Activity 9: A/B Test in Marketing: Hypnotism at Nimble Goods

Nimble Goods, LLC is a Brooklyn-based American online and catalog retailer, founded in 1999. The company sells small production gifts for children, teens, and adults, home accents, jewelry, accessories, kitchen and home entertaining items, art, games, books, food and drink, and DIY kits.

The marketing team has decided to experiment with hypnotism as a way to boost sales, and they need analytics’ support to evaluate this exciting new program. The hypnotist charges $1.00 per customer hypnotized and, in accordance with strict professional ethics, will only work with existing customers who opted in to being hypnotized at checkout. The hypnotist claims that the effect will last for two weeks and will, on average, increase the amount they spend during that period on “Benevolent Brownies” (retail price is $35). The marketing team ultimately conducts an A/B test to determine if hypnotism is an effective strategy for increasing “Benevolent Brownie” sales, and randomly chooses half of opted-in customers to be hypnotized. Using the data in the tab Activity 9 A-B Test Markerting, evaluate the effectiveness of this marketing campaign. Based on the results, how would you advise your colleagues on whether and how to proceed with hypnosis-based marketing? Prepare one slide that can stand on its own, with the data visualization, heading, subheading and an other explanatory text. 

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