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