This assignment will analyze the data ( AirFrance . X/s ) , interpret the results , and make recommendation from 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 in the following very carefully to do this assignment ! Please do the following analyses using the data in the " DoubleClick " sheet of the excel file and answer the corresponding questions . Please copy / summarize arize your key results for each question to a word file along with your answers to produce the final report . Please first add four additional metrics into your data using the formula provided Net Revenue ( Amount ( total revenue ) - Total Cost ) ) Return on Ad$ Spent ( ROA ) ( Net Revenue / Total Cost ) ( Note : Set this variable as percentage ; if Total Cost is O, then set ROA as O for that observation . ) Average Revenue per Booking ( Amount / Total Volume of Bookings ) ( Note : if Total Volume of Bookings is O , then set " NA " for that observation ) Probability of Booking ( Engine Click Thru % ( CTR )* Trans . Conv . % ( ICR ) / 10000 ) ( 10 Points) Please provide descriptive statistics ( Count , Max , Min , Mean , and Sta . ) for variables ( CTR , TCR, Net Revenue , Avg. Cost per Click , ROA , Average Revenue per Booking , and Probability of Booking . Please ONLY report a summary statistics table and provide short descriptions of your observations and thoughts . Please make a Scatter Plot ( with Trend line ) , a Histogram , and a Box Plot for any of the variables of your own interests in the data . Then report any insights you may be able