000 COCA.
- Calculate ROI: (1,200,000 − 200,000) ÷ 200,000 = 5.0 — every UGX 1 spent returns UGX 6 (cost plus five times return).
Interpretation benchmarks:
- ROI < 0: the channel is losing money — pause and diagnose before continuing
- ROI 0–1.0: the channel is marginally profitable — optimise before scaling
- ROI 1.0–3.0: healthy return — maintain and test incremental scaling
- ROI > 3.0: strong return — consider increasing budget allocation to this channel
Cross-reference with for a full per-channel ROI model and attribution methodology.
meta-roi-framework使用Bodnar和Cohen（2012）的框架，将每一项预算条目与可衡量的回报关联起来。
公式：ROI = (TLV − COCA) ÷ COCA
- TLV（客户终身总价值）： 平均客户收入 × 平均客户生命周期（月/年）
- COCA（客户获取成本）： 该周期内的数字营销总支出 ÷ 同期获取的新客户数量
如何在预算方案中应用：
- 询问客户的平均订单价值或月度客户收入。
- 询问典型客户的留存时长（复购率或合同期限）。
- 计算TLV：例如，某客户每月消费150,000 UGX，平均留存8个月，则TLV为1,200,000 UGX。
- 根据月度预算计算COCA：例如，每月营销支出1,200,000 UGX ÷ 6个新客户 = 200,000 UGX的COCA。
- 计算ROI：(1,200,000 − 200,000) ÷ 200,000 = 5.0 ——每投入1 UGX可获得6 UGX的回报（含原始成本及五倍收益）。
解读基准：
- ROI < 0：该渠道正在亏损——需暂停并排查问题后再继续
- ROI 0–1.0：该渠道微利——在规模化前需优化
- ROI 1.0–3.0：健康回报——维持并测试增量规模化
- ROI > 3.0：高回报——考虑增加该渠道的预算分配
如需完整的分渠道ROI模型和归因方法，请参考。
meta-roi-frameworkQuality Criteria
质量标准
Good output from this skill meets all of the following standards:
- All three tier templates are present in the output, with UGX amounts and percentage allocations for every line item; the client's appropriate tier is identified and highlighted
- The channel allocation decision framework is applied step-by-step using the client's actual channels and stated objective — not presented as a generic template
- The content production rate table uses EA market rates in UGX and includes guidance on freelance versus agency rates appropriate to the client's tier
- The ROI formula (Bodnar and Cohen, 2012) is cited, defined, and applied with the client's own figures where available, or with worked examples where figures are unknown
- A monthly, quarterly, and annual review cadence is included with named responsibilities and specific triggers for reallocation
- The owned-before-paid principle is explicitly applied — the plan includes at least one owned-channel budget line (email, WhatsApp, or blog) at Tier 2 and above
- Every budget line maps to the client's stated objective — any line that cannot be justified is flagged for removal or deprioritisation
本技能的优质输出需满足以下所有标准：
- 输出内容中包含所有三个分层模板，每个条目均有UGX金额和占比分配；识别并突出显示适合客户的分层
- 结合客户的实际渠道和既定目标，逐步应用渠道分配决策框架——而非仅呈现通用模板
- 内容制作费率表采用东非市场的UGX费率，并针对客户分层提供自由职业者与代理机构费率的选择指导
- 引用、定义并应用ROI公式（Bodnar和Cohen，2012）；若有客户自身数据则使用实际数据，若无则提供示例
- 包含月度、季度和年度评审节奏，明确责任人及重新分配预算的触发条件
- 明确应用“先自有，后付费”原则——分层2及以上的方案中至少包含一项自有渠道预算条目（邮件、WhatsApp或博客）
- 每一项预算条目都与客户的既定目标匹配——任何无法证明合理性的条目都需标记为待移除或降级
References
参考技能
Consult these linked skills when building or extending the budget plan:
- — full per-channel ROI model and attribution methodology; read when the client needs a detailed return calculation per channel
meta-roi-framework/SKILL.md - — structured test design for paid experiments; read before designing any new paid channel test
meta-testing-framework/SKILL.md - — campaign-level strategy and objective setting; read when the client's objective needs to be refined into campaign-level tactics
09-campaign-strategy/SKILL.md - — PESO (Paid/Earned/Shared/Owned) channel integration; read when the client requires a fully integrated channel strategy before the budget plan is finalised
peso-integrated-strategy/SKILL.md
Rates and platform data are calibrated for the Uganda/East Africa market as of 2026. Confirm current exchange rates, tool subscription costs, and freelance market rates before presenting any budget plan to a client.
在构建或扩展预算方案时，可参考以下关联技能：
- — 完整的分渠道ROI模型和归因方法；当客户需要详细的分渠道回报计算时阅读
meta-roi-framework/SKILL.md - — 付费实验的结构化测试设计；在设计任何新付费渠道测试前阅读
meta-testing-framework/SKILL.md - — campaign级别的策略和目标设定；当客户需要将目标细化为campaign级战术时阅读
09-campaign-strategy/SKILL.md - — PESO（Paid/Earned/Shared/Owned）渠道整合策略；当客户需要在预算方案最终确定前制定全渠道整合策略时阅读
peso-integrated-strategy/SKILL.md
费率和平台数据针对2026年乌干达/东非市场校准。在向客户呈现任何预算方案前，请确认当前汇率、工具订阅成本和自由职业市场费率。