What new features could AppsFlyer add to its Audiences product to increase its value for user segmentation and retargeting?

Introduction

To improve AppsFlyer's Audiences product for user segmentation and retargeting, we need to focus on enhancing its value proposition. I'll analyze the current product, identify key user segments and pain points, and propose innovative features to address these challenges. My approach will consider market trends, technical feasibility, and alignment with AppsFlyer's broader strategy.

Step 1

Clarifying Questions (5 mins)

• Looking at AppsFlyer's position in the mobile attribution and marketing analytics space, I'm thinking Audiences is a critical product for their customers' user engagement strategies. Could you provide more context on how Audiences currently fits into AppsFlyer's product ecosystem and its primary use cases?

Why it matters: Determines the scope and integration points for potential improvements Expected answer: Audiences is a core product for creating and managing user segments across multiple channels Impact on approach: Would focus on enhancing cross-channel capabilities and data integration

• Considering the evolving privacy landscape, especially with changes like iOS 14.5, I'm curious about how this has impacted Audiences' effectiveness. Has there been a shift in customer needs or expectations regarding user segmentation and retargeting capabilities?

Why it matters: Influences the direction of new features to address privacy concerns Expected answer: Customers are seeking more privacy-compliant ways to segment and retarget users Impact on approach: Would prioritize features that leverage first-party data and contextual targeting

• Given the competitive nature of the mobile marketing industry, I'm wondering about Audiences' current market position. How does it compare to similar offerings from competitors like Adjust or Branch in terms of feature set and customer satisfaction?

Why it matters: Helps identify gaps in the product and opportunities for differentiation Expected answer: Audiences is strong in some areas but lags in advanced machine learning capabilities Impact on approach: Would focus on incorporating AI/ML features to enhance segmentation accuracy

• Thinking about AppsFlyer's broader product strategy, I'm interested in understanding the company's data infrastructure. How integrated is Audiences with other AppsFlyer products, and are there any plans for expanding its data sources or analytical capabilities?

Why it matters: Determines the potential for cross-product synergies and data enrichment Expected answer: There's room for improvement in integrating Audiences with other AppsFlyer products Impact on approach: Would explore features that leverage data from across the AppsFlyer ecosystem