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Learning Paths

Define data capture and profiling

Learn how to define the best fields for profiling your audience and developing nurture communications

Module purpose

In this module we show how to use data to practice what modern marketing guru Seth Godin calls ‘Permission Marketing’.

Learn how to achieve more relevant and responsive communications with your online audience by ‘asking and ‘watching’ to gain insight into them.

How is the Learning Path structured?

  • Objectives
  • Online lead capture
  • Importance of online lead capture
  • Reviewing your approach to lead capture
  • Lead scoring and grading
  • Data augmentation
  • Defining key profiles using data
  • Define lead magnets
  • Use cookies to gain audience insights
  • Check legal compliance
  • Summary

Learning Objectives

  • Specify relevant data points to be collected from data profiling forms to better tailor email communications
  • Review opportunities to learn more about audience profiles and behaviour by tracking their interactions with websites and other online communications

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This module is in the RACE Practical Digital Strategy Learning Path

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Starter members get full access to this and 8 other Learning Paths.

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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