Data Science & Analytics Topics
Statistical analysis, data analytics, big data technologies, and data visualization. Covers statistical methods, exploratory analysis, and data storytelling.
Data Driven Decision Making
Using metrics and analytics to inform operational and strategic decisions. Topics include defining and interpreting operational measures such as throughput cycle time error rates resource utilization cost per unit quality measures and on time delivery, as well as growth and lifecycle metrics across acquisition activation retention and revenue. Emphasis is on building audience segmented dashboards and reports presenting insights to influence stakeholders diagnosing problems through variance analysis and performance analytics identifying bottlenecks measuring campaign effectiveness and guiding resource allocation and investment decisions. Also covers how metric expectations change with seniority and how to shape organizational metric strategy and scorecards to drive accountability.
Attribution Modeling and Multi Touch Attribution
Covers the theory and practice of assigning credit for conversions across marketing touchpoints. Candidates should know single touch models such as first touch and last touch, deterministic multi touch models like linear and time decay, and algorithmic or data driven models that use statistical or machine learning techniques. Discuss the pros and cons of each approach including bias introduced by simple models, the data and engineering requirements for algorithmic models, and trade offs between interpretability and accuracy. Topics include model selection aligned to business questions, dealing with long purchase cycles, cross device and cross channel journeys, limitations of deterministic attribution, approaches to model validation, and how attribution differs from causal incrementality testing.
Audience Segmentation and Cohorts
Covers methods for dividing users or consumers into meaningful segments and analyzing their behavior over time using cohort analysis. Candidates should be able to choose segmentation dimensions such as demographics, acquisition channel, product usage, geography, device, or behavioral attributes, and justify those choices for a given business question. They should know how to design cohort analyses to measure retention, churn, lifetime value, and conversion funnels, and how to avoid common pitfalls such as Simpson's Paradox and survivorship bias. This topic also includes deriving behavioral insights to inform personalization, content and product strategy, marketing targeting, and persona development, as well as identifying underserved or high value segments. Expect discussion of relevant metrics, data requirements and quality considerations, approaches to visualization and interpretation, and typical tools and techniques used in analytics and experimentation to validate segment driven hypotheses.
Statistical Foundations for Experimentation
Core statistical concepts and inference needed to design analyze and interpret experiments. Topics include hypothesis testing p values confidence intervals Type One and Type Two errors the relationship between sample size variability and interval width statistical power minimum detectable effect and effect size versus practical significance. Candidates should be able to choose and explain common statistical tests such as t tests and chi square tests contrast Bayesian and frequentist approaches at a conceptual level and describe variance estimation and variance reduction techniques. The topic covers corrections for multiple comparisons sequential testing and the risks of peeking and p hacking common misconceptions about p values and limitations of inference such as confounding and selection bias. Candidates should also be able to translate statistical findings into clear language for non technical stakeholders and explain uncertainty and limitations.
A/B Test Results Analysis
Learn to analyze results from A/B tests and experiments. Understand key statistics: sample size, statistical significance, confidence intervals, and p-values at a practical level (not deep theory). Practice interpreting test results: 'Is this difference real or just noise?' Learn common mistakes: stopping tests early, p-hacking, and running too many tests simultaneously.
Data Storytelling and Insight Communication
Skills for converting quantitative and qualitative analysis into a clear, persuasive narrative that guides stakeholders from findings to action. This includes leading with the headline insight, defining the business question, selecting the most relevant metrics and visual evidence, and structuring a concise story that explains what happened, why it happened, and what the recommended next steps are. Candidates should demonstrate tailoring of language and technical depth for diverse audiences from engineers to product managers to executives, summarizing trade offs and uncertainty in plain language, distinguishing correlation from causation, proposing follow up experiments or investigations, and producing concise executive summaries and status reports with an appropriate cadence. Interviewers evaluate the ability to persuade and align cross functional partners, answer questions about data validity and methodology, synthesize qualitative signals with quantitative results, and adapt presentation format and level of detail to the decision maker.
Insight Translation and Recommendations
The ability to move beyond reporting numbers to produce clear, actionable business recommendations and narratives. This includes summarizing the problem statement, approach, key findings, model or analysis performance, limitations, and recommended next steps framed as business actions. Candidates should demonstrate how insights map to business metrics and priorities, quantify potential impact and tradeoffs, propose experiments or interventions, and prioritize recommended actions. Effective communication techniques include concise storytelling, appropriate visualizations, translating technical metrics into business terms, anticipating stakeholder questions, and explicitly answering the questions so what and now what. Senior analysts connect root cause analysis to concrete proposals such as feature changes, pricing experiments, targeted support, or investment decisions, and explain risks, data assumptions, and implementation considerations.
Data Interpretation & Dashboard Literacy
Practice interpreting data visualizations, trend lines, and metric dashboards. Develop ability to identify what's noteworthy (seasonality, anomalies, correlations) vs. normal variation. Think about causation vs. correlation. Practice explaining what a metric trend means in business terms and what actions it might suggest.
Data Analysis and Insight Generation
Ability to convert raw data into clear, evidence based business insights and prioritized recommendations. Candidates should demonstrate end to end analytical thinking including data cleaning and validation, exploratory analysis, summary statistics, distributions, aggregations, pivot tables, time series and trend analysis, segmentation and cohort analysis, anomaly detection, and interpretation of relationships between metrics. This topic covers hypothesis generation and validation, basic statistical testing, controlled experiments and split testing, sensitivity and robustness checks, and sense checking results against domain knowledge. It emphasizes connecting metrics to business outcomes, defining success criteria and measurement plans, synthesizing quantitative and qualitative evidence, and prioritizing recommendations based on impact feasibility risk and dependencies. Practical communication skills are assessed including charting dashboards crafting concise narratives and tailoring findings to non technical and technical stakeholders, along with documenting next steps experiments and how outcomes will be measured.