Lab test bookings from Tata Neu fell 25% while bookings in the 1mg app grew. How would you investigate?

Introduction

Tata 1mg is part of Tata Digital, and its services are available both in the 1mg app and through Tata Neu, the Tata Group's loyalty and payments app. Users who book through Tata Neu earn NeuCoins, and Tata Neu's co-branded credit cards give extra rewards on Tata brands. For 1mg, Tata Neu is an acquisition and engagement channel; for Tata Neu, health is one of the categories that make its loyalty programme valuable.

The scenario: lab test bookings coming through Tata Neu fell 25% over six weeks, while bookings in the 1mg app grew 6%. How would you find the root cause? This is a hard question because two apps, two product teams, a loyalty programme and shared infrastructure are involved, and the "drop" may partly be a shift rather than a loss.

Step 1

Clarifying Questions (3 minutes)

• Looking at attribution, I'm thinking bookings are attributed to Tata Neu when the booking starts in the Tata Neu app or a Tata Neu deep link. Has attribution logic changed?

• Assumption: A tracking update was released about seven weeks ago in the Tata Neu integration.
• Impact: Attribution must be checked first.

• Considering totals, did total lab bookings across both channels fall?

• Assumption: Total bookings fell about 4%.
• Impact: Some shift, some real loss.

• Thinking about changes, did NeuCoin earn rates, Tata Neu card rewards or the Tata Neu home layout change?

• Assumption: NeuCoin earn on health categories was revised downward for some users; Tata Neu redesigned its home screen to emphasise payments and financial services.

• Any operational issues in diagnostics?

• Assumption: None reported broadly.