Project

11 pages

Final Project: Digital Marketing Analytics Project

The final digital marketing analytics project focuses on answering specific questions about the current digital marketing campaign of a business. You will first analyze the digital marketing presence (website, advertisement, or social media presence) of a business. Based on your analysis, your group will develop research questions, collect and analyze the data, and draw insightful conclusions based on statistical analyses.

Project Deliverables and Deadline

Grade

Due

Proposal

40 points (4% of the final grade)

Mar 3

Project Presentation

40 points (4% of the final grade)

Apr 26, 28 in class

Project Report

150 points (15% of the final grade)

May 5 11:59 PM

Business client selection

· Businesses can range from one-man local shops to multi-national companies.

· If you plan to collect the data from the survey, choose a business that is relevant to your survey sample. You will distribute the A/B testing survey to students taking this class.

· Choose a business that has enough activity for you to analyze. Select a business that has at least 4 landing pages (i.e., webpages) on its website and it is a plus if the client has sufficient social media activities.


Important: Data Requirement

· Your project outcome should be based on the
original data
. You can collect your data from the existing database (e.g., YouTube, Instagram, Twitter, Google Trends, etc.) or from the Qualtrics survey (e.g., A/B testing survey).

· To ensure reliable and valid results, the number of observations (i.e., the number of survey respondents of A/B testing survey; the number of videos, social media posts, Tweets, influencers in other projects) should be at least 140.

· For meaningful data exploration, your data should contain a minimum of 15 variables (the number of questions of your survey; the number of variables in other projects).

NOTE: If you would like to study different questions for the final project, please consult with me in advance. I am open to your suggestions if (1) the topic is relevant to digital marketing, (2) the analysis builds on the original data, and (3) your hypotheses are tested with statistical analyses (e.g., regression analysis). Examples of the topics you may consider include:

“What makes YouTube videos viral?”

“What drives engagement in Instagram posts?”

“What makes Kickstarter projects more successful?”

“The impacts of the Covid-19 Pandemic on Kickstarter project successes”

1. Project Proposal

Student groups are expected to submit the project proposal by 11:59 PM on Mar 3. The proposal provides you with opportunities to prepare the project step-by-step and improve your research questions and data collection plan based on my feedback. The project proposal is worth 4% of the final grade.


Report Format

– PDF or Word document

12-point Times font, 1-inch page margins, US Letter paper, left-justification, 1.5 line spacing

Maximum 3 pages except for the draft of the survey questionnaire and data codebook.

Your report will be evaluated based on the following components (Total 40 points).

1. Understanding of client’s situation and research motivation (10 points)

2. Quality of research questions and hypotheses (10 points)

3. Quality of data collection plan (20 points)

You should provide the following information in your proposal.

· Client Profile

· Research motivation

· Research questions

· Research hypotheses

· Research design and data collection plan

· Required appendix: Qualtrics survey link and codebook (A/B testing survey) or codebook (other projects)

Client Profile:

· Name, Location, URL, social media channels

· Goods and services offered

· Overview of their digital presence (e.g., website, social media posts, search ads, display ads, email marketing, etc.)

Research Motivation and Research Questions:

· Do you see any problems or areas for improvement? How can your research project help improve your client’s digital marketing?

· Specify your research objectives and research questions.

· Research questions should be meaningful and relevant for your client that potentially presents actionable insights to improve the client’s digital marketing presence.

Research Hypotheses

· Craft at least 5 research hypotheses

you plan to test.

· Research hypotheses should be clearly stated and be tested with statistical analyses.

· State
at least 2 hypotheses
on the interaction effects.

[AB Testing: Example of research hypotheses]

· Focusing on the differences between version A and B (main effect)

· Version A drives more likes on Instagram than Version B.

· Customers find Version A more energetic than Version B.

· Focusing on the differences across customer segments (interaction effect)

· The degree of liking Version A over Version B depends on gender. The degree of liking Version A (compared to Version B) is weakened for females (strengthened for males).

· The degree of liking Version A over Version B depends on customers’ fashion trendiness. The degree of liking Version A (compared to Version B) is weakened for fashion trendy customers (strengthened for less fashion trendy customers.)

[Other projects: Example of research hypotheses]

· Focusing on the main effects

· The number of hashtags is positively related to the number of likes on Instagram.

· The number of people featured in the post is positively related to the number of likes on Instagram.

· Posts posted in the evening receive more likes than posts posted in the afternoon.

· Focusing on the interaction effects

· The positive relationship between the number of hashtags and the number of likes is strengthened for fashion Instagrammers.

Research Design/ Data Collection Plan

[AB Testing survey]

· Present an example of your version A and B: provide an image

· Timeline of survey and survey distribution plan

· Sample of your survey

· What to measure?

· List at least 3 dependent variables: How would you compare the performance of two versions?

· List customer characteristics that are potentially relevant to your A/B test.

[Other projects]

· If you plan to collect the data from the existing database (e.g., YouTube, Instagram, Twitter, Google Trends, government data, etc.)

· Source of the data

· Sampling plan:

· Specify the sampling criteria to select 140 YouTube videos, social media posts, etc.

· Timeline of the data collection plan

· What to measure?

· Define dependent variables: What is your focus of the research? (e.g., number of likes, number of shares, number of views, viewing duration, etc.)

· List other variables that are potentially relevant to your dependent variable.

Required appendix for any projects

· Link to your Qualtrics survey

· Data codebook

· Present how each variable is measured.

· Column1: variable name

· Column2: variable description

· Column3: Is it your dependent variable?

· Column4: Is it measured on a nominal scale? (i.e., categorical variable)

2. Project Presentation


Deliverable:
PowerPoint slides that summarize the key findings of your final project (slides submission due 11:59 PM on the day before your presentation day) Each group will be given 18 -20 minutes.

Please make sure to deliver the following elements in your presentation:

· Client overview and research motivation

· Research questions and hypotheses

· Research design and data description

· Summary of findings

· Conclusions, recommendations, suggestions

Your report will be evaluated based on the following components (Total 40 points).

1. Organization of presentation, effective use of tables and figures (15 points)

2. Understanding of research project findings (including the quality of Q&A) (15 points)

3. Presentation and communication skills (clarity and enthusiasm) (10 points)


3. Project Report


Report Format

– PDF or Word document

12-point Times font, 1-inch page margins, US Letter paper, left-justification, 1.5 line spacing

Maximum 12 pages except for references and appendices.

Your report will be evaluated based on the following components (Total 150 points).

1. Executive Summary (10 points)

2. Business Overview (20 points)

3. Research Design (30 points)

4. Findings from Statistical Analyses (50 points)

5. Conclusion and Recommendations (20 points)

6. Communication and Readability (20 points)

1. Executive Summary (5 points, maximum one page)

This stand-alone document provides your client with a project snapshot and highlights four key areas:

· Purpose – a basic review of the project by introducing research objectives.

· Methods – an overview of research design and data

· Key Results – major findings of the project.

· Conclusion – a clear synthesis of the report content. This is your chance to tie together the findings and focus on recommendations for your client.

2. Client Overview and Research Motivations (10 points, 1-2 pages)

This section should provide an overview of the client and research objectives.

Client Profile:

· Name, Location, URL

· Goods and services offered

Market Analysis:

· Current and potential customers

· Current and potential competitors

· Market position and unique selling points of the goods/services offered

Current Marketing:

· Strengths and weaknesses of digital marketing presence

· Social media, website design, search ad, display ad, etc.

· If available, summary information from other third-party web tracking service (e.g., Similar Web, SEMRush, etc.)

Objectives of your research:

· Clearly state your research objectives and questions

· Justify how your research can help the business

3. Research Design (25 points, 2-3 pages)

This section should provide an overview of research design. This section should include:

· Research hypotheses:

· List at least 6 hypotheses

· Explore potential differences across respondents/observations in your data

· Research Design and Data Description

· Data collection process: timeline, sample, A/B test design

· Data Description

· Description of your data

· [Required table] Codebook: describe how each variable is coded in your data

· [Required appendix] Qualtrics survey questions and links (if you collected the data from Qualtrics survey)

4. Findings (50 points, 4-6 pages including tables and figures)

· Descriptive analysis

· Summary of survey respondents/ observations

· Summary of key variables

· Include appropriate graphical and numerical summaries (i.e., bar graphs, pie charts, boxplots, scatterplots, counts, correlation coefficients)

· (For A/B testing) Exploratory Difference analysis of the key dependent variables. Focus on meaningful differences.

· Discuss whether you were able to see the differences in your key dependent variables between version A and B.

· Regression analysis that provides an answer to research questions.

· Propose at least four different regression models and summarize the results.

· Must present a model that tests the differences across observations using the interaction effects.

· Select the best model and discuss the findings based on the best regression model.

· Discuss what the data tell you about your research questions. What did you learn?

5. Conclusion (15 points, 1-2 pages)

· Summary of your answers to research questions

· Recommendations and implications for client that describes implications of findings for marketing managers and relevant stakeholders

· Limitations & Suggestions for future research.

4. Communication and readability (15 points)

Your presentation should have a logical flow, be easy to follow, and clear. Feel free to utilize charts, tables, and figures to illustrate your content.


Required Appendix

· Survey questionnaire

· Data and codebook

· Descriptive summary statistics of all your variables

· Additional regression analysis tables


References

· Make sure to include links/screenshots or whatever is necessary to demonstrate your points.

· Please provide the list of references in the slides’ notes (sources of articles, industry reports, blog posts, web links, etc.)

· Always provide with an appropriate reference for your argument.

· The best reports will be factual and analytical. There is no room for personal feelings or emotional response. Think of this as the type of presentation created by a digital marketing consulting firm before a first meeting with a client.

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respondent ID End Date Response Type IP Address Progress Duration (in seconds) Finished Recorded Date Response ID Recipient Last Name Recipient First Name Recipient Email External Data Reference Location Latitude Location Longitude Distribution Channel User Language Did you find this explanation useful? Choose your favorite service functions on Starbucks App. Select ALL that apply. – Star balance Choose your favorite service functions on Starbucks App. Select ALL that apply. – Pay in store Choose your favorite service functions on Starbucks App. Select ALL that apply. – Order ahead Choose your favorite service functions on Starbucks App. Select ALL that apply. – Gift Choose your favorite service functions on Starbucks App. Select ALL that apply. – Offers Choose your favorite service functions on Starbucks App. Select ALL that apply. – Coffeehouse Pop Do you think Starbucks is expensive? The question tour has helped me learn how to configure my own questions in Qualtrics. How likely would you click the “Start” button? After viewing this page, how likely would you purchase the promotional products? After viewing this page, I think this promotion is a good deal. I think the promotion is presented clearly. After viewing this page, I feel very happy to be connected on Starbucks App How likely would you click the “Start” button? After viewing this page, how likely would you purchase the promotional products? After viewing the page, I find this promotion a good deal. I think the promotion is presented clearly. After view this page, I feel very happy to be connected on Starbucks App Are you a member of Starbucks reward program? Have you ever purchased promotional products? Do you follow Starbucks on social media? I feel that I can save a lot of money by using coupons and promotions. Please rank the following question types in order of usefulness. Please rate the question tour according to the following attributes. – Starbucks Please rate the question tour according to the following attributes. – Dunkin Donuts Please rate the question tour according to the following attributes. – Luna Cafe Please rate the question tour according to the following attributes. – Cafe Kubal Please rate the question tour according to the following attributes. – Strong Hearts Cafe Please rate the question tour according to the following attributes. – Salty City Cafe FL_17 – Block Randomizer – Display Order – versionA FL_17 – Block Randomizer – Display Order – versionB
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4/4/22 21:46 4/4/22 21:49 0 115.194.221.235 100 134 1 4/4/22 21:49 R_xxCU9P2DGOTDzEZ 30.2994 120.1612 anonymous EN 1 0 1 0 0 0 0 220 31 17 36 2 2 2 38 1 2 4 12 1 0 0 0 0 0 1
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3/29/22 12:42 3/29/22 16:37 0 216.106.128.65 48 14069 0 4/5/22 16:37 R_1OrdffqNRdAlRAs anonymous EN 1 0 0 0 1 0 0 220 31 1
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4/5/22 21:20 4/5/22 21:22 0 223.104.20.236 100 114 1 4/5/22 21:22 R_6W4HltyxuJ7q4i5 30.589 114.2681 anonymous EN 2 0 0 0 1 0 0 222 31 16 37 4 4 4 39 2 4 2 12 0 0 0 0 0 1 1
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4/5/22 21:34 4/5/22 21:37 0 27.17.83.36 100 134 1 4/5/22 21:37 R_1prMOzKQA8B9LzH 30.589 114.2681 anonymous EN 2 0 1 0 0 0 0 221 31 18 38 3 5 4 38 2 4 2 14 1 0 0 0 0 0 1
4/5/22 21:45 4/5/22 21:47 0 106.109.82.77 100 135 1 4/5/22 21:47 R_2aQrtUDalfgwlwd 39.9075 116.3972 anonymous EN 1 0 1 1 1 1 0 220 31 16 37 3 4 3 38 1 2 2 12 0 0 0 1 0 0 1
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4/5/22 22:21 4/5/22 22:25 0 171.82.111.171 100 225 1 4/5/22 22:25 R_2rGEiNKzO0zVRYw 30.589 114.2681 anonymous EN 1 0 1 0 1 0 0 222 30 16 36 5 5 5 38 2 4 4 12 1 1 1 0 0 0 1
4/5/22 22:46 4/5/22 22:47 0 117.136.52.242 100 81 1 4/5/22 22:47 R_23dwCBlma2wKnaH 30.589 114.2681 anonymous EN 2 1 0 0 0 0 0 220 31 15 36 3 2 3 39 2 4 3 11 0 0 1 0 0 0 1
4/5/22 23:26 4/5/22 23:28 0 117.154.104.60 100 114 1 4/5/22 23:28 R_2zOT179lLt2QNfJ 30.589 114.2681 anonymous EN 1 0 1 0 0 0 0 222 29 16 38 3 3 5 38 1 2 5 12 1 0 0 0 0 0 1
4/5/22 23:49 4/5/22 23:53 0 203.194.100.83 100 184 1 4/5/22 23:53 R_xFOUOoCrY2wPqyB 19.0748 72.8856 anonymous EN 1 1 0 0 0 0 0 221 28 17 38 5 6 5 39 1 4 4 12 1 1 1 0 0 0 1
4/6/22 0:13 4/6/22 0:16 0 111.53.2.198 100 127 1 4/6/22 0:16 R_1CKMp0Rzg8KXwX6 39.9075 116.3972 anonymous EN 2 0 1 0 0 0 0 220 31 18 38 7 3 4 39 1 4 2 14 0 0 0 0 1 0 1
4/6/22 0:55 4/6/22 0:57 0 42.107.133.36 100 117 1 4/6/22 0:57 R_2PcAiBqZe9K83Ua 19.0748 72.8856 anonymous EN 2 0 0 1 0 0 0 222 31 18 39 5 6 5 39 1 4 5 11 1 1 0 0 0 0 1
4/6/22 0:58 4/6/22 0:59 0 103.121.73.7 100 81 1 4/6/22 0:59 R_dhuDIcdrRxdbhFD 19.1963 72.9675 anonymous EN 1 0 0 0 1 1 0 221 30 18 38 5 5 5 38 1 2 11 11 1 1 0 0 0 0 1
4/6/22 1:04 4/6/22 1:07 0 203.194.100.83 100 195 1 4/6/22 1:07 R_2OGVFHedjDYI0i2 19.0748 72.8856 anonymous EN 2 0 0 0 0 1 0 221 29 19 39 6 6 6 39 2 2 10 12 1 1 0 0 1 0 1
4/6/22 1:27 4/6/22 1:30 0 171.77.129.178 100 217 1 4/6/22 1:30 R_3R2RjY4pxyiZ3va 19.0748 72.8856 anonymous EN 2 0 1 0 0 0 0 222 31 18 39 6 5 5 39 2 4 5 11 1 0 0 0 0 0 1
4/6/22 1:29 4/6/22 1:33 0 157.33.245.167 100 213 1 4/6/22 1:33 R_1jPqdbai5HwrHHG 19.0748 72.8856 anonymous EN 1 0 0 0 0 1 0 221 29 16 36 3 2 2 39 2 4 3 11 1 0 1 1 0 0 1
4/6/22 1:47 4/6/22 1:50 0 103.177.175.109 100 192 1 4/6/22 1:50 R_cTvHy04FXhhbI3L 19.0748 72.8856 anonymous EN 1 0 0 0 0 0 1 220 31 18 39 5 6 6 39 2 4 10 12 1 0 0 0 0 0 1
4/6/22 3:57 4/6/22 3:58 0 1.71.249.6 100 86 1 4/6/22 3:58 R_R80q2xQTyjizY3v 38.4058 112.7022 anonymous EN 2 1 0 0 1 1 0 220 31 17 37 4 4 4 39 2 4 4 12 0 0 0 1 0 0 1
4/6/22 3:59 4/6/22 4:01 0 49.118.78.228 100 115 1 4/6/22 4:01 R_3L8kScy2uwURrjj 43.8006 87.6012 anonymous EN 2 0 1 0 0 0 0 220 31 17 37 4 4 4 39 2 4 10 14 0 1 0 0 0 0 1
4/6/22 4:01 4/6/22 4:05 0 1.69.216.220 100 269 1 4/6/22 4:05 R_1DGA3gSJOGRUJEo 39.9075 116.3972 anonymous EN 2 0 1 0 0 0 0 221 31 19 37 4 6 4 39 1 4 10 12 1 1 0 1 0 0 1
4/6/22 8:28 4/6/22 8:29 0 42.122.141.203 100 62 1 4/6/22 8:29 R_1NDQatOj0GXom9d 39.9075 116.3972 anonymous EN 1 1 0 0 1 0 0 218 28 16 36 4 3 4 38 1 2 1 12 0 1 0 0 0 0 1
4/6/22 8:50 4/6/22 8:52 0 49.32.238.132 100 138 1 4/6/22 8:52 R_XnXsePFKMnjpf6V 19.0748 72.8856 anonymous EN 1 0 0 0 0 1 0 222 30 18 38 5 5 5 39 2 4 5 11 1 1 1 0 0 0 1
4/6/22 20:14 4/6/22 20:17 0 67.249.56.216 100 129 1 4/6/22 20:17 R_2fm5jLfyDRDD1tr 42.9908 -75.962 anonymous EN 1 1 0 1 0 0 0 220 28 19 38 5 7 6 38 1 4 10 12 1 0 0 1 0 1 1

data

respondent ID Click purchase promotion clearly connected version A male Star balance Order ahead social meadia starbuck member Luna Cafe coupons Salty City Cafe Expensive buy offers gift dunkin Strong Hearts Cafe Cafe Kubal Order Satisfied Pay in store coffeehouse pop
2 3 7 4 6 7 1 1 0 0 0 1 1 0 6 0 3 1 0 1 0 0 0 1 6 0 0
4 6 7 3 5 7 1 1 0 0 0 0 1 0 5 1 4 1 0 0 1 1 1 0 7 0 1
5 5 5 4 7 5 1 0 1 1 0 1 1 0 7 1 4 1 1 0 0 0 1 1 1 1 0
9 1 1 1 1 1 1 0 0 0 1 0 1 1 1 0 1 1 0 1 0 0 0 1 1 0 0
11 5 4 4 5 4 1 0 0 1 0 1 0 0 4 0 3 1 0 0 1 0 0 1 4 0 0
12 3 4 4 3 4 1 0 0 1 0 1 0 0 5 1 3 0 0 0 1 0 0 1 4 0 0
14 7 7 7 6 6 1 1 0 0 1 1 0 1 6 0 5 1 0 1 1 0 0 0 2 0 0
17 6 6 6 6 6 1 1 0 1 1 1 0 0 4 0 3 0 0 0 1 0 0 1 2 1 0
20 6 7 6 5 5 1 0 0 1 0 1 0 0 5 0 3 1 0 0 1 1 0 1 2 0 0
22 6 5 5 6 5 1 0 0 1 0 1 1 0 4 0 3 1 1 0 1 0 0 1 3 1 0
23 6 5 5 6 4 1 0 1 1 0 1 1 0 5 1 4 1 0 0 1 0 0 1 2 0 0
25 2 2 4 1 5 1 0 0 1 0 1 1 0 2 1 2 1 0 0 1 0 1 1 4 0 0
28 4 5 5 5 5 1 0 0 1 0 1 1 1 6 0 3 1 0 0 0 0 1 1 4 1 0
32 4 4 4 5 6 1 0 1 0 0 1 1 0 5 0 3 1 0 0 1 0 1 1 2 0 0
33 2 2 4 6 4 1 0 0 0 0 1 0 1 7 0 4 1 0 0 1 0 0 1 4 1 0
36 5 5 5 5 5 1 0 0 0 1 0 1 1 5 0 3 1 1 0 0 0 1 1 5 0 0
37 4 3 6 2 2 1 1 0 0 1 1 1 0 2 0 1 1 0 1 0 0 0 1 1 0 0
39 2 5 5 4 5 1 1 0 0 1 0 0 1 3 0 4 0 1 0 0 0 0 0 4 0 0
41 2 2 2 2 2 1 1 1 0 0 1 0 0 2 0 5 0 0 0 1 0 0 0 4 0 0
42 7 7 7 7 7 1 0 0 0 0 0 0 0 4 1 3 0 0 1 0 0 0 0 4 0 0
43 6 5 3 6 5 1 1 0 0 0 1 0 1 5 0 5 0 0 0 1 0 0 0 4 0 1
44 2 4 4 4 4 1 0 0 0 1 0 1 0 4 0 3 1 0 1 1 0 0 1 4 0 0
48 2 5 4 3 3 1 0 0 0 1 0 1 0 2 0 2 1 0 0 1 0 0 1 2 1 0
49 1 1 1 1 1 1 0 1 0 0 0 1 0 1 0 1 1 0 0 1 0 0 1 1 0 0
51 2 5 2 3 2 1 0 1 0 1 0 1 0 1 0 2 1 0 0 1 0 0 1 2 0 0
53 5 5 3 5 4 1 1 0 0 0 0 0 1 6 1 3 1 1 1 0 1 0 1 4 0 0
55 2 3 3 3 4 1 0 0 0 1 0 1 1 4 0 3 0 0 0 0 0 0 1 4 1 0
59 4 4 4 4 4 1 0 0 1 0 1 0 1 4 0 3 0 0 0 0 0 1 0 4 0 0
61 3 2 6 5 5 1 1 1 1 0 1 1 0 5 0 3 0 0 0 1 0 0 1 2 1 0
62 5 6 5 5 5 1 1 1 1 1 1 1 0 5 0 3 1 1 0 1 0 0 1 6 0 0
64 2 2 3 3 3 1 1 1 0 0 1 1 0 3 0 4 0 0 0 0 0 0 1 1 1 0
65 6 6 5 5 5 1 1 0 1 0 1 0 0 6 0 3 1 0 0 1 0 0 1 4 0 0
67 5 5 5 5 5 1 0 1 1 1 1 1 0 3 0 4 1 1 1 1 0 0 1 2 0 0
72 4 6 6 6 5 1 0 0 0 0 1 1 0 6 0 4 1 0 1 0 0 0 1 4 0 0
74 5 6 4 6 4 1 0 0 1 0 0 0 1 7 1 3 1 1 1 0 1 0 0 3 0 0
75 2 5 5 5 5 1 0 1 0 1 1 1 1 6 1 2 1 0 1 0 0 0 1 3 0 0
77 2 4 6 5 5 1 0 0 0 1 0 1 0 2 0 1 0 0 1 0 0 1 1 4 0 0
79 4 5 4 5 4 1 1 0 1 0 0 0 0 4 0 4 1 0 0 0 1 0 1 4 0 1
80 3 3 5 5 5 1 1 0 1 0 1 0 1 5 0 3 0 0 0 0 0 1 1 3 0 0
81 4 4 4 4 4 1 0 1 0 0 0 1 1 4 0 5 0 0 0 0 0 0 0 4 0 0
85 3 4 4 3 5 1 0 0 0 1 1 0 1 4 0 4 0 0 0 0 0 1 0 3 1 0
86 7 1 4 4 2 1 1 0 0 0 0 0 0 3 0 2 1 1 0 1 0 0 0 4 0 0
89 4 6 5 5 4 1 0 0 1 0 1 1 1 6 0 5 1 0 0 1 0 0 1 4 0 0
90 4 3 4 4 4 1 0 1 0 0 1 0 1 4 0 5 0 0 0 1 0 0 1 3 0 0
94 5 5 3 5 4 1 0 1 1 0 1 0 0 5 0 3 1 1 0 1 0 0 1 3 1 0
96 5 4 5 6 2 1 1 0 1 0 0 0 0 2 1 5 0 0 0 0 1 1 0 2 0 0
98 4 4 4 4 5 1 1 0 1 0 0 0 0 5 0 5 0 0 0 0 0 1 0 5 0 0
100 5 1 4 2 4 1 0 0 1 0 1 1 0 4 0 3 0 0 0 1 0 0 1 4 0 0
102 1 1 1 1 1 1 1 0 0 1 1 1 0 1 0 1 1 0 1 0 0 0 1 1 0 0
105 4 4 5 4 4 1 0 0 0 0 1 0 1 5 0 5 0 0 0 1 0 0 1 4 1 0
106 6 3 5 5 4 1 1 0 0 0 1 0 0 5 0 5 0 0 0 1 0 1 0 4 1 0
108 4 4 4 4 4 1 0 0 0 0 1 0 1 6 0 5 0 0 0 1 0 0 0 4 0 1
110 1 1 2 4 2 1 1 0 1 0 1 1 0 2 0 3 1 0 0 1 0 0 1 3 1 0
112 6 5 5 4 5 1 0 0 1 0 1 0 1 7 0 3 1 0 0 1 0 0 1 2 0 0
116 1 1 1 1 1 1 1 0 1 0 1 0 0 1 0 5 0 0 0 1 0 0 0 7 0 0
118 3 4 4 4 4 1 0 0 0 0 0 0 0 2 1 5 0 0 1 0 0 0 0 4 0 0
120 7 7 7 7 7 1 1 1 0 1 1 1 0 7 0 1 1 0 0 0 0 0 1 1 0 0
122 3 4 3 4 3 1 0 0 1 1 0 1 0 2 0 3 1 1 1 0 0 1 1 4 1 0
124 4 4 4 4 4 1 0 0 1 0 1 0 0 4 0 4 1 0 0 0 0 0 0 4 0 0
127 2 3 3 2 3 1 1 1 0 0 0 0 1 3 0 3 0 0 0 0 0 0 0 4 0 0
128 3 5 3 3 5 1 0 0 0 1 1 1 0 5 0 5 1 0 0 0 0 0 1 2 1 0
131 5 6 5 6 5 1 1 0 1 0 1 0 0 5 0 5 1 0 0 1 0 0 0 4 0 0
134 5 6 6 5 5 1 1 0 0 0 1 0 0 5 0 5 0 0 0 0 0 0 0 4 1 0
135 3 3 3 2 2 1 1 0 0 0 1 0 1 3 0 4 0 1 0 0 0 1 1 2 0 0
138 4 4 4 4 4 1 0 0 0 0 0 0 0 6 0 3 0 0 0 1 0 0 0 4 1 0
141 5 5 5 5 5 1 1 0 0 0 1 0 1 5 0 5 0 1 0 1 0 0 1 3 0 0
6 7 7 7 7 7 0 1 0 0 1 0 0 0 4 1 4 1 0 1 0 1 1 1 6 0 0
7 7 7 7 7 7 0 0 1 1 1 1 1 0 2 0 1 1 1 1 1 0 1 1 1 0 0
8 6 6 6 6 6 0 0 0 0 1 0 1 0 3 1 4 0 1 0 0 0 0 1 6 0 0
10 5 5 5 6 4 0 0 1 0 0 1 0 0 5 0 5 0 0 0 1 0 1 0 4 0 0
13 6 6 5 6 5 0 0 0 0 0 1 0 0 5 1 4 0 1 1 1 0 0 0 2 0 0
15 6 7 7 7 6 0 0 0 1 0 1 0 1 5 0 3 1 0 0 0 0 1 1 1 0 0
16 4 4 4 4 4 0 1 0 1 0 1 0 0 4 0 3 1 0 0 0 0 0 1 1 0 0
18 5 6 5 3 5 0 1 0 1 0 1 0 0 5 1 3 0 0 0 1 0 0 1 2 0 0
19 4 6 7 7 7 0 0 1 0 0 1 1 1 2 0 5 1 0 0 1 0 0 1 5 0 0
21 3 3 4 5 4 0 0 1 0 0 1 1 0 5 0 3 1 1 1 1 0 0 1 1 1 0
24 5 5 5 7 4 0 0 0 1 1 1 1 0 3 1 3 1 0 0 1 0 0 1 6 0 0
26 2 3 3 2 5 0 0 0 0 1 0 1 1 4 0 2 1 0 1 0 0 0 1 2 0 0
27 2 4 2 6 6 0 1 1 0 0 1 1 0 2 0 4 0 0 0 0 0 0 1 2 0 0
29 4 4 4 4 4 0 1 0 0 0 1 0 0 4 0 3 0 0 0 1 0 0 0 4 1 0
30 4 4 4 4 4 0 1 0 0 0 1 1 0 4 0 3 1 0 0 1 0 0 1 4 1 0
31 4 4 4 4 4 0 1 0 0 0 1 0 0 4 0 3 0 0 1 0 0 0 0 4 0 0
34 4 4 4 4 4 0 1 0 0 1 1 1 0 4 0 3 1 0 0 0 0 0 1 2 1 0
35 1 3 5 4 5 0 1 0 0 0 0 1 0 2 0 2 0 0 1 1 0 0 1 3 0 0
38 4 4 4 4 4 0 0 0 0 0 1 1 0 4 0 1 1 0 0 0 0 0 0 2 1 0
40 1 1 1 1 1 0 1 0 0 1 1 1 0 1 0 1 1 0 1 0 0 0 1 1 0 0
45 6 6 6 6 6 0 0 1 1 0 1 1 0 5 0 3 1 1 1 0 0 0 1 3 1 0
46 1 5 6 5 5 0 1 0 0 1 1 1 0 1 0 2 1 0 1 0 0 0 1 2 0 0
47 4 4 4 4 4 0 0 1 0 1 0 1 0 4 0 3 1 0 0 1 0 0 1 4 0 0
50 7 6 6 6 6 0 1 0 1 0 1 1 1 6 0 3 1 0 0 1 0 0 1 3 0 0
52 5 5 5 5 5 0 1 1 0 1 1 0 0 5 0 5 0 0 0 0 0 0 1 3 0 0
54 4 5 4 4 4 0 0 0 0 0 0 0 0 4 0 2 1 0 0 1 0 0 1 4 1 0
56 3 2 2 2 2 0 1 1 0 1 1 1 0 2 0 1 1 0 0 0 0 0 1 3 1 1
57 7 7 7 4 4 0 1 0 0 1 0 0 0 2 1 1 0 1 0 0 1 1 1 1 0 0
58 7 7 4 4 4 0 0 0 1 0 1 1 0 4 1 3 1 0 0 1 0 0 1 4 0 0
60 4 4 4 6 4 0 1 0 1 0 1 0 1 4 0 4 0 0 0 1 0 0 0 4 0 0
63 5 6 5 5 5 0 0 0 1 0 1 1 0 5 0 3 1 0 0 1 0 1 1 3 0 0
66 5 4 4 4 6 0 1 1 0 0 1 1 0 4 0 3 0 0 0 1 0 0 1 4 0 0
68 1 4 4 2 4 0 0 1 0 0 1 0 0 1 0 4 0 0 0 0 0 0 0 4 0 0
69 1 3 4 5 3 0 1 0 0 1 0 1 0 1 0 1 1 0 1 0 0 1 1 1 0 0
70 4 4 4 4 4 0 1 1 0 0 1 1 0 5 0 3 1 0 0 0 0 0 1 4 0 0
71 2 2 3 6 5 0 0 0 1 0 1 1 0 4 0 3 1 0 0 1 0 1 1 3 0 0
73 3 6 7 4 4 0 0 1 0 1 1 1 0 1 0 4 0 0 0 1 0 0 1 4 0 0
76 5 5 6 6 6 0 1 0 0 0 0 1 0 6 1 2 0 1 0 0 1 1 1 4 1 1
78 2 4 5 6 5 0 1 1 0 0 1 1 0 4 0 4 0 0 0 0 0 0 1 2 0 0
82 1 1 1 1 1 0 1 1 0 1 1 1 0 1 0 2 1 0 0 0 0 0 1 1 0 0
83 5 5 6 6 5 0 0 0 0 1 1 1 0 6 0 3 1 0 0 1 0 1 1 4 1 0
84 4 6 4 4 3 0 0 0 0 0 1 0 0 5 0 5 1 0 0 0 0 0 1 2 0 1
87 5 2 3 2 4 0 1 0 1 0 1 0 1 7 0 5 0 0 0 1 0 0 1 4 0 0
88 1 5 3 4 7 0 0 1 0 0 0 1 1 1 0 1 0 0 0 0 0 0 1 1 0 0
91 4 4 4 4 4 0 1 0 0 0 1 0 0 6 1 4 0 0 0 0 0 1 0 2 1 0
92 2 2 2 2 2 0 1 0 1 0 1 0 0 1 0 4 0 0 0 1 0 1 1 3 0 0
93 1 1 4 3 4 0 0 0 0 0 1 0 1 4 0 5 0 1 0 1 0 0 0 5 0 0
95 5 5 4 6 4 0 0 0 0 0 1 0 1 4 0 3 1 0 0 1 0 0 1 2 0 1
97 5 6 3 2 4 0 0 0 1 0 0 0 1 2 0 3 0 0 0 0 0 0 0 3 0 0
99 5 5 3 4 4 0 0 0 0 1 1 1 0 4 0 3 1 0 1 0 0 0 1 3 0 0
101 5 3 5 4 4 0 1 1 1 0 1 0 0 1 0 2 0 0 0 0 0 0 1 4 0 0
103 7 7 6 6 6 0 1 1 0 1 0 1 0 6 0 5 1 0 0 0 0 1 1 1 0 0
104 5 5 5 5 5 0 0 1 0 1 1 0 1 5 0 4 0 0 1 1 0 0 1 4 0 0
107 4 3 2 2 2 0 0 0 0 1 1 1 0 4 0 3 1 0 0 0 0 0 1 4 1 0
109 5 6 6 4 3 0 0 1 0 1 0 1 0 5 0 2 1 0 1 1 1 1 1 3 0 0
111 5 5 4 6 4 0 0 0 0 0 1 0 0 5 1 5 0 1 0 0 1 0 0 4 0 0
113 3 3 2 6 6 0 0 0 0 1 1 0 0 6 0 4 0 0 1 1 1 0 1 5 0 0
114 6 7 6 7 7 0 0 0 1 0 1 0 0 5 0 3 1 0 0 1 1 0 0 2 0 0
115 6 6 6 7 5 0 1 0 1 1 1 0 0 5 0 3 1 0 0 1 0 0 1 4 1 0
117 7 7 6 5 5 0 0 1 0 1 0 1 0 1 0 1 1 0 0 1 0 0 1 1 0 0
119 6 5 4 2 4 0 0 0 0 0 1 0 0 7 0 4 1 0 0 0 0 0 1 2 1 0
121 5 5 3 5 4 0 0 0 0 0 1 1 0 2 0 4 0 0 0 0 0 0 0 4 1 0
123 4 3 5 5 3 0 0 0 0 1 0 0 1 3 0 1 0 0 1 0 0 0 1 3 0 0
125 4 4 4 4 4 0 1 0 0 0 1 0 1 4 0 3 0 0 0 1 0 0 1 4 1 0
126 3 3 5 5 5 0 0 0 0 0 1 1 1 4 0 5 0 0 1 1 0 0 1 3 1 0
129 4 5 5 6 5 0 0 1 0 0 1 0 1 4 0 4 1 0 0 1 0 0 1 1 0 0
130 5 5 7 3 4 0 0 0 0 0 0 0 0 2 0 3 1 0 0 0 1 0 0 4 1 0
132 5 5 5 5 5 0 1 0 0 1 1 1 0 7 0 4 1 1 1 1 0 0 1 3 0 0
133 6 6 6 6 6 0 0 0 0 1 1 0 0 6 0 4 0 1 0 1 1 0 0 2 0 0
136 5 6 5 6 6 0 0 0 0 0 1 0 0 6 0 3 0 0 0 0 0 0 1 4 0 1
137 4 4 4 4 4 0 0 1 0 0 0 0 0 4 0 3 0 1 1 0 0 1 0 4 0 0
139 6 4 4 6 4 0 0 0 0 0 1 0 0 6 0 4 1 0 0 1 0 1 0 4 1 0
140 3 3 4 3 4 0 0 1 0 1 0 1 0 1 0 1 1 0 1 1 0 0 1 1 0 0
142 6 5 5 7 6 0 0 1 1 0 1 1 0 6 1 3 1 0 0 0 0 1 1 1 0 0

code book

Variable name description scale type DV
ID respondent ID scale N
order 1 if order,0 no order Nominal N
Star Balance 1 if star balance, 0 otherwise Nominal N
Pay in store 1 if pay in sotre, 0 orderwise Nominal N
Order ahead 1if order ahead, 0 otherwise Nominal N
Gift 1 if gift,0 otherwise Nominal N
Offers 1 if offers, 0 otherwise Nominal N
Coffeehouse pop 1 if coffeehouse, 0 otherwise Nominal N
Expensive DO you think Starbucks is expensive?(5 point scale; 5 being storngly agree) interval N
satisfied How satisfied are you with Starbucks App?(7 point scale; 7 being extremely dissatisfied) interval N
Click How likely would you click the “Start” button?(7 point scale; 7 being extremely likely) interval Y
purchase After viewing this page, how likely would you purchase the promotional products?(7 point scale; 7 being extremely likely) interval Y
promotion After viewing this page, I think this promotion is a good deal.(7 point scale; 7 being strongly agree) interval Y
clearly I think the promotion is presented clearly.(7 point scale; 7 being strongly agree) interval Y
connected After viewing this page, I feel very happy to be connected on Starbucks App (7 point scale; 7 being strongly agree) interval Y
Version A 1 if Version A,0 if Version B Nominal N
member 1 if yes, 0 if no Nominal N
buy 1 if yes, 0 if no Nominal N
social media 1 if yes, 0 if no Nominal N
coupons I feel that I can save a lot of money by using coupons and promotions.(7 point scale; 7 being strongly agree) interval N
male 1 if male, 0 otherwise Nominal N
starbucks 1 if star bucks, 0 otherwise Nominal N
dunkin 1 if dunkin, 0 otherwise Nominal N
luna café 1 if luna café, 0 otherwise Nominal N
café kubal 1 if café kubal, 0 otherwise Nominal N
strong hearts café 1 if strong hearts café, 0 otherwise Nominal N
salty city café 1 if salty city café, 0 otherwise Nominal N

Descriptive Statistics

mean median standard deviation minimum maximum count
order 0.40 1 0.45 0 1 140
Star Balance 0.29 0 0.46 0 1 140
Pay in store 0.26 0 0.44 0 1 140
Order ahead 0.33 0 0.47 0 1 140
Gift 0.25 0 0.43 0 1 140
Offers 0.18 0 0.38 0 1 140
Coffeehouse pop 0.06 0 0.25 0 1 140
Expensive 3.26 3 1.20 1 5 140
satisfied 3.15 3 1.37 1 7 140
Click 4.11 4 1.71 1 7 140
purchase 4.40 5 1.63 1 7 140
promotion 4.36 4 1.43 1 7 140
clearly 4.47 5 1.58 1 7 140
connected 4.36 4 1.38 1 7 140
Version A 0.47 0 0.50 0 1 140
member 0.50 1 0.50 0 1 140
buy 0.56 1 0.50 0 1 140
social media 0.34 0 0.47 0 1 140
coupons 4.03 4 1.72 1 7 140
male 0.41 0 0.69 1 4 140
starbucks 0.71 1 0.45 0 1 140
dunkin 0.51 1 0.50 0 1 140
luna café 0.27 0 0.45 0 1 140
café kubal 0.23 0 0.42 0 1 140
strong hearts café 0.11 0 0.31 0 1 140
salty city café 0.16 0 0.37 0 1 140

Summarize respondents’ characteristics.
-41% of survey respondents are male.
-Starbucks App is a popular platform to order, there are 40% of responders choose to use the App to purchase drinks.
-Survey respondents are active on social media: 34% of responders follow the Starbucks brands coffee on social media.
-Survey respondents prefer to use the “Order ahead” function in the Starbucks app.
-Survey respondents have a high level of participation with the Starbucks app, 50% of them are a member of the app.
-Survey respondents have a better evaluation of the Starbucks brand, 71% of them rank “Starbucks brand” in the top 3, and the mean satisfaction degree is 3.15.

2_correlation

Click purchase promotion clearly connected Order Star balance Pay in store Order ahead gift offers coffeehouse pop Expensive Satisfied member buy social meadia coupons male starbuck dunkin Luna Cafe Cafe Kubal Strong Hearts Cafe Salty City Cafe version A
Click 1.00
purchase 0.68 1.00
promotion 0.59 0.67 1.00
clearly 0.56 0.63 0.63 1.00
connected 0.47 0.67 0.63 0.70 1.00
Order -0.10 -0.01 0.03 0.00 0.05 1.00
Star balance -0.07 -0.01 0.00 0.03 0.05 0.19 1.00
Pay in store -0.01 -0.11 -0.04 -0.01 -0.07 0.01 -0.14 1.00
Order ahead 0.22 0.09 0.08 0.15 0.07 0.10 -0.12 -0.07 1.00
gift -0.14 -0.00 0.05 0.04 0.02 0.10 -0.05 -0.20 -0.23 1.00
offers 0.21 0.13 0.12 0.18 0.08 -0.04 0.03 0.02 0.03 0.16 1.00
coffeehouse pop 0.09 0.10 -0.09 0.07 0.04 -0.03 -0.10 -0.03 -0.12 -0.15 -0.05 1.00
Expensive 0.16 0.13 0.06 0.21 0.16 -0.37 -0.08 0.02 0.04 -0.26 0.02 0.06 1.00
Satisfied 0.06 0.04 0.01 0.08 0.13 -0.28 -0.25 -0.01 0.03 -0.10 0.02 0.12 0.37 1.00
member -0.23 -0.07 -0.07 -0.05 0.03 0.49 0.30 0.08 -0.09 0.18 -0.02 -0.09 -0.39 -0.18 1.00
buy 0.13 0.18 0.02 0.11 -0.02 0.39 0.03 0.04 0.15 0.14 -0.00 -0.00 -0.33 -0.22 0.42 1.00
social meadia -0.07 0.08 0.09 -0.07 -0.05 0.31 0.07 -0.05 -0.27 0.36 0.06 -0.12 -0.35 -0.16 0.35 0.23 1.00
coupons 0.50 0.38 0.30 0.47 0.46 -0.03 -0.16 0.15 0.11 -0.10 0.12 0.11 0.38 0.15 -0.21 0.10 -0.22 1.00
male -0.03 -0.14 -0.06 -0.08 -0.09 -0.03 -0.06 -0.04 -0.00 -0.08 -0.05 0.08 0.03 0.01 -0.12 -0.17 -0.01 -0.06 1.00
starbuck 0.08 -0.04 0.01 0.12 0.08 0.10 0.02 0.13 0.24 -0.22 -0.12 -0.03 0.28 -0.07 -0.06 0.02 -0.22 0.28 0.08 1.00
dunkin 0.15 -0.02 0.06 0.11 0.05 0.07 0.03 -0.00 0.19 -0.17 -0.03 -0.04 0.14 0.14 -0.06 0.07 -0.13 0.12 -0.11 0.24 1.00
Luna Cafe -0.09 -0.05 -0.02 -0.02 0.05 -0.05 -0.11 -0.11 -0.05 -0.02 0.01 0.04 0.17 0.04 -0.22 -0.18 -0.09 0.17 -0.12 -0.04 -0.02 1.00
Cafe Kubal 0.11 0.06 0.15 0.16 0.12 -0.04 -0.05 0.02 0.13 -0.04 0.10 -0.00 -0.02 -0.01 0.03 -0.00 0.01 0.07 -0.01 -0.15 -0.15 -0.06 1.00
Strong Hearts Cafe 0.25 0.27 0.17 0.20 0.13 -0.15 -0.17 -0.10 0.00 0.07 0.20 0.19 0.02 0.10 -0.21 0.02 -0.00 0.13 0.04 -0.29 -0.08 -0.11 0.14 1.00
Salty City Cafe 0.25 0.24 0.14 0.21 0.14 -0.08 -0.11 -0.13 0.12 0.07 0.21 0.05 0.04 0.10 -0.04 -0.06 -0.10 0.13 -0.04 -0.16 -0.13 -0.13 0.19 0.36 1.00
version A -0.11 -0.12 -0.12 -0.11 -0.13 -0.12 -0.10 0.02 0.19 -0.05 0.05 -0.01 0.14 0.13 -0.06 0.02 -0.10 0.10 0.02 -0.10 0.03 0.16 -0.00 -0.05 0.02 1.00

T-AB

respondent ID version A Click purchase promotion clearly connected coupons Expensive Satisfied Are Version A and B significantly different from each other?
2 1 3 7 4 6 7 6 3 6
4 1 6 7 3 5 7 5 4 7 Click purchase promotion clearly connected
5 1 5 5 4 7 5 7 4 1 Average of Version A 3.92 4.20 4.18 4.29 4.17
9 1 1 1 1 1 1 1 1 1 Average of Version B 4.28 4.58 4.51 4.64 4.53
11 1 5 4 4 5 4 4 3 4 p-value 0.22 0.17 0.17 0.19 0.13
12 1 3 4 4 3 4 5 3 4
14 1 7 7 7 6 6 6 5 2
17 1 6 6 6 6 6 4 3 2
20 1 6 7 6 5 5 5 3 2
22 1 6 5 5 6 5 4 3 3
23 1 6 5 5 6 4 5 4 2
25 1 2 2 4 1 5 2 2 4
28 1 4 5 5 5 5 6 3 4 coupons Expensive Satisfied
32 1 4 4 4 5 6 5 3 2 Average of Version A 4.21 3.44 3.33
33 1 2 2 4 6 4 7 4 4 Average of Version B 3.86 3.11 2.99
36 1 5 5 5 5 5 5 3 5 p-value 0.23 0.10 0.14
37 1 4 3 6 2 2 2 1 1
39 1 2 5 5 4 5 3 4 4
41 1 2 2 2 2 2 2 5 4
42 1 7 7 7 7 7 4 3 4
43 1 6 5 3 6 5 5 5 4
44 1 2 4 4 4 4 4 3 4
48 1 2 5 4 3 3 2 2 2
49 1 1 1 1 1 1 1 1 1
51 1 2 5 2 3 2 1 2 2
53 1 5 5 3 5 4 6 3 4
55 1 2 3 3 3 4 4 3 4
59 1 4 4 4 4 4 4 3 4
61 1 3 2 6 5 5 5 3 2
62 1 5 6 5 5 5 5 3 6
64 1 2 2 3 3 3 3 4 1
65 1 6 6 5 5 5 6 3 4
67 1 5 5 5 5 5 3 4 2
72 1 4 6 6 6 5 6 4 4
74 1 5 6 4 6 4 7 3 3
75 1 2 5 5 5 5 6 2 3
77 1 2 4 6 5 5 2 1 4
79 1 4 5 4 5 4 4 4 4
80 1 3 3 5 5 5 5 3 3
81 1 4 4 4 4 4 4 5 4
85 1 3 4 4 3 5 4 4 3
86 1 7 1 4 4 2 3 2 4
89 1 4 6 5 5 4 6 5 4
90 1 4 3 4 4 4 4 5 3
94 1 5 5 3 5 4 5 3 3
96 1 5 4 5 6 2 2 5 2
98 1 4 4 4 4 5 5 5 5
100 1 5 1 4 2 4 4 3 4
102 1 1 1 1 1 1 1 1 1
105 1 4 4 5 4 4 5 5 4
106 1 6 3 5 5 4 5 5 4
108 1 4 4 4 4 4 6 5 4
110 1 1 1 2 4 2 2 3 3
112 1 6 5 5 4 5 7 3 2
116 1 1 1 1 1 1 1 5 7
118 1 3 4 4 4 4 2 5 4
120 1 7 7 7 7 7 7 1 1
122 1 3 4 3 4 3 2 3 4
124 1 4 4 4 4 4 4 4 4
127 1 2 3 3 2 3 3 3 4
128 1 3 5 3 3 5 5 5 2
131 1 5 6 5 6 5 5 5 4
134 1 5 6 6 5 5 5 5 4
135 1 3 3 3 2 2 3 4 2
138 1 4 4 4 4 4 6 3 4
141 1 5 5 5 5 5 5 5 3
6 0 7 7 7 7 7 4 4 6
7 0 7 7 7 7 7 2 1 1
8 0 6 6 6 6 6 3 4 6
10 0 5 5 5 6 4 5 5 4
13 0 6 6 5 6 5 5 4 2
15 0 6 7 7 7 6 5 3 1
16 0 4 4 4 4 4 4 3 1
18 0 5 6 5 3 5 5 3 2
19 0 4 6 7 7 7 2 5 5
21 0 3 3 4 5 4 5 3 1
24 0 5 5 5 7 4 3 3 6
26 0 2 3 3 2 5 4 2 2
27 0 2 4 2 6 6 2 4 2
29 0 4 4 4 4 4 4 3 4
30 0 4 4 4 4 4 4 3 4
31 0 4 4 4 4 4 4 3 4
34 0 4 4 4 4 4 4 3 2
35 0 1 3 5 4 5 2 2 3
38 0 4 4 4 4 4 4 1 2
40 0 1 1 1 1 1 1 1 1
45 0 6 6 6 6 6 5 3 3
46 0 1 5 6 5 5 1 2 2
47 0 4 4 4 4 4 4 3 4
50 0 7 6 6 6 6 6 3 3
52 0 5 5 5 5 5 5 5 3
54 0 4 5 4 4 4 4 2 4
56 0 3 2 2 2 2 2 1 3
57 0 7 7 7 4 4 2 1 1
58 0 7 7 4 4 4 4 3 4
60 0 4 4 4 6 4 4 4 4
63 0 5 6 5 5 5 5 3 3
66 0 5 4 4 4 6 4 3 4
68 0 1 4 4 2 4 1 4 4
69 0 1 3 4 5 3 1 1 1
70 0 4 4 4 4 4 5 3 4
71 0 2 2 3 6 5 4 3 3
73 0 3 6 7 4 4 1 4 4
76 0 5 5 6 6 6 6 2 4
78 0 2 4 5 6 5 4 4 2
82 0 1 1 1 1 1 1 2 1
83 0 5 5 6 6 5 6 3 4
84 0 4 6 4 4 3 5 5 2
87 0 5 2 3 2 4 7 5 4
88 0 1 5 3 4 7 1 1 1
91 0 4 4 4 4 4 6 4 2
92 0 2 2 2 2 2 1 4 3
93 0 1 1 4 3 4 4 5 5
95 0 5 5 4 6 4 4 3 2
97 0 5 6 3 2 4 2 3 3
99 0 5 5 3 4 4 4 3 3
101 0 5 3 5 4 4 1 2 4
103 0 7 7 6 6 6 6 5 1
104 0 5 5 5 5 5 5 4 4
107 0 4 3 2 2 2 4 3 4
109 0 5 6 6 4 3 5 2 3
111 0 5 5 4 6 4 5 5 4
113 0 3 3 2 6 6 6 4 5
114 0 6 7 6 7 7 5 3 2
115 0 6 6 6 7 5 5 3 4
117 0 7 7 6 5 5 1 1 1
119 0 6 5 4 2 4 7 4 2
121 0 5 5 3 5 4 2 4 4
123 0 4 3 5 5 3 3 1 3
125 0 4 4 4 4 4 4 3 4
126 0 3 3 5 5 5 4 5 3
129 0 4 5 5 6 5 4 4 1
130 0 5 5 7 3 4 2 3 4
132 0 5 5 5 5 5 7 4 3
133 0 6 6 6 6 6 6 4 2
136 0 5 6 5 6 6 6 3 4
137 0 4 4 4 4 4 4 3 4
139 0 6 4 4 6 4 6 4 4
140 0 3 3 4 3 4 1 1 1
142 0 6 5 5 7 6 6 3 1

3_randomization_check_nominal

respondent ID version A Order Star balance Pay in store Order ahead gift offers coffeehouse pop member buy social meadia male starbuck dunkin Luna Cafe Cafe Kubal Strong Hearts Cafe Salty City Cafe Randomization check (Nominal scale questions)
2 1 1 0 0 0 1 0 0 1 1 0 1 1 0 0 0 0 0 What if survey respondents in Version A are systematically different from those in Version B?
4 1 0 0 0 0 0 0 1 1 1 0 1 0 1 0 1 1 1 Order Star balance Pay in store Order ahead gift offers coffeehouse pop member buy social meadia male starbuck dunkin Luna Cafe Cafe Kubal Strong Hearts Cafe Salty City Cafe
5 1 1 1 1 1 0 1 0 1 1 0 0 1 0 0 1 0 1 version A 67% 24% 27% 42% 23% 20% 6% 47% 58% 29% 42% 67% 53% 35% 23% 9% 17%
9 1 1 0 0 0 1 0 0 1 1 1 0 0 0 1 0 0 0 version B 77% 34% 26% 24% 27% 16% 7% 53% 55% 38% 41% 76% 50% 20% 23% 12% 15%
11 1 1 0 0 1 0 0 0 0 1 0 0 1 1 0 0 0 0
12 1 1 0 0 1 0 0 0 0 0 0 0 1 1 0 0 0 1
14 1 0 0 0 0 1 0 0 0 1 1 1 1 1 1 0 0 0
17 1 1 0 1 1 0 0 0 0 0 1 1 1 1 0 0 0 0
20 1 1 0 0 1 0 0 0 0 1 0 0 1 1 0 0 1 0
22 1 1 0 1 1 0 1 0 1 1 0 0 1 1 0 0 0 0 version A 66
23 1 1 1 0 1 0 0 0 1 1 0 0 1 1 0 0 0 1 version B 74
25 1 1 0 0 1 0 0 0 1 1 0 0 1 1 0 1 0 1
28 1 1 0 1 1 0 0 0 1 1 0 0 1 0 1 1 0 0
32 1 1 1 0 0 0 0 0 1 1 0 0 1 1 0 1 0 0
33 1 1 0 1 0 0 0 0 0 1 0 0 1 1 1 0 0 0
36 1 1 0 0 0 0 1 0 1 1 1 0 0 0 1 1 0 0
37 1 1 0 0 0 1 0 0 1 1 1 1 1 0 0 0 0 0
39 1 0 0 0 0 0 1 0 0 0 1 1 0 0 1 0 0 0
41 1 0 1 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0
42 1 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1
43 1 0 0 0 0 0 0 1 0 0 0 1 1 1 1 0 0 0
44 1 1 0 0 0 1 0 0 1 1 1 0 0 1 0 0 0 0
48 1 1 0 1 0 0 0 0 1 1 1 0 0 1 0 0 0 0
49 1 1 1 0 0 0 0 0 1 1 0 0 0 1 0 0 0 0
51 1 1 1 0 0 0 0 0 1 1 1 0 0 1 0 0 0 0
53 1 1 0 0 0 1 1 0 0 1 0 1 0 0 1 0 1 1
55 1 1 0 1 0 0 0 0 1 0 1 0 0 0 1 0 0 0
59 1 0 0 0 1 0 0 0 0 0 0 0 1 0 1 1 0 0
61 1 1 1 1 1 0 0 0 1 0 0 1 1 1 0 0 0 0
62 1 1 1 0 1 0 1 0 1 1 1 1 1 1 0 0 0 0
64 1 1 1 1 0 0 0 0 1 0 0 1 1 0 0 0 0 0
65 1 1 0 0 1 0 0 0 0 1 0 1 1 1 0 0 0 0
67 1 1 1 0 1 1 1 0 1 1 1 0 1 1 0 0 0 0
72 1 1 0 0 0 1 0 0 1 1 0 0 1 0 0 0 0 0
74 1 0 0 0 1 1 1 0 0 1 0 0 0 0 1 0 1 1
75 1 1 1 0 0 1 0 0 1 1 1 0 1 0 1 0 0 1
77 1 1 0 0 0 1 0 0 1 0 1 0 0 0 0 1 0 0
79 1 1 0 0 1 0 0 1 0 1 0 1 0 0 0 0 1 0
80 1 1 0 0 1 0 0 0 0 0 0 1 1 0 1 1 0 0
81 1 0 1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0
85 1 0 0 1 0 0 0 0 0 0 1 0 1 0 1 1 0 0
86 1 0 0 0 0 0 1 0 0 1 0 1 0 1 0 0 0 0
89 1 1 0 0 1 0 0 0 1 1 0 0 1 1 1 0 0 0
90 1 1 1 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0
94 1 1 1 1 1 0 1 0 0 1 0 0 1 1 0 0 0 0
96 1 0 0 0 1 0 0 0 0 0 0 1 0 0 0 1 1 1
98 1 0 0 0 1 0 0 0 0 0 0 1 0 0 0 1 0 0
100 1 1 0 0 1 0 0 0 1 0 0 0 1 1 0 0 0 0
102 1 1 0 0 0 1 0 0 1 1 1 1 1 0 0 0 0 0
105 1 1 0 1 0 0 0 0 0 0 0 0 1 1 1 0 0 0
106 1 0 0 1 0 0 0 0 0 0 0 1 1 1 0 1 0 0
108 1 0 0 0 0 0 0 1 0 0 0 0 1 1 1 0 0 0
110 1 1 0 1 1 0 0 0 1 1 0 1 1 1 0 0 0 0
112 1 1 0 0 1 0 0 0 0 1 0 0 1 1 1 0 0 0
116 1 0 0 0 1 0 0 0 0 0 0 1 1 1 0 0 0 0
118 1 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 1
120 1 1 1 0 0 0 0 0 1 1 1 1 1 0 0 0 0 0
122 1 1 0 1 1 1 1 0 1 1 1 0 0 0 0 1 0 0
124 1 0 0 0 1 0 0 0 0 1 0 0 1 0 0 0 0 0
127 1 0 1 0 0 0 0 0 0 0 0 1 0 0 1 0 0 0
128 1 1 0 1 0 0 0 0 1 1 1 0 1 0 0 0 0 0
131 1 0 0 0 1 0 0 0 0 1 0 1 1 1 0 0 0 0
134 1 0 0 1 0 0 0 0 0 0 0 1 1 0 0 0 0 0
135 1 1 0 0 0 0 1 0 0 0 0 1 1 0 1 1 0 0
138 1 0 0 1 0 0 0 0 0 0 0 0 0 1 0 0 0 0
141 1 1 0 0 0 0 1 0 0 0 0 1 1 1 1 0 0 0
6 0 1 0 0 0 1 0 0 0 1 1 1 0 0 0 1 1 1
7 0 1 1 0 1 1 1 0 1 1 1 0 1 1 0 1 0 0
8 0 1 0 0 0 0 1 0 1 0 1 0 0 0 0 0 0 1
10 0 0 1 0 0 0 0 0 0 0 0 0 1 1 0 1 0 0
13 0 0 0 0 0 1 1 0 0 0 0 0 1 1 0 0 0 1
15 0 1 0 0 1 0 0 0 0 1 0 0 1 0 1 1 0 0
16 0 1 0 0 1 0 0 0 0 1 0 1 1 0 0 0 0 0
18 0 1 0 0 1 0 0 0 0 0 0 1 1 1 0 0 0 1
19 0 1 1 0 0 0 0 0 1 1 0 0 1 1 1 0 0 0
21 0 1 1 1 0 1 1 0 1 1 0 0 1 1 0 0 0 0
24 0 1 0 0 1 0 0 0 1 1 1 0 1 1 0 0 0 1
26 0 1 0 0 0 1 0 0 1 1 1 0 0 0 1 0 0 0
27 0 1 1 0 0 0 0 0 1 0 0 1 1 0 0 0 0 0
29 0 0 0 1 0 0 0 0 0 0 0 1 1 1 0 0 0 0
30 0 1 0 1 0 0 0 0 1 1 0 1 1 1 0 0 0 0
31 0 0 0 0 0 1 0 0 0 0 0 1 1 0 0 0 0 0
34 0 1 0 1 0 0 0 0 1 1 1 1 1 0 0 0 0 0
35 0 1 0 0 0 1 0 0 1 0 0 1 0 1 0 0 0 0
38 0 0 0 1 0 0 0 0 1 1 0 0 1 0 0 0 0 0
40 0 1 0 0 0 1 0 0 1 1 1 1 1 0 0 0 0 0
45 0 1 1 1 1 1 1 0 1 1 0 0 1 0 0 0 0 0
46 0 1 0 0 0 1 0 0 1 1 1 1 1 0 0 0 0 0
47 0 1 1 0 0 0 0 0 1 1 1 0 0 1 0 0 0 0
50 0 1 0 0 1 0 0 0 1 1 0 1 1 1 1 0 0 0
52 0 1 1 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0
54 0 1 0 1 0 0 0 0 0 1 0 0 0 1 0 0 0 0
56 0 1 1 1 0 0 0 1 1 1 1 1 1 0 0 0 0 0
57 0 1 0 0 0 0 1 0 0 0 1 1 0 0 0 1 1 1
58 0 1 0 0 1 0 0 0 1 1 0 0 1 1 0 0 0 1
60 0 0 0 0 1 0 0 0 0 0 0 1 1 1 1 0 0 0
63 0 1 0 0 1 0 0 0 1 1 0 0 1 1 0 1 0 0
66 0 1 1 0 0 0 0 0 1 0 0 1 1 1 0 0 0 0
68 0 0 1 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0
69 0 1 0 0 0 1 0 0 1 1 1 1 0 0 0 1 0 0
70 0 1 1 0 0 0 0 0 1 1 0 1 1 0 0 0 0 0
71 0 1 0 0 1 0 0 0 1 1 0 0 1 1 0 1 0 0
73 0 1 1 0 0 0 0 0 1 0 1 0 1 1 0 0 0 0
76 0 1 0 1 0 0 1 1 1 0 0 1 0 0 0 1 1 1
78 0 1 1 0 0 0 0 0 1 0 0 1 1 0 0 0 0 0
82 0 1 1 0 0 0 0 0 1 1 1 1 1 0 0 0 0 0
83 0 1 0 1 0 0 0 0 1 1 1 0 1 1 0 1 0 0
84 0 1 0 0 0 0 0 1 0 1 0 0 1 0 0 0 0 0
87 0 1 0 0 1 0 0 0 0 0 0 1 1 1 1 0 0 0
88 0 1 1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0
91 0 0 0 1 0 0 0 0 0 0 0 1 1 0 0 1 0 1
92 0 1 0 0 1 0 0 0 0 0 0 1 1 1 0 1 0 0
93 0 0 0 0 0 0 1 0 0 0 0 0 1 1 1 0 0 0
95 0 1 0 0 0 0 0 1 0 1 0 0 1 1 1 0 0 0
97 0 0 0 0 1 0 0 0 0 0 0 0 0 0 1 0 0 0
99 0 1 0 0 0 1 0 0 1 1 1 0 1 0 0 0 0 0
101 0 1 1 0 1 0 0 0 0 0 0 1 1 0 0 0 0 0
103 0 1 1 0 0 0 0 0 1 1 1 1 0 0 0 1 0 0
104 0 1 1 0 0 1 0 0 0 0 1 0 1 1 1 0 0 0
107 0 1 0 1 0 0 0 0 1 1 1 0 1 0 0 0 0 0
109 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0
111 0 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 1 1
113 0 1 0 0 0 1 0 0 0 0 1 0 1 1 0 0 1 0
114 0 0 0 0 1 0 0 0 0 1 0 0 1 1 0 0 1 0
115 0 1 0 1 1 0 0 0 0 1 1 1 1 1 0 0 0 0
117 0 1 1 0 0 0 0 0 1 1 1 0 0 1 0 0 0 0
119 0 1 0 1 0 0 0 0 0 1 0 0 1 0 0 0 0 0
121 0 0 0 1 0 0 0 0 1 0 0 0 1 0 0 0 0 0
123 0 1 0 0 0 1 0 0 0 0 1 0 0 0 1 0 0 0
125 0 1 0 1 0 0 0 0 0 0 0 1 1 1 1 0 0 0
126 0 1 0 1 0 1 0 0 1 0 0 0 1 1 1 0 0 0
129 0 1 1 0 0 0 0 0 0 1 0 0 1 1 1 0 0 0
130 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 0 1 0
132 0 1 0 0 0 1 1 0 1 1 1 1 1 1 0 0 0 0
133 0 0 0 0 0 0 1 0 0 0 1 0 1 1 0 0 1 0
136 0 1 0 0 0 0 0 1 0 0 0 0 1 0 0 0 0 0
137 0 0 1 0 0 1 1 0 0 0 0 0 0 0 0 1 0 0
139 0 0 0 1 0 0 0 0 0 1 0 0 1 1 0 1 0 0
140 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 0 0 0
142 0 1 1 0 1 0 0 0 1 1 0 0 1 0 0 1 0 1

4_regression_click

MODEL 1:Version A + customer characteristics that did not pass the randomization check DV: Click
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.3690818547
R Square 0.1362
Adjusted R Square 0.0835
Standard Error 1.6365159922
Observations 140
ANOVA
df SS MS F Significance F
Regression 8 55.3292469157 6.9161558645 2.5824044702 0.0118962887
Residual 131 350.8421816557 2.6781845928
Total 139 406.1714285714
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 4.6384056918 0.4115120511 11.2716156891 5.10243496767462E-21 3.8243366929 5.4524746907 3.8243366929 5.4524746907
version A -0.4699342498 0.2915849528 -1.6116546663 0.1094438569 -1.046758841 0.1068903413 -1.046758841 0.1068903413
male -0.2536061789 0.2878301083 -0.8810967707 0.3798791413 -0.8230027918 0.315790434 -0.8230027918 0.315790434
Star balance -0.0007636315 0.3223251875 -0.0023691337 0.9981133105 -0.6383997395 0.6368724766 -0.6383997395 0.6368724766
Order ahead 0.8455236918 0.3222781798 2.6235834286 0.0097336388 0.2079805763 1.4830668073 0.2079805763 1.4830668073
social meadia 0.2493592593 0.3290044445 0.7579206406 0.4498597811 -0.4014900123 0.900208531 -0.4014900123 0.900208531
starbuck 0.0345390206 0.3259653186 0.1059591882 0.9157768156 -0.6102981352 0.6793761763 -0.6102981352 0.6793761763
member -0.9240453979 0.3168347118 -2.9164904081 0.0041661542 -1.5508200354 -0.2972707605 -1.5508200354 -0.2972707605
Luna Cafe -0.4475096922 0.3296613341 -1.3574831076 0.1769617222 -1.0996584482 0.2046390637 -1.0996584482 0.2046390637
MODEL 2:all variables
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.6659070461
R Square 0.4434
Adjusted R Square 0.3710
Standard Error 1.3556924276
Observations 140
ANOVA
df SS MS F Significance F
Regression 16 180.1094877074 11.2568429817 6.1248332269 0.0000000009
Residual 123 226.0619408641 1.8379019582
Total 139 406.1714285714
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.3953586733 0.5691153471 4.2089159701 0.0000 1.268829739 3.5218876077 1.268829739 3.5218876077
version A -0.6396980686 0.2477280147 -2.5822596985 0.0110 -1.1300604842 -0.1493356529 -1.1300604842 -0.1493356529
male 0.0239198832 0.2461879595 0.0971610602 0.9228 -0.4633940878 0.5112338541 -0.4633940878 0.5112338541
Star balance 0.2094048203 0.2742802567 0.763470265 0.4466 -0.3335161304 0.7523257709 -0.3335161304 0.7523257709
Order ahead 0.5859929175 0.2842873724 2.0612695973 0.0414 0.023263495 1.1487223401 0.023263495 1.1487223401
social meadia 0.5197243763 0.2913842995 1.7836389164 0.0769 -0.0570529784 1.096501731 -0.0570529784 1.096501731
starbuck -0.3926503412 0.3180305426 -1.2346309193 0.2193 -1.0221723003 0.2368716179 -1.0221723003 0.2368716179
member -0.7922918667 0.2981143973 -2.6576773009 0.0089 -1.3823910373 -0.2021926962 -1.3823910373 -0.2021926962
Luna Cafe -0.4667058122 0.2862000686 -1.6306977651 0.1055 -1.0332212995 0.0998096752 -1.0332212995 0.0998096752
coupons 0.4629960806 0.0818862353 5.6541380692 0.0000 0.3009072986 0.6250848626 0.3009072986 0.6250848626
buy 0.4298968831 0.2916699467 1.4739155951 0.1431 -0.1474458927 1.0072396589 -0.1474458927 1.0072396589
Expensive 0.0076935117 0.1225477551 0.0627797036 0.9500 -0.2348822555 0.250269279 -0.2348822555 0.250269279
Salty City Cafe 0.6650308333 0.361338773 1.840463529 0.0681 -0.0502171124 1.3802787789 -0.0502171124 1.3802787789
offers 0.521735198 0.3184235583 1.6384943401 0.1039 -0.1085647115 1.1520351075 -0.1085647115 1.1520351075
dunkin 0.3101697495 0.2458969303 1.2613811369 0.2096 -0.1765681469 0.7969076458 -0.1765681469 0.7969076458
Strong Hearts Cafe 0.1860528429 0.445358575 0.4177596511 0.6769 -0.6955071491 1.067612835 -0.6955071491 1.067612835
gift -0.4980050798 0.3009205638 -1.6549386771 0.1005 -1.0936588849 0.0976487254 -1.0936588849 0.0976487254
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.6597731674
R Square 0.4353
Adjusted R Square 0.3770
Standard Error 1.3492053772
Observations 140
ANOVA
df SS MS F Significance F
Regression 13 176.8066797028 13.6005138233 7.4713518541 0.0000000001
Residual 126 229.3647488686 1.8203551498
Total 139 406.1714285714
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.5809859231 0.4453453382 5.7954708438 0.000 1.699660591 3.4623112551 1.699660591 3.4623112551
version A -0.6419806899 0.2416513522 -2.656640172 0.009 -1.1202016118 -0.1637597679 -1.1202016118 -0.1637597679
male -0.0134149443 0.2418089192 -0.0554774587 0.956 -0.4919476867 0.4651177981 -0.4919476867 0.4651177981
Star balance 0.2127439965 0.2718591145 0.7825523778 0.435 -0.325257199 0.750745192 -0.325257199 0.750745192
Order ahead 0.6240952645 0.2792730858 2.2347132473 0.027 0.0714220377 1.1767684914 0.0714220377 1.1767684914
social meadia 0.511910683 0.2881815936 1.7763476033 0.078 -0.0583922187 1.0822135848 -0.0583922187 1.0822135848
starbuck -0.3739496012 0.2917586411 -1.2817087433 0.202 -0.9513313749 0.2034321724 -0.9513313749 0.2034321724
member -0.8440816156 0.2845427049 -2.9664496786 0.004 -1.4071832637 -0.2809799675 -1.4071832637 -0.2809799675
Luna Cafe -0.5030118764 0.2815820173 -1.786377842 0.076 -1.0602544107 0.0542306579 -1.0602544107 0.0542306579
coupons 0.4732412188 0.0775171097 6.1049905074 0.000 0.3198371376 0.6266453 0.3198371376 0.6266453
Salty City Cafe 0.647674612 0.3439476984 1.8830613347 0.062 -0.0329877717 1.3283369958 -0.0329877717 1.3283369958
buy 0.4536563216 0.2780951263 1.6312990729 0.105 -0.0966857578 1.003998401 -0.0966857578 1.003998401
offers 0.5420355561 0.3147088067 1.7223399682 0.087 -0.0807639205 1.1648350328 -0.0807639205 1.1648350328
gift -0.5323265057 0.2961261518 -1.797634226 0.075 -1.1183514546 0.0536984432 -1.1183514546 0.0536984432

4-regression-purchase

MODEL 1:Version A + customer characteristics that did not pass the randomization check
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.2754990752
R Square 0.0758997404
Adjusted R Square 0.0194661368
Standard Error 1.6146926915
Observations 140
ANOVA
df SS MS F Significance F
Regression 8 28.0525440656 3.5065680082 1.3449387518 0.227010511
Residual 131 341.5474559344 2.607232488
Total 139 369.6
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 4.9301209769 0.4060244474 12.1424239557 0.000 4.1269077672 5.7333341867 4.1269077672 5.7333341867
version A -0.43741826 0.2876966033 -1.5204151003 0.131 -1.0065507684 0.1317142483 -1.0065507684 0.1317142483
male -0.4959071997 0.2839918305 -1.7462023428 0.083 -1.0577107835 0.0658963841 -1.0577107835 0.0658963841
Star balance 0.0335068832 0.3180269102 0.1053586413 0.916 -0.5956262072 0.6626399735 -0.5956262072 0.6626399735
Order ahead 0.5204782474 0.3179805293 1.6368242688 0.104 -0.1085630904 1.1495195853 -0.1085630904 1.1495195853
social meadia 0.4632266293 0.3246170978 1.4269939333 0.156 -0.1789434242 1.1053966827 -0.1789434242 1.1053966827
starbuck -0.2109339913 0.3216184994 -0.6558515498 0.513 -0.8471721018 0.4253041192 -0.8471721018 0.4253041192
member -0.484557914 0.3126096512 -1.5500414402 0.124 -1.1029743738 0.1338585458 -1.1029743738 0.1338585458
Luna Cafe -0.2278866864 0.3252652277 -0.7006180404 0.485 -0.8713388953 0.4155655224 -0.8713388953 0.4155655224
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.5656048652
R Square 0.3199088636
Adjusted R Square 0.2314417239
Standard Error 1.4295422089
Observations 140
ANOVA
df SS MS F Significance F
Regression 16 118.2383159685 7.389894748 3.6161320987 0.0000229166
Residual 123 251.3616840315 2.0435909271
Total 139 369.6
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.5796645838 0.6001172492 4.2986009603 0.000 1.3917692851 3.7675598825 1.3917692851 3.7675598825
version A -0.5821462912 0.2612227126 -2.2285439329 0.028 -1.0992206339 -0.0650719485 -1.0992206339 -0.0650719485
male -0.3043686183 0.2595987647 -1.1724578841 0.243 -0.8182284558 0.2094912191 -0.8182284558 0.2094912191
Star balance 0.29940367 0.2892213573 1.03520595 0.303 -0.2730922733 0.8718996132 -0.2730922733 0.8718996132
Order ahead 0.4108034431 0.2997735991 1.370378994 0.173 -0.1825800157 1.0041869019 -0.1825800157 1.0041869019
social meadia 0.6904994309 0.3072571232 2.2473016208 0.026 0.082302795 1.2986960668 0.082302795 1.2986960668
starbuck -0.4641867453 0.3353548896 -1.3841657292 0.169 -1.1280011871 0.1996276964 -1.1280011871 0.1996276964
member -0.3335668951 0.3143538352 -1.0611192157 0.291 -0.9558110373 0.2886772472 -0.9558110373 0.2886772472
Luna Cafe -0.1966405472 0.3017904872 -0.6515796739 0.516 -0.7940163124 0.4007352179 -0.7940163124 0.4007352179
coupons 0.3381358166 0.0863468936 3.9160159989 0.000 0.1672174352 0.5090541981 0.1672174352 0.5090541981
Salty City Cafe 0.6358120431 0.3810222858 1.668700406 0.098 -0.1183982094 1.3900222956 -0.1183982094 1.3900222956
buy 0.5406855804 0.3075583307 1.7579936113 0.081 -0.0681072772 1.1494784381 -0.0681072772 1.1494784381
offers 0.0100646434 0.3357693143 0.0299748754 0.976 -0.6545701267 0.6746994134 -0.6545701267 0.6746994134
gift -0.1723737771 0.3173128644 -0.5432297156 0.588 -0.8004751362 0.455727582 -0.8004751362 0.455727582
Expensive 0.1879542556 0.1292234027 1.4544908398 0.148 -0.0678355468 0.443744058 -0.0678355468 0.443744058
dunkin -0.1607064718 0.2592918819 -0.6197898314 0.537 -0.6739588537 0.3525459101 -0.6739588537 0.3525459101
Strong Hearts Cafe 0.5722213419 0.4696189697 1.2184800421 0.225 -0.3573606139 1.5018032977 -0.3573606139 1.5018032977
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.5551047024
R Square 0.3081412306
Adjusted R Square 0.2427687485
Standard Error 1.4189687981
Observations 140
ANOVA
df SS MS F Significance F
Regression 12 113.8889988429 9.4907499036 4.7136229271 0.0000025041
Residual 127 255.7110011571 2.0134724501
Total 139 369.6
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.5621759634 0.571516836 4.4831154608 0.0000162436 1.431247284 3.6931046429 1.431247284 3.6931046429
version A -0.6245188057 0.2571415965 -2.4286961513 0.0165534142 -1.13335562 -0.1156819914 -1.13335562 -0.1156819914
male -0.2530765137 0.2540697456 -0.9960907116 0.32110016 -0.7558346895 0.2496816621 -0.7558346895 0.2496816621
Star balance 0.2832353735 0.2834261105 0.9993270308 0.3195365425 -0.2776137507 0.8440844977 -0.2776137507 0.8440844977
Order ahead 0.4178640301 0.290330953 1.4392679316 0.1525348152 -0.1566485311 0.9923765914 -0.1566485311 0.9923765914
social meadia 0.6738657064 0.2956308079 2.2794163814 0.0243107181 0.0888656886 1.2588657241 0.0888656886 1.2588657241
starbuck -0.6108552861 0.3121120243 -1.9571667819 0.0525214883 -1.2284686567 0.0067580845 -1.2284686567 0.0067580845
member -0.4187450223 0.3033089456 -1.3805890939 0.1698303084 -1.0189386889 0.1814486442 -1.0189386889 0.1814486442
Luna Cafe -0.2407333771 0.2960802944 -0.8130678791 0.4177007759 -0.8266228475 0.3451560934 -0.8266228475 0.3451560934
coupons 0.3511014451 0.084274031 4.1661878655 0.0000568181 0.1843383464 0.5178645439 0.1843383464 0.5178645439
Salty City Cafe 0.778287203 0.3554331183 2.1896867877 0.0303740045 0.0749492053 1.4816252008 0.0749492053 1.4816252008
Expensive 0.1970919969 0.126728089 1.5552352953 0.1223785582 -0.0536800212 0.4478640149 -0.0536800212 0.4478640149
buy 0.5698345898 0.3017175608 1.8886358103 0.0612214339 -0.0272100134 1.166879193 -0.0272100134 1.166879193

4-regression promotion

MODEL 1:Version A + customer characteristics that did not pass the randomization check
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.232322015
R Square 0.0539735187
Adjusted R Square -0.0037990909
Standard Error 1.4324661576
Observations 140
ANOVA
df SS MS F Significance F
Regression 8 15.3361898044 1.9170237255 0.9342406218 0.4906994519
Residual 131 268.8066673385 2.0519592927
Total 139 284.1428571429
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 4.5013859521 0.3602024603 12.4968217834 4.41727117627556E-24 3.7888195632 5.2139523409 3.7888195632 5.2139523409
version A -0.3705291348 0.2552285336 -1.4517543533 0.1489606408 -0.8754320564 0.1343737868 -0.8754320564 0.1343737868
male -0.1982186927 0.2519418638 -0.7867636196 0.4328412563 -0.6966197973 0.3001824119 -0.6966197973 0.3001824119
Star balance 0.0964744368 0.2821359064 0.3419431365 0.7329416327 -0.4616576866 0.6546065601 -0.4616576866 0.6546065601
Order ahead 0.4214701412 0.2820947599 1.4940729185 0.1375613873 -0.1365805845 0.9795208668 -0.1365805845 0.9795208668
social meadia 0.4711184051 0.2879823568 1.635928014 0.1042550787 -0.0985793918 1.0408162019 -0.0985793918 1.0408162019
starbuck -0.0064906606 0.2853221659 -0.0227485326 0.9818854767 -0.5709259654 0.5579446442 -0.5709259654 0.5579446442
Luna Cafe -0.0354857328 0.2885573418 -0.1229763642 0.9023142846 -0.6063209871 0.5353495216 -0.6063209871 0.5353495216
member -0.3961506536 0.2773300135 -1.4284449366 0.1555437521 -0.9447755744 0.1524742672 -0.9447755744 0.1524742672
MODEL 2:all variables
SUMMARY OUTPUT
Multiple R 0.4301861959
R Square 0.1850601631
Adjusted R Square 0.0790517291
Standard Error 1.3720773333
Observations 140
ANOVA
df SS MS F Significance F
Regression 16 52.5835234928 3.2864702183 1.7457116951 0.0466111596
Residual 123 231.55933365 1.8825962085
Total 139 284.1428571429
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 3.2070642564 0.5759936781 5.5678809996 0.0000001541 2.0669200875 4.3472084253 2.0669200875 4.3472084253
version A -0.4274892141 0.2507220568 -1.705032336 0.0907128131 -0.9237781525 0.0687997242 -0.9237781525 0.0687997242
male -0.0944577648 0.2491633885 -0.379099696 0.7052674727 -0.5876614149 0.3987458853 -0.5876614149 0.3987458853
Star balance 0.2477088554 0.2775952093 0.8923383659 0.3739540226 -0.3017738406 0.7971915515 -0.3017738406 0.7971915515
Order ahead 0.4394929251 0.287723271 1.527484807 0.1292080025 -0.1300376482 1.0090234983 -0.1300376482 1.0090234983
social meadia 0.6012192077 0.2949059717 2.0386810217 0.0436252644 0.0174709188 1.1849674965 0.0174709188 1.1849674965
starbuck -0.1782640199 0.3218742614 -0.5538312355 0.5806997842 -0.8153943846 0.4588663449 -0.8153943846 0.4588663449
Luna Cafe -0.0966351027 0.2896590841 -0.3336166826 0.7392368948 -0.6699974992 0.4767272938 -0.6699974992 0.4767272938
member -0.1543702078 0.3017174094 -0.511638384 0.6098214349 -0.75160132 0.4428609044 -0.75160132 0.4428609044
buy -0.2394453209 0.2951950712 -0.8111426789 0.4188505537 -0.8237658645 0.3448752227 -0.8237658645 0.3448752227
coupons 0.2918991958 0.0828759128 3.5221234483 0.0006015001 0.1278514079 0.4559469836 0.1278514079 0.4559469836
Salty City Cafe 0.2311278291 0.3657059152 0.632004623 0.5285568214 -0.4927646069 0.9550202651 -0.4927646069 0.9550202651
gift 0.1421082823 0.3045574913 0.4666057687 0.6416073523 -0.4607445978 0.7449611624 -0.4607445978 0.7449611624
offers 0.074234154 0.322272027 0.2303462533 0.8182053914 -0.5636835635 0.7121518714 -0.5636835635 0.7121518714
Expensive -0.0147040703 0.1240288679 -0.1185536117 0.9058224152 -0.2602116095 0.230803469 -0.2602116095 0.230803469
dunkin 0.1636315875 0.2488688419 0.6575013019 0.5120871772 -0.3289890256 0.6562522006 -0.3289890256 0.6562522006
Strong Hearts Cafe 0.3791410936 0.450741181 0.841150331 0.4018960313 -0.5130734371 1.2713556243 -0.5130734371 1.2713556243
Model 3: variables in model 1, remove insignificant variables from Model 2
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.4067872144
R Square 0.1654758378
Adjusted R Square 0.1077010881
Standard Error 1.3505670598
Observations 140
ANOVA
df SS MS F Significance F
Regression 9 47.018777346 5.224308594 2.8641549935 0.0040922943
Residual 130 237.1240797968 1.8240313831
Total 139 284.1428571429
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 3.3962353625 0.4308711548 7.8822527903 0.000 2.5438083125 4.2486624125 2.5438083125 4.2486624125
version A -0.4633982018 0.2416657462 -1.9175171041 0.057 -0.9415049786 0.0147085751 -0.9415049786 0.0147085751
male -0.0950093386 0.2388248634 -0.3978201319 0.691 -0.5674957686 0.3774770914 -0.5674957686 0.3774770914
Star balance 0.2255627413 0.267802428 0.842272951 0.401 -0.3042523348 0.7553778174 -0.3042523348 0.7553778174
Order ahead 0.4404005746 0.2660051996 1.6556088953 0.100 -0.0858589 0.9666600491 -0.0858589 0.9666600491
social meadia 0.5883915205 0.2729715832 2.155504663 0.033 0.048349889 1.1284331519 0.048349889 1.1284331519
starbuck -0.3265809364 0.2797583027 -1.1673681649 0.245 -0.8800492807 0.2268874079 -0.8800492807 0.2268874079
member -0.286691586 0.2627898124 -1.0909539583 0.277 -0.8065898016 0.2332066295 -0.8065898016 0.2332066295
Luna Cafe -0.160382418 0.2737050488 -0.5859680659 0.559 -0.7018751234 0.3811102873 -0.7018751234 0.3811102873
coupons 0.305464554 0.0732937012 4.1676781074 0.000 0.1604617317 0.4504673764 0.1604617317 0.4504673764

4-regression clearly

MODEL 1:Version A + customer characteristics that did not pass the randomization check
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.2373341784
R Square 0.0563275122
Adjusted R Square -0.001301342
Standard Error 1.5762046405
Observations 140
ANOVA
df SS MS F Significance F
Regression 8 19.4265542906 2.4283192863 0.9774185692 0.4565673667
Residual 131 325.4591599951 2.4844210687
Total 139 344.8857142857
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 4.4982547252 0.3963463893 11.3493016367 0.0000 3.7141870229 5.2823224274 3.7141870229 5.2823224274
version A -0.4091417421 0.2808390251 -1.4568550153 0.1475 -0.9647083248 0.1464248405 -0.9647083248 0.1464248405
male -0.2702640186 0.2772225597 -0.9748990806 0.3314 -0.81867637 0.2781483329 -0.81867637 0.2781483329
Star balance 0.1377795364 0.3104463743 0.4438110661 0.6579 -0.4763574457 0.7519165184 -0.4763574457 0.7519165184
Order ahead 0.5112694711 0.310401099 1.6471251966 0.1019 -0.1027779454 1.1253168877 -0.1027779454 1.1253168877
social meadia -0.0347382631 0.3168794772 -0.1096261058 0.9129 -0.6616014573 0.5921249311 -0.6616014573 0.5921249311
starbuck 0.2421880101 0.3139523538 0.7714164495 0.4418 -0.3788846358 0.863260656 -0.3788846358 0.863260656
member -0.1702499208 0.3051582419 -0.557907005 0.5779 -0.7739257155 0.4334258739 -0.7739257155 0.4334258739
Luna Cafe -0.024025219 0.3175121582 -0.0756670834 0.9398 -0.6521400069 0.604089569 -0.6521400069 0.604089569
MODEL 2:all variables
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.5831970624
R Square 0.3401188136
Adjusted R Square 0.2542806105
Standard Error 1.3602474497
Observations 140
ANOVA
df SS MS F Significance F
Regression 16 117.3021199707 7.3313824982 3.9623244812 0.0000053717
Residual 123 227.583594315 1.8502731245
Total 139 344.8857142857
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 1.8863655448 0.5602215249 3.3671779126 0.0010 0.7774413862 2.9952897033 0.7774413862 2.9952897033
version A -0.5582921194 0.2489187022 -2.2428693162 0.0267 -1.051011428 -0.0655728108 -1.051011428 -0.0655728108
male -0.0541411724 0.246507491 -0.2196329702 0.8265 -0.5420876363 0.4338052914 -0.5420876363 0.4338052914
Star balance 0.3661604035 0.2737888122 1.3373826364 0.1836 -0.175787763 0.90810857 -0.175787763 0.90810857
Order ahead 0.3964551774 0.2861690026 1.3853882629 0.1684 -0.1699988168 0.9629091717 -0.1699988168 0.9629091717
social meadia 0.1925209325 0.2855450784 0.6742225556 0.5014 -0.372698042 0.757739907 -0.372698042 0.757739907
starbuck -0.0565522088 0.3221735791 -0.1755333537 0.8609 -0.6942750545 0.5811706369 -0.6942750545 0.5811706369
member 0.1173811984 0.2998780169 0.3914298208 0.6962 -0.476208949 0.7109713458 -0.476208949 0.7109713458
Luna Cafe -0.0498623747 0.2875683125 -0.1733931472 0.8626 -0.619086217 0.5193614675 -0.619086217 0.5193614675
coupons 0.3792911603 0.0826675447 4.5881507889 0.0000 0.2156558244 0.5429264962 0.2156558244 0.5429264962
buy 0.1878465764 0.2928278281 0.6414915468 0.5224 -0.3917881546 0.7674813074 -0.3917881546 0.7674813074
Salty City Cafe 0.4141227643 0.3624711533 1.1424985422 0.2555 -0.3033666588 1.1316121874 -0.3033666588 1.1316121874
offers 0.3097532551 0.3162949515 0.9793177337 0.3293 -0.3163332078 0.935839718 -0.3163332078 0.935839718
Expensive 0.1748643322 0.1220145393 1.4331434036 0.1544 -0.0666559671 0.4163846315 -0.0666559671 0.4163846315
dunkin 0.2066604489 0.2484749655 0.8317153741 0.4072 -0.2851805101 0.6985014078 -0.2851805101 0.6985014078
Strong Hearts Cafe 0.5155732108 0.4471212448 1.1530948636 0.2511 -0.3694758781 1.4006222998 -0.3694758781 1.4006222998
Cafe Kubal 0.3372132464 0.2903778723 1.1612911266 0.2478 -0.2375719472 0.9119984401 -0.2375719472 0.9119984401
Model 3: variables in model 1, remove insignificant variables from Model 2
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.5458421585
R Square 0.297943662
Adjusted R Square 0.24352069
Standard Error 1.3700257498
Observations 140
ANOVA
df SS MS F Significance F
Regression 10 102.7565126808 10.2756512681 5.4745937491 0.0000009461
Residual 129 242.1292016049 1.8769705551
Total 139 344.8857142857
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.2914543535 0.5338585855 4.2922496999 0.0000 1.2352020671 3.34770664 1.2352020671 3.34770664
version A -0.6095839928 0.2477391014 -2.4605885356 0.0152 -1.0997418724 -0.1194261131 -1.0997418724 -0.1194261131
male -0.1077804819 0.2422661158 -0.4448846739 0.6571 -0.5871099254 0.3715489616 -0.5871099254 0.3715489616
Star balance 0.3171450314 0.27215326 1.165317775 0.2460 -0.2213168589 0.8556069216 -0.2213168589 0.8556069216
Order ahead 0.5993974431 0.2726043022 2.1987820375 0.0297 0.0600431546 1.1387517316 0.0600431546 1.1387517316
social meadia 0.2297217584 0.281871151 0.8149885421 0.4166 -0.3279672173 0.7874107341 -0.3279672173 0.7874107341
starbuck -0.3618955315 0.2912363699 -1.2426179175 0.2163 -0.9381138221 0.2143227592 -0.9381138221 0.2143227592
member 0.1198408605 0.2777392357 0.4314869674 0.6668 -0.4296730195 0.6693547406 -0.4296730195 0.6693547406
Luna Cafe -0.2425164764 0.278005199 -0.8723451119 0.3846 -0.7925565714 0.3075236186 -0.7925565714 0.3075236186
coupons 0.4544544932 0.0766769048 5.9268758194 0.0000 0.3027473591 0.6061616274 0.3027473591 0.6061616274
Expensive 0.1772692243 0.1179562397 1.502838889 0.1353 -0.056110085 0.4106485335 -0.056110085 0.4106485335

4-regression connect

MODEL 1:Version A + customer characteristics that did not pass the randomization check
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.2188749835
R Square 0.0479062584
Adjusted R Square -0.0102368709
Standard Error 1.385554595
Observations 140
ANOVA
df SS MS F Significance F
Regression 8 12.6540959697 1.5817619962 0.8239367061 0.5829043054
Residual 131 251.4887611732 1.9197615357
Total 139 264.1428571429
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 4.322948911 0.3484062582 12.4077820339 0.0000 3.6337182237 5.0121795983 3.6337182237 5.0121795983
version A -0.423435776 0.2468701028 -1.7152169144 0.0887 -0.9118037275 0.0649321756 -0.9118037275 0.0649321756
male -0.2095886647 0.2436910675 -0.8600588724 0.3913 -0.691667726 0.2724903966 -0.691667726 0.2724903966
Star balance 0.1100779109 0.2728962911 0.403369025 0.6873 -0.4297760494 0.6499318712 -0.4297760494 0.6499318712
Order ahead 0.2673330146 0.272856492 0.9797568408 0.3290 -0.2724422136 0.8071082429 -0.2724422136 0.8071082429
social meadia -0.1300222038 0.2785512772 -0.4667801386 0.6414 -0.6810630755 0.4210186679 -0.6810630755 0.4210186679
starbuck 0.1477381692 0.2759782044 0.535325496 0.5933 -0.3982125508 0.6936888891 -0.3982125508 0.6936888891
member 0.1344310082 0.2682477855 0.5011448945 0.6171 -0.3962270991 0.6650891154 -0.3962270991 0.6650891154
Luna Cafe 0.2633315605 0.2791074321 0.943477422 0.3472 -0.2888095183 0.8154726393 -0.2888095183 0.8154726393
MODEL 2:all variables
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.5600248327
R Square 0.3136278133
Adjusted R Square 0.2243436264
Standard Error 1.2140783599
Observations 140
ANOVA
df SS MS F Significance F
Regression 16 82.8425466793 5.1776591675 3.5126915998 0.0000353993
Residual 123 181.3003104635 1.4739862639
Total 139 264.1428571429
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.5926357008 0.500021397 5.1850495125 0.0000 1.6028740042 3.5823973974 1.6028740042 3.5823973974
version A -0.5166434439 0.222170466 -2.3254370994 0.0217 -0.9564162589 -0.0768706289 -0.9564162589 -0.0768706289
male -0.1266003816 0.220018358 -0.5754082649 0.5661 -0.5621132309 0.3089124677 -0.5621132309 0.3089124677
Star balance 0.2846897167 0.2443680906 1.1650036464 0.2463 -0.1990219354 0.7684013687 -0.1990219354 0.7684013687
Order ahead 0.3518097566 0.255417934 1.3773886237 0.1709 -0.1537743829 0.8573938961 -0.1537743829 0.8573938961
social meadia 0.1518085506 0.2548610552 0.5956522093 0.5525 -0.3526732815 0.6562903827 -0.3526732815 0.6562903827
starbuck -0.1777871321 0.2875535407 -0.6182748842 0.5375 -0.7469817347 0.3914074705 -0.7469817347 0.3914074705
member 0.5445502518 0.2676538089 2.0345320476 0.0440 0.0147459483 1.0743545552 0.0147459483 1.0743545552
Luna Cafe 0.1043486829 0.2566668772 0.4065529764 0.6850 -0.403707663 0.6124050288 -0.403707663 0.6124050288
coupons 0.423029235 0.0737842788 5.7333247939 0.0000 0.2769777792 0.5690806908 0.2769777792 0.5690806908
Expensive 0.0282304204 0.1089031351 0.2592250479 0.7959 -0.1873366581 0.243797499 -0.1873366581 0.243797499
buy -0.501971385 0.2613612173 -1.9206039451 0.0571 -1.0193198892 0.0153771193 -1.0193198892 0.0153771193
Salty City Cafe 0.1535970403 0.3235208296 0.4747670823 0.6358 -0.4867926051 0.7939866858 -0.4867926051 0.7939866858
offers -0.0712577634 0.2823066171 -0.2524126575 0.8011 -0.6300664024 0.4875508755 -0.6300664024 0.4875508755
dunkin 0.0762794998 0.2217744122 0.3439508602 0.7315 -0.362709351 0.5152683506 -0.362709351 0.5152683506
Strong Hearts Cafe 0.3818005756 0.3990746152 0.9567147623 0.3406 -0.408143156 1.1717443072 -0.408143156 1.1717443072
Cafe Kubal 0.1414322882 0.2591745281 0.545702887 0.5863 -0.3715877989 0.6544523754 -0.3715877989 0.6544523754
Model 3: variables in model 1, remove insignificant variables from Model 2
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.5498378705
R Square 0.3023216838
Adjusted R Square 0.2482380934
Standard Error 1.1952319479
Observations 140
ANOVA
df SS MS F Significance F
Regression 10 79.8561133371 7.9856113337 5.5898967054 0.0000006679
Residual 129 184.2867438058 1.4285794093
Total 139 264.1428571429
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 2.851403991 0.3822527602 7.4594726008 0.0000 2.0951075431 3.6077004389 2.0951075431 3.6077004389
version A -0.5437429041 0.2139046021 -2.5419878712 0.0122 -0.9669583981 -0.12052741 -0.9669583981 -0.12052741
male -0.1317235084 0.213515343 -0.6169276013 0.5384 -0.5541688439 0.2907218271 -0.5541688439 0.2907218271
Star balance 0.2504821766 0.2376696494 1.0539089749 0.2939 -0.2197530456 0.7207173988 -0.2197530456 0.7207173988
Order ahead 0.4054305363 0.2411301812 1.6813761526 0.0951 -0.0716514328 0.8825125055 -0.0716514328 0.8825125055
social meadia 0.1319530678 0.2460156616 0.536360437 0.5926 -0.3547949441 0.6187010796 -0.3547949441 0.6187010796
starbuck -0.3028472973 0.247608428 -1.2230896167 0.2235 -0.7927466365 0.1870520418 -0.7927466365 0.1870520418
member 0.4894667972 0.2512144528 1.9484022188 0.0535 -0.0075671502 0.9865007446 -0.0075671502 0.9865007446
Luna Cafe 0.0207855281 0.2444012892 0.0850467202 0.9324 -0.4627684083 0.5043394644 -0.4627684083 0.5043394644
coupons 0.4532103637 0.0664178388 6.8236240706 0.0000 0.3218010429 0.5846196845 0.3218010429 0.5846196845
buy -0.5211313032 0.2431162211 -2.1435480559 0.0339 -1.0021427009 -0.0401199054 -1.0021427009 -0.0401199054

GROUP 7

STARBUCKS – FINAL PROJECT PROPOSAL

https://www.starbucks.com/

CLIENT PROFILE

– Starbucks Coffee Company is an American coffee maker based in Seattle, Washington, it operates in 62

countries around the world and has grown internationally.

– Total company revenue in 2021 was $ 24.61 billion with a profit of $ 8.1 billion and is on the Fortune 500

list of companies and is known as one of the most ethical companies in the world.

– Starbucks aims to “promote and nurture the human spirit – one person, one cup and one neighbour at a

time”. As a leading leader, Starbucks seeks to gain leadership in the supply of its products, especially the

best quality coffee.

DIGITAL MARKETING PRESENCE

Strength

– Usage of social media channels have helped the brand to engage with their customers in more real, authentic,

and emotional way which lowered the cost of customer acquisition and helped to build customer loyalty.

– Brand website has helped in gaining new traffic, improving product visibility, customers can access their own

persona and find about the upcoming season specials, reward programs, store location.

Weakness

– Shift of customer base due to promotional activities done by competitive brands on social media channels.

– Older generation or customers who do not use smartphones can be a drawback for target segment.

– Facing issues due to negative/hateful comments from audience on social media platforms.

RESEARCH MOTIVATION

– To find out how likely people are interested in buying more to reach the points limit and redeem rewards.

– To understand how A/B Testing can motivate more audience engagement through mobile application.

RESEARCH QUESTIONS

– Will changing the picture on the “Bonus Star” promotion have any effect on sales?

– Has Starbucks created an impact on the purchasing behavior of customers?

– How engaged are Starbucks customers with the brand through Mobile applications?

A/B TESTING OBJECTIVE

– A/b Tests are performed between Version A and Version B where the difference between the picture in

“Bonus Star” promotion will influence the customer to use the promotion.

– Large differences in different pictures will motivate the customers to reach their goal faster, hence Version B

would engage more customers to redeem and get rewarded.

A/B TESTING DESIGNS

RESEARCH HYPOTHESES

– Consumers are more likely to click CTA button ‘Start’ in Version B than Version A.

– Consumers are more likely to use the promotion when they see the drink picture on the promotion page as they
are more willing to be attracted to the product in Version B than the abstract picture in Version A.

– The likelihood to buy a product in Starbucks when seeing Version B is moreover Version A as there
is a real product in the promotion.

– The likelihood to understand the promotion of Version B is more than in Version A as customers are easier to
understand what they should do or what’s the meaning of this promotion.

Version A:
there is a star
logo on the
“Bonus Star”
promotion page

Version B: we
use a cup of
Starbucks drink
as the logo on the
“Bonus Star”
promotion page

SURVEY DISTRIBUTION PLAN

Survey Sample

– We are targeting customers from age group of 18 years to 45 years old.

– This age group consists of young adults and middle-aged working professionals who are tech savvy, open to

exploring new products, they believe in gaining experience and customer satisfaction is a priority.

– We aim to target urban and semi urban cities, where Starbucks outlets is easily accessible to the target

segment.

Distribution Plan

– We plan to conduct the survey via digital medium through Starbucks Website, Mobile Application, and

social media channels like Facebook, twitter, Instagram, where Starbucks has good number of followers and

has a good possibility to reach large group of people at a single time.

– We also have an option to conduct an offline survey by distributing survey sheets at Starbucks outlets.

APPENDIX A: QUALTRICS LINK TO THE SURVEY OR SCAN THE QR CODE

https://syracuseuniversity.qualtrics.com/jfe/form/SV_eD1eGSSrX9nmWCG

APPENDIX B: CODEBOOK

  • GROUP 7
  • CLIENT PROFILE
  • DIGITAL MARKETING PRESENCE
  • Weakness
  • RESEARCH MOTIVATION
  • RESEARCH QUESTIONS
  • A/B TESTING OBJECTIVE
  • A/B TESTING DESIGNS
  • SURVEY DISTRIBUTION PLAN
  • Distribution Plan
  • APPENDIX A: QUALTRICS LINK TO THE SURVEY OR SCAN T
  • APPENDIX B: CODEBOOK

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