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Air-France

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Air France
Web Analytics Case

Question 1
Based on the matrices of Average-cost-per-click and Probability-of-booking, MSN-Global and Yahoo-US should receive more funding (the values for ROA of Yahoo-US and MSN-Global are also the highest). For MSN-US, Google -Global and Google-US, the mix of keywords should be altered towards more profitable ones in order to increase probability-of-booking and/or reduce average-cost-per-click. For Overture-US and Overture-Global, as there was no campaign assigned for the two channels, specific campaigns would increase the probability-of-booking. Publisher Name | Revenue | Sum of Net Revenue | Average Cost Per Click | Total Volume of Bookings | Average Revenue Per Booking | ROA | Probability of Booking | Sum of Click | Sum of Click Charges | Cost/ Booking | Google-Global | $929,550 | $808,603 | 1.66 | 797 | $1,166 | 668.6% | 0.0441% | 72,895 | $120,946.7 | $151.8 | Google-US | $1,745,482 | $1,391,841 | 1.84 | 1,550 | $1,126 | 393.6% | 0.0402% | 192,109 | $353,640.6 | $228.2 | MSN-Global | $145,524 | $133,364 | 1.08 | 129 | $1,128 | 1096.7% | 0.0922% | 11,217 | $12,160.4 | $94.3 | MSN-US | $181,550 | $165,451 | 1.49 | 140 | $1,297 | 1027.7% | 0.0823% | 10,808 | $16,098.5 | $115.0 | Overture-Global | $430,085 | $365,789 | 1.06 | 372 | $1,156 | 568.9% | 0.0021% | 60,899 | $64,295.9 | $172.8 | Overture-US | $347,433 | $205,457 | 1.19 | 289 | $1,202 | 144.7% | 0.0017% | 119,323 | $141,976.1 | $491.3 | Yahoo-US | $882,289 | $836,091 | 1.01 | 662 | $1,333 | 1809.8% | 0.0709% | 45,598 | $46,197.8 | $69.8 | Grand Total | $4,661,913 | $3,906,597 | 1.47 | 3,939 | $1,184 | 517.2% | 0.0094% | 512,849 | $755,315.9 | $191.8 |

Question 2
Given that we have a constrained budget and different returns on investing in different publishers, the spreadsheet indicates the optimal allocation of funds to maximize the return on the advertising budget. As the relation for the marginal change in the revenue is not available/incorporated into the spreadsheet, the constraint of +/- 2.5% is crucial to ensure that one single publisher (the one with the highest ROA) does not get allocated the complete amount (as could be the case given the linear nature of the relationship between advertising and revenue created through a model such as this). Publisher Name | Current Charges | Current Mix | Proposed Mix | Proposed Charges | Sum of Impressions Last Year | Cost per Impression Last Year | Impression Purchased Next Year | Prob of Booking | Revenue/ Booking | Total Revenue Next Year | Google - Global | 120,947 | 16.0% | 16.0% | 120,947 | 1,808,326 | 0.0669 | 1,808,336 | 0.0441% | 1,166 | 929,555 | Google - US | 353,641 | 46.8% | 44.3% | 334,758 | 3,855,689 | 0.0917 | 3,649,812 | 0.0402% | 1,126 | 1,652,281 | MSN - Global | 12,160 | 1.6% | 4.1% | 31,043 | 139,979 | 0.0869 | 357,342 | 0.0922% | 1,128 | 371,498 | MSN - US | 16,098 | 2.1% | 4.6% | 34,981 | 170,120 | 0.0946 | 369,664 | 0.0823% | 1,297 | 394,501 | Overture - Global | 64,296 | 8.5% | 6.0% | 45,413 | 17,898,727 | 0.0036 | 12,642,093 | 0.0021% | 1,156 | 303,774 | Overture - US | 141,976 | 18.8% | 16.3% | 123,093 | 17,062,488 | 0.0083 | 14,793,181 | 0.0017% | 1,202 | 301,225 | Yahoo - US | 46,198 | 6.1% | 8.6% | 65,081 | 933,345 | 0.0495 | 1,314,840 | 0.0709% | 1,333 | 1,242,916 | Grand Total | 755,316 | 100.0% | 100.0% | 755,316 | 41,868,674 | 0.0180 | 34,935,268 | 0.0094% | 1,184 | 5,195,748 |

Total revenue last year | 4,661,913 | Total click charges last year | 755,316 | Net Revenue last year | 3,906,597 | ROA | 517% |

Projected revenue next year | 5,195,748 | Total click charges next year | 755,316 | Net Revenue next year | 4,440,432 | ROA | 588% |

Question 3
We see from the table that the Probability of Booking for Overture – Global and Overture – US are about 0.002%, much lower than the results of other publishers. The probability of booking here stands for the take rate, and the take rate is the product of click through rate and the transaction conversion rate. If Overture has high TCR but low CTR, it means that once customers click through, they buy, but they are not click through. In this case, we should improve our ranking and get more people to click. If the CTR is high while TCR is low, it means that customers are clicking through, but they are not purchasing when they get to the website. In this case, we should adjust the keywords to get more relevant customers to click and visit the website. Based on that, it would be helpful if we look into these two metrics to understand where the problem lies.

From the table below, we see both the CTR and TCR are much lower than those of other publishers. We thus conclude that the SEM campaigns for Overture is inefficient. To improve the marketing performance, we could search for specific keywords to get the top placement and optimize the individual campaigns for Overture. Besides, because the average cost per click for Overture is relatively low, we could also consider increasing marketing spending in this channel.

Publisher Name | Sum of Clicks | Sum of Impressions | Sum of Total Volume of Bookings | CTR | TCR | Probability of Booking | Google - Global | 72,895 | 1,808,326 | 797 | 4.03% | 1.09% | 0.044% | Google - US | 192,109 | 3,855,689 | 1,550 | 4.98% | 0.81% | 0.040% | MSN - Global | 11,217 | 139,979 | 129 | 8.01% | 1.15% | 0.092% | MSN - US | 10,808 | 170,120 | 140 | 6.35% | 1.30% | 0.082% | Overture - Global | 60,899 | 17,898,727 | 372 | 0.34% | 0.61% | 0.002% | Overture - US | 119,323 | 17,062,488 | 289 | 0.70% | 0.24% | 0.002% | Yahoo - US | 45,598 | 933,345 | 662 | 4.89% | 1.45% | 0.071% | Grand Total | 512,849 | 41,868,674 | 3,939 | 1.22% | 0.77% | 0.009% |

Question 4

Campaign | Sum of Clicks | Sum of Impressions | Total Volume of Bookings | CTR | TCR | Air France Branded | 106,153 | 900,619 | 1,314 | 11.8% | 1.2% | Business Class | 443 | 13,057 | 1 | 3.4% | 0.2% | French Destinations | 3,411 | 38,080 | 13 | 9.0% | 0.4% | Geo Targeted Boston | 391 | 11,617 | 4 | 3.4% | 1.0% | Geo Targeted Chicago | 342 | 5,388 | 4 | 6.3% | 1.2% | Geo Targeted DC | 315 | 6,304 | 4 | 5.0% | 1.3% | Geo Targeted Detroit | 186 | 6,869 | 1 | 2.7% | 0.5% | Geo Targeted Houston | 568 | 20,908 | 5 | 2.7% | 0.9% | Geo Targeted Los Angeles | 371 | 8,673 | 2 | 4.3% | 0.5% | Geo Targeted Miami | 112 | 2,485 | 1 | 4.5% | 0.9% | Geo Targeted New York | 3,167 | 51,925 | 44 | 6.1% | 1.4% | Geo Targeted Philadelphia | 125 | 1,819 | 1 | 6.9% | 0.8% | Geo Targeted San Francisco | 526 | 8,144 | 3 | 6.5% | 0.6% | Geo Targeted Seattle | 542 | 5,456 | 4 | 9.9% | 0.7% | Google Yearlong 2006 | 30,470 | 1,803,463 | 15 | 1.7% | 0.0% | Outside Western Europe | 216 | 8,622 | - | 2.5% | 0.0% | Paris & France Terms | 29,039 | 484,619 | 103 | 6.0% | 0.4% | Western Europe Destinations | 15,732 | 477,641 | 31 | 3.3% | 0.2% | Grand Total | 192,109 | 3,855,689 | 1,550 | 5.0% | 0.8% |

Question 5
Based on the answers for Q3 and Q4, we can set a goal for Overture-Global and Overture-US to achieve the booking probability of the next nearest platform - i.e., Google-Us (at 0.0402%). However to quantify this into the financial model of Q2, while an optimization using the new probability of booking can be run it leads to implausible outcomes such as an overall ROA of 3064%. This result is obtained as the ROA on Overture-Global and Overture-US shoot up to 12838% and 5708% due to the low cost of their advertising. This naturally leads to the maximum investment possible in these platforms (which is same as Current Mix + 2.5%) due to the very high ROA on these platforms. The overall ROA is influenced by these very high figures leading to an unrealistic outcome. However from a managerial perspective, an attempt to achieve a marginal return of investment from these platforms to match those on other publishers could prove to be a more realistic target. Either of these conclusions would require a deeper look into data such as the probability of booking achieved on Overture by other products owned by our firm or the probabilities competitors are able to achieve on these platforms. If the numbers are low for other comparable products, we can conclude that the platform inherently generates lower bookings and optimize it on basis of equal marginal return on investment across all platforms. If other comparable products are able to achieve a better return through this platform then the team needs to be given the specific target of achieving this potential booking rate through the Overture publisher.

Publisher name | Current Charges | Current Mix | Proposed Mix | Proposed Charges | Sum of Impressions last year | Cost per impression last year | Impression purchased next year | Prob of booking | Revenue/ booking | Total Revenue next year | Google - Global | 120,947 | 16.0% | 13.5% | 102,064 | 1,808,326 | 0.0669 | 1,526,000 | 0.0441% | 1,166 | 784,423 | Google – US | 353,641 | 46.8% | 44.3% | 334,758 | 3,855,689 | 0.0917 | 3,649,812 | 0.0402% | 1,126 | 1,652,281 | MSN - Global | 12,160 | 1.6% | 1.2% | 9,376 | 139,979 | 0.0869 | 107,927 | 0.0922% | 1,128 | 112,203 | MSN – US | 16,098 | 2.1% | 0.0% | - | 170,120 | 0.0946 | - | 0.0823% | 1,297 | - | Overture - Global | 64,296 | 8.5% | 11.0% | 83,179 | 17,898,727 | 0.0036 | 23,155,361 | 0.0402% | 1,156 | 10,761,983 | Overture - US | 141,976 | 18.8% | 21.3% | 160,859 | 17,062,488 | 0.0083 | 19,331,809 | 0.0402% | 1,202 | 9,342,771 | Yahoo – US | 46,198 | 6.1% | 8.6% | 65,081 | 933,345 | 0.0495 | 1,314,840 | 0.0709% | 1,333 | 1,242,916 | Grand Total | 755,316 | 100.0% | 100.00% | 755,316 | 41,868,674 | 0.0180 | 49,085,749 | 0.0094% | 1,184 | 23,896,577 |

Projected revenue next year | 23,896,577 | Total click charges next year | 755,316 | Net Revenue next year | 23,141,261 | ROA | 3064% |

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