Air France Internet Marketing

This is a course project that I did at MIS 6373 Social Media in UTDallas. Report "Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search" with the Spreadsheet Supplement is provided to help the analytics.

Project Structure:

/-------File List
 |    |--------Air France Case.pdf
 |    |--------Air France Internet Marketing.doc
 |    |--------Air France Internet Marketing.xls
 |    |--------Answers.xls

File Notes

1. Air France Case.pdf            : the provided report
2. Air France Internet Marketing.doc : project requirement
3. Air France Internet Marketing.xls : Spreadsheet Supplement
4. Answers.xls                  : our solution.

Summary:

1. Objective: Analyze summarized campaign metrics to determine optimal strategy to pursue for each publisher.
2. PivotTable is created to show different campaigns by each publisher, keywords included in the respective campaign, Average of Return on Ad Dollar Spent, and Average of Avg. Cost per Click.
3. 8 metrics are created as key performance indicators (KPIs) to evaluate the performance of each publisher: 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.
4. Comments are provided on how different publishers perform on key performance indicators.
5. 2 metrics (X=Probability of Booking, Y=Cost Per Click) are extracted to create four quadrants to analyze publisher type and assign a corresponding strategy to each publisher.

![alt text][logo] [logo]:https://github.com/fairypp/Air_France_Internet_Marketing/blob/master/air_france.PNG