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Analytics For The C-Suite
Ryan Jones

Manager – SEO & Analytics
SapientNitro

@RyanJones
www.RyanMJones.com
Linkedin.com/in/jonesy

2
Shit Your Boss Doesn’t Care About
What’s important to you isn’t so important to your boss.

@RyanJones
Some Metrics Are Best
Left To Yourself.
PageRank Impressions CTR Links
Rankings CPC Bounce Rate Visits Hits
Keyword Densit...
5
Things I Don't Understand
Pie Charts

Fancy Reports

@RyanJones

6
SIMPLIFY
REPORTING

@RyanJones

8
What Does Your Boss Care About?

@RyanJones
Your Boss Cares About
One Thing:

Am I Spending
My Money

Effectively?
10

@RyanJones
True Story…
“Let’s cut to the chase: Is it working? Ok
great keep doing it. What’s next?”
-- my clients

@RyanJones

11
Your Boss Cares About:

His Bonus

@RyanJones

12
How To Get Your
Boss Promoted

@RyanJones

13
ACTIONABLE ANALYTICS
Data to act on AND a business reason to
take those actions.

@RyanJones
REPORTING IS NOT ANALYTICS

Reporting:

Analytics:

What’s The
Number?

What Does The
Number Mean I
Should Do?

@RyanJones...
@RyanJones
Analytics is the foundation of “inbound marketing”

ACTIONABLE
PROCESS

Maintenance

Discovery

Analytics
Execution

@Ryan...
THANK YOU
The Traditional Marketing Funnel From B-School Books:

THE OLD
FUNNEL

@RyanJones

19
The Path To Conversion Isn’t so Simple Anymore

USER JOURNEY

@RyanJones

20
Same categories, lots of different paths.
AWARENESS

THE NEW
FUNNEL

INTEREST

DESIRE
ACTION

@RyanJones

21
Ryan Jones Analytics For the C Suite SES Chicago
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Ryan Jones Analytics For the C Suite SES Chicago

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a 2013 SES Chicago presentation by Ryan Jones titled "Shit your boss doesn't care about" that was given at the Analytics in the Boardroom session.

Published in: Business, Technology
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Transcript of "Ryan Jones Analytics For the C Suite SES Chicago"

  1. 1. Analytics For The C-Suite
  2. 2. Ryan Jones Manager – SEO & Analytics SapientNitro @RyanJones www.RyanMJones.com Linkedin.com/in/jonesy 2
  3. 3. Shit Your Boss Doesn’t Care About What’s important to you isn’t so important to your boss. @RyanJones
  4. 4. Some Metrics Are Best Left To Yourself. PageRank Impressions CTR Links Rankings CPC Bounce Rate Visits Hits Keyword Density Domain Authority Followers Retweets Shares Likes Plusses Page Speed Pages/Visit Time on Site These metrics are best used internally to help increase the metric your boss actually cares abou @RyanJones 4
  5. 5. 5
  6. 6. Things I Don't Understand Pie Charts Fancy Reports @RyanJones 6
  7. 7. SIMPLIFY REPORTING @RyanJones 8
  8. 8. What Does Your Boss Care About? @RyanJones
  9. 9. Your Boss Cares About One Thing: Am I Spending My Money Effectively? 10 @RyanJones
  10. 10. True Story… “Let’s cut to the chase: Is it working? Ok great keep doing it. What’s next?” -- my clients @RyanJones 11
  11. 11. Your Boss Cares About: His Bonus @RyanJones 12
  12. 12. How To Get Your Boss Promoted @RyanJones 13
  13. 13. ACTIONABLE ANALYTICS Data to act on AND a business reason to take those actions. @RyanJones
  14. 14. REPORTING IS NOT ANALYTICS Reporting: Analytics: What’s The Number? What Does The Number Mean I Should Do? @RyanJones 15
  15. 15. @RyanJones
  16. 16. Analytics is the foundation of “inbound marketing” ACTIONABLE PROCESS Maintenance Discovery Analytics Execution @RyanJones Strategy 17
  17. 17. THANK YOU
  18. 18. The Traditional Marketing Funnel From B-School Books: THE OLD FUNNEL @RyanJones 19
  19. 19. The Path To Conversion Isn’t so Simple Anymore USER JOURNEY @RyanJones 20
  20. 20. Same categories, lots of different paths. AWARENESS THE NEW FUNNEL INTEREST DESIRE ACTION @RyanJones 21
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