From the course: Business Analytics Foundations: Descriptive, Exploratory, and Explanatory Analytics
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EDA use case
From the course: Business Analytics Foundations: Descriptive, Exploratory, and Explanatory Analytics
EDA use case
- [Instructor] Let us now do an exploratory analysis of the email data campaign to understand how conversion rates are affected by offered discount rates. Conversion rates is our profiling variable. We want to know if this is also impacted by other segments like earnings, gender or age group. We start off with the first table that looks at discount percentages and conversion ratios. From the table, it is clear that as the discount rates go up, conversion ratios also go up. More discounts mean more sales, but more discounts also mean less margins and possible losses for the company. Let us now try to drill down on the first table by adding an additional segment, namely gender. When we compare the conversion ratios between male and female, we see that females convert at a higher rate than males when the discount rates are less than 40%. This is an interesting finding because the company might be able to provide lower…
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