Estimate QR Code Scan Rate for Super Bowl Ad
Company: Coinbase
Role: Data Scientist
Category: Analytics & Experimentation
Difficulty: medium
Interview Round: Technical Screen
##### Scenario
A TV network airs a QR-code Super Bowl ad and wants to forecast the full acquisition funnel.
##### Question
a) How would you estimate the percentage of viewers who will scan the QR code? b) What data sources would you use? c) If only prior TV campaign data (no ad-partner conversion data) is accessible, how would you approximate the scan rate? d) How would you estimate the conversion rate from scan to account sign-up?
##### Hints
Think funnel math, historical benchmarks, uplift analysis during airing, and proxy metrics.
Quick Answer: This question evaluates forecasting and attribution skills within a digital acquisition funnel, including estimating event rates (QR scans), integrating TV delivery and first-party analytics, and modeling conversion from scan to account sign-up.