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 and Anomaly Detection
Focuses on identifying, diagnosing, and preventing data issues that produce misleading or incorrect metrics. Topics include spotting duplicates, missing values, schema drift, logical inconsistencies, extreme outliers caused by instrumentation bugs, data latency and pipeline failures, and reconciliation differences between sources. Covers validation strategies such as data tests, checksums, row counts, data contracts, invariants, and automated alerting for quality metrics like completeness, accuracy, and timeliness. Also addresses investigation workflows to determine whether anomalies are data problems versus true business signals, documenting remediation steps, and collaborating with engineering and product teams to fix upstream causes.
Metric Definition and Implementation
End to end topic covering the precise definition, computation, transformation, implementation, validation, documentation, and monitoring of business metrics. Candidates should demonstrate how to translate business requirements into reproducible metric definitions and formulas, choose aggregation methods and time windows, set filtering and deduplication rules, convert event level data to user level metrics, and compute cohorts, retention, attribution, and incremental impact. The work includes data transformation skills such as normalizing and formatting date and identifier fields, handling null values and edge cases, creating calculated fields and measures, combining and grouping tables at appropriate levels, and choosing between percentages and absolute numbers. Implementation details include writing reliable structured query language code or scripts, selecting instrumentation and data sources, considering aggregation strategy, sampling and margin of error, and ensuring pipelines produce reproducible results. Validation and quality practices include spot checks, comparison to known totals, automated tests, monitoring and alerting, naming conventions and versioning, and clear documentation so all calculations are auditable and maintainable.
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.
Real Time and Batch Metrics
Covers the differences between real time metrics that are updated continuously and batch metrics that are computed on periodic schedules. Candidates should be able to explain when each approach is appropriate for product, acquisition, retention, and operational use cases; describe freshness and latency requirements for dashboards, alerts, and automated decision systems; discuss trade offs including cost, computational resources, data accuracy, aggregation windowing, event time versus processing time, and approximation techniques for lower cost updates. Also include operational concerns such as monitoring metric drift, backfilling and recomputation strategies, consistency of computed metrics across environments, and hybrid patterns that combine near real time signals with daily or weekly aggregates.
Experimentation Platforms and Infrastructure
Addresses the technical and organizational infrastructure required to run experiments at scale. Topics include randomization and assignment strategies, traffic allocation, instrumentation and metric collection pipelines, experiment configuration and rollout systems, experiment tracking and metadata, data quality and monitoring, guardrails to detect interference or contamination, automated validity checks, self service experimentation tooling, governance and permissions, and approaches to scale experimentation across many teams while preserving statistical validity. Senior conversations include designing experiment platforms, enabling self service and observability, and trade offs when scaling experiment velocity across products.
Tracking Setup and Attribution Implementation
Covers practical implementation of tracking and measurement systems required for attribution and campaign analysis. Candidates should understand event and funnel tracking design, campaign tagging conventions and UTM parameters, pixels and server side tracking, integration of analytics with CRM and revenue systems, data layer and tag management basics, and API based event ingestion. Topics include testing and validation of tracking, mapping tracked events to attribution models and business metrics, handling cross device and offline conversions, data quality controls, and collaborating with engineering or analytics teams on implementation trade offs and privacy constraints.
Data and Analytics Infrastructure
Designing building and operating end to end data and analytics platforms that collect transform store and serve event product and revenue data for reporting analysis and decision making. Core areas include event instrumentation and tag management to capture user journeys marketing attribution and experimental events; data ingestion strategies and connectors; extract transform load pipelines and streaming processing; orchestration and workflow management; and choices between batch and real time architectures. Candidates must be able to design storage and serving layers including data warehouses data lakes lakehouse patterns and managed analytical databases and to choose storage formats partitioning and indexing strategies driven by volume velocity variety and access patterns. Data modeling for analytics covers raw event layers curated semantic layers dimensional modeling and metric definitions that support business intelligence and product analytics. Governance and reliability topics include data quality validation freshness monitoring lineage metadata and cataloging schema evolution master data considerations and role based access control. Operational concerns include scaling storage processing and query concurrency fault tolerance and resiliency monitoring and observability alerting cost and performance trade offs and capacity planning. Finally candidates should be able to evaluate and select tools and frameworks for orchestration stream processing and business intelligence integrate analytics platforms with downstream consumers and explain how architecture and operational choices support marketing product and business decisions while balancing tooling investment and team skills.
Data Collection and Instrumentation
Designing and implementing reliable data collection and the supporting data infrastructure to power analytics and machine learning. Covers event tracking and instrumentation design, decisions about what events to log and schema granularity, data validation and quality controls at collection time, sampling and deduplication strategies, attribution and measurement challenges, and trade offs between data richness and cost. Includes pipeline and ingestion patterns for real time and batch processing, scalability and maintainability of pipelines, backfill and replay strategies, storage and retention trade offs, retention policy design, anomaly detection and monitoring, and operational cost and complexity of measurement systems. Also covers privacy and compliance considerations and privacy preserving techniques, governance frameworks, ownership models, and senior level architecture and operationalization decisions.