Case Study 2: Improving E-Mail Marketing Response Expert julia

Case Study 2 Calculation

	Factors	Levels
	Heading	Generic(-)/Detailed(+)
	Email	No(-)/Yes(+)
	Body	Text(-)/HTML(+)
Replicate	Run	Heading(x1)	Email Open(x2)	Body(x3)	x1 x2	x1 x3	x2 x3	x1 x2 x3	Repeat Rate 1
1	1	Generic(-)	No(-)	Text(-)	+	+	+	-	46
1	2	Detailed(+)	No(-)	Text(-)	-	-	+	+	34
1	3	Generic(-)	Yes(+)	Text(-)	-	+	-	+	56
1	4	Detailed(+)	Yes(+)	Text(-)	+	-	-	-	68
1	5	Generic(-)	No(-)	HTML(+)	+	-	-	+	25
1	6	Detailed(+)	No(-)	HTML(+)	-	+	-	-	22
1	7	Generic(-)	Yes(+)	HTML(+)	-	-	+	-	21
1	8	Detailed(+)	Yes(+)	HTML(+)	+	+	+	+	19
2	1	Generic(-)	No(-)	Text(-)	+	+	+	-	38
2	2	Detailed(+)	No(-)	Text(-)	-	-	+	+	38
2	3	Generic(-)	Yes(+)	Text(-)	-	+	-	+	59
2	4	Detailed(+)	Yes(+)	Text(-)	+	-	-	-	80
2	5	Generic(-)	No(-)	HTML(+)	+	-	-	+	27
2	6	Detailed(+)	No(-)	HTML(+)	-	+	-	-	32
2	7	Generic(-)	Yes(+)	HTML(+)	-	-	+	-	23
2	8	Detailed(+)	Yes(+)	HTML(+)	+	+	+	+	33
	sum+	326	359	202	336	305	252	291
	sum-	295	262	419	285	316	369	330
	ave+	40.75	44.875	25.25	42	38.13	31.50	36.38
	ave-	36.88	32.75	52.38	35.63	39.50	46.13	41.25
	effect	4	12	-27	6	-1	-15	-5
			Email Open					Body					Body
			NO	YES				TEXT (-)	HTML (+)				Text(-)	HTML(+)
		-	34	40			-	50	24			-	39	26.5
	Heading	+	31.5	50		Heading	+	55	27		Email Open	+	66	24

Heading & Email Open

Email open (no) Generic(-) Detailed(+) 34 31.5 Email Open (yes) Generic(-) Detailed(+) 39.75 50

Response Rate

Heading & Body

Text (-) Generic(-) Detailed(+) 49.75 55 HTML (+) Generic(-) Detailed(+) 24 26.5

Response Rate

Email Open & Body

Text (-) No(-) Yes(+) 39 65.75 HTML (+) No(-) Yes(+) 26.5 24

Response Range

Pareto Chart

Body -27.125 x2 x3 -14.625 Email Open(x2) 12.125 x1 x2 6.375 x1 x2 x3 -4.875 Heading 3.875 x1 x3 -1.375

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