Overview

Are you wanting to run a multi-region, multi-language, multi-reward program? Let's go over some best practices.

Key Considerations

Region vs Language

There are multiple dimensions you must consider when creating an international program. Most notably, Region and Language—these dimensions are different and have distinct affects on the creative aspects of your campaign, your customer journeys, rewards, and reporting.

Region typically controls the reward offer and maybe redirections of promote and share links
Language typically has no impact on rewards - it may also influence the promote and share links

These are the two primary dimensions we care about when dealing with a person.

You'll need to ask:

What region are they in? For example, US, UK, EU, etc. This information is potentially passed by the customer or determined through geo-location.
What language do they speak? For example, English, Spanish, etc. This information is potentially passed by the customer or by their browser preference.

It is also important to assess how region and language may differ between the program participants. For example, if you're running an international referral campaign, you'll need to know what region the advocate is in and what region the friend is in.

Regions May Require Grouping of Countries

For example, you may have a region of “EU” but then unique regions for Germany (DE) and Italy (IT). If so, a program participant in DE or IT may get a different offer than anyone in the rest of the EU.

Options for Setting Up International Programs

Extole has three ways to segment international programs.

Programs: If desired, individual programs can be created for each market.
Variants: Within a program, you can create language variants to segment the creative aspects of your program.
Reward Rules: These rules can segment rewards based on region (or language).

Option 1: Multiple Programs to Segment Regions

Create multiple programs—one for each region/reward—and use variants inside each program to segment languages.

Pros

Cons

Each region has it’s own program
- Refer a Friend US, Refer a Friend UK, Refer a Friend CA
Easy to apply a specific reward to a specific region
Easy to localize
- Refer a Friend US can have variants for English “en-US” and Spanish “es-US”
- Refer a Friend CA can have variants for English “en-CA” and French “fr-CA”
Ability to A/B test multiple regions
My Extole Dashboard segments out different regions

Cross regions (Advocate in US / Friend in CA) doesn’t easily work. The advocate’s region is enforced onto the friend.

Option 2: One Program for all Regions

Create one program that contains all regions and use variants to segment out each region AND each language. In this case reward rules can be used to dispense different rewards to different language or regions.

Pros	Cons
One program to manage Language “en” “fr” is merged with region “US” “CA” so that variants accurately represent language preference and region Rewards are managed by region Cross language (Advocate in en-US / Friend in fr-CA) easily works My Extole Dashboard segments out different variants	Not possible to A/B test single regions

Consult your Extole Team

We are experts at launching successful international programs. If you're unsure which option is right for your business, we encourage you to reach out to your Extole Implementation or Customer Success Manager.

Referral Marketing Glossary

International Programs

Inform Your Support Team about Your Extole Program

Using Refer-a-Friend Data Beyond Refer-a-Friend

Configuring the Rules of Your Program

Configuring an International Program