MAT510 Case Study 2: Improving E-Mail Marketing Response

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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.

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.
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.

Points: 160	Case Study 2: Improving E-Mail Marketing Response
Criteria	Unacceptable Below 70% F	Fair 70-79% C	Proficient 80-89% B	Exemplary 90-100% A
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. Weight: 20%	Did not submit or incompletely used 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.	Partially used 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.	Satisfactorily used 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.	Thoroughly used 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. Weight: 20%	Did not submit or incompletely determined 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. Did not submit or incompletely provided a rationale for your response.	Partially determined 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. Partially provided a rationale for your response.	Satisfactorilydetermined 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. Satisfactorily provided a rationale for your response.	Thoroughlydetermined 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. Thoroughlyprovided a rationale for your response.
3. 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. Weight: 25%	Did not submit or incompletely recommended the main actions that the company could take in order to increase the response rate of its e-mail advertising. Did not submit or incompletely provided a rationale for your response.	Partially recommended the main actions that the company could take in order to increase the response rate of its e-mail advertising. Partially provided a rationale for your response.	Satisfactorilyrecommended the main actions that the company could take in order to increase the response rate of its e-mail advertising. Satisfactorily provided a rationale for your response.	Thoroughly recommended the main actions that the company could take in order to increase the response rate of its e-mail advertising. Thoroughly provided a rationale for your response.
4. 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. Weight: 25%	Did not submit or incompletely proposed 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. Did not submit or incompletely provided a rationale for your response.	Partially proposed 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. Partially provided a rationale for your response.	Satisfactorilyproposed 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. Satisfactorilyprovided a rationale for your response.	Thoroughly proposed 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. Thoroughly provided a rationale for your response.
5. Writing / Support for ideas Weight: 5%	Never uses reasons and evidence that logically support ideas.	Rarely uses reasons and evidence that logically support ideas.	Partially uses reasons and evidence that logically support ideas.	Mostly uses reasons and evidence that logically support ideas.
6. Writing / Grammar and mechanics Weight: 5%	Serious and persistent errors in grammar, spelling, and punctuation.	Numerous errors in grammar, spelling, and punctuation.	Partially free of errors in grammar, spelling, and punctuation.	Mostly free of errors in grammar, spelling, and punctuation.