Decision brief
Name who must decide what, by when, and what would change as a result. This prevents analysis from drifting toward interesting but unusable observations.
Artefact · one-page question frameThe analytics field notes
A map from product question to usable evidence.
Explore the working artefacts we use to keep measurement grounded. Not a rigid method—a set of prompts that helps teams see what is known, missing, or assumed.
Map your analytics question
A working sequence
Evidence inventory
List the events, properties, identities, release context, qualitative input, and known gaps relevant to the question. Reliability becomes part of the interpretation.
Artefact · source and trust mapBehaviour lens
Choose the journey, cohort, comparison, and time window that represent the user’s real experience—not simply the easiest report to produce.
Artefact · analysis specificationLearning record
Separate observations from explanations. Record alternative hypotheses, confidence, caveats, and the smallest next action that can reduce uncertainty.
Artefact · decision-ready readoutExample field note
“Why do new users leave after setup?”
A broad question becomes workable by identifying the intended activation behaviour, checking setup event quality, comparing meaningful entry paths, and pairing behavioural patterns with user research.
DecisionWhich first-session experience should the team improve?
Evidence checkSetup completion is reliable; notification permission is missing on one app version.
Useful lensFirst-value action within seven days, segmented by setup path.
Next learningInterview users who complete setup but never reach first value.
“The value of analytics is not the report. It is the quality of the next decision—and the team’s understanding of why.”Find the right engagement →