Julia Niskanen

Julia Niskanen

Web Analyst+358 44 0921014julia.niskanen@quru.fi

 

 

 

Achievements
  • Graduated from Digital Excellence Academy program organised by Google and Saranen Consulting (2018)
  • Master of Science (Economics and Business Administration), Master’s Programme in Marketing Management (2017)
  • Diverse working experience in marketing and communications: strategic planning, project management, content creation and copywriting in various channels
Certifications
  • Google Analytics Individual Certification (2018)
  • Google Ads Search Certification (2019)
 

Interview

 
Name, title and what are you doing at Quru?

I’m Julia and I work as a Web Analyst. I work with many kinds of things at the moment: analytics, marketing, SEO, and conversion rate optimization. I have been a little over one year at Quru now.

How did you end up at Quru?

I graduated as MSc in Economics and Business Administration from University of Vaasa in 2017, and after backpacking couple of months in South-East Asia, started to look for jobs. I was applying to many marketing positions and realized there is a big need for digital marketing and analytics tools, but I had just not learned it anywhere. I realized there is this Digital Excellence Academy program which is organized by Saranen Consulting and Google. The program lasts 6 months and the goal is to teach valuable digital marketing skills to people so that they can get a job – a training program. I just decided to take the opportunity and apply for the program. I got like two or three job offers from companies attending the program, but I chose Quru because I had a nice discussion with Mira and Steve. Kiril was also with me in the program.

What is your most recent discovery about your work?

Recently I have had a chance to analyze more long-term results of marketing. With one client, we realized that budget optimization is important. It is not always that the more money you put in, the more conversions you get. It is more about the overall picture; you can get the same results with a lower budget and better ads and channel optimization. On the technical side, assisted conversions and attribution modelling in Google Analytics have been giving me some new thoughts; how to use different channels in marketing and what is their role in conversions? It is cool to discover these things with clients I have been working with since starting at Quru. Growing a knowledge about overall digital marketing management takes time.

What is the most challenging thing at your work?

First of all, for me, it is to focus. I get easily enthusiastic about new things but have no time to work on all of them. Then, there is the challenge of thinking big and deeply at the same time. Sometimes you have to be able to make new insights about long-term data and have some kind of overall picture of what the data is telling you. At the same time, you have to be really focused on the metrics and measurement, and that everything is technically right – that the data is correct.

What is the most relevant thing about your expertise?

Maybe the creativity. For me it is easy to get new insights from data. And because I have been working with marketing and communications before, I know the customer’s side and what they are thinking. It is natural for me to think from the business side of things.

What new is happening in your field?

A lot of stuff. In terms of marketing, the offline and the online worlds are mixing. It is not only about what users do online, you can also get data from your offline shops for example. On the SEO-side, it is not only about written content, but what do you say, and what do you see? You can search by using your sense of sight with image search or your voice with voice search.

How has the industry changed during your career?

Well, I have been in the industry a little bit over one year, so it is a short term still. But lately, the GDPR things have been developing. There are new laws coming and that affect the collection and use of data. At the same time as marketing is evolving, the society becomes more strict about the cyber security and privacy. We are starting to realize that we have to make some kinds of laws to, for example, protect children from harmful content.

If you could only choose one application/program for your job, what would it be?

If I can choose device, I would choose mobile. Maybe Google for mobile.

Describe your work using 5 emojis.

 🤔🔬🔮🏄🏻‍♀️💡

What is the best thing about working at Quru?

The people and the culture. I feel like it is almost my second family and second home. The culture is really open and genuine. There are different kinds of people working here, which is good. At the same time, we somehow all share the same values.

What have you been doing lately?

Now I have been starting new projects with new clients. So, I have been having these kick-off meetings, which is nice. Autumn is really coming, new projects and campaigns. Also, I have been doing heatmap analysis. I have already done the heatmap tests, so now I am doing the analysis of the results – how should we develop the website based on user behavior?

 

I’m a curious analyst and creative marketer, always ready to make new insights from data. What inspires me is the changing human behaviour; our inner needs are still the same, even if our actions and environment change. Those who manage and investigate consumer trends and tie them strictly into their brand’s online presence will win the game.

 

If you want to mix data with a drop of creativity and utilise them in your business, I’m your person. In Web-Analytics-language, that means developing your online presence with tools like analytics, strategy and Search Engine Optimization (SEO) or attracting your clients (or team) with well-made Search Engine Marketing (SEM), social media campaigns or data visualisations.