Page 1: Customer research
Column
Income level affects campaign response
Income × Response
p < 0.001 — significant
Column
Recently active customers respond more
Recency × Response
p < 0.001 — significant
Page 2: Purchase Behaviour
Column
Web purchases associated with higher response
Web purchases × Response
p < 0.001 — significant
Column
In-store purchases show no significant pattern
Store purchases × Response
p = 0.05 — not significant
Page 3: Predictive Model
Column
Decision tree: key predictors of response
Column
Area under ROC curve (AUC)
0.67
Top targeting recommendation
Target: high income + recent + digital