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.

1. Analytics For The C-Suite

2. Ryan Jones
Manager – SEO & Analytics
SapientNitro
@RyanJones
www.RyanMJones.com
Linkedin.com/in/jonesy
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3. Shit Your Boss Doesn’t Care About
What’s important to you isn’t so important to your boss.
@RyanJones

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
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5. 5

6. Things I Don't Understand
Pie Charts
Fancy Reports
@RyanJones
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8. SIMPLIFY
REPORTING
@RyanJones
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9. What Does Your Boss Care About?
@RyanJones

10. Your Boss Cares About
One Thing:
Am I Spending
My Money
Effectively?
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@RyanJones

11. True Story…
“Let’s cut to the chase: Is it working? Ok
great keep doing it. What’s next?”
-- my clients
@RyanJones
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12. Your Boss Cares About:
His Bonus
@RyanJones
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13. How To Get Your
Boss Promoted
@RyanJones
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14. ACTIONABLE ANALYTICS
Data to act on AND a business reason to
take those actions.
@RyanJones

15. REPORTING IS NOT ANALYTICS
Reporting:
Analytics:
What’s The
Number?
What Does The
Number Mean I
Should Do?
@RyanJones
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16. @RyanJones

17. Analytics is the foundation of “inbound marketing”
ACTIONABLE
PROCESS
Maintenance
Discovery
Analytics
Execution
@RyanJones
Strategy
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18. THANK YOU

19. The Traditional Marketing Funnel From B-School Books:
THE OLD
FUNNEL
@RyanJones
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20. The Path To Conversion Isn’t so Simple Anymore
USER JOURNEY
@RyanJones
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21. Same categories, lots of different paths.
AWARENESS
THE NEW
FUNNEL
INTEREST
DESIRE
ACTION
@RyanJones
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