Proving & Predicting Content Marketing KPIs and Impact in the Age of AI Search Masterclass, 1 Module Course

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:

• Move beyond reporting and build a measurement approach that connects content activity to real business outcomes.
• Understand how AI search and GEO are changing the metrics that matter – and how to evaluate performance in the new landscape.
• Develop the data fluency to ask better questions, interpret results critically, and avoid common analytical pitfalls.
• Learn to translate data into compelling narratives that resonate with leadership and secure investment.
• Build forecasting and scenario planning skills that make you a more strategic, valuable voice in planning conversations.
• Design scalable, sustainable measurement systems using dashboards, AI tooling, and smarter reporting frameworks.

What You’ll Learn:

Part 1: Measure

Build confidence in your ability to interpret and evaluate content performance.

You’ll explore:

• How to understand the data available to modern marketers.
• The importance of asking better questions before diving into reports and dashboards.
• Powerful approaches to measuring AI search impact.
• How to evaluate Generative Engine Optimization (GEO) performance.
• Data fluency frameworks that help marketers move from information overload to clarity, including:
  • The DIMK Framework (Data → Information → Meaning → Knowledge).
  • KPI Waterfalls that connect activity metrics to business outcomes.

Part 2: Explain

Transform data into insights that drive action.

You’ll discover how to:

• Navigate different attribution models and understand their strengths and limitations.
• Explore incrementality and its role in demonstrating marketing impact.
• Translate data into meaningful insights rather than isolated observations.
• Develop hypotheses that support testing, learning, and optimization.

Part 3: Influence

Learn how to communicate the value of content in ways that resonate with decision-makers.

You’ll explore:

• Practical models for demonstrating content’s contribution to business outcomes.
• SERP-to-value frameworks that connect visibility to organizational impact.
• Online-to-offline measurement approaches.
• How to align KPIs with strategic objectives.
• Executive storytelling techniques that bring your data to life.
• Building compelling business cases that secure stakeholder buy-in and investment.

Part 4: Predict

Move from explaining the past to preparing for the future.

You’ll learn how to:

• Apply forecasting techniques appropriate for marketing environments.
• Use trend extrapolation to identify likely trajectories.
• Recognize and account for seasonality.
• Develop realistic scenarios to support planning and decision-making.
• Build confidence in discussing uncertainty without undermining credibility.

Part 5: Scale

Establish sustainable approaches to measurement and insight generation.

You’ll discover:

• How to design dashboards that encourage action rather than overwhelm.
• Where AI tooling can accelerate analysis and support decision-making.
• Common analytical fallacies and pitfalls that lead teams astray.
• The evolving MAD (Machine Learning, AI & Data infrastructure) landscape.
• Emerging trends shaping the future of measurement in an AI-powered world.

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.