Using Design of Experiment Procedures for Direct Marketing Case Study

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Improving E-Mail Response Rate

Based on the GLM analysis, the company can conclude that emails sent with detailed headers and text bodies are opened with greater frequency than emails sent with generic headings and HTML bodies.

General Linear Model

Between-Subjects Factors

HEADING

Detailed

Generic

OPENED

HTML

Tests of Between-Subjects Effects

Dependent Variable

Type III Sum of Squares

df

Mean Square

F

Sig.

Partial ETA Squared

Corrected Model

TRIAL1

TRIAL2

Intercept

TRIAL1

TRIAL2

HEADING

TRIAL1

TRIAL2

OPENED

TRIAL1

TRIAL2

TRIAL1

TRIAL2

HEADING * OPENED

TRIAL1

TRIAL2

HEADING * BODY

TRIAL1

TRIAL2

4.500

1

4.500

1.000

OPENED * BODY

TRIAL1

1

1.000

TRIAL2

1

1.000

HEADING * OPENED * BODY

TRIAL1

66.125

1

66.125

1.000

TRIAL2

32.000

1

32.000

1.000

Total

TRIAL1

12943.000

TRIAL2

16140.000

Corrected Total

TRIAL1

TRIAL2

7

a. R Squared = 1.000 (Adjusted R. Squared = .)

Estimated Marginal Means

1. HEADING

Estimates

Dependent Variable

HEADING

Mean

Std. Error

95% Confidence Interval

Lower Bound

Upper Bound

TRIAL1

Detailed

35.750

Generic

37.000

TRIAL2

Detailed

45.750

Generic

36.750

Pairwise Comparisons

Dependent Variable

(I) HEADING

(J) HEADING

Mean Difference (I-J)

Std. Error

Sig.a

95% Confidence Interval for Differencea

Lower Bound

Upper Bound

TRIAL1

Detailed

Generic

-1.250

Generic

Detailed

1.250

TRIAL2

Detailed

Generic

9.000

Generic

Detailed

-9.000

Based on estimated marginal means

a. Adjustment for multiple comparisons: Least Significant Difference (equivalent to no adjustments).

Univariate Tests

Dependent Variable

Sum of Squares

df

Mean Square

F

Sig.

Partial Eta Squared

TRIAL1

Contrast

3.125

1

3.125

1.000

Error

.000

0

TRIAL2

Contrast

1

1.000

Error

.000

0

The F tests the effect of HEADING. This test is based on the linearly independent pairwise comparisons among the estimated marginal means.

2. OPENED

Estimates

Dependent Variable

OPENED

Mean

Std. Error

95% Confidence Interval

Lower Bound

Upper Bound

TRIAL1

No

31.750

Yes

41.000

TRIAL2

No

33.750

Yes

48.750

Pairwise Comparisons

Dependent Variable

(I) OPENED

(J) OPENED

Mean Difference (I-J)

Std. Error Sig.a

95% Confidence Interval for Differencea

Lower Bound

Upper Bound

TRIAL1

No

Yes

-9.250

Yes

No

9.

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250

TRIAL2

No

Yes

-15.000

Yes

No

15.000

Based on estimated marginal means

a. Adjustment for multiple comparisons: Least Significant Difference (equivalent to no adjustments).

Univariate Tests

Dependent Variable

Sum of Squares

df

Mean Square

F

Sig.

Partial Eta Squared

TRIAL1

Contrast

1

1.000

Error

.000

0

TRIAL2

Contrast

1

1.000

Error

.000

0

The F tests the effect of OPENED. This test is based on the linearly independent pairwise comparisons among the estimated marginal means.

3. BODY

Estimates

Dependent Variable

BODY

Mean

Std. Error

95% Confidence Interval

Lower Bound

Upper Bound

TRIAL1

HTML

21.750

Text

51.000

TRIAL2

HTML

28.750

Text

53.750

Pairwise Comparisons

Dependent Variable

(I) BODY

(J) BODY

Mean Difference (I-J)

Std. Error

Sig.a

95% Confidence Interval for Differencea

Lower Bound

Upper Bound

TRIAL1

HTML

Text

-29.250

Text

HTML

29.250

TRIAL2

HTML

Text

-25.000

Text

HTML

25.000

a. Adjustment for multiple comparisons: Least Significant Difference (equivalent to no adjustments).

Univariate Tests

Dependent Variable

Sum of Squares

df

Mean Square

F

Sig.

Partial Eta Squared

TRIAL1

Contrast

1

1.000

Error

.000

0

TRIAL2

Contrast

1

1.000

Error

.000

0

The F tests the effect of BODY. This test is based on the linearly independent pairwise comparisons among the estimated marginal means.

4. HEADING * OPENED

Dependent Variable

HEADING

OPENED

Mean

Std. Error

95% Confidence Interval

Lower Bound

Upper Bound

TRIAL1

Detailed

No

28.000

Yes

43.500

Generic

No

35.500

Yes

38.500

TRIAL2

Detailed

No

35.000

Yes

56.500

Generic

No

32.500

Yes

41.000

5. HEADING * BODY

Dependent Variable

HEADING

BODY

Mean

Std. Error

95% Confidence Interval

Lower Bound

Upper Bound

TRIAL1

Detailed

HTML

20.500

Text

51.000

Generic

HTML

23.000

Text

51.000

TRIAL2

Detailed

HTML

32.500

Text

59.000

Generic

HTML

25.000

Text

48.500

6. OPENED * BODY

Dependent Variable

OPENED

BODY

Mean

Std. Error

95% Confidence Interval

Lower Bound

Upper Bound

TRIAL1

No

HTML

23.500

Text

40.000

Yes

HTML

20.000

Text

62.000

TRIAL2

No

HTML.....

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