Assignment $2($Air France Case Study$)$

$1.$ What are the problems with Yahoo$-$US campaigns when compared with Google US$?($Explain

with the data you have or the analysis you have performed. In Answer use numbers also not

just words.$)$

$2.$ Which publisher has the best$-$performing campaigns and what can you learn from those

campaigns that you can implement in the other publisher campaigns? $($Continuation of Q$1)$

$3.$ How should the problems be addressed at Air France? $($Overall recommendations for the

company in terms of their digital$/$internet marketing$)$

$4.$ For the publisher having CTR and landing page recommendations, what further strategy you

could come up with? $($Explain details of improvements$)$

Source: Google Analytics by Shishir Mishra

Assignment $2$

$5.$ What bidding strategies Air France should use for Google US campaigns? $($Explain why as

well$)$

$6.$ For an agency such as WPP $$If the existing business model needs to change, what would

the agency$$s business model look like? $($Hint: current data and metrics to what they can

provide. Consider future opportunities from the programmatic ads cl