Air France Internet Marketing: Optimizing Google‚ Yahoo!‚ MSN‚ and Kayak Sponsored Search Kellogg KEL319 CASE BACKGROUND In 2007 Air France operated in the fiercely competitive business of international and domestic airline travel services. Catering to both business and leisure travelers‚ Air France turned to Internet marketing campaigns and search engine optimization to reach large customer segments in multiple countries including the United States. To be successful‚ Air France had to understand
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1. Which search engine produce the best marketing campaign results? Publisher Name | Total Clicks | Total Impressions | Total Click Charges | Total Revenue | Total Volume of Bookings | Google - Global | 72895 | 1808326 | $120‚946.71 | $929‚549.80 | 797 | Google - US | 192109 | 3855689 | $353‚640.60 | $1‚745‚481.80 | 1550 | MSN - Global | 11217 | 139979 | $12‚160.36 | $145‚524.25 | 129 | MSN - US | 10808 | 170120 | $16‚098.49 | $181‚549.80 | 140 | Overture - Global | 60899 | 17898727 |
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Air France Internet Marketing Case Assignment FORMULA’S APPLIED IN THIS EXERCISE CTR = % of customers who click thru a link = No. Of clicks No. Of impressions TCR = Sum of total volume of bookings / No. Of clicks Take rate = probability Of booking = TCR * CTR ROA = Return on ad dollars spent = Net revenue/cost Q1. Which search engines produce the best marketing campaign results? In order to find which
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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
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Case Analysis: Air France Internet Marketing Rohit Kwatra Class of 2010‚ IIM Calcutta. Case Problem Revenues from online ticket sales continue to grow The company is pursuing an international growth strategy and looking to increase its share in the very competitive U.S. air travel market Targeting to increase company’s net revenues gained through online advertising as well as ROA Translates technically‚ into being more efficient at driving visitors to the web sites and converting
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In-Forming: Google‚ Yahoo!‚ MSN Web Search Chief Executive Officer for Google Eric Schmidt stated in his interview with Thomas Friedman for the book The World is Flat‚ “Search is so highly personal that searching is empowering for humans like nothing else is” (Friedman‚ 183). This ability to seek out information on the World Wide Web has brought such search engines like Google and Yahoo up to the mainstream. Search engines are special sites on the World Wide Web that are intended to help people
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Air France provides commercial flights to customers within the airline industry. Since 2006 new trends emerging suggest that this industry will reach its breakeven point of 500 million dollars. This is due partly to the fast growth rate of international travel and in the price for economy tickets (7.4%). Air France along with other airlines is uniquely suited to utilize direct online sales through e-commerce because of the fact that travel is an intangible product. With more households in the United
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returns‚ bankruptcies and ever-fluctuating demand. Air France has been preventing the situation by developed strategies such as a progressive operating lease‚ short- or medium term lease of substantial part of fleets to reduce capacity and cost. Since 2006‚ the traffic of air travel has been growing rapidly‚ which created a competitive landscape in the airline industry and also the emergence of e-commerce as a direct to consumer sales. Air France took those opportunities by providing online services
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13‚ 2010 To: Air France From: Rob Griffin‚ U.S. Director of Search Subject: Air France Digital Marketing Campaign I’ve analyzed the profitable paid-search campaign our agency has managed for Air France. Going forward‚ Media Contacts seeks to optimize performance and ROA dollars spent for SEM campaigns. The following recommendations are based on my thorough analysis and SEM planning that integrates SEO and paid-search marketing. Recommendations To increase Air France’s share of
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1 Yahoo Case Executive Summary This case study analysis is on Yahoo! (referred to also as “Yahoo”). Yahoo (Nasdaq: YHOO) is a global internet services company that operates the Yahoo! Internet portal. It provides varied products and content‚ from email and search to media streaming and downloads. As of February 2010‚ it is the third-most popular Internet site in the United States in terms of monthly traffic‚ with visits by more than 120 million unique users every month (Yahoo. Wikinvest). The Case
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