Case
Study 2: Improving E-Mail Marketing ResponseDue
Week 8 and worth 160 points
Read
the following case study.
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 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 thethree
(3) key factors: E-Mail
Heading (Detailed, Generic);Email
Open (No, Yes); and
E-Mail Body (Text, HTML).Each
of the combinations in the design was repeatedon
two (2) different occasions.
The factors studied and the measured response rates are summarized in
the following table.
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 DOEthat
you conducted in Question 1.Provide
a rationale for your response.
3. Recommend
the main actions that the company could take in
order to increase the response rateof
its e-mail advertising.
Provide a rationale for your response.
4. Propose
one (1) overall strategyfor
developing a process model for
this company that will increase the response rateof
its e-mail advertising and
obtain effective business process. Provide
a rationale for your response.
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