Air France Internet Marketing

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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| $64,295.86| $430,084.70| 372| Overture - US| 119323| 17062488| $141,976.07| $347,433.25| 289| Yahoo - US| 45598| 933345| $46,197.82| $882,288.95| 662| Grand Total| 512849| 41868674| $755,315.92| $4,661,912.55| 3939| From the table above, we can see the total clicks, impressions, click charges, revenue and volume of bookings each publisher in Air France’s SEM campaign. Google-US produced the highest revenue, bookings and total clicks, but also cost the most. Overture has the highest number of impressions, but does not produce the highest revenue or volume of bookings. Publisher Name| CPC| CTR| TCR| Take Rate| ROA|

Google - Global| $1.66| 4.03%| 1.09%| 0.04%| $6.69|
Google - US| $1.84| 4.98%| 0.81%| 0.04%| $3.94|
MSN - Global| $1.08| 8.01%| 1.15%| 0.09%| $10.97|
MSN - US| $1.49| 6.35%| 1.30%| 0.08%| $10.28|
Overture - Global| $1.06| 0.34%| 0.61%| 0.00%| $5.69| Overture - US| $1.19| 0.70%| 0.24%| 0.00%| $1.45|
Yahoo - US| $1.01| 4.89%| 1.45%| 0.07%| $18.10|
Average| $1.33| 4.19%| 0.95%| 0.05%| $8.16|
Looking at the above table, we see that Yahoo-US actually gives us the best CPC, TCR and ROA. MSL-Global produces the best CTR and Take Rate.

2. Which search engines should receive more marketing dollars? Which less? Should any be killed?

Looking at the above 2x2 matrix, Yahoo-US and MSN-Global should receive more marketing dollars as they have a high take rate and low...
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