Why has the number of new advertiser sign-ups for Criteo decreased by 40% this month compared to last month?

Introduction

The sudden 40% decrease in new advertiser sign-ups for Criteo this month compared to last is a critical issue that demands immediate attention. As we analyze this product challenge, we'll employ a systematic framework to identify, validate, and address the root cause while considering both short-term fixes and long-term strategic implications.

I'll approach this problem by first clarifying key details, ruling out external factors, and then diving deep into our product ecosystem and user journey. We'll break down the metric, gather relevant data, form hypotheses, and conduct a thorough root cause analysis. Finally, we'll develop a comprehensive plan to validate our findings and implement solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has this drop coincided with any particular time of year or event?

Why it matters: Seasonal trends could explain the fluctuation and inform our solution approach. Expected answer: No significant seasonal pattern identified. Impact on approach: If seasonal, we'd focus on adjusting expectations and strategies for this period.

• Considering the magnitude of the decrease, I'm wondering about recent changes. Have there been any significant product updates or marketing campaign shifts in the past month?

Why it matters: Recent changes could directly impact sign-up rates and guide our investigation. Expected answer: A new onboarding flow was implemented two weeks ago. Impact on approach: If confirmed, we'd prioritize analyzing the new flow's impact on conversion rates.

• Given the specificity of the 40% figure, I'm curious about our measurement accuracy. Has there been any change in how we track or define new advertiser sign-ups?

Why it matters: Ensures we're addressing a real issue and not a data anomaly. Expected answer: No changes in measurement or definition. Impact on approach: If changes occurred, we'd first need to standardize our metrics before further analysis.

• Considering potential external factors, I'm wondering about our competitive landscape. Have there been any significant moves from our competitors or changes in the advertising market recently?

Why it matters: External market forces could be driving the decrease in sign-ups. Expected answer: No major competitive shifts noted. Impact on approach: If competitive changes are identified, we'd need to reassess our value proposition and market positioning.