User Account

All Pages

Make a scatter plot and a histogram

Assignment Help Computer Engineering
Reference no: EM131230322

WEB ANALYTICS ASSIGNMENT

In this assignment, you will analyze the data (AirFrance.xls), interpret the results, and make recommendation based on the case: "Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search" (KEL 319).  Please read the case first and follow the instructions below very carefully to complete this assignment.

  • Please conduct the following analyses using the data in the "DoubleClick" sheet of the excel file and answer all questions. Covert the Excel file into .txt file for R data importing, if necessary.
  • Your submission will be a single Word document. Make sure you include your key analysis results (graphs, tables, figure, estimation outputs, etc.) that you use to support your answers.

1. (1a) Please add four additional metrics into your data using the formula below.

-Net Revenue: [Amount (i.e., total revenue) - Total Cost]

-Return on Ad $ Spent (ROA): [Net Revenue / Total Cost]

Note: Set this variable as %; if Total Cost is 0, set ROA as 0 for that observation.

-Average Revenue per Booking: [Amount / Total Volume of Bookings]

Note: If Total Volume of Bookings is 0, then set "NA" for that observation)

-Probability of Booking [Engine Click Thru Rate (CTR) * Trans. Conv. Rate (TCR)]

Note: Set this variable as %. Make sure the units make sense to you.

(1b) Please provide descriptive statistics (Count, Max, Min, Mean, and Std.) for variables (CTR, TCR, Net Revenue, Avg. Cost per Click, ROA, Average Revenue per Booking, and Probability of Booking). Report a summary statistics table and provide short descriptions of your observations and thoughts.

(1c) Please make a Scatter Plot (with trend line) and a Histogram for any of the variables of your interests in the data. Report any insight you may be able draw from the charts.

2. (2a) Use pivotTable to summarize metrics for each publisher. Please report the summary table including the variables as shown below. The answer for Google-global is already provided, so please fill-in others. Please report your Excel tables and discuss key observations and takeaways.

(2b) Based on your results in (2a), graph publishers on a bubble chart using the following dimensions: X=Probability of Booking, Y=Avg. Cost Per Click, Bubble Size=Total Costs or Total Funding (Sum of Click Charges).

Base on your bubble chart, can you categorize different publishers into four different types:

1) For search engines with High probability of booking and Low CPC; (2) Low probability of booking and Low CPC; (3) High probability of booking and High CPC, and (4) Low probability of booking and High CPC? Please summarize and report your recommendations for each different type (keep your answers brief).

3. Use the following pivot tables to study tactics of campaigns with a high ROA for Google U.S. Based on this table, please answer what the characteristics of best campaigns are, such as campaign category, keyword combination, match type, bid strategy, etc. Make your own recommendations.

4. Please conduct regression analysis to study what factors influence the Total Cost. Basically, Total Cost will be your dependent variable (Y) and your task is to determine what the important independent variables are. Please:

(a) Build and estimate at least 3 linear regression models. Report results from all 3 models;

(b) Indicate the best model among the three. Report final set of independent variables you have chosen and why you have chosen them;

(c) Report the estimated regression equation with simple interpretations for each estimated coefficient (β's).

5. Based on the one-week summary data provided for Kayak in "kayak" sheet of the excel file, please calculate the following metrics and clearly show your calculation process.

  • Kayak Trans. Conv. Rate
  • Average Publisher TCR
  • Kayak CPC
  • Average Publisher CPC

Compare the calculations with what you have derived from Q2, what recommendation would you would like to make about marketing in Kayak relative to other publishers?

 

Verified Expert

Solution file has answers for 5 problems stated in the task file. The excel file has detailed calculations of the same. Final recommendations are also given for air france for internet strategies

Reference no: EM131230322

Questions Cloud

What are some important database design principles : Define and describe normalization and referential integrity and explain how they contribute to a well-designed relational database.
Explain why non-relational databases are useful : What are the major capabilities of DBMS and why is a relational DBMS so powerful?
Given the advantages of international diversification : Given the advantages of international diversification, why do some firms choose not to expand internationally? Ventures in foreign countries without strong contract law are more risky, because managers may be subjected to bribery attempts once their ..
Differences between the organized and disorganized offender : Briefly outline the major differences between the organized and disorganized offender. Recognizing that the FBI has never made their methodology public, how much credence should we pay to the results they report? Form a conclusion based upon your..
Make a scatter plot and a histogram : Please make a Scatter Plot (with trend line) and a Histogram for any of the variables of your interests in the data. Report any insight you may be able draw from the charts
Demonstrate type of business application : Proportions are also a valuable tool in business. If the time it takes to do a task is directly related to the cost the business has to charge for that task, any task can be evaluated for the cost.
Discuss the implications of this statement : If a company wants to implement an enterprise application, it had better do its homework. Discuss the implications of this statement.
What do you think the cats bowl symbolizes : The Blue Bowl By Jane Kenyon - Like primitives we buried the with his bowl. Bare-handed we scraped sand and gravel back into the hole.- What do you think the cat's bowl symbolizes?
Identify the crime and describe how the crime is portrayed : "Sound" assignment, for criminology field. you will select a radio broadcast or song and apply the analysis. For example, choose song for Eminem that talks about crime and apply those analysis. In a concise one-page analysis, identify the crime an..

Reviews

inf1230322

4/22/2018 5:47:04 AM

Please provide us with the data file as mentioned "AirFrance.xls" Attached is the file 27475327_1AirFrance.xls I will be completing this assignment using either excel or SPSS software. your solution is so accurate, the explanation and calculation part was 100% correct and simplified. I got full marks for this assignment. looking forward to give you next assignment soon.

Write a Review

Computer Engineering Questions & Answers

  How to create a coke machine program in c++

We would start by having the users insert their money. Since they can not physically insert the money, we will just ask them how much they wish to insert and we will keep track of how much money they have inserted.

  Startup code for a system that lights up

Write an ISR and startup code for a system that lights up LED0 on the PSoC Eval1 board (suppose that a wire is connecting P1[0]) to indicate "Low Voltage" whenever there is a supply voltage monitor interrupt.

  It is widely known that knowledge management systems are

it is widely known that knowledge management systems are the key to success in multinational companies. imagine that

  Explain a solution to this synchronization problem

There is a one-way bridge that could hold up to three cars. Cars arrive at one end of the bridge and exit the bridge at the other end. Traffic is allowed only in the one, available, direction.

  Write down three separate simple exception handlers

Write down three separate simple exception handlers, one for dividing by zero, another for attempting to open a nonexistent file, and the last for an array out-of-bounds check.

  The open systems interconnection model is inherently

the open systems interconnection model is inherently inefficient. on the source host each layer must take the work of

  Write down a gui-based program which analyzes a round of

write a gui-based program that analyzes a round of golf. you will retrieve the data for 18 holes from a text file. on

  Define the way in which a person writes or sends e-mails

explain a scenario in which someone displayed bad netiquette. How did someone react to receiving the email? what could the sender have done differently to display good netiquette.

  Elements of physical security

Develop a physical security plan for manufacturing company. Your paper must include an explanation of the physical security and the different elements of the physical security.

  Write a reflective essay of 750-1000 words on the

write a reflective essay of 750-1000 words on the historical development of policing and the unique challenges faced

  What requirements analysis technique would you recommend

What requirements analysis technique or techniques would you recommend for this situation? Explain your answer.

  How can microsoft windows azure manage file services

Based on the Greiner (2010) article, how can Microsoft Windows Azure manage file services

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

Submit Assignment

Academics

Major Subjects

Majors

Get In Touch

whatsapp: +1-415-670-9521

Phone: +1-415-670-9521

Email: [email protected]

TERMS & POLICIES

HELP & SUPPORT

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd