Running head: CASE STUDY 21Case Study 2: Improving E-Mail Marketing ResponseAuthors NameInstitution AffiliationInstructorDateCASE STUDY 221. Use the data shown in the table to conduct a design of experiment (DOE) in order totest cause-and-effect relationships in business processes for the company.Design of Experiment refers to a methodical approach of establishing the correlationbetween factors affecting a process (Roy, 2001). In other words, it is a systematic method thatdetermines cause-and-effect relationships. It is worthwhile noting that a design experiment has acouple of components. The first aspect is variables or inputs. These factors can either beuncontrollable or controllable. For instance, the heading and body of the email are thepredominant factors in the case study. Another integral component of the design experiment isthe level. In this context, levels refer to the precise settings of every single element. An excellentexample of levels is whether body or text is in plain text or HTML format. The last case iswhether the headings of the email are generic or detailed. The final component is the responses.Regarding the email study, the result will be the response rate to the emails. Therefore, responsesform the basis for determining the cause-and-effect relationships. Based on the DOE and casestudy, it is clear that the response rate of emails sent via the HTML is less than those of textCASE STUDY 23format. Moreover, the headin ...
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