Measure What Content Matters, Demonstrate Value, and Make Smarter Decisions with Confidence (New for 2026)
Special Fall-1 Pricing: Regularly $900 is now 50% off—$450. Enroll here.
Special Fall-2 Pricing: Regularly $900 is now 50% off—$450. Enroll here.
Introduction: Content marketers have never had more data at their fingertips, or more pressure to justify their impact. At the same time, the rules of measurement are changing. Traditional traffic patterns are more elusive than a clean attribution model. AI-generated answers are influencing customer journeys. Leadership teams are asking tougher questions. And somewhere between spreadsheets, dashboards, and stakeholder meetings, marketers are expected to predict what on earth is coming next. No pressure! This practical masterclass is designed to help marketers move beyond reporting metrics and towards demonstrating meaningful business value. You’ll learn how to interpret performance data, connect content activity to organizational objectives, build compelling business cases, and develop the confidence to make evidence-based recommendations, even when the picture isn’t perfectly clear. Led by Helena Pearce, Head of Organic Growth Marketing at Sony PlayStation, this course combines proven measurement principles with new approaches for evaluating Generative Engine Optimization (GEO) and AI search performance. You’ll leave with practical frameworks, forecasting techniques, and a stronger understanding of how to turn data into action. The goal isn’t to become a data scientist overnight, but to become the marketer in the room who can answer the question, “so what?” Whether you’re responsible for content strategy, SEO, GEO, digital marketing, reporting, or communicating performance to senior stakeholders, you’ll gain practical tools and frameworks you can apply immediately. Key Takeaways: What You’ll Learn: Part 1: Measure Build confidence in your ability to interpret and evaluate content performance. You’ll explore: Part 2: Explain Transform data into insights that drive action. You’ll discover how to: Part 3: Influence Learn how to communicate the value of content in ways that resonate with decision-makers. You’ll explore: Part 4: Predict Move from explaining the past to preparing for the future. You’ll learn how to: Part 5: Scale Establish sustainable approaches to measurement and insight generation. You’ll discover: Flexibility to Fit Your Schedule: Can’t make it to the live session? No problem. We’ll send the workshop video, workbooks, and supplementary materials shortly after recording so you can catch up, revisit, or reinforce your learning.
Key Takeaways:
- Building data fluency: moving from information overload to actionable knowledge using frameworks such as DIMK and KPI Waterfalls.
- Measuring AI search and GEO performance: what to track, what it means, and what to do about it.
- Attribution and incrementality: understanding your measurement options and demonstrating the true contribution of content beyond last-click thinking.
- Turning data into insight: hypothesis generation, and the difference between an observation and a strategic recommendation.
- Demonstrating content value to stakeholders: practical models including SERP-to-value and online-to-offline measurement approaches.
- Aligning KPIs to business objectives and building compelling business cases that secure investment.
- Executive storytelling: presenting performance data in a way that drives decisions, not just nodding.
- Forecasting and scenario planning: practical techniques including trend extrapolation, seasonality, and the Forecasting Ladder.
- Dashboard design and AI tooling: building reporting that encourages action and knowing where AI accelerates analysis versus where human judgment leads.
- Common analytical fallacies, the MAD landscape, and emerging measurement trends shaping the future of AI-powered marketing.
Download Material:
- Recorded video of the presentation with slides and audio.
- PDF of the complete presentation.
- Excel spreadsheet: Content Performance Diagnostic.
Who This Course Is For
This course is designed for:
- Content Marketing Managers.
- Digital Marketing Managers.
- Content Strategists and Content Leads.
- Marketing Analysts seeking stronger storytelling skills.
- Brand and Communications Professionals responsible for reporting outcomes.
- Agency Account Managers presenting performance to clients.
- Senior Marketing Leaders seeking greater confidence in measurement and forecasting.
Whether you’re trying to prove the value of content investment, communicate impact to stakeholders, or navigate the changing measurement landscape created by AI search, this course will equip you with the tools and confidence to make smarter decisions.
KeyOutcomes:
By the end of this masterclass, you’ll be able to:
- Measure content performance using frameworks that connect activity to outcomes.
- Evaluate the emerging impact of AI search and Generative Engine Optimization (GEO).
- Interpret data critically and ask better analytical questions.
- Translate metrics into actionable insights and strategic recommendations.
- Build persuasive business cases supported by evidence.
- Communicate performance confidently to senior stakeholders.
- Forecast future performance using practical planning techniques.
- Create scalable approaches to reporting, analysis, and decision-making in an increasingly complex marketing landscape.
The Presenter:
Helena Pearce
Head of Organic Growth Marketing, Sony PlayStation
Helena has 15 years’ experience leading content marketing and organic growth strategy for some of the world’s most recognized brands, including PlayStation, Amazon, and Samsung.
She has built content teams, marketing operations, and measurement frameworks across B2C, B2B, brand-side, and agency environments. Through her work at the intersection of content, search, and AI, she has developed deep expertise in Generative Engine Optimization (GEO) – engaging directly with major platforms including Google and Adobe to understand how the landscape is evolving and what it takes to succeed in it.
A recognized voice in the industry, Helena sits on panels, judges the Global Content Awards, and hosts summits on content marketing, AI search, and digital strategy. She is also a passionate advocate for women in leadership, and regularly speaks on the opportunities and challenges facing women building careers in technology and marketing.
She brings a practical, commercially-grounded approach to everything she teaches – focused on what works in the real world, not just what sounds good in theory.
LinkedIn: https://www.linkedin.com/in/helena-pearce-66184863/
The presentation was very informative and engaging. It is always nice to hear different perspectives and find out what is trending in the different markets.
This was a well thought out course that covers the basic necessities of event marketing whether it is online, in-person, or a hybrid event.
Workshop date and time:
Fall-1 2026
1-Module Course.
Tuesday, October 20, 2026, from 9:00 a.m. to 11:00 a.m. PDT
Fall-2 2026
1-Module Course.
Tuesday, December 15, 2026, from 9:00 a.m. to 11:00 a.m. PDT
