18 Feb, 2019
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2 min read
The Data Handbook
How to use data to improve your customer journey and get better business outcomes in digital sales. Interviews, use cases, and deep-dives.
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Hi Laura, How did you get good at what you do?
My background is a combination of business, tech and societal studies. I have a Master’s Degree in Information Networks and a Bachelor’s from the University of Helsinki in Political Science. One of my most important study experiences was ME310, a year long product development course in cooperation with Stanford University. I learnt new approaches, such as “get out of the building”, “fail fast, success sooner” and rapid prototyping.Where have you earned your spurs?
Before Columbia Road I worked for Stockmann as an analyst, whose role was to analyse the whole ecommerce process, ranging from product assortment to customers. I’ve also worked for Futurice as a digital analyst and for Nokia as an analyst. I am able to develop data models that enable Key Performance Indicator reporting and analysis of the affecting factors. Both, quantitative and qualitative methodologies are my expertise.
In 2018 I started a nursing wear line with my sister-in-law, Hujaus. Iina does the design and content, whilst I’m responsible for everything tech and ecommerce related. In 10 months we broke the 100 order line — which we're proud of given the very limited amount of time we were able to put into building our new brand.
Why Columbia Road?
Columbia Road has the right focus for businesses: sales. After all, all businesses come down to being able to sell and resell. Growth hacking is not just digital marketing, it’s getting sales by any (reasonable) means. Compared to other consulting companies, CR is able to do both strategy and execution, which is a rare combination.
I like Columbia Road’s culture: a mix of doing serious business and being friendly, caring and open. The colleagues are nice and intelligent, the employees are treated with dignity, the office is comfy — and the focus of our work, producing the best results for our clients, is never forgotten.
Sampo, what will make our clients love Laura?
“Laura specialises in analytics, and has a strong focus on measurable results. In her work she prioritises adding value, not methodological tricks. She has a large methodology set in her pocket and knows a bit of everything. Laura possesses a strong combination of human understanding, business and tech, which also allows her to combine knowledge from different areas to produce new ideas”, says Sampo Hämäläinen, Managing Partner at Columbia Road.
What makes your heart beat a little faster?
“Football & floorball. Football is my newest taking, and I love it. Floorball is a more familiar form of team sports for me. I also enjoy long walks and coming to work either by bike or on foot.
I also love crafts as a form of self-expression, and I’m passionate about clothing materials and quality. Hence, I’m very active on Ravelry, the knit and crochet community. When I have the time, I like to play the violin, which I’ve played since the age of 6”, says Laura.