Tatu Kallonen

Tatu Kallonen

Technical Web Analyst+358 50 572 3623tatu.kallonen@quru.fi



  • GAIQ (Google Analytics Individual Qualification)
  • YouTube (Channel Growth)



Name, title and what are you doing at Quru?

Tatu Kallonen, Technical Web Analyst. That means I am a web analyst with emphasis on the technical part. More coding and implementation rather than the actual analysis.

How did you end up at Quru?

I was working in a video agency where I had a colleague who jumped to SEK. That former colleague recommended me for a position at Quru. I was doing video analytics at that time and Quru was interested in that skill.

What is your most recent discovery about your work?

Just how different our coding circumstances are from our clients’. When our clients develop a website, they do front end work and back end work, and tie those up seamlessly. With us, we can only do front end and do not have access to back end. This means that implementing certain things to a site is at times really difficult. We have to jump through different kinds of loopholes. It is not really surprising, but it confirms that, in our field, you cannot rely on being able to do everything that another web-developer would be able to do.

What is the most challenging thing about your work?

The client usually thinks that we can do anything, that we are magicians. The most challenging thing is to explain how things are actually working, what the logic behind all of it is. And then of course, when we go deeper into AI and machine learning it becomes challenging. The difficulty comes from understanding new logic, new ways of thinking, and then putting that into some concrete context.

What is the most relevant thing about your expertise?

Javascript knowledge. The more you can do with Javascript, the better. It’s “the magic wand” of front end coding.

What new is happening in your field?

Google’s new App + Web measurements, which is basically Google Analytics version 2. That is going to be a big change because the logic changes. Previously, Google’s universal analytics, which we are currently using with most clients, is based on sessions and page views. Now, the upcoming App + Web change will turn the focus from that to users and events. More emphasis on users’ funnels, or paths, and more emphasis and focus on the actual user experience on the site. Google Analytics is very much built for a standard website that has some kind of online store, some kind of webshop. I think this next step will not be focused on that kind of basic setup because there are more and more different kinds of services that companies are offering online. For example, for something like Netflix it is very important. They only have one product, which is the subscription, so we are not focusing on which product someone bought. We are focusing on when someone bought it, and what did they do before and after buying it? Are they continuing to buy it, and what have they experienced before cancelling it? It is a very different way of looking at it than the previous setup. So once again, it comes back to that you have to learn the new logic.

How has the industry changed during your career?

I have had a very short career. I think App + Web will be one of the biggest changes, but it is an upcoming change. During my time so far, the biggest change has been visualization. Data Studio just came when I started at Quru. All these kinds of new tools to combine and visualize data are being more and more available for everyone to use. At first, clients had certain reports and that was just it. You had this monthly report and there are these different values and these different graphs and that is the way it is. Nowadays it is much more flexible. You can create a dynamic report in just a few moments, it helps you read the data much quicker. For example, if I have a more in-depth problem where I need to look into the data in Google Analytics, it is usually easier to create a separate dashboard in Data Studio and do it that way rather than using Google Analytics itself. I think that is a move towards data management in the end. When you are able to just bring different data sets together and visualize it, then I think the logical next step is that you will be able to more easily manipulate or enhance the data sets themselves.

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

Google Chrome. Basically, to do my job, I just need an access to internet.

Describe your work using 5 emojis.


What is the best thing about working at Quru?

The first thing that comes to mind is the community here, the people. It has made me feel like I want to work, and I want to learn new things, I want to do better. It is a nice feeling to work somewhere you are appreciated and you always feel motivated.

What have you been doing lately?

There are always site renewals going on with our clients, so I am tackling them one by one. I am also trying to study more Python and data analysis through Python, which would in the end go more towards machine learning. Those are just the first steps.


I’m a digital communications graduate who has vast knowledge of all things web. During my career history I have worked with web analytics and videos both separately and combined.

In Quru I’m a technical analyst with solid javascript skills and tagging knowledge. I create tags with tool like Google Tag Manager and Ensighten to gather the exact data from the clients website that they need. Additionally I build automated reports with Google Data Studio.