Author · Data Analyst
Joy Yu-Yi Chu
Data Analyst, SOMIN · 13 articles on the SOMIN blog
About Joy
Joy Yu-Yi Chu is Data Analyst at SOMIN, the Singapore AI marketing-intelligence company. Joy writes on the SOMIN blog about insights, digital advertising, localisation.
Profiles
Articles by Joy Yu-Yi Chu
13 articles
How should you plan campaigns for Golden Week 2027 in Japan and China?
Japan's Golden Week 2027 runs 29 April and 1 to 5 May; China's May Day break is not yet announced. Here is how to time campaigns for both, with the rules.
How do you choose an influencer marketing agency? A selection checklist
Choose an influencer marketing agency by scoring strategy, creator vetting, measurement, compliance and fees on one grid. Checklist, questions and red flags.
What is the Marketing Mondays plugin for Claude, and what does it do?
The Marketing Mondays plugin is a free Claude plugin from SOMIN (SoMin.ai) with 26 skills that turn your SOMIN data into reports, decks and content calendars.
How does multilingual and visual AI social listening work, and what should you test?
Multilingual social listening detects each post's language, then reads it in context; visual listening finds logos in images. Test plan for 4 languages.
What is SOMIN (SoMin.ai), and how is it different from other things called Somin?
SOMIN (SoMin.ai) is an AI marketing-intelligence company run by Somin Pte. Ltd. in Singapore. Here is who it is, what it does and how to tell it from namesakes.
What is marketing whitespace, and how do you find it in a crowded category?
Marketing whitespace is a message, audience, need or format rivals leave unclaimed. Find it by mapping their content, then check demand before you move in.
How do GWI, Nielsen, Euromonitor and Milieu market their audience data?
GWI, Nielsen, Euromonitor and Milieu market audience data by publishing their own findings: 70% of their 1,682 posts in a year were thought leadership.
What do ad optimisation platforms promise in their own ads?
Ad optimisation platforms mostly promise control: less wasted spend, AI doing the busywork, faster creative and free trials. A study of 633 vendor ads.
What do social listening tools post about? A content analysis of 18 vendors
Social listening vendors mostly post confident LinkedIn thought leadership, yet culture and event posts earn the most engagement. A study of 1,339 posts.
Social media algorithm changes 2026: what still drives organic reach
Social media algorithm changes in 2026 reward original posts that hold attention and stay on one topic. What Meta, Threads, TikTok and LinkedIn changed and why.
Share of voice by market: reading one category four ways
Share of voice by market means measuring each brand's share inside one market at a time. How to read it, with worked examples from Coca-Cola and Defender.
Middle East travel marketing: personalising by market, from KSA to Kuwait
Middle East travel marketing works best per market: SOMIN read 16,235 posts and found luxury under-served in KSA, families open in Kuwait and thrift in the UAE.
Competitor ad analysis by market: finding whitespace in each country
Competitor ad analysis by market: pull local rivals' ads from ads libraries, label and cluster them, and call whitespace only where the audience signal is real.