Air France Internet Marketing. Business & Marketing Case Study

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Internet Marketing Analysis
Question 1
Total visits can be used as metric to measure success of internet campaign. As identified, Air France would measure the number of people who visit their site and even the ones who visit the aggregator websites to seek the services. They will work closely with the aggregator websites so that they can get information on the number of people who bought their tickets.
New sessions would also play a great role in knowing the new customers on the platform. It is one of the google analytics tool and it will identify new visitors and the recurring ones. It will play a role in developing the site since they will know the features that make customers to recur. For instance, if they change aspects in the Air France site and notice visitors are dropping, it will mean that they need to develop the site.
Bounce rate will also be used to show the visitors on Air France who leave immediately before doing anything on the site. A lower bounce rate would mean that the website is visitor friendly and while high bounce rate would mean that site needs improvement.
Question 2
Bounce Rate
In most cases, there is a relationship between a higher page visit and the bounce rate. When there are many page visits, then the bounce rate is high. However, this does not mean that higher page visit will always be having a higher bounce rate. Increasing page visits is also important since the bounce rate is almost similar when there are less page visits as observed below.
Total Visits
Total visits will be used to calculate other metrics such as CTR and TCR.
New Sessions
This metric can also measure the number of new customers on the platform and their actions. You will also be able to know behavior patterns of customers when on the platform.
Question 3
CTR is the percentage of people who click on your ad after they have seen it. It is expressed as Clicks/ Impressions. Total conversion rate is the action carried out by the customers after visiting the site. In some cases, customers can come across the Air France ad and click on it to have a view what the ad is all about but when visiting the site, no action is carried meaning a low TCR. To increase CTR, Media contacts should make the ad more appealing and include any of their offers on the copy such as 40% off this Christmas season. In most cases, CTR is more than TCR. To increase TCR, USING Call to Action would play a great role since customers will be likely to do an action. For instance, you can use a button that matches their location. For example, ‘Book your visit at 40%.Offer ends in 2days’.
Question 4
Top 10 campaign ad groups