How To Use GA4 and AI To Find the Gold In Your Data [Video]

Open a marketer’s treasure chest and you’ll see an abundance of data.

How do you select the valuable gold among all the worthless pyrite? And how can AI help you find that gold?

Dana DiTomaso has some thoughts based on her experience as the founder and lead instructor of Kick Point Playbook, which provides online marketing training. She recently shared her insights at CMI’s Content and Marketing Trends for 2025 event.

Watch Dana’s take on how to make the most of Google Analytics 4, AI tools, and all your other data, or read this edited transcript.

Accept that data isn’t perfect

Let’s talk about data. We’ve never had more of it. We have Google Analytics 4 and all sorts of other data we can evaluate on our website. We have our CRMs. We have all this AI information being tossed at us. We have tons and tons of data.

Unfortunately, data has never been less accurate.

Market analytics data …