How To Take Your Marketing Analytics To The Next Dimension — Literally
As digital marketing becomes increasingly complex, "dimensions," and how to analyze them, are becoming a key skill for marketing analysts. Columnist...
Kohki Yamaguchi
Kohki Yamaguchi leads product marketing at Origami Logic, a cross-channel marketing intelligence solution for modern marketers. With a career of 8 years in marketing and analytics spanning various functions, Kohki's focus has always been on translating data into strategy, simplifying the complex, and bridging the gap between data and organizational silos.
7 Limitations Of Big Data In Marketing Analytics
Big data -- the cutting edge of modern marketing or an overhyped buzzword? Columnist Kohki Yamaguchi dives in to some of the limitations of...
The Marketing Analytics Practice Is Evolving: How Can You Adapt?
As the saying goes, the only thing that is constant is change. But in digital marketing today, change is not only constant but also rapid and...
Think Cross-Channel For Your Holiday Paid Search Campaign
You've got your holiday SEM strategy all laid out, but are you thinking cross-channel? Columnist Kohki Yamaguchi provides a guide for taking that...
3 Challenges Of Attribution Modeling: The Bad, The Bad And The Ugly
Any method of attribution has its strengths and drawbacks. Contributor Kohki Yamaguchi outlines factors every marketer should be aware of....
Pay Per What? Choosing Pricing Models In Digital Advertising
How to determine which of the many different digital advertising pricing models makes the most sense for your business....
5 Simple Steps For Defining Uber-KPIs For Multiple Objectives
Nowadays, marketing channels no longer map easily to a single objective. Display continues to evolve on all fronts, covering everything from premium...
20 Reasons Why Social Analytics Is A Nightmare — And What To Do About It
Social media managers and analysts have one of the toughest jobs in digital marketing today. Imagine trying to be an expert in content marketing,...
The Secret Sauce Of Marketing Analytics: The 5W1H Framework
Today, I am going to reveal my secret sauce for marketing analytics. This simple method is so powerful that anyone can start applying it today to any...
3 Steps To Get Started With Cross-Channel Analysis
We are currently living through a Cambrian-level explosion of marketing channels. It seems like there is a new channel or device popping up every...
A Concise Overview Of Cross-Channel Marketing Models
For several decades, modeling cross-channel marketing impact was synonymous with marketing mix (“top-down”) models. However, with the...
Marketers: The Busier Things Are, The Less You Should Be Testing
Any experienced A/B or multivariate tester has probably encountered a situation similar to the following: You are put in charge of testing a new...
9 Questions To Ask When Reading A Digital Marketing Case Study
The digital marketing landscape is moving faster than ever before, with dozens of new tools, platforms, and advertising media coming into existence...
Using Proxy Metrics As KPIs? Learn The Myths & Limitations
There are various marketing channels today, some more suited for building awareness and brand equity while others are better for direct response....
Quantifying The Reach-Efficiency Tradeoff In Facebook Advertising
Any marketer that has tried running paid advertising campaigns on Facebook knows it is one of the most complex auction-based ad marketplaces that...
The Digital Marketing Analysis Tree: Understanding Root Causes
I recently read an excellent article in the Harvard Business Review about how data-driven individuals think and act. Some of the key traits described...
4 Must-Know Facts On Product Listing Ad Mechanics
Google’s Product Listing Ads (PLAs) have rapidly gained market share since being introduced last year, and PLAs are now well established as an...
Google’s Quality Score Change: What Marketers Need To Know
Last week, Google announced changes in the way Quality Score is reported in AdWords. As stated in Google’s official AdWords blog, the update...
3 Advanced Tips For Bid Adjustments In Google Enhanced Campaigns
Google’s introduction of Enhanced Campaigns is one of the most significant structural modifications to occur in the history of paid search. With...
Leveraging Advertising Data For Behavioral Insights
With marketing becoming increasingly programmatic, it is important to leverage every possible metric that can provide insights into customer...