From the course: Business Analytics Foundations: Descriptive, Exploratory, and Explanatory Analytics
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EPA use case
From the course: Business Analytics Foundations: Descriptive, Exploratory, and Explanatory Analytics
EPA use case
- [Instructor] We will now explore a specific example for explanatory analytics in our email campaign use case. The question we want to answer is this. When we look at conversion percentages by month, we see that that is a significant drop in September to 14.7. Management thinks that this is abnormal and wants to investigate the root cause of why this happened. Let us try to explore the data and see if we can find any abnormalities for September. First, we want to see if there is a drop for a specific product. So we compare a products overall performance to the specific performance for September. What do we find? There is a wide range of conversion ratios across products ranging from 11.6 to 19.3. Given that more than 50% of the products vary, this cannot be an abnormality. Let's move on to the next segment. We look at age group of the customers and see if there are any abnormalities there. The overall drop is from 19.1 to…
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