What caused the sudden 30% decrease in new advertiser sign-ups for Moloco Cloud DSP in the last week?

Introduction

The sudden 30% decrease in new advertiser sign-ups for Moloco Cloud DSP in the last week is a critical issue that demands immediate attention. As we analyze this product challenge, we'll follow a systematic framework to identify, validate, and address the root cause while considering both immediate and long-term implications.

Our approach will involve a thorough examination of internal and external factors, data analysis, and hypothesis generation. We'll set a clear agenda to investigate the issue, prioritize potential causes, and develop a comprehensive action plan.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking this could be related to a recent product change. Have there been any updates to the sign-up process or DSP features in the past two weeks?

Why it matters: Recent changes often correlate with sudden metric shifts. Expected answer: Yes, there was a UI update to the sign-up flow. Impact on approach: If confirmed, we'd prioritize investigating the new UI's impact on user behavior.

• Considering the specificity of the 30% drop, I'm wondering about our measurement accuracy. Has there been any change in how we track or define new advertiser sign-ups?

Why it matters: Ensures we're addressing a real issue, not a measurement anomaly. Expected answer: No changes to tracking methods. Impact on approach: If tracking has changed, we'd need to reassess the validity of the 30% figure.

• Given the competitive nature of the DSP market, I'm curious about external factors. Have we noticed any significant moves from competitors, like promotional campaigns or new feature launches?

Why it matters: External market forces can dramatically impact sign-up rates. Expected answer: No major competitor actions noted. Impact on approach: If competitor actions are identified, we'd need to consider market positioning and value proposition.

• Thinking about user segments, I'm wondering if this decrease is uniform across all advertiser types. Do we see any patterns in terms of advertiser size, industry, or geography?

Why it matters: Helps identify if the issue is global or specific to certain user groups. Expected answer: The decrease seems consistent across segments. Impact on approach: If certain segments are more affected, we'd focus our investigation on those specific user groups.