Description

Heavenly Chocolates manufactures and sells quality chocolate products at its plant and retail store located in Saratoga Springs, New York. As an associate in the Online Sales and Marketing department at Heavenly Chocolates, it is your responsibility to review and analyze online sales data in order to help the firm make better decisions in the future. Website sales have exceeded expectations, and management is now considering strategies to increase sales even further.

To learn more about the website customers, you take a random sample of 50 online transactions over the previous month. For each transaction, you collect the day of the week, the type of internet browsers used, the time spent on the website, the number of website pages visited, and the amount of time spent on the website for each of the 50 customers.

The company would like to determine if online shoppers who spend more time and view more pages also spend more money during their visit to the website. The company would also like to investigate the effects that the day of the week and the type of browser have on sales. You must use descriptive statistics and appropriate graphical displays to explain your findings to the executive team.

Part of your marketing strategy is to work with your web development team and user experience (UX) team to develop tactics designed to increase customer engagement on your website. The feeling is that the more time a customer spends on the website, the more that customer will purchase in dollar terms. To test this hypothesis, you generate a scatterplot of the relationship between the amount of time a customer spends on the website and the amount of money the customer spends. Not every website visitor will make a purchase, but your analysis focuses on those who do.

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