What factors are causing Digital Media Solutions's pay-per-call campaigns to have lower caller retention times compared to last quarter?

Introduction

Digital Media Solutions's pay-per-call campaigns are experiencing lower caller retention times compared to last quarter, indicating a potential issue with call quality or user engagement. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both immediate and long-term implications for the product and business.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Have we seen similar patterns in caller retention times during this period in previous years?

Why it matters: Seasonal trends could explain the decrease and inform our solution approach. Expected answer: No significant seasonal patterns observed in previous years. Impact on approach: If seasonal, we'd focus on adapting our strategy for this period; if not, we'd investigate other factors.

• Considering recent changes, I'm wondering if there have been any updates to our call routing or IVR systems. Have we implemented any new technologies or processes in the last quarter that might affect call handling?

Why it matters: Recent system changes could directly impact caller experience and retention times. Expected answer: A new IVR system was implemented at the beginning of the quarter. Impact on approach: If confirmed, we'd prioritize investigating the new system's performance and user experience.

• Thinking about our campaign structure, has there been any significant shift in the types of offers or products being promoted through these pay-per-call campaigns?

Why it matters: Changes in offer types could attract different caller demographics or expectations, affecting retention times. Expected answer: No major changes in campaign offers or products. Impact on approach: If unchanged, we'd focus more on call quality and user experience rather than offer relevance.

• Considering external factors, have we noticed any changes in competitor behavior or market conditions that might be affecting caller expectations or behavior?

Why it matters: External market forces could be influencing caller engagement across the industry. Expected answer: Some competitors have introduced new incentives for longer calls. Impact on approach: If confirmed, we'd need to reassess our value proposition and possibly adjust our incentive structure.