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Before Morphio, I worked for one of Canada’s fastest-growing digital marketing agencies as a Data & Analytics Manager.

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Before Morphio, I worked for one of Canada’s fastest-growing digital marketing agencies as a Data & Analytics Manager. Featured Image


My name is Brett Chabot, and I’m the Marketing Manager at Morphio.

Before Morphio, I worked for one of Canada’s fastest-growing digital marketing agencies as a Data & Analytics Manager and member of the operations team responsible for agency efficiency and profitability.

Over the past few years, I’ve spent a lot of time bouncing between frantic client emails, last-minute requests from account managers, late notice reports, ever-growing (and breaking) dashboards, and continuously digging into Google Analytics, Google Search Console and countless other MarTech platforms. All to come up with meaningful strategic suggestions, usually minutes before a client call.

If you’ve ever worked in an agency or hired one, you’ve probably experienced the same stressful challenges, and if you’re like me, have probably accepted this ‘agency life’ and as the only way to work.

I’m here to tell you that it’s not the only way to work; it’s the old way to work. Let me tell you about how I could better control marketing data and spend less time digging for insights, so I have more time for thinking – the new way to work – with Morphio.

From Slacks, emails, and dashboards to automated anomalies

The old way: 

Let me bring you through how my mornings used to be. 

First things first, email. I’d open up my email to see dozens (if not hundreds) of messages. I’d delete some, respond to others, and have a few critical ones mixed in that needed my attention. These emails could take anywhere from 15 minutes to an hour or more to get through. 

Next up, I’d open up Slack to see what the team, clients and bosses were saying. After digging through those messages, I’d have a good idea of what my to-do list looked like for the day.

Before Morphio, I could spend 30 minutes on both emails and Slack notifications before I’d even open my analytics and ad platforms. It would already be 10:00 am, and I’d be just getting started doing actual work.

Enter Morphio:

With the new way to work, the first thing I do is check for Marketing Anomalies. All of the fresh data I need is in one convenient place versus logging in to Google Analytics, Google Search Console, Google Ads, Facebook Business Manager (and the list goes on.) 

Marketing Anomalies alert me to two things. Positive or negative changes in marketing data. Before opening up an angry client email about overspending, a panicked Slack message from an account manager asking why Cost-Per-Lead (CPL) has doubled up, or a developer telling me a landing page went 404 overnight. I already have all of the information via Morphio – and it is automated.

Within minutes I know what I need to work on for the day, what is urgently needed and where my strategic focus should be. Most importantly, I’m working with real-time data. Not day-old or week-old numbers that are risky to use and negatively impact decision making.

That brings me to my next point.

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Instant insights instead of scrambling before meetings

The old way: 

Once the workday begins, I always had a habit of juggling many different tools and platforms. You know what I’m talking about: sifting through Google Analytics, Google Ads, Facebook Ads, Slack, and others, right? While all of these tools greatly help me, they also take up a lot of my time when you have 25+ tabs open, and you’re jumping between platforms and clients.

I could easily spend one to two hours going through analytics platforms, dashboards, and tools to understand what the data and numbers mean. It’s like being a translator. You have to interpret the data and turn that into something actionable. 

That’s not to mention when Bryan Taylor, the CMO, walks over with two cups of fresh coffee and says, “Hey, mind taking a peek at some data with me? ” After 20 minutes, we’re just investigating. Not taking any decisive action, and we now have more questions than answers.

Enter Morphio:

With Morphio, I get some time-saving shortcuts. Marketing Suggestions are AI-driven recommendations to improve conversions, CPL, and other vital metrics.

While I don’t take every suggestion, Morphio cuts out 15-20 minutes of digging through data (10-15 clicks and filtering), and instead of bouncing between platforms (or taking up my team’s time), I have insights and ideas to share – pretty much on the fly – from one place.

This new way of working with analytics data is perfect for last-minute meetings, collaborating with stressed team members, and prioritizing tasks every day.

Or, when I run into Eric Vardon, Morphio’s CEO, while making tea at the Morphio office, I don’t have to go down a one-hour rabbit hole distracting me from tasks when he asks, “What’s up with our conversion rate? I feel like it’s tanking?”

I find the user-friendly dashboard is straightforward to navigate and understand. I can visit “Anomalies” and click “Insights” on an anomaly card to investigate it further.

Anomaly cards prompt a new window that details the anomaly and what changes Morphio has detected. I also like leaving comments, so the team has more ideas for the next best actions. For example, I can see that an SEO competitor increased their search ranking by adding policy pages with specific anchor text here: 

In this case, I could target similar keywords or adjust our client’s current pages accordingly. Insights can be found on any anomaly card, including paid ads, organic search, landing page health, and competitive search rankings.

Automated SEO: keywords and competitive insights

The old way:

Once I finished figuring out what I have to do for the day, my afternoon involved putting my head down and decision making. Both apply to a common strategy most marketers use, which is SEO.

I can’t tell you how many times I’d go back and forth with one of our developers, Lauren Nicholson, on fixing metadata, optimizing copy and lots of other small continuous SEO tweaks.

The feature is essential because a lot of search marketers are guilty of doing SEO by hand. That means manually going through the SERPs, awkwardly fumbling through suites, etc. All of this turns into a lack of actionable things to improve rankings or show clients. Or, a minimum, a long way to approach organic marketing.

Even with what I thought to be efficient keyword research, content, and on-page SEO processes, it could take an hour per day or more to keep tabs on competitors and do all of these things.

Enter Morphio:

That’s where Morphio’s SEO and competitive insights save the day for me now. The new way for me to do SEO is by using Morphio’s SEO Performance features to make impactful changes that help me outrank competitors and improve organic traffic.

SEO Performance provides a quick overview of my (or clients) keyword rankings, impressions, growth, and history.

I can click the “Competitors” tab to keep a close eye on other businesses battling us in the SERPs to outrank them and know when they change strategies.

Morphio also instantly alerts when a website outranks you. But it doesn’t end there. You see precisely why it happened. Perhaps they targeted new keywords, changed metadata, or added heart tags. I can explain this to a client or use it to win back a position. 

Faster reporting and strategies for clients

The old way:

Let’s be honest. We’ve all been in the sticky situation of a client asking to do a last-minute phone call, and guess what? You don’t have any data, reports, or strategies ready. You have to scramble. The panic sets in. Your heart pounds. You sweat. Maybe you piece together something or wing it.

In the best-case scenario, clients and I sit together for an hour going through a report. Time that could be better spent elsewhere.

Enter Morphio:

With Morphio, I can instantly access each client’s account (or give them access directly) and quickly prioritize a data-driven discussion. 

Imagine that a client’s marketing department needs more information about what the audience converts the most for a new campaign. I spent 30 minutes manually going through Google Analytics, editing the columns, exporting, and waiting to find a meeting date.

Now, I simply click “Audience Segments” while on the client’s account, and I’m instantly presented with demographics and metrics. 

“High Performing” are customer groups that are outperforming expected numbers. “Low Performing” are the segments that aren’t moving the needle. Morphio’s Audience Segmentation’s cool thing is that audiences are analyzed based on hard data – cross-platform conversion data. 

Wrapping up the new way to work with Morphio

If ‘agency life’ has taught be anything – business and how we work never stays the same. Recent times have exposed us marketers for using old and inefficient systems and having slow discussion-based workflows. We need to be more up to date.

Instead of spending an hour or two every day deciding what tasks need to be done, Morphio’s Marketing Anomalies can tell me what should be prioritized each morning. I get to see what assets are over or under-performing at the snap of a finger.

Morphio also integrates with all of my (and your) favourite platforms to provide deep insights and prevent platform juggling. Click any anomaly card to see what can be contributing to the influx in performance to take action right away. Suggestions also help me be more prepared for client meetings instead of scrambling.

I use SEO monitoring to overview keyword rankings and competitors to improve clients’ search marketing. You can target new keywords, get content ideas, and update metadata on the fly instead of going through clunky SEO suites. Want to experience the new way to work? Try Morphio today for free.

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