The featured guest — Yulia Kosyuk, Digital Analyst at Citrus:
"If you have access to raw data, then what you can extract from it is limited only by your imagination."
How it all began: the path to analytics
Tell us about yourself — how did you get into this field? What was your first experience with analytics?
I actually started working in analytics right after graduating from university. The first company I joined was involved in selling glass and manufacturing insulating glass units. Although my main responsibilities back then were probably accounting and control, with analysis coming afterward. Excel files were used for recordkeeping, and I should note — these weren’t just spreadsheets, but actual programs. That’s when I gained tremendous experience working with Excel. At my next job, I even earned the title of “Excel guru” from my colleagues. Still, I consider this skill to be an absolute must-have for anyone working with numbers.
After that, I had experience in a telecommunications company, and then I discovered internet marketing and web analytics.
Immersion into digital: how the interest began
I had a brief experience working as an analyst in the advertising department of an IT school. During that time, I started exploring internet marketing on my own. After completing the general course "Internet Marketing START" by Web-promo Experts, I realized that despite the variety of directions in the field, I wanted to grow specifically in web analytics.
At work, a colleague who was a PPC specialist gave us a course on Adwords. I even launched a search campaign for a friend’s website. That was also when I got access to Google Analytics and Yandex Metrica and began diving into web analytics.
Joining Citrus: coincidence or fate?
I ended up at Citrus by chance. A former colleague suggested I change jobs. I immediately mentioned that I was very interested in the digital field. At that point, I already had Google Analytics and Google AdWords certificates.
The path to Citrus:
➤ Test assignment.
➤ Interview.
➤ Standard phrase: “I have no practical experience working with e-commerce projects, but I am ready and willing to learn.”
Thanks to Svitlana Shargorodska, who was the Head of PPC & Web Analytics at the time, for believing in me!
First shock and first success
My first impression was: “Oh God! What have I gotten myself into?!”
The first task was to write a technical specification for setting up enhanced ecommerce. At the time, I only had theoretical knowledge of GTM. I had to learn “on the battlefield.” That’s when my perception of complex tasks began to change.
Major projects: from competitor prices to ROPO analysis
I’m genuinely interested in everything I do.
At Citrus, analysis is carried out with detail down to each specific product — views, spend, ROAS — all broken down by category and channel.
Projects I’m especially proud of:
➤ Case with OWOX and Competera: analysis of competitor pricing and user behavior.
➤ ROPO analysis: considering offline sales when evaluating the effectiveness of digital promotion.
➤ Tools: data collection in Google BigQuery, creation of attribution models (first last indirect click, then linear).
Skills gained at Citrus
Three key skills I developed:
➤ All hard skills of digital/data analytics.
➤ Communication with web developers: learned to explain tasks clearly and ensure their completion.
➤ Ability to think strategically and see the big picture.
Data visualization: power BI as the foundation
We use Power BI for visualization. The tool’s capabilities fully meet our needs, and constant updates make it more and more convenient. These days, I use Excel less and less.
Programming in analytics: trend or necessity?
I believe that Python or R are truly essential tools, especially for automating processes.
Also, SQL is a vital skill. If you know statistics, then Data Science is just within reach.
Where to learn digital analytics?
Tips for beginners:
➤ Start by understanding internet marketing: PPC, SEO, email, SMM.
➤ Learn GTM through articles by Simo Ahava.
➤ Courses in HTML, CSS, JavaScript — on codeacademy.com.
➤ Google Analytics — prometriki.ru, optimizesmart.com, lunametrics.com.
Who I follow: Avinash Kaushik — I read every newsletter.
I’m also subscribed to Itzhak Adizes, Radislav Gandapas, and Andrey Onistrat — learning different things from them.
The digital analytics market today
Digital is developing rapidly.
Challenges and trends:
➤ The volume of data is increasing.
➤ There is a shortage of specialists.
➤ Demand exists in e-commerce, medium and large businesses, SaaS, and IT.
A little about myself outside of work
I dedicate my free time to learning — currently taking courses on business analytics and Data Science on Udemy.
My main hobby is the mountains:
➤ The volume of data is increasing. ➤ Carpathians,
➤ There is a shortage of specialists.
➤ Demand exists in e-commerce, medium and large businesses, SaaS, and IT.Вы сказали:
ChatGPT сказал:
➤ Kazbek (5033 m),
➤ and a new goal for February 2019 (stay tuned!).
Three features of digital analytics
➤ Everything can be measured — the key is to ask the right questions.
➤ The abundance of data — the only limit is your imagination.
➤ Constant changes — there’s always room to grow.
