#231: Estimating the Effort for Analytics Projects
Oct 31, 2023
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The podcast explores the challenges of estimating effort for analytics projects and highlights the importance of reverse briefing and asking questions. The hosts discuss the significance of setting parameters, using a method for estimating projects in analytics, and managing perception and attitude. They also emphasize the importance of structured communication in projects and provide insights on transitioning to Google Analytics 4.
Estimating effort for analytics projects requires thorough discovery, clear communication, and managing expectations.
Consulting environments add complexity to estimation due to limited context knowledge and uncertainties regarding data and scope.
Managing estimation within a team involves considerations of team dynamics, clear communication, and incorporating feedback throughout the process.
Deep dives
The challenge of estimating effort for analytics projects
Estimating the time it takes for an analysis or project in analytics can be challenging due to various factors, such as misalignment in expectations, lack of thoroughness in estimation, and changing goal posts. In the podcast episode, the speaker shares an anecdote about working with partners who provided inaccurate estimates, leading to angry stakeholders and strained relationships. Openly addressing the issue and setting realistic expectations at the beginning helped build trust with clients. Estimating effort requires careful consideration of factors like data familiarity, stakeholder deadlines, and communication cadence.
Navigating estimation challenges in a consulting environment
In a consulting environment, estimating effort for analytics projects presents additional challenges, such as limited knowledge of the context, assumptions about data and processes, and uncertainties regarding access and scope. The speaker highlights the importance of thorough discovery, asking clarifying questions, and understanding the motivations and priorities of the stakeholders. The use of frameworks like hypothesis formation and work breakdown structures can help in scoping and planning the project. Additionally, effective communication and managing expectations become crucial, considering factors like deadline constraints and different levels of deliverables, from quick and dirty analysis to comprehensive presentations.
Addressing team dynamics and skill variances in estimating effort
Managing estimation within a team involves considerations of team dynamics and skill variances. The podcast discusses the challenges of estimating when different analysts within a team may require different amounts of time for similar tasks. The importance of clear communication, setting expectations, and allowing space for training and mentorship is highlighted. Strategies like timeboxing, upfront clarification, and buffer allocation can help in providing guidance and incorporating feedback throughout the estimation process. Flexibility and proactive management of workload distribution can ensure efficient project delivery and the growth of junior analysts.
Effective Estimation and the Role of Project Management
The podcast discusses the importance of effective estimation, particularly when a project management person is assisting a team. The speaker emphasizes the need to strike a balance between the project management person providing helpful input and not taking over the project without sufficient knowledge. Additionally, communication and validation from team members are crucial in ensuring accurate estimates. The role of assumptions and contingency planning in estimation is also highlighted.
Managing Scope and Dealing with Estimation Errors
The podcast delves into managing scope and handling estimation errors. It is important to effectively communicate with clients and stakeholders about scope changes and the impact on timelines. By setting realistic expectations and demonstrating transparency, trust and confidence can be maintained. The importance of open communication, problem-solving, and learning from mistakes is emphasized. The podcast also mentions the value of reshuffling priorities and using tools like time boxing and GA4 Auditor to improve estimation and implementation processes.
Have you ever noticed that recipes that include estimates of how long it will take to prepare the dish seem to dramatically underestimate reality? We have! And that’s for something that is extremely knowable and formulaic — measure, mix, and cook a fixed set of ingredients! When it comes to analytics projects, when you don't know the state of the data, what the data will reveal, and how the scope may shift along the way, answering the question, "How long will this take?" can be downright terrifying. Happy Halloween! Whether you are an in-house analyst or working in an agency setting, though, it's a common and reasonable question to be asked. In this episode Michael, Moe, and Val dive into the topic, including sharing some stories of battle scars and lessons learned along the way. As a bonus, Sensei Michael explains how he uses Aikido on his clients to avoid scope creep! For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.
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