Marketing Play FAQ

What is an A360 Play?

An A360 Play can be a couple of different things. Most generally, it is a way of grouping specific messages together to more easily track revenue and performance of those messages.

Where in the Platform can Plays be found?

Plays can be found by navigating to Execute > A360 Plays.

What are the types of Plays?

Most commonly, a Play is a series of automated messages that is sent to a specific audience or segment of customers.

Alternately, a specific Segment of customers that are communicated with on a regular basis, but not necessarily in an automated fashion can be considered a Play. This allows to track performance of the communications to that segment in total, rather than message by message. 

What is Mapping a Play?

Mapping a play refers to the process that is done by Ascent360 on the backend of the platform to tie together the schedule from Ascent360, the Audience, and the emails from the ESP.

Who creates a Play?

A play can be created in collaboration with a client and Ascent360.

  • Audience Creation for Each Touchpoint  – Client or Ascent360
  • Touchpoint Creative – Client would create the ad creative whether it is an email, a Facebook ad or Google Ad.
  • Campaign Automation/Schedule in Ascent360 – Client or Ascent360 can create this.
  • Automation of Email Delivery – This is done in the client’s ESP and is most commonly set-up by the client. Ascent360 can support this as well.
  • Mapping the Play – Ascent360 maps Plays on the backend, so clients must notify Ascent360 when they have created touchpoints and schedules for a Play.

How many Plays can a client have?

There is no limit to the number of Plays a client can have as long as they are unique.

Is there a cost to Plays?

Flash360 Clients get 3 Plays as part of their subscription. Additional Plays can be purchased. New Plays are charged at our hourly rate of $165 per hour to set-up.

How is Revenue Attributed to Plays?

Revenue is attributed through our standard attribution model which can be found in detail in Flash360 Revenue Attribution 2020

What Plays are available?

There are numerous Plays available, and new ones added regularly based on feedback from our clients. The full list can be found in the Platform in Execute > Available Plays.

Can a client have more than one of the same type of Play active at the same time?

Yes, more than one of the same type of Play can be running at the same time. You can differentiate with the Play Subtitle. So, for example, there can be a replenishment Play for “Energy Bars” and there an be another replenishment Play for “Recovery Drinks” running at the same time to unique audience and on unique schedules. However, if you’d like to track all replenishment together in one Play, each product could be set-up as a touchpoint rather than a different Play.

How long is Play Revenue available?

Play Revenue will be attributed as long as a Play is running. If a Play is de-activated, they Play will remain in the A360 Plays section forever for tracking and reporting purposes.

Can one touchpoint be attributed to multiple Plays?

No, a touchpoint has to be unique to a Play and cannot be attributed to multiple Plays.

How are emails that are not part of Plays handled?

Emails that are not part of Plays still have revenue attributed to them and they can be found under Ad hoc in the Execute section.

Definition of Terms:

  • Play: A series of touchpoints to a specific audience or segment.
  • Touchpoint: One of several individual communications to a specific audience or segment that is part of a play. 1 email is a touchpoint, 1 Facebook ad is a touchpoint
  • Audience: The customers that receive the communication.
  • Segment: Created by applying specific criteria that narrows the audience down to a smaller portion of customers.

Marketing Play Example:

Pre-arrival series of 3 emails:

  • The Play is the entire series of 3 email communications that are automated to send at specific times. In this example, the "Pre Arrival" play is used, with the subtitle "Lesson Cross-Sell Rentals"
  • Each of the 3 emails is a Touchpoint. In this example, the touchpoints are named "(1 Day) Before Lesson", "(3 Days) Before Lesson" and "(1 Day) After Purchase"
  • Audience is comprised of any of the customers that received the communication.
  • The Segment is created by adding the parameters such as Arrival Date is 3 days from today or Arrival Date is 10 days from today.