In this episode of E-Coffee with Experts, our host Ranmay chats with Dana DiTomaso, Founder & Lead Instructor of Analytics Playbook and President of Kickpoint.

Dana shares how she got started in the early 2000s, what’s changed (a lot), and why she’s now laser-focused on analytics over rankings.

She opens up about common mistakes agencies make when scaling, how to spot red flag clients early, and why obsessing over being “#1 on Google” doesn’t make sense anymore. They also dive into how AI is shaking up search results, why your metrics might be lying to you, and what brands should really focus on in 2025 and beyond.

It’s insightful, honest, and packed with wisdom for anyone in SEO, marketing, or running an agency.

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In this episode, we discuss:

00:00 - 00:33: Intro – Meet Dana DiTomaso

00:33 - 01:39: How Dana Got Started in SEO

01:39 - 02:20: Shifting from SEO to Analytics

02:20 - 02:58: Why SEO Is Still Alive

02:58 - 04:03: Speaking at Conferences & Building Your Voice

04:03 - 05:53: Biggest Mistake Agencies Make When Scaling

05:53 - 07:32: Knowing When to Say “No” to Clients

07:32 - 08:44: Why Ranking #1 Isn’t the Goal Anymore

08:44 - 11:21: What Metrics You Should Actually Trust

11:21 - 12:29: How AI Is Changing How People Search

12:29 - 13:27: Teaching AI to Understand Your Brand

13:27 - 14:34: The Future of Analytics & Less Data

14:34 - 15:46: Fun Rapid Fire with Dana

15:46 - 16:00: Final Thoughts & Wrap-Up

 Connect with Dana DiTomaso

 https://www.linkedin.com/in/dditomaso/

 https://kpplaybook.com/?utm_medium=social&utm_source=linkedin&utm_campaign=showcase+page

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