Data Engineering & Analytics Infrastructure Topics
Data pipeline design, ETL/ELT processes, streaming architectures, data warehousing infrastructure, analytics platform design, and real-time data processing. Covers event-driven systems, batch and streaming trade-offs, data quality and governance at scale, schema design for analytics, and infrastructure for big data processing. Distinct from Data Science & Analytics (which focuses on statistical analysis and insights) and from Cloud & Infrastructure (platform-focused rather than data-flow focused).
Data Quality & Troubleshooting Missing/Incorrect Data
Understand how to identify and troubleshoot data quality issues. Common issues: (1) Duplicate records—same person appears multiple times in database, (2) Missing data—required fields are blank, (3) Incorrect data—email addresses formatted inconsistently, (4) Out-of-sync data—CRM and analytics show different numbers, (5) Tracking failures—events not being recorded. When investigating data quality issues: (1) What specifically is wrong? (2) How much data is affected? (3) When did it start? (4) What changed around that time? (5) What's the impact? (6) How do we fix it going forward? Example: 'Our lead count from website forms dropped 30% overnight. I checked: Was form code broken? (no) Were people still submitting? (yes) Were submissions being captured? (no—tracked in analytics but not reaching CRM) Root cause: API integration failed. We manually synced overnight data and fixed the API.' For junior level, show you think systematically about investigating issues and involve technical teams when needed.
Data Quality and Database Management
Principles and practices for ensuring clean, accurate, and well governed marketing and customer databases. Covers data hygiene techniques such as deduplication, validation rules, field standardization, regular audits, record merging, archival policies, and remediation workflows. Includes data governance topics like data ownership, stewardship, policy definition, documentation, privacy and compliance controls, and role based access. Addresses marketing specific concerns such as CRM best practices, lead routing impacts, personalization accuracy, measurement and attribution implications, and how poor data quality affects analytics and revenue reporting. Candidates should be able to diagnose common integrity issues, propose tooling and process solutions, and explain how to operationalize data quality at scale across marketing and sales systems.
Marketing Analytics and Reporting Architecture
Design and implementation of marketing focused analytics and reporting systems. Includes creating tracking plans and event schemas, instrumenting event based analytics, setting up tag management, identity resolution and user stitching, attribution modeling, campaign and funnel measurement, connecting analytics tools to data warehouses, selecting and integrating analytics platforms and visualization tools, designing dashboards for marketing and sales stakeholders, ensuring data quality and consistency for campaign measurement, and operationalizing reporting for optimization and experimentation.
Data Quality and Validation
Covers the core concepts and hands on techniques for detecting, diagnosing, and preventing data quality problems. Topics include common data issues such as missing values, duplicates, outliers, incorrect labels, inconsistent formats, schema mismatches, referential integrity violations, and distribution or temporal drift. Candidates should be able to design and implement validation checks and data profiling queries, including schema validation, column level constraints, aggregate checks, distinct counts, null and outlier detection, and business logic tests. This topic also covers the mindset of data validation and exploration: how to approach unfamiliar datasets, validate calculations against sources, document quality rules, decide remediation strategies such as imputation quarantine or alerting, and communicate data limitations to stakeholders.
Analytics Platforms and Dashboards
Comprehensive knowledge of analytics platforms, implementation of tracking, reporting infrastructure, and dashboard design to support marketing, product, and content decisions. Candidates should be able to describe tool selection and configuration for platforms such as Google Analytics Four, Adobe Analytics, Mixpanel, Amplitude, Tableau, and Looker, including the trade offs between vendor solutions, native platform analytics, and custom instrumentation. Core implementation topics include defining measurement plans and event schemas, event instrumentation across web and mobile, tagging strategy and data layer design, Urchin Tracking Module parameter handling and cross domain attribution, conversion measurement, and attribution model design. Analysis and reporting topics include funnel analysis, cohort analysis, retention and segmentation, key performance indicator definition, scheduled reporting and automated reporting pipelines, alerting for data anomalies, and translating raw metrics into stakeholder ready dashboards and narrative visualizations. Integration and governance topics include data quality checks and validation, data governance and ownership, exporting and integrating analytics with data warehouses and business intelligence pipelines, and monitoring instrumentation coverage and regression. The scope also covers channel specific analytics such as search engine optimization tools, social media native analytics, and email marketing metrics including delivery rates, open rates, and click through rates. For junior candidates, demonstration of fluency with one or two tools and basic measurement concepts is sufficient; for senior candidates, expect discussion of architecture, pipeline automation, governance, cross functional collaboration, and how analytics drive experiments and business decisions.
Cloud Data Warehouse Architecture
Understand modern cloud data platforms: Snowflake, BigQuery, Redshift, Azure Synapse. Know their architecture, scalability models, performance characteristics, and cost optimization strategies. Discuss separation of compute and storage, time travel, and zero-copy cloning.
Extract Transform Load and Pipeline Implementation Logic
Design and implement extract transform load pipelines and the transformation logic that powers analytics and operational features. Topics include source extraction strategies, incremental and full loads, change data capture, transformation patterns, schema migration and management, data validation and quality checks, idempotent processing, error handling and dead letter strategies, testing pipelines and data, and strategies for versioning and deploying transformation code. Emphasize implementation details that ensure correctness and maintainability of pipeline logic.
Data Pipeline Architecture
Design end to end data pipeline solutions from problem statement through implementation and operations, integrating ingestion transformation storage serving and consumption layers. Topics include source selection and connectors, ingestion patterns including batch streaming and micro batch, transformation steps such as cleaning enrichment aggregation and filtering, and loading targets such as analytic databases data warehouses data lakes or operational stores. Cover architecture patterns and trade offs including lambda kappa and micro batch, delivery semantics and fault tolerance, partitioning and scaling strategies, schema evolution and data modeling for analytic and operational consumers, and choices driven by freshness latency throughput cost and operational complexity. Operational concerns include orchestration and scheduling, reliability considerations such as error handling retries idempotence and backpressure, monitoring and alerting, deployment and runbook planning, and how components work together as a coherent maintainable system. Interview focus is on turning requirements into concrete architectures, technology selection, and trade off reasoning.
Business Intelligence and Reporting Infrastructure
Building and operating reporting and business intelligence infrastructure that supports dashboards, automated reporting, and ad hoc analysis. Candidates should discuss data pipelines and extract transform load processes, data warehousing and schema choices, streaming versus batch reporting, latency and freshness trade offs for real time reporting, dashboard design for different audiences such as individual contributors managers and executives, visualization best practices, data validation and quality assurance, monitoring and alerting for reporting reliability, and governance concerns including access controls and privacy when exposing data.