Louisiana State University, Shreveport BADM 790 Air France Case Analysis Instructions

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Case Analysis: Air France Objective: to analyze online advertising effectiveness. This question deals with the case “Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Spons... ored Search” by Mark Jeffery; Lisa Egli; Andy Gieraltowski; Jessica Lambert; Jason Miller; Liz Neely; Rakesh Sharma. You will need the data that is posted on Moodle. When dealing with a large amount of data, such as the data on search keywords and transactions provided by Double Click, it is very beneficial to use Pivot Tables in Excel. Refer to Module 1 for a refresher on Pivot Tables. https://support.office.com/en-US/article/Video-Create-PivotTables-74ce8afc-2446-4816-80ee- 20ca7fb71793 1. Create and print a Pivot table of the following descriptive statistics grouped by “Publisher Name”. a. Sum of Number of Users Clicking b. Sum of Number of User Impressions c. Sum of Number of Transactions d. Sum of Total Revenue e. Sum of Total Cost (Click Charges) 2. Using the above totals grouped by the publisher name and generated by the Pivot table, calculate the following relevant campaign metrics for each publisher and overall*: *Recommendation: once the pivot table is done, copy it (Ctrl + C) and do “special paste” to get only numeric values (this will minimize the hassle with subsequent calculations). To do a special Paste, right click the cell where you want your table to start, pick “Paste Special…” and then choose “Values”. • Cost-per-Click (CPC) (Total Cost/Number of Clicks) – this measures cost differences among publishers. • Click-Through Rate (CTR) – this measures efficiency of generating clicks from delivered impressions. • Transaction Conversion Rate (TCR) – this measures efficiency of generating sales from delivered clicks. • Net Revenue (Revenue Amount - Cost) – this measures overall publisher contribution to marketing campaign. [Show More]

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