Estimating QR Scan and Sign-up Conversion for a Super Bowl TV Ad
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
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Estimate the percentage of viewers who will scan the on-screen QR code during the Super Bowl broadcast.
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Explain how you would leverage historical data to build that estimate and justify your assumptions.
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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.
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After a user scans the code, estimate the conversion rate from landing-page visit to sign-up, stating your assumptions and approach.
Guidance
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Lay out a funnel and define key metrics.
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Use comparable events to justify priors; adjust for audience size, attention, and engagement.
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Make assumptions explicit and provide ranges.
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Include a small numeric example to illustrate your method.