Ryan Jones Analytics For the C Suite SES Chicago

Analytics For The C-Suite

@RyanJones

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Ryan JonesManager – SEO & Analytics

@RyanJoneswww.RyanMJones.comLinkedin.com/in/jonesy

SapientNitro

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

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

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

@RyanJones

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Analytics is the foundation of “inbound marketing”

ACTIONABLE PROCESS Discovery

StrategyExecution

Maintenance

Analytics

@RyanJones

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