Acting on and investing in audience feedback
Hudson Yards Experiences is another organization taking action right now in response to customer feedback, explained Greg Holtzman, the company’s senior director of partnerships and communications. While Edge is universally loved as the highest outdoor sky deck in the western hemisphere, on review sites and in Instagram DMs, customers noted that the indoor part of the experience wasn’t great.
“If it’s raining, and people have to go inside, there’s not much to do,” he explained. As a result, Hudson Yards is now investing millions of dollars into developing a stellar indoor experience and immersive environment to complement Edge’s outdoor fun. “You have to listen, and then you have to invest,” said Holtzman.
So how do you decide on how and when to react to what your audience data—and the audience themselves—is telling you? It requires a specialist to pull it together and make sense of it for brands, said Garrett Dale, chief media officer at Kepler.
“At the end of the day, there’s a little bit of art with it. And now more than ever, there’s a little bit of AI as well that’s helping make sense of a lot of different complex data sets.”
Featured Conversation Leaders
- Kelsey Agostinelli, VP, Marketing Operations, Mars
- Mark Bietz, CMO, HalloweenCostumes.com
- Garrett Dale, Chief Media Officer, Kepler
- Adam Goldsmith, Head of Agency Partnerships and Data Solutions, Inmar Media
- Greg Holtzman, Senior Director, Partnerships and Communications, Hudson Yards Experiences
- Will Lee, CEO, ADWEEK
- Melissa Levy, President, Sparks
- Gregg Molander, Senior Director of Brand Experience, AARP
