Air France Internet Marketing
Air France‘s Case
You have just been hired by Rob Griffin to help him better understand the effectiveness of Air France’s online sponsored search efforts. He has requested answers to the following questions: 1. Please calculate the effectiveness of each of Air France’s marketing campaigns across the 7 different publishers categories (3 points). Publishers | Avg. Cost per clicks | Tot. Clicks | Media Costs | Tot. Bookings | Tot. Revenue | Net Revenue | Net Rev per Cost | Avg. of Sales per Click % | Avg. of Trans. Conv. % | Yahoo-US | 2 | 45,598 | $46,198 | 662 | $882,289 | $836,091 | 18 | 1.45% | 183% | MSN-Global | 2.15 | 11,217 | $12,160 | 129 | $145,524 | $133,364 | 11 | 1.15% | 113% | MSN-US | 2.87 | 10,808 | $16,098 | 140 | $181,550 | $165,451 | 10 | 1.30% | 73% | Google-Global | 2.22 | 72,895 | $120,947 | 797 | $929,550 | $808,603 | 7 | 1.09% | 43% | Google-US | 2.38 | 192,109 | $353,641 | 1,550 | $1,745,482 | $1,391,841 | 4 | 0.81% | 41% | Overture-Global | 0.8 | 60,899 | $64,296 | 372 | $430,085 | $365,789 | 6 | 0.61% | 24% | Overture-US | 0.76 | 119,323 | $141,976 | 289 | $347,433 | $205,457 | 1 | 0.24% | 9% | Grand Total | 1.89 | 512,849 | $755,316 | 3,939 | $4,661,913 | $3,906,597 | 5 | 0.77% | 57% |
Based on the data above, we can see that: a. Yahoo-US leads for the most effective marketing campaign among 7 publishers based on the total net revenue per cost, Yahoo-US got the biggest value, 18, it means that every $1 that Air France spent they will receive $18 from their investment. The average of transaction conversion and average of sales per click of Yahoo-US also leads amongst the other publishers. b. Google-US got the biggest of total net revenue from the marketing campaign, almost US$1.4 million, and also had the biggest total booking number. But our opinion is, Google US did not do the marketing very effective, the money for the media costs that they spent are the biggest amongst
You have just been hired by Rob Griffin to help him better understand the effectiveness of Air France’s online sponsored search efforts. He has requested answers to the following questions: 1. Please calculate the effectiveness of each of Air France’s marketing campaigns across the 7 different publishers categories (3 points). Publishers | Avg. Cost per clicks | Tot. Clicks | Media Costs | Tot. Bookings | Tot. Revenue | Net Revenue | Net Rev per Cost | Avg. of Sales per Click % | Avg. of Trans. Conv. % | Yahoo-US | 2 | 45,598 | $46,198 | 662 | $882,289 | $836,091 | 18 | 1.45% | 183% | MSN-Global | 2.15 | 11,217 | $12,160 | 129 | $145,524 | $133,364 | 11 | 1.15% | 113% | MSN-US | 2.87 | 10,808 | $16,098 | 140 | $181,550 | $165,451 | 10 | 1.30% | 73% | Google-Global | 2.22 | 72,895 | $120,947 | 797 | $929,550 | $808,603 | 7 | 1.09% | 43% | Google-US | 2.38 | 192,109 | $353,641 | 1,550 | $1,745,482 | $1,391,841 | 4 | 0.81% | 41% | Overture-Global | 0.8 | 60,899 | $64,296 | 372 | $430,085 | $365,789 | 6 | 0.61% | 24% | Overture-US | 0.76 | 119,323 | $141,976 | 289 | $347,433 | $205,457 | 1 | 0.24% | 9% | Grand Total | 1.89 | 512,849 | $755,316 | 3,939 | $4,661,913 | $3,906,597 | 5 | 0.77% | 57% |
Based on the data above, we can see that: a. Yahoo-US leads for the most effective marketing campaign among 7 publishers based on the total net revenue per cost, Yahoo-US got the biggest value, 18, it means that every $1 that Air France spent they will receive $18 from their investment. The average of transaction conversion and average of sales per click of Yahoo-US also leads amongst the other publishers. b. Google-US got the biggest of total net revenue from the marketing campaign, almost US$1.4 million, and also had the biggest total booking number. But our opinion is, Google US did not do the marketing very effective, the money for the media costs that they spent are the biggest amongst