Marketing Automation, Analytics, and Brand Compliance

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Marketing Automation, Analytics, and Brand Compliance

This course is part of Marketing Specialist Professional Certificate

Instructor: Professionals from the Industry

Included with

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7 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

7 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Build and test multi-step automated email sequences using marketing automation tools with personalized content and scheduled delivery.
Analyze campaign performance metrics against industry benchmarks and calculate conversion rates to identify optimization opportunities.
Manage lead data in CRM systems by importing contacts, updating lifecycle stages, and creating follow-up tasks for sales teams.
Audit marketing assets for brand compliance using style guides and score adherence to visual standards across digital channels.

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

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Build your Marketing expertise

This course is part of the Marketing Specialist Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Coursera

There are 7 modules in this course

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.

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

What's included

1 video1 reading2 assignments

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

What's included

2 readings3 assignments

2 readingsTotal 19 minutes

Essential Email Marketing Metrics and Industry Benchmarks8 minutes
Email Performance Analysis: From Data to Strategic Decisions11 minutes

3 assignmentsTotal 30 minutes

Analyze Your Campaign Performance Against Industry Benchmarks15 minutes
Performance Analysis and Benchmarking Knowledge Check3 minutes
Email Marketing Performance Evaluation Mastery Assessment12 minutes

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.

What's included

3 videos1 reading1 assignment

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

What's included

2 videos2 readings3 assignments

2 videosTotal 12 minutes

Key Metrics for Funnel Performance Optimization8 minutes
Calculating Conversion Rates from Performance Data4 minutes

2 readingsTotal 14 minutes

Fundamentals of Marketing Funnel Performance Analysis 8 minutes
Understanding Performance Data Sources and Collection Methods6 minutes

3 assignmentsTotal 28 minutes

Complete Funnel Performance Analysis Project 15 minutes
Funnel Analysis Concepts and Applications3 minutes
Marketing Funnel Optimization Strategy 10 minutes

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

What's included

2 videos1 reading2 assignments

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

What's included

1 video3 readings2 assignments

1 videoTotal 10 minutes

Brand Compliance Scoring Methodology for Marketing Teams10 minutes

3 readingsTotal 17 minutes

The Business Impact of Brand Compliance in Digital Marketing5 minutes
Building Effective Audit Frameworks for Brand Asset Evaluation 6 minutes
How to Evaluate Brand Compliance Strategically in Fast-Paced Marketing Environments6 minutes

2 assignmentsTotal 15 minutes

Compliance Evaluation Knowledge Check5 minutes
Brand Compliance Audit Project10 minutes

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.

What's included

3 readings1 assignment

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Professionals from the Industry

472 Courses85,951 learners

Offered by

Coursera

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.