MAT510 Case Study 2 (2016-06-1)-A.docx

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Running head: MARKETING RESPONSE 1 Case Study 2: Improving E-Mail Marketing Response Samina Abbasi Strayer University MAT510 Professor: Hossein Firouzi June 1, 2016
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MARKETING RESPONSE 2 Case Study 2: Improving E-Mail Marketing Response A relationship between factors in a process is determined by a systematic method called Design of Experiment (DOE). This is the best way to improve a process. Understanding and knowing cause and effect relation would help manage an input to improve the output of the process. In order to make recommendations to improve the current process, DOE takes all collected data and interprets it after analyzing it (Hoerl, Roger, Snee, 2012). In this case study, the company is working on improving their email marketing process. the data is collected with respect to three key factors (1) email heading - generic, detailed, (2) open email no - yes , and (3) email body – text, HTML with two options (Run # 1 and Run # 2) with all combinations. x1 Heading: Generic (-), Detailed (+) x2 Email Open: No (-), Yes (+) x3 Body: Text (-), HTML (+) Run # 1 x1 Headin g x2 Emai l Open X3 Emai l Body
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