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.

Data

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 all-inclusive, and applies not only to marketing practice but also the practitioners. The past few years have given rise to marketing technologists: those who are equally adept at marketing […]

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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 inventory to highly-focused retargeting ads. With the addition of custom audiences and FBX, Facebook is becoming viable for direct response in addition to awareness and advocacy. Now even paid search, the quintessential direct […]

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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, acquisition and retention marketing, brand management, word-of-mouth, customer advocacy, paid media, reputation management and viral marketing — all across five different media channels and dozens of accounts. This is a day […]

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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 sort of descriptive analysis, and it will start producing results from day one. What’s better, this method does not require any sort of prior knowledge or skill set […]

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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 year, each with a new set of metrics, media and strategies. In the future, each marketing manager or analyst will be responsible for managing media across a greater number of different […]

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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 increase in cross-channel tracking and computational power, new breeds of marketing attribution (“bottom-up”) and other alternative models have appeared in recent years. Although these models all seek to quantify the relative impact of different media channels, they are […]

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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 design on the company website. You set up the test with your testing platform, making sure that visitors are randomly assigned to the old and new experiences. A few days later, […]

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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 every year. When making a decision to adopt one tool over another or making an entrance into a new market, the case study oftentimes becomes an important factor in whether the trigger is […]

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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. However, the reason marketers invest in any given marketing channel is the belief that it will eventually lead to revenue gains, whether in the short or long term. In an ideal world, we […]

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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 exist today. Constantly moving targets, rapid ad fatigue, and lack of transparency around the effects of bids and budgets on performance make it difficult to optimize these campaigns. However, sophisticated optimization strategies […]

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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 in the article apply not only to researchers, but to anyone involved in analysis and decision making. According to the author, data-driven individuals: Make decisions at the lowest possible level Bring […]

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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 integral part of retail marketers’ pay-per-click (PPC) strategies. This rapid growth has been fueled in part by the improved performance of PLAs over traditional text ads. However, the increased spend has also […]

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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 changes the way each keyword’s 1-10 numeric Quality Score is reported. Quality Score is a metric in paid search that represents the relevancy of an ad with respect to the search query, […]

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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 the end of migration scheduled for July 22, marketers are scrambling to figure out “what works” on the new campaign format. A key point of change in Enhanced Campaigns is the expanded use […]

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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 behavior. For digital marketers, this usually means analyzing site traffic data; but, advertising data can also be used to great value in behavioral analytics. In this article, I show one example of this type of analysis […]