Kiril Nikolov

Kiril Nikolov

Project Manager+358 406 700


Name, title and what are you doing at Quru?

My name is Kiril Nikolov. I work as a project manager at Quru.  My role is to make sure our projects go from A-Z, helping our clients to understand what are their most important KPIs, and being the contact between the consultants and the clients, so everything goes smoothly. We have projects where the consultant is taking the lead as well, but generally speaking, we ensure the projects stay within the agreed scope and the agreed budget from the beginning to the end.

How did you end up at Quru?

I started at Quru through a training program called Digital Excellence Academy, organized by Saranen Consulting and Google in 2018. I was there together with Julia, and the two of us were picked by Quru to participate in the program. The main objective was receiving better insight and knowledge of the digital marketing industry, and later on potentially join Quru as a full-time employee, which we did.  We have both been working for Quru for a bit over a year now.

What have you been doing lately?

I have been working with our Google Analytics 360 clients.  Previously known as Google Analytics Premium, Google Analytics 360 gives better insights to the clients and helps them target bigger audiences. The data is also owned by the clients, so they can do anything they want with it. With better understanding of the tool itself and how we can use it to provide an advanced analytics approach for our clients and their specific needs. In other words, how we can get their data to be more useful for them in their marketing processes, provide a better understanding of their customers to interact better with them.

What is your most recent discovery about your work?

We discover different things every day, I believe it is a very important asset for every one of us. For me personally, the most recent discovery has probably been the capabilities of Google Analytics 360 and how we can get so deep in terms of user behaviour. We can for example use that information for website optimization and better search engine advertising.

What is the most challenging thing about your work?

One everyday challenge is communication with the clients and being respectful of their time. They are busy, the challenge is to adjust yourself to the communication style of the client you are working with and make sure there is nothing left out, everything is transparent, so that the flow of information goes both ways. I personally enjoy challenges; they are good from an external point of view. Keep you out of your comfort zone and ensure you are always at your best, never reaching your own limits.

What is the most relevant thing about your expertise?

What I use the most are “soft skills”. Not only when I need to communicate with a client, making sure we get all the information we need and do everything as agreed, but also when it comes to work very smoothly with the internal consultant team.  Communication is different depending on whether the other person is working in the more technical end of our work, SEO, website optimization, A/B-testing, or marketing and SEM. I studied behavioral science in the past, and it is very useful. I can step back, look at the big picture and do my best to help everybody understand where we need to go and how we are going to get there.

What new is happening in your field?

There are new things happening every day, but one of the things I want to see develop are the different connections between analytics and CRM-tools, and how that data can be utilized for better understanding of current and future customers. This is something that has been done, but I do not believe there are many companies who are utilizing it, at least not in Finland.  In the data driven world we live in, one way or another, data will become a bigger purchase power and users will use that to purchase different services. We already kind of do, but there is much bigger potential in that.

How has the industry changed during your career?

I started in the digital marketing and analytics industry not so long ago. I have always been interested in understanding that industry better. I’m still learning and eager to learn every day.

What is the best thing about working at Quru?

The people. As said, we have such a diverse team here. We have people with years and years of experience in what they do, and I have been learning from these people for a bit over a year. People are the ones who bring the culture and to push ourselves forward to where we all want to be.

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FAQ: How do you know when to take data analysis to the next level?

Digital transformation is not an easy process, and many companies are still working on their own path every day. There are a lot of factors, and data strategy can be different for different businesses. There is no exact template for how to take your data analysis to the next level. Each company has to consider their own needs and resources. At Quru, we help clients understand data and their needs, and structure it in order to create a data strategy plan for further business development down the line.


  • Digital Excellence Academy in cooperation with Google


  • GAIQ (Google Analytics Individual Qualification)
  • Google Ads Certification