# Mathematics

Mathematics
Students, please View the ”Submit a. Clickable Rubric Assignment” video in the
Student Center.
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Case Study 2: Improving E-Mail Marketing Response
Due Week 8 and worth 160 points
Students, please View the “Submit a Clickable Rubric Assignment” in the Student
Center.
Instructors, training on how to grade is within. the Instructor Center.
A company wishes to improve its email. 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); Email Open (No, Yes); and E-Mail
Body (Text. HTML). Each ofthe 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: lmprdving E-M ail Response Rate
(Run Heading Em ail Open Bandy Replicate Response Rate
1 Generic No Text 1 46
2 Detaited A No – Text 1 34
3 Generic Yes Text 1 56
4 Detaited Yes Text _ 1 68
5 Generic No HTML 1 25
8 Detailed No HTML 1 22“
7 Generic Yes HTM L. 1 ~ 21
8 Detaited Yes HTML 1 19
1 Generic No Text 2 38
2 Detatted 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 HTM L. 2 32
7 Generic Yes HTML 2 23
8 Detailed Yes HTML. . 2 33
Write a two to three (2-3) page paper in which. you:

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

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 conducted in
Question 1. Provide a rationale for your response.

3. Recommend themain actions that the company could
take in order to increase the response rate of its e-mail