Is your station collecting valuable audience and donor data but still sending the same message to everyone?

Activating Existing Data for Marketing is a self-paced course that helps public media marketing and membership professionals move from bulk outreach to targeted, data-informed campaigns. You’ll learn to map your data landscape, segment your audience using first-party data, and design lifecycle-informed email campaigns.

Drawing from PBS station case studies, you’ll explore segmentation strategies, retargeting and lookalike audience tactics, and cross-channel coordination. You’ll also learn to apply ethical guardrails and select a primary KPI to measure your campaign’s success.
Whether you’re just beginning to use data strategically or ready to strengthen existing efforts, this course provides a Mini Data Inventory, a Data Activation Plan Worksheet, and proven frameworks to build a right-sized strategy. Access this course and more through the PBS Course Catalog.

Access this course and more through the PBS Course Catalog.