23 Jan A company wishes to improve its e-mail marketing process, as measured by an increase in the response rate to e-mail advertis
A company wishes to improve its e-mail marketing process, as measured by an increase in the response rate to e-mail advertisements. The company has decided to study the process by evaluating all combinations of two (2) options of the three (3) key factors, E-mail Heading (Detailed, Generic: E-Mail Open (No, Yes): and E-Mail Body (Text, HTML):. Each of the combinations in the design was repeated on two (2) different occasions. The factors studied and the measured response rates are summarized in the following table.
Table Improving E-Mao Response Rate
Run Heading E-Mail Open Body Replicate Response Rate
1 Generic No Text 1 45
2 Generic No Text 1 34
3 Generic Yes Text 1 56
4 Generic Yes Text 1 68
5. Generic No HTML 1 25 .
6 Detailed No HTML 1 22
7 Generic Yes HTML 1 21
8 Detailed Yes HTML 1 19
1 Generic No Text 2 38
2 Detailed No Text 2 38
3 Generic Yes Text 2 59
4 Detailed Yes Text 2 80
5 Generic No HTML 2 27
6 Detailed No HTML 2 32
7 Generic Yes HTML 2 23
8 Detailed Yes HTML 2 33
Write 2 or 3 page paper in which you answer the following questions
1Use 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.
2) 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 produced in question 1. Provide a rationale response.
3) Recommend the main actions that the company could take in order to increase the response rate of its E-mail advertising. Provide a rationale for you response.
4) Propose one strategy for developing a process model for this company that will increase the response rate of its e-mail advertising and obtain effective business process. Provide rationale for response.
Course learning outcomes associated with this assignment
*Build regression model for improving business processes.
* Design experiments to test cause- and- effect relationships in business processes.
Regression Model is
y=b0+b1x1+b2x2+b3x3+b4x11x2+b5x1x3+b6x2x3+b7x1x2x3
y=77.6.25+1.9375×1+6.0625×2-13.5625×3/3.1875x1x2=0.6875x1x3-7.3125x2x3-2.4375x1x3x3
Graphical Analysis
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