Thanks for response.
Well, my stumbling block is budget for tools At the moment I use MOZ a lot and free version of ahrefs. The execs won't expand budget for tools, so I have to compromise somehow.
I personally focus on organics, but we have another person for PPC. Plus I also do full internet marketing analysis for clients, including all channels, so I need to know everything. Just trying to ease my life a bit and save some money before buying tools by listening to people who have used them already.
You said "Increasing conversion rates by understanding customer behavior/flow? PPC analysis to understand how to maximize your budget to see a larger ROI for your campaigns?" - what's your recommendations? I assume for PPC is SEMrush? what about conversions? I use GA heavily + inspectlet(free version).