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
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Recommended experience
Recommended experience
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
- Email Marketing
- Marketing Automation
- Marketing Operations
- Analytics
- Style Guides
- Data Import/Export
- Marketing Analytics
- Brand Marketing
- Conversion Funnel Analysis
- Campaign Management
- Customer Relationship Management
- Performance Analysis
- Marketing Strategies
- Benchmarking
- Brand Management
- Email Automation
- Compliance Auditing
- Performance Measurement
Tools you'll learn
Details to know
March 2026
See how employees at top companies are mastering in-demand skills
Build your Marketing expertise
- 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
1 video•Total 3 minutes
- Email Automation Transforms Digital Marketing Success•3 minutes
1 reading•Total 7 minutes
- Building Blocks of Effective Email Automation•7 minutes
2 assignments•Total 18 minutes
- Create a Multi-Part Email Automation Sequence•15 minutes
- Email Automation Setup and Testing Knowledge Check•3 minutes
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 readings•Total 19 minutes
- Essential Email Marketing Metrics and Industry Benchmarks•8 minutes
- Email Performance Analysis: From Data to Strategic Decisions•11 minutes
3 assignments•Total 30 minutes
- Email Marketing Performance Evaluation Mastery Assessment•12 minutes
- Analyze Your Campaign Performance Against Industry Benchmarks•15 minutes
- Performance Analysis and Benchmarking Knowledge Check•3 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
3 videos•Total 15 minutes
- Systematic Lead Management Transforms Revenue Performance•3 minutes
- Essential CRM Lead Management Components•9 minutes
- CRM Lead Import Process Walkthrough•3 minutes
1 reading•Total 6 minutes
- CRM Lead Import Best Practices and Data Standards •6 minutes
1 assignment•Total 3 minutes
- CRM Lead Management Fundamentals Assessment •3 minutes
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 videos•Total 12 minutes
- Key Metrics for Funnel Performance Optimization•8 minutes
- Calculating Conversion Rates from Performance Data•4 minutes
2 readings•Total 14 minutes
- Fundamentals of Marketing Funnel Performance Analysis •8 minutes
- Understanding Performance Data Sources and Collection Methods•6 minutes
3 assignments•Total 28 minutes
- Marketing Funnel Optimization Strategy •10 minutes
- Complete Funnel Performance Analysis Project •15 minutes
- Funnel Analysis Concepts and Applications•3 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
2 videos•Total 14 minutes
- Brand Style Guide Updates Matter in Digital Marketing •4 minutes
- Understanding Brand Style Guide Components for Digital Marketing •10 minutes
1 reading•Total 12 minutes
- Systematic Brand Style Guide Management: A How-To Guide•12 minutes
2 assignments•Total 13 minutes
- Create Updated Brand Style Guide Section •10 minutes
- Style Guide Update Knowledge Check•3 minutes
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 video•Total 10 minutes
- Brand Compliance Scoring Methodology for Marketing Teams•10 minutes
3 readings•Total 17 minutes
- The Business Impact of Brand Compliance in Digital Marketing•5 minutes
- Building Effective Audit Frameworks for Brand Asset Evaluation •6 minutes
- How to Evaluate Brand Compliance Strategically in Fast-Paced Marketing Environments•6 minutes
2 assignments•Total 15 minutes
- Brand Compliance Audit Project•10 minutes
- Compliance Evaluation Knowledge Check•5 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
3 readings•Total 80 minutes
- Why This Project Matters•10 minutes
- Project Requirements•10 minutes
- Assignment: Marketing Automation Campaign Package •60 minutes
1 assignment•Total 15 minutes
- Graded Quiz: Marketing Automation Campaign Package•15 minutes
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