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Module 12 Challenge Assignment: Auto Automation

This assignment focuses on planning an automated marketing campaign for Fisker, an electric car manufacturer, with the goal of increasing the percentage of website visitors who convert to making a reservation for their forthcoming Ocean model.

The assignment consists of three parts.

Part One:

      1. Create a list of user behaviors and attributes to segment leads.
      2. Use brand research techniques to create at least two audience segments for the Ocean model, listing four to five likely attributes for each segment.
      3. Explain the behaviors that can be tracked in marketing automation to determine the segment a person is placed in.
      4. Describe how data on the attributes included in the segment can be gathered.

Part Two:

      1. Map the potential data exchange between Fisker’s CRM and common digital marketing channels.
      2. Create a chart that maps the data entering the workflow and being placed into the CRM system, specifying the channels they derive from and the exchanged fields.
      3. Identify the data sent from the system to enable touchpoints in other channels.
      4. Explain the data exchange between the CRM and the digital marketing channels, specifying whether APIs, integrations, or tracking codes are required.

Part Three:

      1. Create an automation workflow showing touchpoints, triggers, and durations between triggered events.
      2. Utilize the segments created in Part One and the data exchanges mapped in Part Two.
      3. Include initial touchpoints and the data available from them.
      4. Incorporate the data used to segment users.
      5. Design touchpoints and triggers that make up paths within the workflow.
      6. Ensure the workflow includes a full path for interactions with the lead based on all available options.
      7. Address how to handle dead leads and when to stop marketing to them.

Required Deliverables:

A Google Slides presentation including the following:

Part One:

      • Two audience segments with four to five likely attributes for each.
      • An explanation of the user behaviors and data used by the automation platform to determine the segment for each audience segment.

Part Two:

      • A chart mapping the data exchange between systems necessary to automate the workflow for one audience segment, including behavior triggers and tracking mechanisms.

Part Three:

      • An automation workflow showing touchpoints, triggers, and durations between triggered events, based on one of the audience segments.
      • The workflow should consider relevant touchpoints, user motivation, and a timeline that aligns with user expectations.

Bonus:

Create an advanced version of the workflow by adding a nurturing campaign for leads who have reserved a car. This automated campaign should engage high-priority individuals and can include additional touchpoints to gather more information. The content for touchpoints doesn’t need to be defined, but durations for repeating touchpoints should be included. The advanced workflow should include at least two channels.

Remember to work on the different parts concurrently and ensure they come together as a cohesive program with a common objective.

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