**PLEASE READ ALL THE INSTRUCTIONS CAREFULLY**
While reading the business case, you will learn not only about Air France but also about the industry marketplace. Once finished, it is your job to conduct a a data analysis on Air Frances previous campaign data to make specific and detailed recommendations for their online non-organic SEO efforts going forward.
Guidelines
– Read the business case study in full before beginning any data analysis.
– Open the Air France excel data set provided in the assignment and analyze the information given per column.
– Create pivot tables that help you analyze Air Frances online marketing situation.
– Take the pivot table(s) you have created in Excel and use them to answer the 4 questions at the end of the case study on page 12 of the document.
– Each answer should be substantial and rely on the data analysis you conducted in Excel.
Leave your pivot tables in their calculated form. Do not transfer them to a value-only format copied from the sheet where you created the pivot table.
– Separate and number your answers to each of the 4 questions.
– Support your answers with outside research whenever relevant. If you are making a claim about a best practice that Air France should follow that isnt common knowledge, I expect you to provide an outside source that supports that claim. Cite your articles at the end of your document.
Others
– When selecting KPIs, choose 2-3 KPIs and explain why they are important to Air France. For example: If you want to analyze the ROI of the online marketing efforts, what KPI’s best help you analyze the cost, revenue, and profitability of the campaigns.
– Focus your answers on Air France and their metrics, not just general online marketing strategies.
– Look in the appendices of the case study for an example as to how you can use pivot tables to look at the data.
– When using your data analysis to support your answer to the question, dont say something like if we look in the pivot table we can see [number of bookings] which can tell us which places to increase spending. Pick out specific data and tell me why that specific piece of data is important, for example: [x campaign] had a great [some KPI] by having [that campaigns data]. This creates an opportunity for increased spending. Tell me specifically about the data, not only its definition.
Deliverables
1. A Word document containing the responses to the questions in the case study.
Word Document requirements:
– 2-3 Pages (Max)
– Justify text
– Line spacing: 1.5
– Font Size: 12
2. An Excel document containing your pivot table analysis of the Air France data. Please note that there is not a limit of Pivot Tables. However, all of the pivot tables submitted should be labeled and relevant to your analysis.
