What improvements could impact.com make to its tracking and attribution system to provide more granular insights for advertisers?

Introduction

To improve impact.com's tracking and attribution system for advertisers, we need to focus on providing more granular insights. This involves enhancing data collection, analysis, and presentation to offer advertisers a deeper understanding of their campaigns' performance. I'll outline a strategic approach to address this challenge, considering user needs, technical feasibility, and business impact.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current state of impact.com's attribution system. Could you provide more information on the key features and data points currently tracked?

Why it matters: Determines the baseline for improvements and identifies gaps in the current system. Expected answer: Basic conversion tracking, click data, and revenue attribution. Impact on approach: Would focus on expanding data points and introducing advanced analytics.

• Considering user behavior, I'm curious about the most common pain points advertisers face with the current system. What feedback have we received regarding limitations or frustrations?

Why it matters: Helps prioritize improvements based on user needs. Expected answer: Lack of cross-device tracking, limited view of customer journey. Impact on approach: Would emphasize solutions for multi-touch attribution and user path analysis.

• Thinking about the competitive landscape, how does our current offering compare to other attribution platforms in the market?

Why it matters: Identifies areas where we can differentiate and gain a competitive edge. Expected answer: Strong in certain verticals but lacking in advanced features like AI-driven insights. Impact on approach: Would focus on innovative features to leapfrog competitors.

• Considering company alignment, what are the key business objectives driving this improvement initiative? Are we looking to expand our customer base, increase retention, or drive higher revenue per customer?

Why it matters: Ensures proposed solutions align with overall business strategy. Expected answer: Focus on increasing retention and upselling existing customers. Impact on approach: Would prioritize features that add value for power users and encourage platform stickiness.