The team designs an email marketing pilot for $100,000$ new customers who have made at least one purchase since joining. In this pilot, these new customers are split into two equal groups: a $$pilot$$ group and a $$control$$ group. The pilot group receives a specially designed email to encourage further purchasing, while the control group does not receive the email. All emails are sent to the pilot group at the same time, and the emails are designed differently according to the demographics of the customer and his or her prior purchasing behavior.

Following the pilot, the team constructs Exhibit $4.$ This shows the $$lift$$ in the purchasing behavior of the pilot group compared to the control group after the emails were sent to the pilot group. Horizontally, the information is divided according to how long ago the customer made their first Marcadia transaction, measured from the time the emails were sent to the pilot group. Vertically, the information is divided according to what kind of product was purchased in the customer$$s first Marcadia transaction. Within each box, the upper left portion shows the lift in the number of transactions, while the lower right portion shows the lift in the number of customers who made transactions. All data in Exhibit $4$ is in percentage points.

Exhibit $4.$docx

Which of the following CANNOT be concluded from the information presented in Exhibit $4?$

Group of answer choices

The pilot had a positive impact on the number of transactions per customer for customers who made their first transaction $4-6$ weeks before emails were sent

The pilot had no overall impact on the likelihood of making further transactions among customers whose first purchase was in Clothing$/$ Apparel

The pilot had greatest impact among customers whose first transaction was in Electronics

Among customers whose first transaction was in $$Other$,$ the pilot had greatest impact among those whose first transaction was more recent