Pirjo Turunen

Pirjo Turunen

Senior Web Analyst+358 44 3071976pirjo.turunen@quru.fi



  • MSc in Geology
  • BBA in Business Information Technology
  • GAIQ (Google Analytics Individual Qualification)



Name, title and what are you doing at Quru?

My name is Pirjo, Senior Web Analyst. I am kind of a “handywoman” of all things analytics. What I do is web analytics, SEO, SEM, tagging, dashboards and data visualization, and business consultation. Basically, everything that lands on my desk. Of course, when it comes to the deep end of the tech side, I call for help from the tech team.

How did you end up at Quru?

I was in a bar with some former and, at the time, current colleagues. One of the former colleagues was working as an account director for SEK. I was a digital planner at the time, basically doing the same thing I am doing now, with the exception that I was doing social media campaign planning as well, and everything that has to do with media and analytics. She thought I should apply to Quru. I knew Quru because I had been at a Google Analytics Certificate training by Quru. So, of course I had been checking out Quru’s blog posts and using all the cool ideas. So, I just sent an open application a few weeks after, got a reply the same day to have a chat, and a month or so later I found myself at Quru.

What have you been doing lately?

Tagging and dashboards, and some trainings as well. Those are the latest things on my desk.

What is your most recent discovery about your work?

What is cool about my work is that I learn something new almost every day. Bits and pieces here and there. How to tag better, cool perks on data visualization, and small discoveries every day. There is constant learning, which is something that keeps me interested.

What is the most challenging thing about your work?

Finding what the key thing for the client’s business is. I think that is the most difficult part. Sometimes it is very difficult to find out how to make the clients see their own data, how they can find use for it in their business and how to help with that. It is also the key thing in my perspective, to help them improve their business and finding what the thing is that makes the particular client succeed. It is the most challenging thing, but also, it is the most rewarding thing. It is good to see the client realizing they can use it and seeing them actually use the information that was given to them.

What is the most relevant thing about your expertise?

My skill set is wide, and I do not think there is one thing that is the most relevant part because I combine all of those areas of expertise. If I have to pinpoint it to one, maybe it would be the curiosity, the willingness to learn new stuff and digging out information.

What new is happening in your field?

There are a lot of new things constantly coming. The tool I have been using the most frequently at the moment is Google Data Studio and there has been a lot of new improvements happening on that particular tool. If we put the tools aside and think about the overall field and how things are moving forward now, we see that everybody has data and almost everybody is using analytics. They might even build themselves a reporting system depending on the level of the company. So, the basics are there, but now it is viewed from the business side. How to use the data to improve the business? It is not really a new thing, but that mindset is moving forward.

How has the industry changed during your career?

It has actually changed a lot. I started in the industry in 2015. Of course, people knew about analytics. Google Analytics was there, but Google Tag Manager was not widely used. The attitude in the industry seemed a lot more like “data kills creativity”, so the question was “what do we use the data for?”. That mindset has already changed, and people have started getting more curious. There was this old-school copywriter who came to me and asked if we could see from the data how his campaign did, what did the client get from the work? The mindset of the people who are doing the digital marketing has changed. Of course, the tools have been developing drastically. After Data Studio was released, people’s drive on knowing more has changed. You do not only have your website data, but all the other data sources as well, and you can combine those and use all that information together. I have definitely seen changes in these last few years.

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

Just choosing Data Studio would be completely useless without Chrome or data sources. So, let us assume that Data Studio comes with Google Chrome.

Describe your work using 5 emojis.


What is the best thing about working at Quru?

Cool people. I like the atmosphere, it is very relaxed, no uptightness. The fact that I get to challenge myself in a good way almost every day. Learning new things, not necessarily big things, but small things giving me aha moments. Previously it was mostly just me, but now I have all these other people who know lots of stuff as well.


My passion lies within making all the pieces click together. In my work as a web analyst, this means setting up the business goals and purchase funnels, making sure these goals are being monitored within the website and that the real-time reporting and data collecting is being set, so that business as well as site improvement decisions can be based on an actual data.


But what is monitoring and data, if no one finds the site or likes enough to stay at the site? This is why I am on constant a crusade on reminding of the importance of the site contents and it’s technical implementation in regards to SEO and SEM. Without a well-functioning website and SEO, getting the best possible efficiency from SEM is just tawdry. Without proper SEO and SEM, getting people to the site is difficult if not near impossible, and without accurate, goal based data acquisition, it is just a guessing game to know how the site and marketing measures have worked and what needs to be fixed. I don’t like to guess – I want to know.


I have many tools. I know my way around GA, GTM, Data Studio, AdWords, SEO, SEM, KPI’s and many other abbreviations, and I use them frequently. Not the abbreviations, mind you, the tools (the abbreviations are mostly on namedropping purposes). I have a several years of experience within digital marketing, web analytics and online campaign planning and implementation. In my previous lifetime, I worked with building and developing business process management systems (ISO 9001 & ISO 14001), as well as within environmental management and CO2-trade.