Expert answer:Case Study 2: Improving E-Mail Marketing Response
Expert answer: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. Write a three (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. 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.Click here to view the grading rubric.
case_study_2_rubric.pdf
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Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing
skills, using the following rubric.
Points: 160
Case Study 2: Improving E-Mail Marketing Response
Unacceptable
Fair
Proficient
Exemplary
Criteria
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%
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%
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%
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%
Below 70% F
70-79% C
80-89% B
90-100% A
Did not submit or
incompletely used
the data shown in
the table to conduct
a design of
experiment (DOE) in
order to test causeand-effect
relationships in
business processes
for the company.
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.
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.
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 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.
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.
Satisfactorily
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.
Satisfactorily
provided a rationale
for your response.
Thoroughly
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.
Thoroughly
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.
Satisfactorily
recommended 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.
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.
Satisfactorily
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.
Satisfactorily
provided 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.
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5. Writing / Support for
ideas
Weight: 5%
6. Writing / Grammar
and mechanics
Weight: 5%
Never uses reasons
and evidence that
logically support
ideas.
Serious and
persistent errors in
grammar, spelling,
and punctuation.
Rarely uses
reasons and
evidence that
logically support
ideas.
Numerous errors in
grammar, spelling,
and punctuation.
Partially uses
reasons and
evidence that
logically support
ideas.
Partially free of
errors in grammar,
spelling, and
punctuation.
Mostly uses
reasons and
evidence that
logically support
ideas.
Mostly free of errors
in grammar,
spelling, and
punctuation.
1/9/2018, 8:27 AM
…
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