#854: PGA TOUR's Zach Carlson on creating an amazing fan experience
From The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX by The Agile Brand
May 4, 2026 · 22 min · Season 8 · Episode 854
About this episode
Zach Carlson discusses how PGA TOUR enhances the fan experience using real-time data and personalized engagement strategies.
In an era dominated by high-definition home entertainment and endless digital distractions, what does it take to convince a fan that a live, in-person experience is not just worth their time and money, but is something they can't afford to miss? Agility requires not just having a plan, but building a system to listen and respond to your audience in real time. It’s about turning feedback from a retrospective report into an in-the-moment action plan. Following the recent Qualtrics X4 Summit in Seattle, we're going to talk about what it takes to engineer a world-class fan experience. We'll explore how a legacy brand moves beyond the traditional event model to create personalized, memorable moments, and how they use real-time data not just to measure satisfaction, but to proactively shape the fan journey from the moment someone buys a ticket to long after they've left the course.To help me discuss this topic, I'd like to welcome, Zach Carlson, Director of Fan Engagement at PGA TOUR. About Zach Carlson As a Director of Fan Engagement - Decision Sciences at PGA TOUR, I leverage my consumer research expertise and project management skills to gather feedback and insights from various…
People in this episode
Host: Greg Kihlström
Guest: Zach Carlson
Topics covered
- fan experience
- real-time data
- event marketing
- customer engagement
- personalization
Keywords
- fan engagement
- live events
- customer feedback
- data-driven marketing
- PGA TOUR
Mentioned in this episode
Organizations: PGA TOUR, Qualtrics
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