ryan jones analytics for the c suite ses chicago
DESCRIPTION
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.TRANSCRIPT
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Analytics For The C-Suite
@RyanJones
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Ryan JonesManager – SEO & Analytics
@RyanJoneswww.RyanMJones.comLinkedin.com/in/jonesy
SapientNitro
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Shit Your Boss Doesn’t Care AboutWhat’s important to you isn’t so important to your boss.
@RyanJones
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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
Some Metrics Are Best Left To Yourself.
These metrics are best used internally to help increase the metric your boss actually cares about: Her Goal
@RyanJones
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Fancy Reports
@RyanJones
Things I Don't Un-derstand
Pie Charts
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SIMPLIFY REPORTING
@RyanJones
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What Does Your Boss Care About?
@RyanJones
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Am I Spending
My Money
Effectively?
Your Boss Cares About One Thing:
@RyanJones
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“Let’s cut to the chase: Is it working?
Ok great keep doing it. What’s next?”
-- my clients
True Story…
@RyanJones
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His Bonus
Your Boss Cares About:
@RyanJones
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How To Get Your Boss Promoted
@RyanJones
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ACTIONABLE ANALYTICS
Data to act on AND a business reason to take those actions.
@RyanJones
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REPORTING IS NOT ANALYTICS
Reporting: Analytics:
What Does The Number Mean I
Should Do?
What’s The Number?
@RyanJones
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@RyanJones
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Analytics is the foundation of “inbound marketing”
ACTIONABLE PROCESS Discovery
StrategyExecution
Maintenance
Analytics
@RyanJones
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THANK YOU
@RyanJoneswww.RyanMJones.com
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The Traditional Marketing Funnel From B-School Books:
THE OLD FUNNEL
@RyanJones
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The Path To Conversion Isn’t so Simple Anymore
USER JOURNEY
@RyanJones
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Same categories, lots of different paths.
THE NEW FUNNEL
@RyanJones
ACTION
AWARENESS
INTEREST
DESIRE