Automating Gap Deployments with Custom Views
|Developed by: Jenny Carvo, Tessitura System Administrator of University Musical Society|
|Suggested Skills: Tessitura, Custom Views|
|Problem Example: Last-minute ticket buyers do not receive the performance reminder because the campaign deploys 3 days in advance of the performance. You can use the gap deployment feature, but it is a manual process and must be done 2 days before the performance, 1 day before the performance and on the day of performance to communicate performance information effectively to as many last minute buyers as possible who purchased in the "gap", i.e. less than 3 days before the performance.|
|Solution: Use a performance based scheduled campaign in coordination with 3 view based scheduled campaigns associated with different views that capture ticket buyer information within the last 24 hours to efficiently and effectively deliver event information. These are scheduled with a date selection window of 2 days before, 1 day before and day of performance, thereby "automating" the gap deployment. This article highlights how to implement this within the context of performance reminders, although it is not limited to this use case.|
Depending on your organization and types of events you produce and/or present, customers may purchase their tickets months or weeks in advance. You are able to collect their information, and utilize this to deploy targeted performance reminders that include important information regarding things such as traffic, parking, showtimes, policies, and more. However, some of your customers may regularly purchase "last-minute", that is, they purchase so closely to the event time that you are unable to effectively communicate important information to them. This is not only a missed opportunity to engage with your patrons, but is also a missed opportunity to inform them of important details regarding their purchase. By using automated gap deployments, you shrink the gap from days to hours. In the illustration below, the gap without automated gap deployments is about 3 days, that is, anyone who purchased for the January 4th event after January 1 at 8am will not receive a performance reminder. With automated deployments, the gap shrinks to 11 hours, that is anyone who purchased tickets to the same event after January 4 at 8am.
Build Your Performance-Based Scheduled Campaign
This is the campaign that serves as the cornerstone for how many views you will need to build. It is all determined by when this campaign is sent. In this example, the reminder will deploy to contacts 3 days before their performance. Learn more about creating a performance-based scheduled campaign.
Create the Custom Views for Subsequent Reminders
Implement the views in Tessitura, listed below. In this example, we will have 3 views, all of which will be associated to their own scheduled job. Click on the view name to download the view. Learn more about creating a custom view.
2 Days Prior the Performance : Includes buyers who purchased in the last 24 hours since the performance-based campaign deployed. (Person B in illustration above)
Day Before the Performance : Includes buyers who purchased in the last 24 hours since the '2 Days Prior Email' deployed. (Person C in illustration above)
Day of the Performance : Includes buyers who purchased in the last 24 hours since the 'Day Before Email' deployed. (Person D in illustration above)
In the illustration above, anyone who purchased after 8am on January 4 will not receive a performance reminder because the job runs at 8am every day. This hour is set by you; you could shrink the gap even further by setting all campaigns at a later hour, closer to the event, but it is crucial that all jobs run at the same hour.
Build Your View-Based Scheduled Campaigns
Associate each view you've created with its own view-based scheduled campaign. Learn more about creating a custom-view based campaign. You'll want to set each job to the exact same hour, as the views are based on 24 hour time-frames. Not doing this will result in either missed contacts, or contacts receiving duplicate reminders.
Test Your Campaigns
Insert a dummy row in your views and test each view to ensure it is functioning as intended, and that the campaign content renders as you would expect.
Turn on the Scheduled Campaign
You have now automated gap deployments!