Putting It All Together: An Email Campaign

Rhoda Okunev

Chapter Chapter 10 in Analytics for Retail, 2022, pp 115-133 from Springer

Abstract: Abstract The objective of this example email campaign is to see whether the buying habits of customers are affected by the type of model used in advertising, with an A/B-style test format. The campaign randomly splits up the creative content delivered in an email campaign. One version of the email shows pictures of models wearing a dress. The other version of the email does not have models; it just shows the same dress on a mannequin.

Date: 2022
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DOI: 10.1007/978-1-4842-7830-7_10

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