Read the following case study.
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); Email 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.
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Table: Improving E-Mail Response Rate Run Heading Email Open Body Replicate Response Rate 1 Generic No Text 1 46 2 Detailed No Text 1 34 3 Generic Yes Text 1 56 4 Detailed 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
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Write a two to three (2-3) page paper in which you:
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.
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.
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 your response.
Propose one (1) overall 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 a rationale for your response.
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Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
Build regression models for improving business processes.
Design experiments to test cause-and-effect relationships in business processes.
Use technology and information resources to research issues in business process improvement.
Write clearly and concisely about business process improvement using proper writing mechanics.
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MODEL ANSWER
As a way of reaching out to customers, email marketing is critical for every PLACE YOUR ORDER NOW AT writtask.com | the evaluation were already provided and the conforming design of experiment that can be used to undertake the cause and effect associations of important factors are shown in the attached excel file.
The indicators that are likely to affect the rate of response on the delivered emails presented in descending manner include the type of body in the email, the emails opened, as well as the type PLACE YOUR ORDER NOW AT writtask.com | an email is a plain text, it may attract higher response as compared to when the body is in HTML probably as a result of the ease with which emails are PLACE YOUR ORDER NOW AT writtask.com | email factor on the response of email is understanding whether the mail was opened, which could be emanating from the time it takes for marketing emails to be opened. The last indicator and apparently the one having least outcome on the rate of responses on emails was the type of heading being used. Generic headings seemed to receive higher response rates as compared to detailed headings. When a mail had a body with plain text, it received high responses.
Graphical Display Tool The best graphical display tool that these findings can find great relevance is the Interactions Effects Chart (IEC), which is known to be easier for one to understand as compared to PLACE YOUR ORDER NOW AT writtask.com |
also effective as it will show the relationship/combination of factors on how they relate with each other. This is…
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