Marketing manager
Owns the monthly report and the channel mix. Spends Monday mornings copying numbers out of five tools.
- hey Morse, build last month's marketing report: sessions, leads and spend by channel, with the change versus the month before.
- hey Morse, which campaigns across Google Ads and LinkedIn Ads brought the cheapest leads in Q3?
- hey Morse, list our ten best performing pages by organic clicks and tell me which ones lost position since June.
Uses Google Analytics 4, Google Ads, LinkedIn Ads, Search Console.
PPC manager
Lives inside the ad accounts. Wants waste found and budgets shifted before the week is over.
- hey Morse, show search terms with more than 50 clicks and zero conversions in the last 30 days.
- hey Morse, compare cost per lead by device for every Google Ads campaign this month.
- hey Morse, which LinkedIn Ads audiences by job function have the highest click-through rate, and what do they cost per click?
Uses Google Ads, LinkedIn Ads.
CEO
Needs the shape of the business in three sentences, not a dashboard with forty tiles.
- hey Morse, give me a weekly summary: website traffic, leads, ad spend and the biggest change since last week.
- hey Morse, is demand for our brand growing? Show branded search impressions by month for the past year.
- hey Morse, how much did we spend on ads this quarter and how many leads did it produce?
Uses Google Analytics 4, Search Console, Google Ads, LinkedIn Ads.
CFO
Wants marketing spend reconciled and cost per outcome tracked, without waiting for the deck.
- hey Morse, total ad spend by platform and by month for this fiscal year, in one table.
- hey Morse, what was our cost per lead each month, blended across Google Ads and LinkedIn Ads?
- hey Morse, show purchase revenue from Google Analytics next to ad spend for the same period and compute the ratio.
Uses Google Ads, LinkedIn Ads, Google Analytics 4.
People manager
Runs employer branding and hiring campaigns. Wants to know if the careers content reaches anyone.
- hey Morse, how many people visited our careers pages last month and where did they come from?
- hey Morse, which of our LinkedIn posts about hiring got the most impressions and engagement this quarter?
- hey Morse, are searches for our company name plus jobs or careers increasing? Show the last six months.
Uses Google Analytics 4, LinkedIn Pages, Search Console.
Brand manager
Tracks whether the brand is getting seen, followed and searched for, across every surface.
- hey Morse, how did our LinkedIn page followers and YouTube subscribers change month by month this year?
- hey Morse, what share of our Search Console clicks are branded queries, and is that share moving?
- hey Morse, show Google Business Profile impressions on Search and Maps by month, plus the top search keywords that surface us.
Uses LinkedIn Pages, YouTube, Search Console, Google Business Profile.