This is a course project (Done in two Assisgments) that I did at MIS 6344 Web Analytics in JSOM UTD. Report "Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search" with the Spreadsheet Supplement is provided to help the analytics.
https://hbsp.harvard.edu/product/KEL319-PDF-ENG
Analyze summarized campaign metrics to determine optimal strategy to pursue for each publisher
• Identified Key Performance Indicators such as CTR, CPC, TCR and created new metrics such as Net Revenue, ROI, Take Rate (The formulas are explained in the pdf file)
• Optimized both Publisher and Campaign Strategies using Pivot Tables and KPIs from the above step and presented the Quadrants results using Tableau
• Conducted analysis to calculate the KPI impact on various campaigns and established the top performers
• Provided insights, overall recommendations, CTR and Landing Page Recommendations using search engine optimization (SEO) to optimize websites for discoverability by a search engine.
• Presented various Keyword strategies that can be implemented using Google Ads for wider marketing plans
SEO & SEM optimization, Excel, Tableau, Google Ads
