By Iryna Kozirevych
Welcome to the new edition of our interview series! This time, we would like to introduce you to Artem Lenko, Attekmi’s business analyst. So, would you like to gain some insights on how to be an effective BA in AdTech? Then keep reading to learn more!
Thanks for joining our interview! So, what inspired you to choose the business analyst profession, and how did your career path lead you to the AdTech industry?
Thanks for having me! I have always been drawn to roles that involve solving complex problems and creating clarity where there is chaos, and that is exactly what the business analyst role is about. I would say this role is perfect for people who genuinely enjoy untangling messy situations, identifying patterns, and finding structure in chaos.
As for AdTech, I didn’t initially plan to specialize in it, but once I got into the field, I was hooked. The pace is fast, the product is complex, and there is always something new to learn. You are constantly challenged to dig into data, understand technical flows, and work with both internal teams and external partners, and that combination is what keeps things exciting for me.
In your opinion, what does business analytics mean in IT and, specifically, AdTech? Are there any specific activities or responsibilities involved?
Business analytics in IT is all about bridging the gap between technology and business goals. In AdTech specifically, it means understanding both the data and the ecosystem: how all participants of real-time trading interact, and helping turn raw information into actionable decisions.
As a business analyst, my day-to-day involves gathering requirements, translating business needs into technical tasks, identifying edge cases, analyzing trends in data, and ensuring that what we are building aligns with partner needs and expectations. It is not just documentation – it is about creating clarity where there is often complexity.
There may be challenges as well, right? What are some common challenges you face? How do you overcome them?
I would say, for a business analyst, the key potential challenge is continuously changing requirements and the absence of alignment between stakeholders and team members. These factors may affect productivity, become the reason for delays and increased costs, and even lead to conflicts.
For a business analyst, it is essential not only to be able to solve such unpleasant situations but also to prevent them from happening. You must ensure effective and timely communication among all the parties involved – everyone must be on the same page. Besides, you need to manage the requirements throughout the entire lifecycle and make sure that they always align with the business objectives.
Would you call the business analyst job complex in general? Why?
Let’s be honest, this job is not easy since it requires both technical and business skills. In AdTech, it can be especially challenging as such products are rather complex on their own. You have to deal with loads of data, communicate with a lot of people, and this is actually your daily routine.
At the same time, the job is pretty rewarding, and you have a lot of opportunities to evolve as a professional. However, if you decide to switch to the business analysis field, note that delivering your responsibilities can be a bit stressful sometimes.
Can you please share any specific complex case that you have faced as a business analyst? How did you handle it?
There was a case where we worked on a pretty complex custom development request from a partner. It turned out to be quite a big project, not just technically, but also in terms of coordination. We had to align multiple teams on our side – backend, frontend, design, and stay in close contact with the partner's team throughout the development process.
Things shifted a few times as we moved forward, which is pretty common in custom development. So we had to stay flexible, make adjustments quickly, and make sure everyone was clear on the next steps. It took some effort, but in the end, we delivered something solid that worked well for both sides.
Logically, data analysis is an integral part of your role. How do you ensure the efficiency of this process? Do you use any specific tools?
Well, everything starts with defining the problem that the data should help you solve. Then you collect, analyze, and interpret the data to be able to identify potential solutions and suggestions. Finally, you communicate your findings. Everything seems to be pretty simple, right?
However, there are a lot of nuances an effective business analyst should keep in mind. For instance, apart from defining the problem, you must make sure that you have defined the right issue. What is it about? Who is affected? When and why did the issue take place? How urgently must it be solved? If you fail to answer these questions correctly, you may prioritize the wrong tasks, which can affect the entire process.
As for the tools, yes, I use quite a lot, depending on the task. For data analysis, I mostly use Google Sheets. In capable hands, it is a truly versatile tool. If we need deep analytics on the product or behavioral data, we also use Amplitude to track patterns and gain additional insights.
For documentation and development description, we use Confluence and Jira. Figma is a great tool for collaborating with designers. And of course, Slack provides day-to-day coordination. But I try not to get too attached to any particular tool; what matters most is your ability to structure and communicate information clearly, regardless of the platform.
In your opinion, what hard and soft skills are essential for a good business analyst?
Okay, let’s start with the most crucial hard skills. Well, first of all, you need to understand all the nuances of the AdTech product you work with, as well as be able to make the most of the systems and tools your business uses. Actually, that is a must for any industry, as if your knowledge of the product is limited, you fail. Besides, you need solid project management skills as you must collect the data, document the requirements, implement the plan, and so on. You work in close cooperation with the project manager, so you should understand the aspects of their job. Obviously, you also need solid data analysis and visualization skills. If you lack them, you will not be able to deliver your responsibilities effectively. I would also like to mention organizational skills – you should be a good time manager. There are loads of tasks a business analyst should deal with, so you must be able to set priorities properly.
As for the soft skills… You must think creatively (and critically as well) and be able to both notice tiny details and see the whole picture. Communication and presentation skills are also a must, as you have to present your findings and explain their value in a clear way. Note that the job of a business analyst involves both written and verbal communication, and you must be good at both approaches. In addition, you need to be a team player.
So, despite all the challenges, you have come a long way. What do you like the most about the business analyst role? Is there anything really special to you about your job?
Well, the business analyst role may seem to be pretty complex; however, to me, it is among its most significant benefits. I like challenging tasks – they help me evolve and enhance my skills. As a business analyst, you never get bored, especially in AdTech. Besides, I like that my job has a real impact on the business. When I see the results our team achieves, it makes me feel proud.
As for something really special… For me, the most special part of being a business analyst is seeing how something that started as a vague idea or need becomes a real feature that people use, and knowing that I helped make that happen. There is a lot of satisfaction in being at the intersection of business and tech and playing a part in aligning both sides.
In your opinion, who is the business analyst job most suited for? Can you share any recommendations for those planning to master this role?
Well, the key to success is understanding your product from A to Z and working on the hard and soft skills I mentioned before. If you doubt their quality, find a training that would help you enhance your skills. As for other recommendations, here they are:
Learn continuously. The industry evolves fast, and the role of a business analyst does the same. Therefore, you need to be aware of the changes – this will help you detect opportunities and deliver your responsibilities more effectively. I would recommend monitoring the industry-related forums, communities, and news channels. When possible, also attend relevant events and conferences – that is one of the best ways to expand your network and learn something new.
Do not stick to specific tools. New systems and software emerge regularly, and you need to keep an eye on such news to be able to react on time. New solutions can turn out to be much more effective than the tools you use currently, so be flexible.
Strive for adaptability. Actually, flexibility is not only about software. You must be ready to adapt your approach to the evolving business needs and goals. Remember, changing requirements is among the most common challenges you may face as a business analyst, and being flexible empowers you to solve it in the right way.
Keep your documentation organized. The efficiency of the business analyst role heavily relies on data. Basically, data is everything here – you need to document the analysis results, key findings, suggestions, etc. There will be loads of information, and you must keep everything structured and well-organized – that would be helpful both for you and other team members.
Build solid relationships with stakeholders. Knowing everything about the product is a must, but you also need to communicate with stakeholders a lot. You have to understand their needs and concerns – as a result, you will be able to adapt your approach and maximize its efficiency.
Be a problem solver. No one likes people who bring only bad news. If you find something that your stakeholders or team members will not like, do not simply tell them about this. Be ready to suggest at least one way to solve the situation.
At Attekmi, every team member plays a crucial role in driving our success. Keep following our interview series to get to know our amazing professionals!
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