AirFrance Case Assignment Due Date and Time: As specified in case submission schedule Notes 1. This is a group assignment and each group should make only one submission. Ensure that your group number and the members who participated are clearly mentioned on your report. The submission link will be made available on e-learning one week before the due date of submission. 2. Use the data in the sheet named DoubleClick on the excel data file available from HBSP. Question 1: (2 points) Each row of data in the sheet named DoubleClick contains information related to a specific keyword for a particular search engine. In order to compare the campaign performance of different search engines, we first need to decide the metrics on which we want to compare performance. For example, if we choose revenue as such a metric, then we can say that the search engine which generates a higher revenue has a better performance than another search engine that generates lower revenue. We refer to such metrics as KPIs (Key performance Indicators). Which of the variables (column names) already included in the data sheet can serve as these KPIs? Your response should be in no more than half a page. Question 2: (2 points) Can you construct additional metrics using existing data that can serve as suitable KPIs (think of creating new columns by using existing data)? Please describe these additional KPIs and how you will calculate these from the data. Please do not mention metrics that you cannot calculate from the data. Your response should be in no more than half a page. Question 3: (2 points) Use a pivot table to create summary metrics at the level of each search engine for all the KPIs you suggested in answering questions 1 and 2 above. Include a screenshot of the pivot table. Your response should be in no more than one page. Question 4: (4 points) Analyzing the data in the pivot table, it should be obvious that depending on the KPI you choose, a different search engine would be seen to have a better performance. Please select only three KPIs out of all the ones that are summarized in the pivot table you created in response to question (3) above. Describe why you chose those three KPIs (Hint: think about which KPIs can provide actionable recommendations to improve overall campaign performance). Create a bubble chart using these 3 KPIs and utilize this bubble chart to suggest a strategy to improve the performance on each search engine.