Case Study: Building a Scalable, AI- and Automation-Powered No-Code System
This project was completed as part of a prior in-house role. While the client remains confidential, all work described here was personally executed by me.
Problem
The client was launching a complex, global program expected to run over several years, with multiple paths participants could follow. But there was a catch: no custom dev team. They needed a powerful digital backbone built entirely with existing tools—something flexible, scalable, and smart enough to automate key processes and generate useful insights at every level. At its core, the system needed to track individuals, tie their data to program stages and regions, and drive real-time reporting on program impact—all without building from scratch.
Key Challenge
Create a powerful digital system without custom development resources that could track participants across a global, multi-year program with various pathways.
Approach
I zeroed in on a modular tech stack that would offer the most power with the least friction: Airtable for relational data, HubSpot for CRM, and Zapier as the connective tissue for automations. ChatGPT played a central support role, acting as a custom-trained expert on the system itself, and helping the client troubleshoot or extend the setup long after implementation.
Data Foundation
Built everything around a person-level table in Airtable, syncing it with HubSpot for CRM functions. Added linked tables to track participation across cities, countries, and different program paths.
Automation Layer
Airtable's automations handled the heavy lifting—classifying data, flagging issues, and surfacing QA dashboards for real-time troubleshooting.
AI Integration
Set up Zapier workflows to automatically register participants for specific Zoom webinars based on their interests. Created a Custom GPT in ChatGPT that knew the system's ins and outs.
I built everything around a person-level table in Airtable, syncing it with HubSpot for CRM functions. From there, I added linked tables to track participation across cities, countries, and different program paths. Airtable's automations handled the heavy lifting—classifying data, flagging issues, and surfacing QA dashboards for real-time troubleshooting.
AI-powered automation was a constant thread. One standout use: I set up a Zapier workflow to automatically register full-program participants for specific Zoom webinars based on their selected interests—removing a layer of manual work and ensuring participants got a tailored experience from day one.
And while some users still preferred working in Google Sheets, I bridged that gap using Zapier and Google Apps Script, maintaining a live sync between the sheets and Airtable without compromising data integrity.
To ensure long-term sustainability, I also created a Custom GPT in ChatGPT that knew the ins and outs of the system, giving the team a self-serve way to troubleshoot automations, refine workflows, and keep things running smoothly after handoff.
Deliverable
The result was a robust, AI- and automation-enabled data system that let the client track program participation and performance across every meaningful dimension. They could see which cities or regions were engaging most, which program paths were thriving, and which content offerings (like webinars, trainings, site visits) were most effective. Because everything was connected and synced, there was no need for redundant data entry or guesswork. Targeted email communications via HubSpot became easy and precise. And with QA dashboards built into Airtable and maintained by automation, data integrity was easier to manage—no more needle-in-a-haystack error hunting.
Comprehensive Tracking
Monitor program participation and performance across cities, regions, program paths, and content offerings
Seamless Integration
Connected systems eliminated redundant data entry and enabled precise, targeted communications
Automated Quality Assurance
QA dashboards maintained by automation simplified data integrity management
Discoveries
One of the biggest lessons? It's better to get everyone into the same system than to support multiple versions of truth. While syncing Google Sheets and Airtable worked technically, the maintenance overhead wasn't worth the long-term effort. Another key insight: when you're working with tools like Airtable, you have to build your own CRM-style safeguards. I created automation rules to flag duplicate records and catch email mismatches—things you get out-of-the-box in a traditional CRM but had to engineer here from scratch.
And maybe most importantly, I proved that a powerful, scalable system doesn't have to be custom-built from the ground up. With the right strategy, automation, and a little AI in your corner, you can build something just as effective—faster and more affordably.
Single Source of Truth
It's better to get everyone into the same system than to support multiple versions of truth. The maintenance overhead of syncing multiple platforms isn't worth the long-term effort.
Build Your Own Safeguards
When working with tools like Airtable, you need to create your own CRM-style safeguards like automation rules to flag duplicates and catch data mismatches.
No-Code Can Scale
A powerful, scalable system doesn't have to be custom-built from scratch. With the right strategy, automation, and AI support, you can build something effective—faster and more affordably.
Tech Stack
Airtable
Primary relational database for tracking participants and program data
HubSpot
CRM functionality and targeted email communications
Google Sheets
Alternative interface for users who preferred spreadsheets
Google Apps Script
Custom scripts to maintain data sync between platforms
Zapier
Connective tissue for cross-platform automations
ChatGPT
Custom GPT for internal support and troubleshooting
Zoom
Webinar platform integrated with automated registration
Why This Matters for Creative Agencies
If you're running a small to mid-size creative agency, the scale of this project might seem like overkill. But here's the thing: the principles behind it are exactly what many agencies need right now. You're juggling clients, leads, content calendars, campaigns, team bandwidth—and all of it lives in different places. What I built here shows how automation and AI can knit those moving parts together.
You don't need a global initiative to benefit from smart systems. Want to automatically tag leads based on intake form answers? Streamline client onboarding? Auto-generate project dashboards? Deliver personalized email sequences without copying and pasting every time? These are all use cases I help agencies build every day.
This case study is less about size and more about mindset: you can operate with clarity, save time, and deliver an amazing experience to your clients and team—without hiring a dev team or duct-taping yet another manual workaround. If your agency is starting to feel the friction of growth, the solutions might be simpler (and more scalable) than you think.
Agency Use Cases
Lead Management
Automatically tag and route leads based on intake form answers, ensuring proper follow-up and personalized communication
Client Onboarding
Streamline the onboarding process with automated welcome sequences, document collection, and project setup
Project Dashboards
Auto-generate project dashboards that give clients and team members real-time visibility into progress and deliverables
Personalized Communications
Deliver tailored email sequences without manual copying and pasting, saving time while maintaining a personal touch
Benefits of No-Code Automation for Agencies
Time Savings
Eliminate repetitive tasks and manual data entry, freeing up your team to focus on creative work and client relationships.
Reduced Errors
Automated workflows minimize human error in data handling, scheduling, and client communications.
Scalability
Handle more clients and projects without proportionally increasing administrative overhead or hiring additional staff.
Better Client Experience
Deliver consistent, timely communications and provide transparent project updates without additional effort.
Getting Started with No-Code Automation
Identify Pain Points
Look for repetitive tasks, manual data entry, or processes that frequently cause errors or delays.
Choose Your Tools
Select platforms that balance power with ease of use. Start with what you already have before adding new tools.
Start Small
Begin with one simple automation that delivers immediate value, then build from there.
Document Everything
Create clear documentation of your system to ensure sustainability and easy onboarding for new team members.
Key Takeaway
With the right strategy, automation, and a little AI in your corner, you can build powerful systems that scale your agency without requiring custom development or significant technical expertise.
Ready to get started? I can help! Reach out to [email protected].