Top 20 Analytics interview questions – Ecommerce

As analytics hiring increases across e-commerce companies, we decided to compile a list of interview questions to give you an idea what to expect.

At the very outset however, DO YOUR HOMEWORK. Research the company. Look at its site. Understand its mission statement and product offerings. Try to figure out what data is collected and how it is used.


These are questions aimed to test your analytics knowledge in digital marketing.

  1. What is your understanding of how e-commerce works?
  2. Differentiate between B2B, B2C, C2B and C2C.
  3. What is a Klout score?
  4. Explain the difference between attribution analysis and modeling.
  5. When is Structural Vector Autoregressions (VARs) favoured over the Bayesian approach?
  6. What method can help identify relationships and correlation between two elements?
  7. What techniques are used to measure campaign success?
  8. What are the KPIs (Key Performance Indicators) in supply chain operations?
  9. Which statistical method is best suited for predicting sales by product categories and forecast of margins?
  10. In demand forecasting, which techniques can help separate seasonal demand from trends?


These questions are for job roles that require a higher proficiency of digital analytics skills. Questions are aimed at gauging the level of involvement and analytic skills of the candidate. Some questions may also test vigilance to factors that skew results, and out-of-the-box analytical thinking.

  1. How would you use Analytics to help determine what CRO project will return the greatest ROI?
  2. What should you test if you have a decreasing open rate?
  3. How do you validate that your analytics is tracking correctly?
  4. How to know you have an attribution problem?
  5. If you could only choose one, would you choose A/B testing or segmentation? Why?
  6. Our client is complaining that their CTR is low. What would you investigate?
  7. * How do you approach deciding what to optimise first? (Ideally a candidate should ask questions about existing analytics and other factors driving business priorities).
  8. If the Google Analytics conversion reports do not match your multi-channel conversion reports, what do you infer?
  9. * What was one of the most surprising outcomes to a test you’ve run? What were the hypotheses that motivated their testing, and how did their perspective evolve over a sequence of tests? What did they learn from them?
  10. * How do you weigh the trade-offs between brand consistency and experimentation?


* These questions may have a series of follow-up questions. There is no single answer to these questions or a perfect solution. The aim is to test vigilance of the candidate, boldness in trying imaginative ideas and conversion savvy.

If you have interview questions you would like to add, please comment below, and I will surely include them.

Leave a Reply

Your email address will not be published. Required fields are marked *