From the course: Business Analytics Foundations: Descriptive, Exploratory, and Explanatory Analytics
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DEA use case
From the course: Business Analytics Foundations: Descriptive, Exploratory, and Explanatory Analytics
DEA use case
- [Instructor] Let us now apply the techniques for descriptive analytics for our use case email campaigns. The first report we are looking into is a report on conversions by product. It shows how much of the emails actually resulted in the customer buying the product. This report is broken up by product. We want to see how each product converts. Are there sizable differences? Let us look at the report example here. It shows the product, offer made, total converted and conversion percentage. We do see that HDMI cable and keyboard have less conversions than the other products that are in the 19% range. You want to know why. Unfortunately, the report itself does not give you any reasoning of why this is the case. You need exploratory and explanatory analytics to provide you the reason. Next, we look at a report that provides overall conversions by month. The previous report used the segment product, this report uses month.…
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