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The AI Analyst uses different workflows depending on what you’re asking. Each workflow is optimized for its type of question — from quick knowledge lookups to comprehensive multi-perspective analyses.

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How Questions Are Routed

When you send a message, the AI Analyst classifies it into one of three categories:
Question TypeWorkflow
Specific data requestsStandard Analysis
Open-ended / strategicDeep Analysis
Definitions & conceptsKnowledge Retrieval
The classification happens automatically based on the question’s structure and intent.

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Workflow Overview

Standard Analysis

Single-path SQL analysis for specific metrics and time ranges. One question, one query, one answer.

Deep Analysis

Multi-perspective analysis for strategic questions. Runs multiple Standard Analyses in parallel and synthesizes insights.

Knowledge Retrieval

Instant answers about metrics, tables, and concepts. Draws from SourceMedium documentation and metadata.

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Choosing the Right Approach

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For Data Answers

Ask specific, bounded questions: 
What was our revenue last week?
Top 10 products by units sold this month
What's our ROAS by channel for the past 30 days?
These trigger Standard Analysis for quick results.

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For Strategic Insights

Ask open-ended, exploratory questions: 
How can we improve our marketing performance?
What trends should we be watching?
Why are our metrics declining?
These trigger Deep Thinking for comprehensive analysis.

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For Definitions & Concepts

Ask about metrics, tables, or how things work: 
What is LTV?
How is ROAS calculated?
Which table has order data?
These trigger Knowledge Retrieval for instant documentation-backed answers.

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Workflow Comparison

FeatureStandardDeep ThinkingKnowledge
Data SourceBigQueryBigQueryDocs + Metadata
SQL Queries12–40 (usually)
Parallel ExecutionNoYesNo
ChartsYesYesNo
Best ForSpecific metricsStrategic questionsLearning concepts

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How Classification Works

The AI uses contextual signals to determine the right workflow: Standard Analysis triggers:
  • Specific time ranges (“last week”, “in January”)
  • Named metrics with data requests (“revenue”, “orders”, “ROAS”)
  • Rankings and comparisons (“top 10”, “vs last month”)
  • Computed results (“by channel”, “trend over time”)
Deep Thinking triggers:
  • “How can we improve…” questions
  • “What should we focus on…” questions
  • Trend analysis without specific bounds
  • Strategy and optimization requests
Knowledge Retrieval triggers:
  • “What is…” or “What does…mean”
  • “How is X calculated?”
  • “Which table has…” or “What columns…”
  • Data health and attribution health questions
If you want to override the classification, be explicit. “Just give me the revenue numbers” will use Standard Analysis even if your phrasing might otherwise trigger Deep Thinking.

Understanding Results

How to read responses, charts, and SQL output.

Example Questions

See examples across all domains and workflows.