The Data Analytics Workflow

What is an analytics workflow?

A workflow is a repeatable sequence for moving from a question to a useful answer. The exact steps vary by project, but a common process looks like this:

The process is iterative. You often go back a step when you discover a data issue or a better question.

Step 1: Define the question

Clarify:

• Who needs the answer
• What decision it will support
• Which time period matters
• How success will be measured

Step 2: Collect and prepare data

• Find the right sources and confirm who owns them.
• Check that the records cover the needed time period and population.
• Remove or correct invalid values using documented rules.
• Record every change you make.
• Do not delete inconvenient records just because they do not match an expected result.

Step 3: Analyse and validate

• Calculate metrics, compare groups, and look for patterns.
• Ask:
  • Is the result plausible?
  • Is the sample representative?
  • Does a different definition change the conclusion?
• Reconcile totals with a trusted source.
• Ask a teammate to review important calculations when possible.

Step 4: Communicate and act

Present:

• The finding
• The supporting evidence
• The limitations
• A recommended next step

After a decision is made, track the outcome. An analysis is more useful when the team learns whether the action actually worked.

Common mistake