We’re honored to share that Adswerve was named a 2024 AdExchanger Awards Finalist in the Best Use of Data by an Agency category for our work with entertainment giant Six Flags. We love digging into the tough stuff to help our clients do more with data and are honored that AdExchanger recognized us for it.
How Our GenAI & Social Sentiment Analysis Tools Took Six Flags Customer Experience to New Heights
When Six Flags came to us, their team wanted to understand their guests’ perceptions of the brand, their theme parks and customer experience to see what works and what doesn’t. And they needed to easily share the findings with the C-suite for visibility, investigation and quick action.
They had a legacy sentiment tool limited to providing a high-level brand score and couldn’t connect to Reddit, which was a big ask from senior leadership. Both the marketing team and the C-suite wanted the ability to go deeper to create and monitor scores by park location and key categories so they could better understand what products and experiences visitors enjoy — and uncover friction points they need to act on.
We uncovered that Six Flags wanted to monitor sentiment in five core categories: entertainment, food & beverage, price, cleanliness, wait times and customer experience for each of its 27 parks across five social platforms: Google Reviews, Trip Advisor, Instagram, Facebook and Reddit. Because Six Flags operates parks in Canada and Mexico, they also needed the ability to translate French and Spanish social posts into English.
After thoroughly investigating Six Flags' solution requirements, we built a new, more robust social sentiment tool. We used Amplify to connect the five social sources in Google Cloud Platform’s data warehouse, BigQuery, reducing the need for custom API development and shortening implementation time.
Once we connected the data, our data engineers leveraged the full power of Google Cloud to automate data pulls, transform data (including translating other languages into English), assign sentiment scores and categories, create trend summaries using generative AI and push the synthesized information to Looker in real time. It all happens from one platform with one SQL query.
The Six Flags team can now view and share a Looker dashboard that includes overall and park-specific sentiment scores and uses generative AI to surface the top five positive and negative trends in a "week in review" summary. They can easily see performance and insights — and the social comments driving them — and monitor them over time. The solution gives instant visibility into trends and performance and saves their team 30 to 45 hours per week.
Be sure to catch our latest Fearlessly Forward Webinar highlighting this innovative approach.
We do work like this every day for our 800+ brand and agency clients. And while we’re not in it for awards, we appreciate that AdExchanger highlighted how we use data to deliver outstanding outcomes.
Learn more about how we can help you move fearlessly forward with data, media and technology.
