Investigate Super Bowl Ad Impact on User Sign-Ups and Revenue
Overview
This question evaluates proficiency in attribution and funnel estimation, cohort analysis, revenue decomposition, instrumentation, and diagnostic analytics to quantify campaign-driven sign-ups from a tracked QR experience and to explain a month-over-month retail revenue decline.
Coinbase
Jul 12, 2025, 6:59 PM
Data Scientist
Technical Screen
Analytics & Experimentation
4
0
Estimating QR-Driven Sign-ups and Diagnosing a 20% MoM Retail Revenue Decline
Scenario
A crypto company runs a Super Bowl commercial featuring a QR code that awards a $15 coupon upon sign-up. After the campaign, the PM reports that retail revenue has fallen 20% month-over-month (MoM).
Task
- Estimate the number of users who will complete sign-up after scanning the Super Bowl ad's QR code.
- Retail revenue is down 20% MoM. Investigate likely drivers, outline the analyses you would run next, and explain how you would use cohort analysis to understand the impact across user groups.
Assumptions (minimal, explicit)
- The QR code points to a unique, trackable URL with UTM parameters and server-side logging to measure scans/visits.
- The ad aired nationally during the Super Bowl with high concurrent traffic and a short QR on-screen window.
- Sign-up requires KYC; the coupon is delivered upon successful sign-up or after first funding (specify in instrumentation).
- Retail revenue is primarily driven by trading fees (take rate × trading volume), with possible contributions from other products (e.g., staking, subscriptions).
Solution
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