Case Study 2: Improving E-Mail Marketing Response

1. Use the data shown in the table to conduct a design of experiment (DOE) in order to test cause-and-effect relationships in business processes for the company.

To code the data, the following indicators were used

As such, the table when coded appeared as follows.

To analyze the data, it was taken into account that the experiment was a three-factor experiment that required a 2x2x2 factorial design.  As such, the experiment has eight combinations to be tested. Chi tests were also conducted on the data.

• Determine the graphical display tool (e.g., Interaction Effects Chart, Scatter Chart, etc.) that you would use to present the results of the DOE that you conducted in Question 1. Provide a rationale for your response. 

The right graphical display tool, in this case, are tables.

Recommendations

            From the above analysis, it is clear that open emails had the steepest positive slope. This indicates that they provided the most positive response (Schmee & Oppenlander, 2012). Owing to this fact, the company should use open emails. To get more positive results, this analysis suggests that the company should build a more target audience, which would define these statistics even better.

Overall Strategy

To derive maximum benefit, the study should use the alignment model strategy. This strategy is critical in ensuring that the mission and vision of the company are aligned with the resources and capabilities of a company. Consequently, the company will experience efficiency in processes.

References

Schmee, J., & Oppenlander, J. E. (2012). JMP means business: statistical models for management. New York: SAS Institute.