1. Air France Internet marketing Case
SDDM7
Patty, Nicolas, George, Peter, Octave, Gary

2. Q1: Yahoo US has the most return on Ad dollar spent Publisher Name
Sum of Clicks
Sum of Click Charges
Sum of Impressions
Sum of Net Revenue
Sum of Total Volume of Bookings
Return on Ad Dollar Spent (Revenue/click harges)
CPC (Click charges/num clicks)
CTR(num clicks/num impressions)
TCR (volume of bookings/num clicks)
Take Rate (CTR * TCR)
Google - Global
72895
797
668.56%
4.03%
1.09%
0.0441%
Google - US
192109
1550
393.58%
4.98%
0.81%
0.0402%
MSN - Global
11217
139979
129 %
8.01%
1.15%
0.0922%
MSN - US
10808
170120
140 %
6.35%
1.30%
0.0823%
Overture - Global
60899
372
568.92%
0.34%
0.61%
0.002%
Overture - US
119323
289
144.71%
0.70%
0.24%
Yahoo - US
45598
933345
662 %
4.89%
1.45%
0.071%
Grand Total
512849
3939
Kayak
2839
208 %
7.33%
0.000%
Yahoo US has the most return on Ad dollar spent

3. Probability of booking
Q2:
Higher probability of booking and lower CPC: increase funding - No real candidate Low probability of booking and high CPC: kill - Overture Global and Overture US Need to transfer some funding to MSN Global (1.6% of current total spending) and Yahoo US (6.1%)
Probability of booking
High
Low
0.07
1.89
Average Cost Per Click
0.01
0.17
0.13
0.08
0.05
0.80
Overture US
Overture Global
Google Global
MSN US
Google US
2.22
2.38
2.15
MSN Global
2.87
0.76
2.00
Yahoo US
1.26
Kayak

4. Probability of booking
Q3:
For MSN Global and Yahoo US the optimize the click through rate to lower the cost and keep high probability of booking
Probability of booking
High
Low
0.07
1.89
Average Cost Per Click
0.01
0.17
0.13
0.08
0.05
0.80
Overture US
Overture Global
Google Global
MSN US
Google US
2.22
2.38
2.15
MSN Global
2.87
0.76
2.00
Yahoo US
1.26
Kayak

5. Probability of booking
Q4:
Based on CTR x TCR (probability of booking) Google US should improve its website Need to improve wording on the search site for Google Global to increase the CTR
Probability of booking
High
Low
0.07
1.89
Average Cost Per Click
0.01
0.17
0.13
0.08
0.05
0.80
Overture US
Overture Global
Google Global
MSN US
Google US
2.22
2.38
2.15
MSN Global
2.87
0.76
2.00
Yahoo US
1.26
Kayak

6. Probability of booking
Q5:
For Kayak, the probability of booking is 7.33% The CPC is $1.26 ROA is % Recommend more funding combined with an improvement of the content of the landing page
Probability of booking
High
Low
0.07
1.89
Average Cost Per Click
0.01
0.17
0.13
0.08
0.05
0.80
Overture US
Overture Global
Google Global
MSN US
Google US
2.22
2.38
2.15
MSN Global
2.87
0.76
2.00
Yahoo US
1.26
Kayak