Estimate Successful Sign-ups from Super Bowl QR Code Ad
Overview
This question evaluates a data scientist's competency in marketing analytics, attribution modeling, funnel analysis, event instrumentation, and causal inference for estimating incremental sign-ups from an advertising campaign.
Coinbase
Jul 12, 2025, 6:59 PM
Data Scientist
Technical Screen
Analytics & Experimentation
14
0
Estimating Sign-ups from a Super Bowl QR Code Ad
Background
A cryptocurrency company airs a national Super Bowl commercial featuring a bouncing QR code. Viewers who scan and complete sign-up receive a $15 coupon.
Assume “successful sign-up” means a new, verified account (including KYC) completed within a 7-day attribution window after exposure to the ad.
Task
How would you estimate the total number of successful sign-ups generated by this advertisement? Outline a practical approach that:
- Defines the metric and attribution window.
- Proposes a top-down funnel model from audience to verified sign-ups.
- Uses available data (QR/landing/app logs, coupon issuance/redemption, app store installs) to build a bottom-up measurement.
- Separates incremental lift from background activity.
- Validates assumptions with sampling or controlled experiments.
Hints
- Audience size and attention (TV + streaming reach; fraction actively watching during the spot)
- Scan rate (given attention), landing success, app install, account creation, KYC completion
- Historical comps for conversion rates and coupon redemption lag
- Coupon issuance vs redemption as a proxy
- Methods to validate assumptions: short-window sampling, randomized QR parameters, geographic/time holdouts, pre/post baselines, difference-in-differences
Solution
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