Unified Data Uncovers Opportunities for Experiment-Led Growth

CLIENT

Yami

SERVICE

Analytics, Digital Journey & CRO, Integrated Marketing

INDUSTRY

Ecommerce / Retail

Unified Analytics

ROAS-based keyword optimization

Real-time decision-making

Faster insights generation

Asian snack and pantry “Top Brands” collage

BACKGROUND

Yami (yamibuy.com) is a leading online retailer serving Asian Americans with thousands of products spanning snacks, beauty, health, home goods, and more. As the most popular one-stop shop among the Chinese community in North America, Yami has grown into a global marketplace spanning multiple regions and audiences. With thousands of SKUs, global markets, and a complex multi-channel advertising strategy, Yami needed clarity around audience intent, acquisition efficiency, and repeat purchase behavior.

CHALLENGE

Disconnected Data, Slow Decision-Making, & Inefficient Ad Spend

Yami’s marketing data lived across disconnected platforms, creating blind spots in understanding performance, customer intent, and attribution. Without unified reporting, optimization decisions were slow and often reactive, leading to inefficient spend across channels.

SOLUTION

Unified Data, Custom Dashboards, & Actionable Insights

Our team implemented a unified data schema and tailored reporting dashboards that incorporated all website visitors, mobile app users, and marketing performance data. This solution empowered Yami’s marketing team to access clear, actionable insights across the customer lifecycle - reducing waste, improving ROAS, and enabling faster, data-driven decision-making.

Methodology

Build, Try, Optimize: A Structured Framework for Layered Attribution Modeling

Building on an existing CRO partnership, Yami expanded their work with us to address a critical analytics gap. The first step was assessing the brand’s fragmented data infrastructure – spanning analytics, ad platforms, and internal reporting systems. Using the Build | Try | Optimize framework, our team developed a unified data schema that consolidated data from all digital touchpoints, including website visitors, app users, and media channels. This structure formed the foundation for comprehensive, layered attribution modeling and dynamic performance dashboards.

To serve different stakeholders, we designed both executive-level overviews for at-a-glance insights and granular drill-down reports for deeper analysis. These dashboards allowed Yami’s marketing team to visualize goal progress, uncover purchase patterns, and surface high-impact optimization opportunities in real time.

Beyond data integration, our team delivered tailored reporting aligned to Yami’s unique business model. With thousands of SKUs and markets across Asia and North America, customized reporting was essential. We built nuanced insights around on-site search, audience exploration, and day-part performance, all tied directly to revenue KPIs.

One of the most powerful features was the ability to sort paid keywords by ROAS, enabling rapid identification of profitable keywords and underperformers. In parallel, analysis of non-converters revealed opportunities to recover cart abandoners and strengthen the conversion funnel.

What once required days or weeks to uncover could now be surfaced instantly, giving Yami’s team the agility to act fast and stay ahead in a competitive landscape.

Results

Clear Visibility, Easy Optimizations, & Confident Decisions

With unified data and customized reporting in place, Yami’s team gained full visibility into their marketing performance. Now they can easily optimize spend, identify high-value audiences, and make confident, real-time decisions that drive growth across global markets.