Air France Internet Marketing

institutionalise Frances Case You pee skillful been hired by Rob griffin to help him better understand the forte of fashion Frances online sponsored look for efforts. He has requested answers to the fol depleteding doubtfulnesss 1. Please solve the effectiveness of each of straining Frances food market place apparent movements across the 7 incompatible saucyspaper newspapers categories (3 points). Publishers Avg. address per clicks Tot. ruffles Media embodys Tot. Bookings Tot. Revenue give nonice Revenue mesh Rev per Cost Avg. of bar brightens per Click % Avg. of Trans. Conv. % Yahoo-US 2 45,598 $46,198 662 $882,289 $836,091 18 1. 5% 183% MSN-world(a) 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- world-wide 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% progression- planetary 0. 8 60 ,899 $64,296 372 $430,085 $365,789 6 0. 61% 24% improvement-US 0. 76 119,323 $141,976 289 $347,433 $205,457 1 0. 24% 9% Grand Total 1. 9 512,849 $755,316 3,939 $4,661,913 $3,906,597 5 0. 77% 57% base on the data above, we female genitals see that a. Yahoo-US leads for the virtually effective market campaign among 7 publishers found on the integral mesh topology tax per hail, Yahoo-US got the full-sizegest value, 18, it means that e very(prenominal) $1 that note France spent they will sop up $18 from their investment. The intermediate of transaction variety and average of sales per click of Yahoo-US in any slickness leads amongst the otherwise publishers. b. Google-US got the biggest of total net receipts enhancement from the marketing campaign, al much or less US$1. million, and similarly had the biggest total booking reckon.But our opinion is, Google US did not do the marketing very effective, the money for the media represent that they spent ar the biggest amongst the other publishers, and the total net revenue per cost ratio is only when 4. c. Overture-US is the to the highest degree ineffective in doing ancestry France marketing campaign, even though the average cost per click of Overture-US is the lowest, but the total clicks is the highest, it bedded the second highest amongst the other publishers, so it makes media cost of Overture-US igh and the total booking from the clicks is not in a good value, so we commemo score that Overture-US have to improve their its campaign of telephone circuit France. 2. Should Media Contacts recommend the same exact dodging for Air France across all face engine publishers? Or would it be more effective to tailor each publisher system to gain ROI (Please provide jut for your answer) (3 points) . From our analysis with the data provided by DoubleClick. Inc. , publishers have their own strong point to cereb locate on in localise to maximize their net revenue and tailor strategy for each publisher will be the best option.Below, we will explain publishers mathematical operation in bound of the following points * Campaign All of the publishers brighten smoke of revenues from their Air France Branded campaign with modest click charges on average of $1. 82 and maximum clicks of 106,153 from Google-US, while argument Class campaign is not very productive to gain revenue as publishers lose money on this campaign. Click charges for moving in Class campaign is ranged mingled with $3. 76 (Yahoo-US) and $5. 39 (MSN-US) per click. Geo Tar busheled local search campaign has potential in utilize Google-US service.For casing, In New York City, Google-US stub get total of 3,167 clicks with 1. 39% transaction renewal rate. Compare with capital of France & France end point campaign, it only gets 0. 35% transaction reincarnation rate with 29,039 clicks. In Contrast, Yahoo revenue for its Geo Target campaign is very low and loses money in 10 come out of 13 cities in US. * Keyword Keywords that consist of Air France word are convincingly gaining more revenues than other keywords across all publishers. Google-US earns from the Air France brand, but losing money on bidding atomic number 63an cities keyword exchangeable Lyon, Bordeaux, andcapital of Italy.The intake of phrase keywords alike contributes to number of bookings like the phrase DC to France Sale which have the highest conversion rate equate to others. Different with Google, Yahoo has weakenly bring in more income from the words of city such(prenominal) as Florence, Paris and Rome. This may be resulted from the difference search methods that Yahoo principally centralizees on web contents keywords. Overture more likely to gain revenue in words that relate with cities in eastern piece of Europe like Athens, Tunis, Amman. Overture loses money on huge unspecific words.Thus, Overture should direction on the exact keywords which have connection with relief valve and trave l to eastern part of Europe. MSN-US and MSN-Global cost mainly derived from phrase keywords except Air France Brand keywords. For example, phrase keyword of travel to France imparts moderate number of 346 clicks, but none of the clicks gain ground in sales conversion. Another example is feathers to Paris, other publishers succeed in booking of positive net revenue with the keywords, while MSN-US and MSN-Global lose money. * Broad and center keyword Broad keyword usually gains many clicks from the campaigns.By analyzing publishers performance data, we concluded that Yahoo-US, Overture-Global, MSN-US and MSN-Global are publishers that have force out in broad campaign keywords. tote up of clicks for broad keywords represents minimum 90% of total clicks and generates higher(prenominal)(prenominal) transaction conversion rate than focus keywords. Google-US and Google-Global also have a huge clicks gained from broad keyword campaigns on the average of 74% and gain more revenues than focus keywords, but the transaction conversion rate is lower than that of their campaign have.Although broad keywords gain many clicks for its ads, it doesnt guarantee the augment of sales. 3. Based on your analyses, who do you relish are the most appropriate orient customers upon whom Air France should focus their attainment efforts (again, occupy provide clear justification for your answer) (2 points) due to several reason related to market modification and AirFrance coalition, we john support that Business customer segment would be the most authoritative target market.Indeed, beca habit of the development of new low fare companies, the value mesmerism among the competition changed and gave another offer to the consumers. Ryanair by providing cheap price ticket attracted an important part of the price bare-ass customers who use to travel with previous oligopolistic offer with higher price. The trade customers are less sensitive to the price, because of less changing (ex cept in case of travelling budget restriction), contracts and promotion with big companies. Ryanair, Irish company, was focused on confine European flight, taking care of 26 different destinations.According to Exhibit1, AirFrance first market was Europe thenit was followed by the North American Market. The conflate of price sensitive injury market and intern European market loss pushed AirFrance to work more on its flight between Europe and other clean (Transcontinental flights). outside(a) and Transcontinental travelers are exceedingly interesting target market. thence it is also important to specify this segment. Indeed, it should be the higher class, service and security sensitive customers.AirFrance provides a premium service compared to the competition. Based on our analysis, there is no or fewer people outside of USA (Google Global Europe, Asia, Africa) making AirFrance generating net income for European keywords (Greece, Florence, Paris). The American providers, Yahoo -US and Google-US, are the biggest revenue generator compared to Global (Yahoo-Global and Google-Global), by the same time cecal appendage 1 shows that American customers are not price sensitive and will generate less profits for cheap keywords.The fusion with LAvion for business travelers between Paris and Newark (NewYork) was a logical result of the AirFrance marketing situation. Through customer base, AirFrance kept a stable business customer count and lost a significant part of its price sensitive customers who finally shifted to other low-fareairlines. Appendix 1 Publisher identify Avg. Cost per clicks2 Tot. Clicks Media Costs Tot. Bookings Tot. Revenue Tot. Net Revenue Tot. Net Rev per Cost Google US $2. 45 10479 $24,104. 59 33 $25,287 $1,182. 06 0 Google Global $2. 43 3465 $7,052. 0 20 $19,180 $12,127. 35 2 Overture Global $0. 72 1892 $1,538. 15 10 $15,207 $13,669. 20 9 Yahoo US $2. 33 1474 $3,786. 91 7 $7,057 $3,269. 79 1 Overture US $0. 78 6883 $6,774. 70 9 $10,230 $3,455. 05 1 MSN Global $3. 46 50 $174. 87 0 $0 -$174. 87 (1) MSN US $4. 25 77 $252. 69 0 $0 -$252. 69 (1) Grand Total $2. 09 24320 $43,684. 81 79 $76,961 $33,275. 89 1 4. Based on your answer to Question 3, what B2B acquisition partners would your team recommend that Air France strike? 2 points) Based on our host analysis there are 3 types of B2B acquisition partners that Air France should consider doing partnership with which are Yahoo-US, LAvion. First partner, Yahoo-US, based on our group analysis from interrogate 1 out result shows that Yahoo-US has the highest coming impale on investment (ROI), the lowest cost per click and the lowest cost per booking. This is a good choice for Air France to put away in partnership in order to get the best ROI while at the same time minimize their costs in ads.Not only that Air France can get a lot of ROI back but they also have a high possibility in getting more sales from the click of users. Therefore our gro up recommended Yahoo-US for Air France to consider. Second partner, LAvion, as of our target customer from question number three our group focus on business travelers. LAvion only provides business-class service between Paris International Airport and Newark International Airport. This can be link to with Ryanair partnership because as our group mentions before that Ryanair has not yet a flight to USA where Air France is oblation this route.By partnering with each other, both Air France and Ryanair can enjoy their profit from these group of business travelers which Ryanair already have a lot of loyalty customer with them. For example, if the customer from Ryanair wants to aviate to United State they can use Air France service where profits can be shared between these two Airlines. Therefore, as our group has mention above, we believed that by partnership with these B2B business would eventually increase benefit and contributes to gain good market growth with good profit toward Ai r France and its partnership companies.