Air France essay

Describe how you would assess how a row (keyword-engine pair) is performing and how to manage it To figure out how a row (keyword-engine pair) is performing, we need to do cost-benefit analysis first. In other words, since company’s goal is to sell tickets and create value, it would be useful to assess by measuring dollar amount earned from a dollar of cost (= Amount/Total cost). However, the row is already in ascending order of dollar amount relative to total cost. Also, there are only 368 data out of more than 4,000 data overall. Therefore, looking at the sales figure only is not the best way to assess keyword-engine pair performance.I took out all the numbers that have no conversion rate. That means, it did not generate any sales and these will not be helpful in assessing the performance. Then, among those numbers with conversion rates, I only looked at the numbers of which the amount is bigger than the cost. Otherwise, company is losing money whenever it pays advertising.

ir France  essay