Good content measurement doesn’t start with a dashboard. It starts with a clear agreement on what you’re actually trying to learn and who on your team is responsible for acting on it.
This workshop helps you build exactly that. You’ll work through how to identify the metrics that reflect your real content goals, how to extract insights that make your segmentation sharper and your personalization more relevant, and how to draw a straight line from your content program to your lead generation and nurture results.
The problems this session is designed to solve are ones you’ve probably already felt:
> Reporting that shows activity but doesn’t inform decisions
> Segmentation that’s based on gut feel because the right data isn’t accessible
> Content, demand gen, and nurture teams that operate in silos and measure success differently
Come to the session with your real challenges and questions to address.
September 22, 2026 | 10:00 a.m. – Noon CT
Purchase 3 or more tickets for your group or team and save 10%.
All non-member registrations will include details to redeem a FREE 1 YR AMA Academic or Professional Membership ($199 value).
Who Should Attend?
- Content marketing managers, directors, and practitioners who develop and refine content, build strategy, and are directly accountable for content performance.
- Senior or lead-level professionals overseeing broader marcomm or digital programs and need to align teams around shared metrics.
- Performance and growth marketers who care most about the connection between content and pipeline.
- Planners and strategists who work across functions, often responsible for audience segmentation and personalization strategy.
Key Takeaways
- How to define measurement ownership across marketing, product, and analytics teams so everyone knows what they’re responsible for and why
- How to build a measurement approach that informs real content decisions, not just end-of-month reporting
- How to identify the segmentation and personalization insights hiding in your existing data
- How to bring your toughest measurement questions to the room and leave with answers you can use
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
AMA Members Get the Best Pricing
Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
September 22, 2026 | 10:00AM - 12:00PM Central Time
- What to Measure
- Shift from channel-based approach to business-goals oriented approach
- Identifying what signals drive actual results
- Fixing Content Gaps
- Who owns what data
- What data is missing (particularly around key questions)
- How to bring data into one source of truth
- Data hygiene and governance
- Measurement for Segmentation + Personalization
- Increase relevance through specificity
- What to measure for personalization
- How to deliver personalization in content marketing
- How to scale segmentation/personalization (even with limited resources)
- From Measurement to Insight
- Insight framework
- Identifying places where tools can help
- Delivering usable insights across the organization (to other teams)
- Using the insights to drive content marketing improvements
- Exercise
- How to operationalize
- Recap of core concepts
- Measurement cadence
- Implementation plan framework
Zontee Hou
President / Media Volery LLCZontee is a passionate advisor and teacher of communications and the founder of the boutique digital marketing agency Media Volery.
Her 20 years of marketing industry experience includes work for the IMF, the UN Food and Agriculture Organization, Allstate Insurance, and Indiana University. She is one of TopRank’s top 50 most influential content marketers, was one of LinkedIn’s 16 marketers to follow in 2021, and her work has garnered multiple awards including several PR News Platinum Awards and a Forrester Groundswell Award.
In addition, Zontee’s years of experience as a faculty lecturer at Columbia University and adjunct lecturer at the City College of New York—CUNY’s flagship college—inform her unique ability to draw connections between marketing methodology and business goals.
Zontee received her Masters of Science in Strategic Communications from Columbia University and her Bachelors of Science in both Marketing and International Business from NYU Stern. She is based in New York City, where she lives with her husband and daughter.
- Planners and strategists who work across functions, often responsible for audience segmentation and personalization strategy.
Can’t Attend Live But Want The Information?
We will send a link to the recording and resources within one business day of the event to all registrants! Access will be available for three months.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Resources, tips and best practices
- Access to recording and resources for three months
Who Should Attend?
-
- Content marketing managers, directors, and practitioners who develop and refine content, build strategy, and are directly accountable for content performance.
-
- Senior or lead-level professionals overseeing broader marcomm or digital programs and need to align teams around shared metrics.
-
- Performance and growth marketers who care most about the connection between content and pipeline.
- Planners and strategists who work across functions, often responsible for audience segmentation and personalization strategy.
Can’t Attend Live But Want The Information?
We will send a link to the recording and resources within one business day of the event to all registrants! Access will be available for three months.