I work as a Senior Web Analyst at Quru.

My job is to help companies to develop their businesses by providing useful insight about their online business.

The insights are gathered through various services such as Website analysis, web analytics, KPI workshops, audits, training workshops, A/B testing and conversion optimisation.

I have experience in producing analytics services for several different customers in various business areas, such as insurance companies, Media, ad agencies, construction companies, municipalities, ministries, schools, retailers, consumer good industry and B-to-B companies of all sorts.


Graduated Haaga-Helia Marketing and Service Design (2004)



Divia Seminar (Speaker) Helsinki 2010

Dimar Webinar (Kävijätiedon hyödyntäminen & globaalin tunnettuuden lisääminen)

Thesis contributions Search and Email marketing. (Case Sähkölehto Oy & Camicle Finland)


GAIQ (Google Analytics Individual Qualification)

Snoobi Certified Analyst


Sami Vaala capabilities

Finding areas of improvement using analytics is vital to informing our A/B testing strategy. The idea is that your benchmark “A” version of the user experience is the “unoptimised” version of the experience, whereas the “B” version is the new experience we hope will work better. If it does work better, we keep it. If it doesn’t, we design new tests until we get it right and you start seeing successful results.
In depth analysis of data, digging deep and investigating why things happen like they do is the most enjoyable part of any analysts work in Quru. We look at different types of users that come to your website – new visitors versus repeat visitors, customers versus prospects, men versus women, tech versus tech, visits that read your content versus visitors that don’t. We do this to understand the user journey and the way different traffic sources contribute to the visitor experience and usage.
No-one wants to do campaigns that aren’t effective. You can’t manage what you can’t measure. Google Analytics is a tool that allows us to understand how efficient your website and digital marketing campaigns are at providing value to your customers rather than spamming them. Quru are the first company in Finland to hold GACP certification and be an Analytics 360 reseller.
Google Data Studio turns your data into informative dashboards and reports that are easy to read, easy to share, and fully customisable. Dashboarding allows you to tell great data stories to support better business decisions. Quru are certified by Google with Data Studio.
Whether it’s a custom-tailored message at checkout or a completely revamped homepage, Google Optimize shows you which site experiences engage and delight your customers and gives you the solutions you need to optimize your website and improve its performance. Quru are certified by Google with Optimize.