Air France: SEM - channel/campaign level analysis

This project was to optimize Air France’s search engine marketing strategy and consider reallocation of market funds to various publishers. In order to understand current performance of each publisher, first I calculated the KPIs to find out which one was having the highest profits and which one was wasting costs. I also calculated KPIs of all campaigns, bid strategies, and match types under each publisher.

KPIs of Each Publisher

Second, I created visualizations between various KPIs to identify which publisher actually had the best performance in digital marketing.

Based on the charts above, I can see that Yahoo and Google-Global produce the best marketing campaign results, since they have the higher ROA and possibilities of bookings, and their CPC are relatively lower than other search engines.

Considering the CPC and Probability of booking, I suggest that Yahoo, MSN-Global, MSN-US should receive more marketing funds and Overture-Global and Overture-US should be killed. If Overture-Global and Overture-US remain, they would request improved copy (i.e. improving the wording in the search ad) or the content on the landing page since neither their CTR nor TCR is high, which means that their current web content were not attracting.