Primary Use Case: Social Referral & Campaign Execution

Background Overview

Referral campaigns leverage existing customers to acquire new ones. Without proper execution and tracking, referral programs underperform. This primary use case describes referral campaign design, execution, and tracking for effective viral growth.

Goals & Value

• Efficient Planning: Streamlined referral campaign development.
• Precise Tracking: Accurate tracking of referrals and conversions.
• Incentive Closed Loop: Fair and timely referral incentives.
• Campaign ROI: Measurable return on referral investments.

Participating Roles

• Marketing Manager: Design and execute referral campaigns.
• Sales Teams: Participate in and support campaigns.
• Customers: Participate as referrers and referees.
• Finance: Track incentives and campaign costs.
• IT Team: Maintain referral tracking systems.

Primary Scenario User Story

As a marketing manager, I want to launch referral campaigns with precise tracking and automated incentives, so that I can maximize referral conversions and ROI.

Sub-scenario Details

Sub-scenario A: Campaign Design & Setup

• Roles & Triggers: Need to create referral campaigns.
• Main Process:
  1. Define campaign goals and target audience.
  2. Design referral incentives and rewards.
  3. Create campaign materials and messaging.
  4. Set up tracking and attribution.
• Success Criteria: Clear objectives; attractive incentives; compelling materials; proper tracking.
• Exceptions & Risk Control: Incentive errors; tracking setup issues; material quality.
• **Metric Suggestions: Campaign setup success rate, incentive attractiveness, tracking accuracy.

Sub-scenario B: Campaign Launch & Distribution

• Roles & Triggers: Launch referral campaign to customers.
• Main Process:
  1. Distribute campaign materials to target audience.
  2. Enable easy referral sharing (links, codes, QR).
  3. Promote campaign through multiple channels.
  4. Monitor initial response and participation.
• Success Criteria: Wide distribution; easy sharing; strong response; monitoring.
• Exceptions & Risk Control: Distribution failures; sharing difficulties; low response.
• **Metric Suggestions: Distribution success, sharing ease, participation rate.

Sub-scenario C: Referral Tracking & Attribution

• Roles & Triggers: Need to track referrals accurately.
• Main Process:
  1. Generate unique referral codes/links.
  2. Track clicks and conversions.
  3. Attribute new customers to referrers.
  4. Validate referrals and prevent fraud.
• Success Criteria: Accurate tracking; proper attribution; fraud prevention.
• Exceptions & Risk Control: Tracking errors; attribution failures; referral fraud.
• **Metric Suggestions: Tracking accuracy, attribution correctness, fraud prevention rate.

Sub-scenario D: Incentive Distribution & Campaign Optimization

• Roles & Triggers: Need to reward referrers and optimize campaigns.
• Main Process:
  1. Calculate rewards for successful referrals.
  2. Distribute incentives to referrers.
  3. Analyze campaign performance.
  4. Optimize campaigns based on data.
• Success Criteria: Timely rewards; performance analysis; optimization.
• Exceptions & Risk Control: Reward delays; analysis errors; optimization failures.
• **Metric Suggestions: Reward timeliness, analysis quality, optimization impact.

Scenario-level Test Case Examples

Test Preparation: Prepare campaign platform, tracking system, incentive calculator, and analytics dashboard.

Test Case A-1: Referral Tracking (Positive)

• Prerequisites: Customer shares referral link.
• Steps:
  1. Friend clicks referral link.
  2. Makes purchase.
• Expected Results:
  • Referral tracked accurately.
  • New customer attributed to referrer.
  • Incentive triggered for referrer.

Test Case B-1: Campaign Performance Analysis (Negative)

• Prerequisites: Referral campaign completed.
• Steps:
  1. Analyze campaign metrics.
  2. Identify optimization opportunities.
• Expected Results:
  • Comprehensive performance report generated.
  • Key insights identified.
  • Optimization recommendations provided.

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