Why are click-through rates for Intersection's digital street furniture displays in Philadelphia 20% lower this quarter compared to last?

Introduction

The recent 20% drop in click-through rates for Intersection's digital street furniture displays in Philadelphia is a concerning trend that requires immediate attention. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term strategic implications.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has this 20% decrease been consistent across all months of the quarter, or is it more pronounced in certain months?

Why it matters: Seasonal patterns could indicate external factors rather than product issues. Expected answer: The decrease is relatively consistent across the quarter. Impact on approach: If consistent, we'll focus more on product-related factors; if varied, we'll consider seasonal influences.

• Considering user segments, I'm curious about the demographics. Has the decrease been uniform across all age groups and neighborhoods, or are certain segments more affected?

Why it matters: Helps identify if the issue is global or specific to certain user groups. Expected answer: The decrease is more pronounced in younger demographics and central business districts. Impact on approach: If segmented, we'll tailor our solutions to specific user groups; if uniform, we'll look at broader system-wide issues.

• Thinking about recent changes, have there been any significant updates to the content strategy or display technology in the past quarter?

Why it matters: Recent changes could directly impact user engagement. Expected answer: A new content management system was implemented at the start of the quarter. Impact on approach: If changes occurred, we'll scrutinize their impact; if not, we'll look at external factors or gradual shifts in user behavior.

• Regarding measurement accuracy, has there been any change in how click-through rates are tracked or calculated?

Why it matters: Ensures we're comparing apples to apples and not dealing with a data anomaly. Expected answer: No changes in measurement methodology. Impact on approach: If unchanged, we'll focus on actual performance issues; if changed, we'll need to reassess the data's comparability.