Determine Success Metrics for Instagram Video-Call Feature

Q: Determine Success Metrics for Instagram Video-Call Feature

This question evaluates a data scientist's competency in product analytics, experiment design, metric definition, and retention/engagement analysis for a social app's group video-call feature, focusing on practical application of adoption, activation, depth, retention, quality, and churn metrics.

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Question

Instagram Group Video-Call MVP: Defining Success and Metrics

Context

You are the data scientist responsible for evaluating the group video-call MVP on Instagram. The feature is in a staged rollout. Leadership wants to know whether it increases meaningful engagement and improves user retention without harming overall app health.

Tasks

Business Goals: What goals should define success for this feature (near-term and long-term)?
Metrics: Which engagement and retention metrics would you monitor, and why? Include adoption, activation, depth, retention, and quality/latency.
Scope: Should metrics focus on overall app usage, the video-call module only, or both? Explain trade-offs and how to connect feature-level metrics to app-level KPIs (e.g., DAU/WAU/MAU, session time, churn).
Churn: How would you define and calculate churn in this context? Consider both app-level churn and feature-level churn.

Determine Success Metrics for Instagram Video-Call Feature

Instagram Group Video-Call MVP: Defining Success and Metrics

Context

Tasks

Solution

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