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Marketing Automation, Analytics, and Brand Compliance

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Overview

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You'll gain hands-on experience building automated email campaigns, analyzing marketing performance data, and maintaining brand consistency across digital channels. Through three integrated projects, you'll learn to configure multi-step email workflows in marketing automation platforms, evaluate campaign metrics against industry benchmarks, and conduct brand compliance audits. You'll work with CRM systems to manage lead data, analyze conversion funnels to identify bottlenecks, and apply brand style guides to ensure visual consistency. This course uniquely combines technical marketing automation skills with analytical and creative quality control capabilities. You'll develop the practical abilities that digital marketing teams need most: setting up automated campaigns that nurture leads, interpreting performance data to optimize results, and maintaining brand standards across all marketing assets. By integrating email automation, CRM management, analytics, and brand compliance into real-world scenarios, you'll build a portfolio of work that demonstrates your readiness for marketing analyst, marketing operations, or digital marketing specialist roles.

Syllabus

Email Automation Setup and Testing

You will learn the technical execution of email automation by building multi-part sequences with personalization tokens and conducting comprehensive quality assurance testing.

Performance Evaluation and Optimization

You will develop systematic approaches to analyzing email campaign performance using industry benchmarks and implementing data-driven optimization strategies.

CRM Lead Management Foundation

You will learn the foundational processes of systematic lead management by implementing CRM import workflows, status management, and automated task creation to prevent revenue leakage.

Funnel Performance Analysis & Optimization

You will develop analytical skills to evaluate marketing funnel performance, calculate stage-specific conversion rates, and identify critical bottlenecks that impact revenue generation.

Apply Brand Style Guide Changes

You will learn the process of updating brand style guide documents with new visual standards, including proper documentation, version control, and SharePoint collaboration workflows.

Evaluate Asset Compliance Scoring

You will learn systematic brand compliance auditing using structured scoring methodologies to evaluate marketing assets and present actionable findings to creative teams.

Project: Marketing Automation, Analytics, and Brand Compliance

You will create a comprehensive marketing automation campaign that demonstrates proficiency in email automation, performance analysis, and brand compliance. This integrated project requires applying CRM management, campaign optimization, and brand audit skills to deliver a complete marketing solution.