Marketing analytics and operations insights
Customer Journey Data: Collection and Visualization
Use search, analytics, CRM, and customer feedback to validate a journey map. Separate observed behavior from assumptions and choose meaningful visualizations.
Shusaku Yosa
Improve Ad Cost-Effectiveness: A ROAS and CPA Guide
Diagnose changes in ROAS and CPA before changing your ads. Check measurement, traffic costs, conversion, order value, and lead quality in a practical order.
Shusaku Yosa
Web Ad Measurement: Setup, QA, and Reporting Checklist
Set up reliable web ad measurement with event definitions, UTM naming, duplicate checks, platform reconciliation, and an actionable weekly report.
Shusaku Yosa
Social Media Analytics: KPIs and a Reporting Workflow
Analyze social performance with clear KPI definitions, comparable posts, weighted rates, qualitative feedback, and a monthly report that leads to action.
Shusaku Yosa
Marketing Mix: The 4Ps and 4Cs with a Worked Example
Use the 4Ps and 4Cs to align product, pricing, buying experience, and communication. Includes a practical example, checks, and the distinction from MMM.
Shusaku Yosa
Cross-Media Marketing: Connected Journeys and Examples
Connect social, websites, email, print, and physical locations into useful customer journeys. Includes examples, design steps, and measurement limits.
Shusaku Yosa
ROI vs. ROAS vs. CPA: Formulas and a Worked Example
Compare ROI, ROAS, and CPA using the same campaign example. Understand revenue, acquisition cost, profit, and the definitions needed for sound decisions.
Shusaku Yosa
Media Planning: 7 Steps, Budget Math, and a Plan Template
Build a practical media plan from business goals, customer needs, channel roles, budget scenarios, launch checks, and explicit review criteria.
Shusaku Yosa
What Is a Media Mix? Channel Roles and Planning Examples
Learn how to combine marketing channels by customer need, distinguish media mix from cross-media and MMM, and evaluate results without double counting.
Shusaku Yosa
What Is MMM? A Beginner's Guide to Marketing Mix Modeling
Understand what MMM can tell you, how it differs from attribution, how to read its results, and what to prepare before investing in a modeling project.
Shusaku Yosa
Marketing Mix Modeling: Data, Models, and Validation
Plan an MMM project around a budget decision. Review data requirements, adstock, saturation, marginal returns, validation, and implementation choices.
Shusaku Yosa
What Is ROAS? Formula, Targets, and How to Improve It
Learn what ROAS measures, how to calculate it, why a high ROAS does not guarantee profit, and how to set useful targets and diagnose performance.
Shusaku Yosa