What are the workflow stages?

To speed an analysis from initial question, to tested outcome, requires co-ordinated inputs at each stage from various co-workers. The stages listed below are the actions to be optimised:

1. Log question & hypotheses

Anyone from anywhere in the organisation or partners, can pose a question or offer a hypothesis for proving or disproving. There is value in more and varied perspectives. What’s important is that these questions are harvested for regular consideration. ‘Log ‘em all’, by email, on the platform, in Slack, or by voicemail.

2. Prioritising

To ensure the most value is created by the analytics team in the time budgeted, the highest value enquiries must be dealt with first, not the quickest or the most ‘senior’.
The logged questions appear on the prioritisation board and the order they are activated is agreed during scrum meetings.

Investigate marketing questions

3. Briefing

A card is issued with the staged workflow for every question.

The person who posed the question can fully brief the analysis with the objectives, KPIs, data sources and desired outcome of analysis.

Workflow stages brief

4. Scoping

The business analyst, team leader or other ‘translator’ describes the scope of the work before assigning an analyst and estimating a finish date.

Scope out hypothesis

5. Analysis

The analyst can leave their working notes and also list models or queries used and their location.
These insights are logged here for subsequent records, and link to the location of the data visualisation of the data; whichever media.

6. Feedback

A co-worker reviews the analysis, whether for quality purposes or for an alternative perspective to the investigation.

Analysis of question

7. Test Proposed

Recommend a test to realise the value of the insight

Predict the value of the test

Assign a channel optimiser

8. Feedback

Again, a colleague is able to review the Test Proposed, in order to validate or offer alternative ideas.

Workflow proposed test

9. Test Result

Channel optimiser records the test start and end dates

Record the result

Describe the test & outcome

Chose to repeat the test

Marketing analysis test result