Module I: Digital Growth Strategy

模块一：数字增长战略

Core Issues / 核心议题: Funnel Strategy（漏斗战略） · Channel Mix（渠道组合） · Budget Allocation（预算配置）
Starting with the business goal, not the channel.
从业务目标出发，而不是从渠道出发。

• Customer Funnel Design / 客户漏斗设计:
• Mapping full-funnel from awareness → consideration → conversion → retention, and defining KPIs for each stage.
• 绘制从认知→兴趣→转化→留存的全漏斗，并为每一层设定明确KPI。
• Channel & Budget Mix Modeling / 渠道与预算组合建模:
• Using historical data and attribution models to optimize budget allocation across SEO, SEM, social, and programmatic.
• 利用历史数据与归因模型，优化SEO、SEM、社交、程序化等渠道间的预算分配。
• Growth Playbook / 增长手册:
• Documenting hypotheses, test roadmap, and measurement plan for continuous experimentation.

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Performance Media & Search (SEO/SEM)

模块二：效果媒体与搜索（SEO/SEM）

Core Issues / 核心议题: Search Advertising（搜索广告） · Programmatic（程序化） · CRO（转化率优化）
Turning clicks into customers with measurable efficiency.
用可衡量的效率，把点击变成客户。

• Search Engine Marketing (SEM) / 搜索引擎营销:
• Structuring accounts, testing creatives, and optimizing bids to improve ROAS and lower CPA on Google/Baidu etc.astoundz.com

搭建账户结构、测试创意与优化出价，提升ROAS、降低CPA。

• SEO & Content Strategy / SEO与内容策略:
• Improving technical SEO and content relevance to increase organic visibility and qualified traffic.asgatech.com

优化技术SEO与内容相关性，提升自然搜索可见度与高质量流量。

• Programmatic & Display / 程序化与展示广告:
• Designing audience targeting and creative variants to drive upper-funnel awareness at efficient cost.

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Social & Content Marketing

模块三：社交与内容营销

Core Issues / 核心议题: Social Media（社交媒体） · Content Strategy（内容策略） · Influencer（影响者合作）
Building brand affinity that feeds the funnel.
构建滋养漏斗的品牌好感。

• Social Media Strategy & Ops / 社交媒体策略与运营:
• Defining platform roles, content pillars, and posting cadence to grow engaged communities.sia-partners.com

明确各平台角色、内容支柱与发布节奏，建设高互动的社群。

• Content & Video Marketing / 内容与视频营销:
• Creating blog, video, and interactive content that drives both SEO and social sharing.
• 制作博客、视频与互动内容，同时驱动SEO与社交传播。
• Influencer & Advocacy / 影响者与口碑运营:
• Co-creating with influencers and brand advocates to reach niche audiences authentically.

Marketing Automation & CRM

模块四：营销自动化与CRM

Core Issues / 核心议题: Lead Nurturing（线索培育） · Marketing Automation（营销自动化） · Lifecycle Marketing（生命周期营销）
Moving from one-off campaigns to always-on journeys.
从一次性战役转向“永远在线”的客户旅程。

• Marketing Automation Design / 营销自动化设计:
• Designing drip campaigns, dynamic content, and trigger-based journeys in platforms like HubSpot, Marketo, etc.
• 在HubSpot、Marketo等平台设计滴灌活动、动态内容与触发式旅程。
• Lead Scoring & Routing / 线索评分与路由:
• Defining lead scoring models and handoff rules to align marketing and sales.
• 设计线索评分模型与交接规则，打通市场与销售协同。
• Retention & Loyalty Campaigns / 留存与忠诚度营销:
• Running email, push, and in-app campaigns that drive repeat purchase and advocacy.

Analytics, Attribution & Data

模块五：分析、归因与数据

Core Issues / 核心议题: Marketing Analytics（营销分析） · Attribution（归因） · CDP/DMP（客户数据平台）
Knowing what really works—so you can double down.
知道真正有效的是什么——以便加大投入。

• Marketing Data Infrastructure / 营销数据基础:
• Integrating data from ads, web analytics, CRM, and offline sources into a unified view.
• 整合广告、网站分析、CRM与线下数据，构建统一视图。
• Attribution & Media Mix Modeling / 归因与媒体组合建模:
• Moving beyond last-click to multi-touch attribution and media mix models to optimize budget.
• 超越最后一次点击归因，采用多触点归因与媒体组合模型优化预算。
• Dashboard & Reporting / 仪表盘与报告:
• Building executive dashboards and campaign reports that highlight business impact, not vanity metrics.