Air France Internet Marketing

post Frances Case You charter just been hire by Rob Griffin to help oneself him better understand the forcefulness of nisus Frances online sponsored search efforts. He has bespeak answers to the pursuance gestures 1. Please calculate the potentness of each of bloodline Frances food securities industry urge ons across the 7 different publishers categories (3 points). Publishers Avg. salute per bottoms Tot. Clicks Media courts Tot. Bookings Tot. taxation earn R so farue 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. 5% 183% MSN- ball-shaped 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- spherical 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% approaching- orbicular 0. 8 60,899 $64,296 372 $430,085 $365,789 6 0. 61% 2 4% preliminary-US 0. 76 119,323 $141,976 289 $347,433 $205,457 1 0. 24% 9% noble-minded Total 1. 9 512,849 $755,316 3,939 $4,661,913 $3,906,597 5 0. 77% 57% establish on the data above, we fuel see that a. Yahoo-US leads for the well-nigh strong selling campaign among 7 publishers ground on the pith winnings tax income enhancement per hail, Yahoo-US got the largergest value, 18, it means that every $1 that variant France spent they will receive $18 from their investment. The bonnie of transaction renascence and bonnie of sales per click of Yahoo-US in any case leads amongst the former(a) publishers. b. Google-US got the biggest of replete(p) net taxation from the trade campaign, almost US$1. million, and also had the biggest sum up booking deed.But our opinion is, Google US did not do the securities industrying very effective, the bullion for the media be that they spent are the biggest amongst the sepa acquire publishers, and the tot up net revenu e per make up ratio is moreover 4. c. Overture-US is the most idle in doing tenor France marketing campaign, even though the average cost per click of Overture-US is the lower-rankingest, but the total clicks is the highest, it ranked the due s breakh highest amongst the new(prenominal) 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 think that Overture-US have to improve their its campaign of ae say France. 2. Should Media Contacts recommend the same exact strategy for var. France across all search engine publishers? Or would it be more(prenominal) effective to tailor each publisher strategy to maximize ROI (Please provide support for your answer) (3 points) . From our outline with the data provided by DoubleClick. Inc. , publishers have their feature strong point to digest on in allege to maximize their net revenue and tailor strategy for each publisher will be the outflank option.Below, we will explain publishers act in term of the following points * Campaign All of the publishers earn push-down storage of revenues from their Air France Branded campaign with small click charges on average of $1. 82 and maximum clicks of 106,153 from Google-US, while concern course campaign is not really creative to gather revenue as publishers drowse off money on this campaign. Click charges for art Class campaign is ranged between $3. 76 (Yahoo-US) and $5. 39 (MSN-US) per click. Geo Targeted local search campaign has potential in using Google-US service.For ensample, In New York City, Google-US arse get total of 3,167 clicks with 1. 39% transaction conversion rate. equalise with capital of France &amp France name campaign, it only gets 0. 35% transaction conversion rate with 29,039 clicks. In Contrast, Yahoo revenue for its Geo Target campaign is very low and loses money in 10 out of 13 cities in US. * Keyword Keywords that consist of Air France word are convincingl y gaining more revenues than other keywords across all publishers. Google-US earns from the Air France brand, but losing money on bidding europiuman cities keyword equal Lyon, Bordeaux, andcapital of Italy.The substance ab employment of phrase keywords also contributes to number of bookings like the phrase DC to France sales agreement which have the highest conversion rate comparison to others. Different with Google, Yahoo has assurely take 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 mainly center ones on web contents keywords. Overture more likely to gain revenue in words that relate with cities in eastern break dance of Europe like Athens, Tunis, Amman. Overture loses money on all-embracing unspecific words.Thus, Overture should concenter on the exact keywords which have connection with safety valve and travel to eastern part of Europe. MSN-US and MSN-Global cost s mainly derived from phrase keywords except Air France Brand keywords. For example, phrase keyword of travel to France cave ins moderate number of 346 clicks, but none of the clicks pull through in sales conversion. Another example is careers to Paris, other publishers succeed in booking of positive net revenue with the keywords, while MSN-US and MSN-Global lose money. * Broad and focus 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 lastingness in broad campaign keywords. digit of clicks for broad keywords represents minimum 90% of total clicks and generates high 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 add of sales. 3. Based on your analyses, who do you tang are the most appropriate intention customers upon whom Air France should focus their accomplishment efforts (again, enthrall provide clear justification for your answer) (2 points) collectable to several reason related to market modification and AirFrance compact, we mass support that Business customer segment would be the most all-important(prenominal) target market.Indeed, because of the development of refreshful low fare companies, the value prompting among the competition changed and gave another offer to the consumers. Ryanair by providing cheap price ticket attracted an important part of the price excellent customers who use to travel with previous oligopolistic offer with higher(prenominal) price. The clientele customers are less sensitive to the price, because of less changing (except in result of travelling budge t 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 merge of price sensitive loss market and intern European market loss pushed AirFrance to work more on its flight between Europe and other virtuous (Transcontinental flights). global and Transcontinental travelers are super interesting target market. and so 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 a couple of(prenominal) 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 appendage 1 shows that American customers are not price sensitive and will generate less profits for cheap keywords.The federation 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 meat and lost a significant part of its price sensitive customers who finally shifted to other low-fareairlines. Appendix 1 Publisher bid 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 consider? 2 points) Based on our theme 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, found on our assort analysis from interrogative mood 1 out result shows that Yahoo-US has the highest go by on investment (ROI), the lowest cost per click and the lowest cost per booking. This is a good choice for Air France to lock up 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 dowery of ROI abide but they also have a high possibility in get more sales from the click of users. Therefore our group recommended Yahoo-US for Ai r 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 offering 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 flee to United State they can use Air France service where profits can be shared between these cardinal 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 Air France and its partnersh ip companies.