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).
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.
Data Quality and Edge Case Handling
Practical skills and best practices for recognizing, preventing, and resolving real world data quality problems and edge cases in queries, analyses, and production data pipelines. Core areas include handling missing and null values, empty and single row result sets, duplicate records and deduplication strategies, outliers and distributional assumptions, data type mismatches and inconsistent formatting, canonicalization and normalization of identifiers and addresses, time zone and daylight saving time handling, null propagation in joins, and guarding against division by zero and other runtime anomalies. It also covers merging partial or inconsistent records from multiple sources, attribution and aggregation edge cases, group by and window function corner cases, performance and correctness trade offs at scale, designing robust queries and pipeline validations, implementing sanity checks and test datasets, and documenting data limitations and assumptions. At senior levels this expands to proactively designing automated data quality checks, monitoring and alerting for anomalies, defining remediation workflows, communicating trade offs to stakeholders, and balancing engineering effort against business risk.
Data Quality and System Integration Challenges
Focuses on data integrity, governance, and the operational issues that arise when data moves between systems. Candidates should be able to identify common data quality problems such as duplicates, missing or inconsistent fields, formatting mismatches, schema drift, and validation gaps. Understand how those issues propagate through integration pipelines and impact reporting, analytics, forecasting, and other downstream processes. Discuss reconciliation strategies, validation rules, data cleansing, deduplication, master data management patterns, monitoring and alerting for data anomalies, and policies for schema evolution and versioning. Also cover practical approaches to prevent and remediate integration induced data errors and how to prioritize data quality work across cross-system business workflows (for example, CRM/billing integrations, HR and compensation data feeds, marketing automation pipelines, or product analytics), not just any single business function.
Data Integration and Flow Design
Design how systems exchange synchronize and manage data across a technology stack. Candidates should be able to map data flows from collection through activation, choose between unidirectional and bidirectional integrations, and select real time versus batch synchronization strategies. Coverage includes master data management and source of truth strategies, conflict resolution and reconciliation, integration patterns and technologies such as application programming interfaces webhooks native connectors and extract transform load processes, schema and field mapping, deduplication approaches, idempotency and retry strategies, and how to handle error modes. Operational topics include monitoring and observability for integrations, audit trails and logging for traceability, scaling and latency trade offs, and approaches to reduce integration complexity across multiple systems. Interview focus is on integration patterns connector trade offs data consistency and lineage and operational practices for reliable cross system data flow.
Data Cleaning and Quality Validation in SQL
Handle NULL values, duplicates, and data type issues within queries. Implement data validation checks (row counts, value distributions, date ranges). Practice identifying and documenting data quality issues that impact analysis reliability.
Data Quality and Database Management
Principles and practices for ensuring clean, accurate, and well governed databases and data systems. 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 how poor data quality propagates downstream into reporting, analytics, personalization, and business decision making, and how to trace root causes across ingestion, transformation, and storage layers. Candidates should be able to diagnose common integrity issues (duplicates, stale or missing fields, schema drift, broken foreign keys), propose tooling and process solutions, and explain how to operationalize data quality and governance at scale across an organization's data systems.
Tracking Systems and Dashboarding
Designing and operating tracking systems and dashboards involves defining meaningful metrics and indicators to represent program health, selecting leading versus lagging measures, instrumenting data collection, and presenting insights tailored to different stakeholder audiences. Candidates should understand how to identify and structure key performance indicators and leading indicators, ensure data quality and reliable pipelines, determine refresh cadence and ownership, design role specific views and visualizations, and implement alerting and escalation rules that minimize noise. Relevant considerations include cost and performance of instrumentation, data governance and access controls, integration with business intelligence and observability tooling, and how dashboards drive decisions across product, engineering and executive stakeholders. Interview questions typically evaluate metric frameworks, visualization choices, interpretation of signals, and how tracking systems influence program prioritization and corrective actions.
Data Quality and Real World Constraints
Addresses how to work with imperfect real world data and operational constraints. Topics include diagnosing and handling missing data and outliers, dealing with label noise and class imbalance, detecting and reacting to data drift, designing robust features and sampling strategies, ensuring data provenance and lineage, instrumentation for reliable signal collection, and making trade offs given latency, privacy, or cost constraints.
Mobile Analytics and Crash Reporting
Design and operation of analytics and crash reporting for mobile products at scale. Topics include event instrumentation and session metrics, performance monitoring, crash capture and stack trace symbolication and deobfuscation, sampling and aggregation strategies to control data volume, reliable ingestion pipelines, experiment and metric design for A B testing, dashboards and alerting, privacy and consent handling, and techniques for reproducing and debugging field issues using telemetry.