Air France Internet Marketing : Optimizing Google

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1 GROUP (UP TO 2 PEOPLE) WEB ANALYTICS ASSIGNMENT #1 (50 POINTS) DUE DATE: Wednesday, 2/17/2016  This assignment will analyze the data (AirFrance.xls), interpret the results, and make recommendation from the Case: Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search (KEL 319). Please read the case first and follow the instructions in the following very carefully to do this assignment!  Please do the following analyses using the data in the “DoubleClick” sheet of the excel file and answer the corresponding questions. Please copy/summarize your key results for each question to a word file along with your answers to produce the final report. 1. (8 Points) Please add four additional metrics into your data…show more content…
Then use those variables to further calculate Average Cost Per Click, Average Revenue Per booking, and Probability of Booking. Or you can use the calculated fields (more straightforward) as shown in the following tutorial http://www.exceleasy.com/examples/calculated-field-item.html (This is also included in the “Analytics Tutorial Part II”). b) (10 points) Based on your results in a), graph publishers on a bubble chart using the following dimensions: X=Probability of Booking, Y=Avg. Cost Per Click, Bubble Size=Total Costs or Total Funding (Sum of Click Charges). Base on your bubble chart, can you categorize different publishers into four different types 1) for search engines with High probability of booking and Low CPC; (2) for search engines with Low probability of booking and Low CPC; (3) for search engines with High probability of booking and High CPC, and (4) for search engines with Low probability of booking and High CPC. Please summarize and report your recommendations for each different type (keep your answers brief). Publisher Name Sum of Net Revenue Average Cost Per Click Total Volume of Bookings Average Revenue Per Booking ROA Probability of Booking Sum of Click Charges Cost/Booking Google - Global $808,603 $1.66 797 $1,166 669% 0.0441% $120,947 $151.75 Google - US $1,391,841 $1.84 1,550 $1,126 394% 0.0402% $353,641 $228.16 MSN - Global $133,364 $1.08 129 $1,128 1097%
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