Estimate Viewer Engagement with Super Bowl QR Code Promo
Overview
This question evaluates a data scientist's quantitative estimation, funnel modeling, and assumptions-driven reasoning to estimate QR-code scans and promotional redemptions from a televised advertisement.
Coinbase
Aug 4, 2025, 10:55 AM
Data Scientist
Technical Screen
Analytics & Experimentation
0
0
Estimation Case: Super Bowl QR Promo Scans and Redemptions
Scenario
Coinbase runs a Super Bowl ad displaying a QR code that links to a promotional offer.
Task
Estimate how many viewers will scan the QR code and how many will ultimately use (redeem) the promo. Provide all assumptions, cite plausible data sources, and show step-by-step calculations.
Clarifying Context (assume unless told otherwise)
- One national 60-second Super Bowl spot with the QR code clearly scannable on screen for most of the ad (~45 seconds).
- U.S. audience only; unique viewers around recent Super Bowl levels.
- Promo can be redeemed by both existing and new users. “Scan” = successful QR decode leading to the landing page or app; “Use” = promo redemption (existing users claim or new users complete onboarding and claim).
Hints
- Break down by: total viewers, device availability/second-screening, attention rate, scan attempt rate, scan success, page load success, deduplication to unique scanners, and conversion to promo redemption.
- Use historical analogs for QR adoption and connected-TV QR engagement.
Solution
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