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©2009 by the Kellogg School of Management, Northwestern University. This case was prepared
by Lisa Egli, Andy Gieraltowski, Jessica Lambert, Jason Miller, Liz Neely, and Rakesh Sharma,
in collaboration with Rob Griffin, senior vice president and U.S. director of search for Media
Contacts, under the supervision of Professor Mark Jeffery. Cases are developed solely as the
basis for class discussion. Some facts within the case have been altered for confidentiality
reasons. Cases are not intended to serve as endorsements, sources of primary data, or
illustrations of effective or ineffective management. To order copies or request permission to
reproduce materials, call 800-545-7685 (or 617-783-7600 outside the United States or Canada)
or e-mail custserv@hbsp.harvard.edu. No part of this publication may be reproduced, stored in a
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mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg
School of Management.
Publisher ID Publisher Name Keyword ID
Search Engine Clicks Media Cost Total Bookings Avg Ticket Total Revenue
Kayak 2,839 $3,567.13 208 $1,123.53 $233,694.00
From this table, we can find that the rank of Sum of Net Revenue from high to low is: Google-US, Yahoo-US, Google-Global, O
MSN-US, MSN-Global. The rank of Average Cost Per Click from high to low is: Google-US, Google-Global, MSN-US, Overture-
Global, Yahoo-US. The rank of Total Volume of Bookings from high to low is: Google-US, Google-Global, Yahoo-US, Overture-G
MSN-Global. The rank of Average Revenue Per Booking from high to low is: Yahoo-US, MSN-US, MSN-Global, Google-Global, O
Overture-US. The rank of ROA from high to low is: Yahoo-US, MSN-Global, MSN-US, Google-Global,Overture-Global, Google-
Probability of Booking from high to low is: MSN-Global, MSN-US, Yahoo-US, Google-Global, Google-US, Overture-Global, Ove
Chick Charges from high to low is: Google-US, Overture-US, Google-Global, Overture-Global, Yahoo-US, MSN-US, MSN-Global
from high to low is: Overture-US, Google-US, Overture-Global, Google-Global, MSN-US, MSN-Global, Yahoo-US.
Based on the above analysis we can conclude that a) Google is the most successful company among the four companies in th
highest revene although it has the highest cost. b) Generaly speaking, the business in US are better than the business in the G
le-US, Yahoo-US, Google-Global, Overture - Global, Overture-US,
Google-Global, MSN-US, Overture-US, MSN-Global, Overture-
ogle-Global, Yahoo-US, Overture-Global, Overture-US, MSN-US,
N-US, MSN-Global, Google-Global, Overture-Global, Google-US,
e-Global,Overture-Global, Google-US, Overture-US. The rank of
l, Google-US, Overture-Global, Overture-US. The rank of Sum of
l, Yahoo-US, MSN-US, MSN-Global. The rank of Cost/Booking
SN-Global, Yahoo-US.
2.5
Consider cutting these
publishers who have lowest
probability of producing a
booking and highest CPC.
Currently, no publisher here.
2
1.5
Average CPC
0
-0.0200% 0.0000% 0.0200% 0.0400% 0.
Probability of Booking