For AppsFlyer's Audiences product, should we focus on increasing the number of integrated ad networks or improving the granularity of audience segmentation options?

Introduction

The trade-off we're examining for AppsFlyer's Audiences product is whether to focus on increasing the number of integrated ad networks or improving the granularity of audience segmentation options. This decision is crucial for the product's growth and effectiveness in the competitive mobile attribution and marketing analytics space. I'll analyze this trade-off by considering various factors including user impact, technical feasibility, and business alignment.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking about the current market position of AppsFlyer. Could you share how our market share compares to competitors like Adjust or Branch?

Why it matters: Helps determine if we need to focus on differentiation or market expansion. Expected answer: AppsFlyer has a strong market position but faces increasing competition. Impact on approach: If we're market leaders, we might prioritize innovation; if not, we might focus on matching competitor features.

• Business Context: Based on our revenue model, I assume Audiences is a key revenue driver. What percentage of our overall revenue does it currently contribute?

Why it matters: Helps prioritize this decision against other product initiatives. Expected answer: Audiences contributes significantly, perhaps 30-40% of revenue. Impact on approach: A high revenue contribution would justify more resources and risk-taking.

• User Impact: I'm curious about our user segments. What proportion of our clients are enterprise vs. small to medium-sized businesses?

Why it matters: Different client sizes may have different needs for network integrations vs. segmentation granularity. Expected answer: Mix of enterprise and SMB clients, perhaps 60/40 split. Impact on approach: Would tailor solution to meet needs of dominant client segment while not neglecting others.

• Technical: Regarding our current architecture, how modular is it for adding new ad network integrations?

Why it matters: Affects the feasibility and resource requirements for expanding network integrations. Expected answer: Moderately modular, but some legacy systems create challenges. Impact on approach: High modularity would favor network expansion; low modularity might lean towards improving existing features.

• Resource: Can you give me an idea of our current team capacity? Are we staffed to handle both initiatives simultaneously, or would we need to choose one?

Why it matters: Determines if this is truly an either/or decision or if we can pursue both to some degree. Expected answer: Limited resources, need to prioritize one initiative. Impact on approach: Would necessitate a more focused strategy rather than trying to do both partially.