Data Analysis Standard Skill
Turn raw numbers into product decisions. Structure every analysis with a clear question, methodology, finding, and recommended action.
Analysis Framework: The 4-Question Method
Every analysis starts here:
- What changed? (describe the metric and its movement)
- Why did it change? (root cause — segment, funnel step, cohort, channel)
- So what? (business or product impact)
- Now what? (recommended action with confidence level)
Never deliver data without answering all four. A chart with no narrative is not an analysis.
Metric Triage Template
Use when a metric has moved unexpectedly:
METRIC: [Name]
MOVEMENT: [X% change over Y period]
BASELINE: [What was normal]
SEGMENTATION CHECK:
- By platform (iOS / Android / Web)?
- By user cohort (new / returning / power users)?
- By acquisition channel?
- By geography?
- By plan/tier?
ROOT CAUSE HYPOTHESIS:
1. [Most likely explanation] — Evidence: [data point]
2. [Alternative explanation] — Evidence: [data point]
3. [Ruling out] — Eliminated because: [reason]
CONCLUSION: [Single sentence answer to "why did this change?"]
CONFIDENCE: [High / Medium / Low] — based on [data available]Funnel Analysis Structure
| Stage | Metric | Current | Benchmark/Target | Drop-off % | Notes |
|---|---|---|---|---|---|
| [Top of funnel] | [Users] | [N] | [N] | — | |
| [Step 2] | [Users] | [N] | [N] | [X%] | |
| [Step 3] | [Users] | [N] | [N] | [X%] | |
| [Conversion] | [Users] | [N] | [N] | [X%] |
Biggest drop-off: [Step X → Step Y] — Hypothesis: [reason] Recommended investigation: [specific query or test]
Cohort Analysis Guidelines
Always define:
- Cohort definition: [What groups users — signup week, first action, plan type]
- Retention metric: [What counts as retained — login, core action, revenue]
- Retention window: [D1, D7, D30, W4, M3, etc.]
Output a cohort retention table and annotate:
- Baseline retention for each cohort
- Cohorts that over/underperform and why (feature launch? campaign? seasonal?)
- Trend direction across cohorts (improving / declining / stable)
Stakeholder Analysis Output Format
[Analysis Title] — [Date]
Question being answered: [Specific question in plain English] Time period: [Date range] Data source: [Where data comes from]
Finding:
[1–2 sentence plain-English summary of what the data shows]
Key chart / table: [Include or describe]
Root cause: [Best explanation with evidence]
Confidence level: [High / Medium / Low] — [reason]
Recommended action:
- [Immediate action — owner, timeline]
- [Investigation needed — what to check next]
- [Monitoring — what metric to watch and at what cadence]
What this analysis does NOT tell us: [Important caveat — what data is missing or what can't be concluded]
Required Inputs
Ask the user for these if not provided:
- Metric or question being investigated
- Time period (what changed, from when to when)
- Data available (which segments, sources, or queries you have access to)
- Business context (what decision this analysis informs)
- Audience (who will read this — exec / team / data team)
Quality Checks
- Analysis answers all 4 questions: what changed, why, so what, now what
- Root cause has evidence (not just hypothesis)
- Confidence level is stated and justified
- What the data cannot tell us is explicitly named
- Recommended action includes an owner and timeline
Guidelines
- Always state what the data *cannot* tell you — never oversell confidence
- Correlations are not causation — flag this every time
- If the user has no baseline, recommend establishing one before drawing conclusions
- Recommend the simplest chart for each finding: bar for comparison, line for trends, scatter for correlation, table for detailed breakdowns
- Always specify the time window — "conversion dropped" is meaningless without "from X to Y over Z period"