Primary Use Case: Unified Social Channel Access

Background Overview

Organizations use multiple social channels (WeCom, WeChat, video channels) but need unified access and management. Without integration, managing multiple channels is inefficient and data is siloed. This primary use case describes channel integration, unified monitoring, and data attribution.

Goals & Value

• Rapid Integration: Quick setup and integration of new social channels.
• Unified Monitoring: Single dashboard for all channel activities.
• Data Attribution: Accurate tracking of customer sources and journeys.
• Operational Efficiency: Streamlined channel management.

Participating Roles

• Channel Managers: Manage multiple social channels.
• Marketing Teams: Monitor campaign performance across channels.
• Data Analysts: Analyze channel data and attribution.
• IT Teams: Maintain integration infrastructure.
• Management: Review channel performance and strategy.

Primary Scenario User Story

As a marketing manager, I want to view all social channel activities in one dashboard, so that I can monitor performance and optimize campaigns effectively.

Sub-scenario Details

Sub-scenario A: Channel Integration Setup

• Roles & Triggers: Need to integrate new social channels.
• Main Process:
  1. Configure channel connections and APIs.
  2. Set up authentication and security.
  3. Test integration functionality.
  4. Go live with channel monitoring.
• Success Criteria: Successful integration; secure connections; proper testing.
• Exceptions & Risk Control: Integration failures; security issues; configuration errors.
• **Metric Suggestions: Integration success rate, security compliance, testing coverage.

Sub-scenario B: Unified Data Collection

• Roles & Triggers: Need to collect data from all channels.
• Main Process:
  1. Aggregate data from multiple channels.
  2. Standardize data formats and structures.
  3. Store data in centralized repository.
  4. Ensure data quality and completeness.
• Success Criteria: Complete data aggregation; standardized formats; quality assurance.
• Exceptions & Risk Control: Data loss; format inconsistencies; quality issues.
• **Metric Suggestions: Data completeness, format standardization, quality score.

Sub-scenario C: Attribution Modeling

• Roles & Triggers: Need to track customer journey across channels.
• Main Process:
  1. Define attribution models and rules.
  2. Track customer touchpoints across channels.
  3. Calculate attribution scores and impact.
  4. Generate attribution reports and insights.
• Success Criteria: Accurate attribution; meaningful insights; actionable reports.
• Exceptions & Risk Control: Attribution errors; insight accuracy; report quality.
• **Metric Suggestions: Attribution accuracy, insight value, report usability.

Sub-scenario D: Performance Monitoring

• Roles & Triggers: Need to monitor channel performance.
• Main Process:
  1. Track key metrics across all channels.
  2. Generate performance dashboards.
  3. Identify trends and anomalies.
  4. Optimize channel strategy based on data.
• Success Criteria: Complete visibility; accurate metrics; effective optimization.
• Exceptions & Risk Control: Metric inaccuracies; dashboard errors; optimization failures.
• **Metric Suggestions: Monitoring completeness, metric accuracy, optimization impact.

Scenario-level Test Case Examples

Test Preparation: Prepare channel integration tools, data aggregation system, attribution models, and performance dashboards.

Test Case A-1: New Channel Integration (Positive)

• Prerequisites: New social channel to integrate.
• Steps:
  1. Configure channel connection.
  2. Test data flow and monitoring.
• Expected Results:
  • Channel successfully integrated.
  • Data flowing correctly.
  • Monitoring dashboard updated.

Test Case B-1: Cross-channel Attribution (Negative)

• Prerequisites: Customer interacts with multiple channels.
• Steps:
  1. Track customer journey across channels.
  2. Calculate attribution to each channel.
• Expected Results:
  • Customer journey tracked accurately.
  • Attribution calculated for each touchpoint.
  • Report shows channel contribution.

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