Estimate Super Bowl QR Code Scan Rate Using Historical Data

Q: Estimate Super Bowl QR Code Scan Rate Using Historical Data

This question evaluates a data scientist's competency in forecasting, funnel analytics, conversion-rate estimation, and the use of historical or proxy data when key campaign metrics are unavailable.

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Question

Scenario

A Super Bowl TV ad prominently features a QR code and a clear call-to-action (CTA). The company wants to forecast funnel performance from TV view to app/website sign-up.

Tasks

Estimate the percentage of viewers who will scan the on-screen QR code during the Super Bowl broadcast.
Explain how you would leverage historical data to build that estimate and justify your assumptions.
If conversion-rate data from past QR campaigns is owned by the ad agency and only TV-company data are available, describe how you would still approximate the scan rate.
After a user scans the code, estimate the conversion rate from landing-page visit to sign-up, stating your assumptions and approach.

Guidance

Lay out a funnel and define key metrics.
Use comparable events to justify priors; adjust for audience size, attention, and engagement.
Make assumptions explicit and provide ranges.
Include a small numeric example to illustrate your method.

Estimate Super Bowl QR Code Scan Rate Using Historical Data

Scenario

Tasks

Guidance

Solution

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Estimate Super Bowl QR Code Scan Rate Using Historical Data

Overview

Estimating QR Scan and Sign-up Conversion for a Super Bowl TV Ad

Scenario

Tasks

Guidance

Solution

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