Superception Podcast Ep. 118 – Dana DiTomaso, Founder And CEO Of Marketing Insights Agency Analytics Playbook

Conversation on the AI analytics revolution with Dana DiTomaso, founder and CEO of marketing insights agency Analytics Playbook.

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Dana DiTomaso discusses her childhood and professional journey (01:12), the difference between data and insights (16:36), her views on Google Analytics 4 [GA4] (22:02), the optimal cadence for marketing reporting (25:24), the AI-driven balance between what we can and what we should measure (27:44), the need for dedicated AI analytics tools (30:18), takeaways from attributing traffic to AI Search in GA4 (32:13), the relative value of top-, mid-, and bottom-funnel content (37:13), referral traffic from AI Search (38:37), the added value of AI in analytics (40:21), challenges with AI hallucinations (42:04), AI as an analytics assistant (44:25), and the future of marketing in the AI era (49:01).

This episode was recorded on an online platform on September 12, 2025.

Dana DiTomaso – (CC) Analytics Playbook