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My guest on this episode of Suds & Search is Dana DiTomaso, co-founder of Kick Point Digital. I’ve been a fan of Dana’s for a really, really long time. In an industry with a lot of really smart digital marketers, Dana stands out.

She is an in-demand keynote speaker, blogger, and industry veteran. She has presented at virtually every major industry conference. A shortlist includes Mozcon, Brighton SEO, LocalU, Content Jam, and many of the SMX events. In 2018, Dana was nominated as the “SEO Speaker of the Year” by Search Engine Land.

I’m going to start our conversation by talking about a presentation she did at Whitespark’s Local Search Summit titled “Level Up Your Analytics.” In her presentation, she challenged digital marketers to take the responsibility of maintaining customer analytics accounts more seriously.

Earlier in my career, the only Google products available to measure and evaluate data were Google Analytics and Google Search Console. Today, marketers need to know Google Tag Manager, Google Data studio, and Local SEOs begrudgingly rely on GMB insights.

I’ve learned a lot from Dana about how to use each of these tools. During our conversation, I ask her about how to use Tag Manager to measure micro and macro conversions, how to put GMB insights into context, and how to use customer empathy to make better reports in Google Data Studio.

Grab something cold to drink and join me for a conversation with Dana DiTomaso. We’ll geek out on data and discuss why she doesn’t like to present customer data from the classic tables model commonly found in spreadsheets. And I’ll ask her a few questions about her beloved Hamilton Tiger Cats of the Canadian Football League.