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These spreadsheet exhibits relate to the case Air France Internet Marketing, Case #KEL319.
©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
retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic,
mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg
School of Management.
Publisher ID Publisher Name Keyword ID
K1175 Google - Global 43000000005663331

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amsterdam flight Broad
cheap flights to brussels Broad
cheap flights to venice Broad
flights to budapest Broad
budapest flights Broad
budapest airfare Broad
travel to amsterdam Broad
amsterdam flights Broad
flights to zurich Broad
flights to marseilles Broad
brussels flights Broad
flights to amsterdam Broad
cont:air france global campaign::lyon N/A
cont:air france global campaign::bordeaux N/A
cont:air france global campaign::nice N/A
cont:air france global campaign::paris N/A
cont:air france global campaign::air france website N/A
cont:air france global campaign::air france N/A
flight to nice Broad
Campaign Keyword Group Category
Air France Global Campaign Air France airfrance

Air France Brand & French Destinations Air France Website uncategorized
Air France Global Campaign Lyon lyon
Air France Global Campaign France uncategorized
Air France Global Campaign Nice nice
Air France Global Campaign Air France Website airfrancewebsite
Air France Global Campaign Tour de France uncategorized
Air France Brand & French Destinations Air France Brand uncategorized
Air France Brand & French Destinations Paris uncategorized
Air France Global Campaign Marseille marseille
Air France Global Campaign Paris paris
Air France Global Campaign France france
Air France Brand & French Destinations France uncategorized
Air France Global Campaign Paris uncategorized
Air France Global Campaign Bordeaux bordeaux
Air France Brand & French Destinations Lyon uncategorized
Air France Brand & French Destinations Nice uncategorized
Air France Brand & French Destinations Bordeaux uncategorized
Air France Brand & French Destinations Paris Branded uncategorized
Air France Global Campaign Strasbourg strasbourg
Air France Global Campaign Glasgow glasgow
Air France Global Campaign Zagreb zagreb
Air France Global Campaign Pisa pisa
Air France Global Campaign Warsaw warsaw
Air France Global Campaign Brussels brussels
Air France Global Campaign Oslo oslo
Air France Global Campaign Genoa genoa
Air France Global Campaign St. Petersburg st.petersburg
Air France Global Campaign Amsterdam amsterdam
Air France Global Campaign Stockholm stockholm
Air France Global Campaign Basel basel
Air France Global Campaign Manchester manchester
Air France Global Campaign Lisbon lisbon
Air France Global Campaign Southampton southampton
Air France Global Campaign Warsaw warsaw
Air France Global Campaign Budapest budapest
Air France Global Campaign Genoa genoa
Air France Global Campaign Krakow krakow
Air France Global Campaign Copenhagen copenhagen
Air France Global Campaign Dusseldorf dusseldorf
Air France Global Campaign Naples uncategorized
Air France Global Campaign Vienna vienna
Air France Global Campaign Bucharest bucharest
Air France Global Campaign Krakow krakow
Air France Global Campaign Helsinki helsinki
Air France Global Campaign Venice venice
Air France Global Campaign Bologna bologna
Air France Global Campaign Zurich zurich
Air France Global Campaign Naples uncategorized
Air France Global Campaign Bologna bologna
Air France Global Campaign St. Petersburg st.petersburg
Air France Global Campaign Pisa pisa
Air France Global Campaign Gothenburg gothenburg
Air France Global Campaign Lyon uncategorized
Air France Global Campaign Bordeaux uncategorized
Air France Global Campaign Nice uncategorized
Air France Global Campaign Paris uncategorized
Air France Global Campaign Air France Website uncategorized
Air France Global Campaign Air France uncategorized
Bid Strategy Keyword Type Status Search Engine Bid Clicks Click Charges
Position 1- 3 Unassigned Unavailable $7.50 59 $2.31

Unassigned Unavailable $5.00 19 $8.24
Position 1- 3 Unassigned Unavailable $1.25 11,150 $4,886.10
Position 1- 3 Unassigned Unavailable $2.50 1,383 $998.39
Unassigned Unavailable $5.00 2,908 $1,884.29
Unassigned Paused $5.00 344 $1,029.02
Position 1- 3 Unassigned Unavailable $5.00 678 $1,100.60
Unassigned Unavailable $5.00 628 $1,432.72
Unassigned Paused $5.00 52 $135.53
Avg. Cost per Click Impressions Engine Click Thru % Avg. Pos. Trans. Conv. %
$0.04 401 14.71% 2.00 3.39%

$0.43 129 14.73% 1.03 5.26%
$0.24 3,747 6.08% 1.42 1.75%
$1.25 1,030 1.17% 1.31 16.67%
$0.22 4,780 1.03% 4.84 2.04%
$1.30 2,356 1.19% 1.55 10.71%
$0.45 2,919 18.77% 1.47 2.19%
$0.31 2,703 24.45% 1.48 1.51%
$0.46 1,710 33.22% 1.11 2.29%
$0.44 107,222 10.40% 1.83 1.60%
$1.71 1,602 1.00% 1.24 6.25%
$0.72 23,310 5.93% 1.65 2.68%
$0.50 52,074 4.76% 1.58 0.61%
$0.65 13,075 22.24% 1.02 1.55%
$0.63 4,656 19.31% 1.12 1.89%
$2.89 185 15.68% 1.31 6.90%
$1.04 44,023 33.42% 1.02 1.57%
$2.40 397 8.56% 1.55 2.94%
$3.00 1,667 0.84% 1.19 7.14%
$2.36 1,255 12.91% 1.87 1.23%
$2.34 4,437 8.68% 2.17 1.82%
$2.72 15 33.33% 1.27 20.00%
$1.44 4,864 2.98% 1.67 0.69%
$2.07 6,348 6.90% 2.54 1.60%
$1.62 70,914 2.20% 2.36 0.83%
$2.20 14,347 2.04% 1.74 1.37%
$2.24 10,175 2.03% 3.27 1.45%
$1.35 4,480 1.45% 1.48 1.54%
$2.96 2,374 1.81% 1.44 2.33%
$1.95 23,540 1.01% 1.79 2.11%
$1.60 3,288 2.89% 2.07 1.05%
$2.92 1,262 8.95% 1.53 1.77%
$2.63 2,250 11.47% 1.68 1.55%
$2.99 3,400 10.12% 2.06 1.16%
$2.05 1,094 5.48% 2.48 1.67%
$1.45 7,483 2.86% 1.82 0.47%
$2.03 9,687 15.88% 1.61 1.24%
$0.47 1,703 6.46% 1.42 0.91%
$2.37 2,242 8.43% 1.49 2.12%
$2.42 613 11.91% 2.07 2.74%
$2.65 4,976 2.91% 2.23 1.38%
$2.81 350 10.86% 2.48 2.63%
$1.62 32,909 2.06% 2.42 0.74%
$2.33 2,724 8.00% 1.51 0.46%
$1.60 37,720 9.02% 1.66 0.73%
$1.88 7,186 3.81% 2.08 1.46%
$2.76 181 19.89% 2.33 2.78%
$3.37 478 12.97% 2.29 1.61%
$1.28 5,015 4.87% 2.40 0.41%
$1.80 3,051 4.92% 2.46 0.67%
$3.61 7,633 3.07% 2.05 0.85%
$2.78 43,629 2.09% 1.84 0.33%
$2.28 4,020 15.62% 1.61 0.96%
$2.69 488 7.17% 1.65 2.86%
$2.24 2,321 13.53% 1.66 0.64%
$2.89 38,742 0.96% 1.70 0.81%
$2.74 1,298 12.87% 1.56 1.20%
$1.10 38,390 2.52% 1.31 0.41%
$1.61 6,048 2.78% 1.97 0.60%
$2.90 6,871 3.42% 2.55 0.43%
$1.89 3,328 8.59% 1.53 1.05%
$3.16 8,961 7.68% 1.75 1.02%
$1.99 3,092 11.71% 2.57 0.55%
$2.61 1,181 4.40% 1.40 1.92%
$1.51 33,456 1.49% 2.42 0.40%
$1.11 1,172 13.05% 1.37 0.65%
$3.39 1,368 5.12% 3.21 1.43%
$4.74 205,674 0.87% 1.78 0.78%
$3.56 20,492 5.81% 1.65 0.50%
$2.50 948 14.24% 1.79 0.74%
$3.27 6,338 5.11% 1.57 0.93%
$3.10 12,248 3.19% 2.06 0.26%
$3.19 85,535 0.88% 1.83 0.53%
$2.79 1,200 12.08% 1.62 0.69%
$1.51 2,032 11.81% 1.30 0.42%
$2.48 14,447 1.81% 2.31 0.38%
$3.18 1,583 9.22% 2.11 0.68%
$2.19 17,123 1.10% 1.60 1.59%
$2.74 3,655 3.39% 1.82 0.81%
$4.75 26,033 2.39% 2.44 0.48%
$2.77 162,900 0.96% 1.72 0.19%
$3.16 11,965 0.71% 1.46 1.18%
$3.05 37,068 1.45% 1.82 0.37%
$3.18 105,557 0.70% 1.65 0.27%
$2.85 3,620 4.59% 1.37 0.60%
$2.86 19,877 1.61% 1.99 0.31%
$3.41 10,338 3.91% 1.70 0.25%
$2.51 28,163 0.87% 1.83 0.41%
$2.66 23,013 3.50% 2.43 0.12%
$0.66 34 5.88% 1.94 0.00%
$1.00 69 2.90% 1.68 0.00%
$1.07 452 0.44% 1.66 0.00%
$0.83 448 1.12% 1.38 0.00%
$0.81 53 11.32% 3.53 0.00%
$0.63 2,087 0.77% 1.35 0.00%
$1.02 278 5.04% 1.78 0.00%
$0.69 72 1.39% 1.41 0.00%
$0.35 20 10.00% 1.70 0.00%
$0.70 404 0.25% 1.22 0.00%
$0.71 199 0.50% 1.78 0.00%
$0.75 43 2.33% 1.40 0.00%
$1.56 1,101 0.09% 1.31 0.00%
$0.84 312 0.64% 1.74 0.00%
$1.69 1,221 0.08% 1.65 0.00%
$1.84 11 9.09% 1.64 0.00%
$0.98 36 5.56% 1.98 0.00%
$1.07 45 4.44% 1.71 0.00%
$1.27 96 2.08% 1.23 0.00%
$0.96 1,363 0.22% 1.75 0.00%
$1.08 502 0.60% 1.62 0.00%
$1.73 6 33.33% 3.50 0.00%
$1.33 306 0.98% 1.23 0.00%
$1.05 377 1.06% 1.65 0.00%
$1.11 86 5.81% 2.76 0.00%
$2.07 377 0.80% 1.54 0.00%
$0.94 553 1.27% 1.33 0.00%
$1.47 869 0.69% 1.62 0.00%
$0.81 742 1.62% 1.75 0.00%
$1.28 3,073 0.29% 1.24 0.00%
$0.40 336 9.52% 1.36 0.00%
$0.95 380 3.95% 1.85 0.00%
$1.72 1,830 0.49% 1.92 0.00%
$1.39 970 1.55% 1.40 0.00%
$1.24 994 1.71% 1.80 0.00%
$1.15 1,988 0.96% 1.89 0.00%
$0.58 304 14.47% 1.17 0.00%
$1.26 1,040 2.98% 1.50 0.00%
$1.14 1,225 3.02% 1.55 0.00%
$0.79 4,347 1.52% 1.37 0.00%
$0.76 62 1.61% 3.76 0.00%
$1.08 24 4.17% 1.79 0.00%
$1.98 3 33.33% 2.67 0.00%
$1.09 35 5.71% 1.80 0.00%
$3.31 4 25.00% 1.00 0.00%
$3.40 85 1.18% 1.70 0.00%
$1.88 64 3.13% 1.34 0.00%
$1.82 135 2.22% 1.21 0.00%
$1.15 78 6.41% 2.12 0.00%
$1.48 2,520 0.16% 1.69 0.00%
$0.78 269 3.72% 1.23 0.00%
$1.98 71 5.63% 2.00 0.00%
$1.18 5,353 0.28% 1.07 0.00%
$1.86 106 9.43% 2.58 0.00%
$1.68 5,122 0.27% 1.26 0.00%
$1.67 1,328 1.73% 1.50 0.00%
$2.03 2,140 1.07% 1.93 0.00%
$1.85 1,072 3.08% 1.08 0.00%
$1.37 3,760 2.42% 1.26 0.00%
$0.99 2,950 6.37% 2.53 0.00%
$2.04 26,959 0.83% 1.81 0.00%
$1.45 24 12.50% 1.46 0.00%
$0.95 765 1.05% 1.14 0.00%
$1.65 1,562 0.38% 1.55 0.00%
$2.48 925 0.43% 1.54 0.00%
$2.21 216 2.78% 1.49 0.00%
$0.68 586 4.44% 1.22 0.00%
$1.85 1,759 0.57% 1.51 0.00%
$1.97 1,440 2.99% 2.62 0.00%
$2.67 18,214 1.28% 1.98 0.00%
$0.80 15 6.67% 1.95 0.00%
$0.84 15 6.67% 1.33 0.00%
$1.10 3 33.33% 1.00 0.00%
$1.21 2 50.00% 1.00 0.00%
$1.35 19 5.26% 1.11 0.00%
$1.44 5 20.00% 1.00 0.00%
$0.82 12 16.67% 1.00 0.00%
$1.94 8 12.50% 1.00 0.00%
$1.03 3 66.67% 1.00 0.00%
$2.26 7 14.29% 1.00 0.00%
$2.29 4 25.00% 1.00 0.00%
$3.40 17 5.88% 1.17 0.00%
$0.88 86 4.65% 1.05 0.00%
$1.13 30 13.33% 1.13 0.00%
$4.54 12 8.33% 1.00 0.00%
$1.17 7 57.14% 1.29 0.00%
$2.64 12 16.67% 1.43 0.00%
$0.73 34 23.53% 1.00 0.00%
$1.78 7 57.14% 1.00 0.00%
$1.89 56 7.14% 1.40 0.00%
$2.59 96 3.13% 1.33 0.00%
$1.82 17 29.41% 2.41 0.00%
$1.82 79 6.33% 1.78 0.00%
$2.32 101 3.96% 1.32 0.00%
$2.36 344 1.16% 1.53 0.00%
$3.18 52 5.77% 1.30 0.00%
$2.51 469 0.85% 1.24 0.00%
$1.93 306 1.96% 1.24 0.00%
$1.11 115 9.57% 1.08 0.00%
$2.11 61 9.84% 2.31 0.00%
$2.65 164 3.05% 1.19 0.00%
$3.25 156 3.85% 1.33 0.00%
$2.91 261 3.07% 1.31 0.00%
$1.45 1,232 1.38% 1.20 0.00%
$0.92 142 19.01% 1.05 0.00%
$0.79 258 12.79% 1.03 0.00%
$0.69 138 27.54% 1.05 0.00%
$2.46 91 13.19% 1.89 0.00%
$1.73 173 10.98% 1.61 0.00%
$1.13 1,099 2.73% 1.04 0.00%
$2.63 109 13.76% 1.05 0.00%
$2.28 3,180 0.66% 1.19 0.00%
$1.85 288 9.38% 2.63 0.00%
$1.81 1,074 2.61% 1.54 0.00%
$1.71 3,529 0.91% 1.20 0.00%
$2.74 986 2.03% 1.08 0.00%
$1.49 272 15.81% 1.08 0.00%
$3.13 176 11.93% 1.58 0.00%
$2.45 301 8.97% 1.38 0.00%
$3.55 126 18.25% 2.07 0.00%
$2.82 573 5.24% 1.56 0.00%
$3.17 7,494 0.39% 1.56 0.00%
$3.09 323 9.60% 2.83 0.00%
$2.86 226 15.93% 1.29 0.00%
$1.29 2,426 3.92% 2.74 0.00%
$3.17 411 9.73% 1.83 0.00%
$2.63 1,018 5.01% 1.51 0.00%
$2.35 1,247 4.81% 1.27 0.00%
$2.58 446 13.45% 1.42 0.00%
$2.90 952 5.67% 1.65 0.00%
$2.77 415 14.70% 1.79 0.00%
$2.73 440 14.32% 1.37 0.00%
$3.36 954 6.50% 3.02 0.00%
$2.93 1,291 5.65% 1.41 0.00%
$2.33 873 10.54% 1.29 0.00%
$3.29 1,800 3.67% 1.10 0.00%
$2.96 1,580 6.08% 1.75 0.00%
$2.25 6,987 2.30% 1.94 0.00%
$2.54 1,386 10.61% 1.47 0.00%
$3.43 1,783 6.84% 1.59 0.00%
$3.35 3,870 3.31% 1.67 0.00%
$3.34 2,442 5.77% 1.66 0.00%
$2.65 1,524 12.93% 1.50 0.00%
$3.35 1,501 11.66% 2.41 0.00%
$3.42 1,334 13.79% 1.54 0.00%
$2.54 2,400 11.00% 1.40 0.00%
$3.11 4,274 5.62% 2.16 0.00%
$3.54 2,132 10.08% 1.51 0.00%
$3.00 8,498 3.88% 1.44 0.00%
$3.73 3,087 11.37% 1.65 0.00%
$1.31 6 16.67% 1.33 0.00%
$2.40 41 2.44% 1.07 0.00%
$2.55 21 4.76% 1.00 0.00%
$3.30 21 4.76% 1.04 0.00%
$0.99 197 2.03% 1.62 0.00%
$2.38 14 21.43% 1.00 0.00%
$1.50 39 12.82% 1.03 0.00%
$4.05 124 3.23% 1.32 0.00%
$3.05 295 4.75% 2.87 0.00%
$2.05 751 3.73% 1.67 0.00%
$4.72 2,704 0.52% 2.25 0.00%
$3.01 4,699 5.06% 2.22 0.00%
$3.29 17,901 5.35% 1.39 0.00%
$2.38 4 50.00% 1.50 0.00%
$2.98 442 0.45% 4.35 0.00%
$1.90 2,286 2.41% 2.24 0.00%
$3.36 8,230 3.95% 2.75 0.00%
$0.55 14 7.14% 1.36 0.00%
$2.14 13 7.69% 2.01 0.00%
$1.13 30 6.67% 1.10 0.00%
$0.72 35 14.29% 1.28 0.00%
$3.10 33 9.09% 1.26 0.00%
$4.96 74 4.05% 1.60 0.00%
$2.88 150 4.67% 1.40 0.00%
$1.87 494 2.23% 1.20 0.00%
$2.63 1,699 6.71% 2.86 0.00%
$2.88 4,826 2.36% 2.05 0.00%
$4.24 4,972 2.35% 3.31 0.00%
$1.53 241 4.56% 1.64 0.00%
$1.70 3,094 0.90% 1.70 0.00%
$0.30 238 0.42% 1.13 0.00%
$0.45 21 4.76% 1.00 0.00%
$0.66 76 1.32% 1.00 0.00%
$0.83 3 33.33% 1.00 0.00%
$0.83 2 50.00% 1.00 0.00%
$0.86 23 4.35% 1.00 0.00%
$0.86 1 100.00% 1.00 0.00%
$0.88 9 11.11% 1.00 0.00%
$0.95 18 5.56% 1.12 0.00%
$0.98 43 2.33% 1.00 0.00%
$1.03 123 0.81% 1.01 0.00%
$1.05 47 2.13% 1.14 0.00%
$1.15 40 2.50% 1.00 0.00%
$1.18 6 16.67% 1.00 0.00%
$1.18 2 50.00% 1.00 0.00%
$1.20 2 50.00% 1.00 0.00%
$1.21 22 4.55% 1.00 0.00%
$1.33 11 9.09% 1.00 0.00%
$1.35 1 100.00% 1.00 0.00%
$1.36 4 25.00% 1.00 0.00%
$1.38 120 0.83% 1.00 0.00%
$1.38 98 1.02% 1.00 0.00%
$1.39 25 4.00% 1.00 0.00%
$1.39 12 8.33% 1.00 0.00%
$1.43 14 7.14% 1.00 0.00%
$1.48 66 1.52% 1.00 0.00%
$1.48 38 2.63% 1.02 0.00%
$1.56 178 0.56% 1.00 0.00%
$1.56 14 7.14% 1.44 0.00%
$1.61 56 1.79% 1.02 0.00%
$1.63 111 0.90% 1.00 0.00%
$1.73 226 0.44% 1.06 0.00%
$1.74 17 5.88% 1.10 0.00%
$1.80 22 4.55% 1.15 0.00%
$1.80 14 7.14% 1.00 0.00%
$1.81 37 2.70% 1.00 0.00%
$2.09 9 11.11% 1.22 0.00%
$2.10 141 0.71% 1.00 0.00%
$2.23 15 6.67% 1.00 0.00%
$2.38 1 100.00% 1.00 0.00%
$2.48 77 1.30% 1.33 0.00%
$2.70 89 1.12% 1.00 0.00%
$2.71 3 33.33% 1.00 0.00%
$1.43 151 1.32% 1.00 0.00%
$2.89 4 25.00% 1.23 0.00%
$3.05 31 3.23% 1.00 0.00%
$3.08 139 0.72% 1.00 0.00%
$3.08 8 12.50% 1.13 0.00%
$3.10 192 0.52% 1.00 0.00%
$3.25 48 2.08% 1.00 0.00%
$1.65 45 4.44% 1.00 0.00%
$3.41 14 7.14% 1.00 0.00%
$3.45 11 9.09% 1.00 0.00%
$3.51 39 2.56% 1.00 0.00%
$1.86 392 0.51% 1.00 0.00%
$3.98 38 2.63% 1.08 0.00%
$1.33 144 2.08% 1.00 0.00%
$1.34 185 1.62% 1.00 0.00%
$4.16 79 1.27% 1.02 0.00%
$2.09 7 28.57% 1.00 0.00%
$4.21 37 2.70% 1.00 0.00%
$2.11 87 2.30% 1.00 0.00%
$4.34 18 5.56% 1.00 0.00%
$1.45 109 2.75% 1.05 0.00%
$2.21 227 0.88% 1.00 0.00%
$1.57 144 2.08% 1.00 0.00%
$2.36 7 28.57% 1.00 0.00%
$1.58 35 8.57% 1.00 0.00%
$5.00 59 1.69% 1.00 0.00%
$1.05 30 16.67% 1.00 0.00%
$5.48 59 1.69% 1.00 0.00%
$1.83 1,140 0.26% 1.00 0.00%
$5.53 1 100.00% 1.00 0.00%
$2.81 123 1.63% 1.00 0.00%
$2.84 3 66.67% 1.00 0.00%
$5.88 382 0.26% 1.04 0.00%
$5.98 7 14.29% 1.00 0.00%
$3.21 43 4.65% 1.00 0.00%
$6.71 9 11.11% 1.11 0.00%
$2.25 115 2.61% 1.00 0.00%
$1.74 13 30.77% 1.00 0.00%
$7.06 8 12.50% 1.00 0.00%
$7.09 160 0.63% 1.00 0.00%
$1.43 64 7.81% 1.27 0.00%
$7.18 70 1.43% 1.00 0.00%
$3.64 22 9.09% 1.05 0.00%
$2.60 265 1.13% 1.06 0.00%
$2.64 28 10.71% 1.00 0.00%
$1.98 346 1.16% 1.07 0.00%
$1.60 984 0.51% 1.00 0.00%
$8.11 5 20.00% 1.00 0.00%
$4.17 28 7.14% 1.29 0.00%
$2.89 82 3.66% 1.00 0.00%
$2.95 201 1.49% 1.09 0.00%
$2.23 46 8.70% 1.00 0.00%
$9.58 7 14.29% 1.13 0.00%
$5.16 12 16.67% 1.33 0.00%
$3.51 79 3.80% 1.00 0.00%
$5.51 160 1.25% 1.00 0.00%
$2.95 43 9.30% 1.02 0.00%
$5.90 6 33.33% 1.00 0.00%
$4.33 95 3.16% 1.01 0.00%
$2.65 267 1.87% 1.00 0.00%
$2.79 548 0.91% 1.00 0.00%
$2.59 286 2.10% 1.04 0.00%
$2.60 190 3.16% 1.01 0.00%
$3.95 10 40.00% 1.00 0.00%
$5.40 8 37.50% 1.00 0.00%
$3.63 145 3.45% 1.05 0.00%
$5.03 159 2.52% 1.00 0.00%
$5.06 122 3.28% 1.00 0.00%
$5.51 39 10.26% 1.06 0.00%
$2.24 513 2.14% 1.04 0.00%
$2.10 265 5.66% 1.02 0.00%
$2.75 293 4.44% 1.26 0.00%
$3.64 766 1.44% 1.03 0.00%
$3.41 457 3.06% 1.00 0.00%
$0.26 82 1.22% 3.74 0.00%
$0.28 188 0.53% 4.34 0.00%
$0.29 5,166 0.04% 2.18 0.00%
$0.39 2,680 0.19% 5.56 0.00%
$0.24 864 1.16% 4.53 0.00%
$0.37 6,226 0.11% 3.31 0.00%
$2.84 771 2.33% 1.91 0.00%
600.43412867
Average
Total Volume
Total Cost/ Trans. Amount Total Cost Net Revenue ROA Revenue per
of Bookings
Booking
$1.16 $1,665.15 $2.31 2 $1,662.84 $719.06 832.575
$8.24 $2,348.55 $8.24 1 $2,340.31 $284.10 2348.55
$13.83 $6,873.10 $55.31 4 $6,817.79 $123.26 1718.275
$7.51 $1,836.00 $15.02 2 $1,820.98 $121.20 918
$11.00 $1,296.25 $11.00 1 $1,285.25 $116.84 1296.25
$12.14 $3,944.00 $36.42 3 $3,907.58 $107.28 1314.6666667
$20.66 $23,041.80 $247.94 12 $22,793.86 $91.93 1920.15
$20.28 $11,950.15 $202.80 10 $11,747.35 $57.93 1195.015
$20.24 $15,011.00 $263.12 13 $14,747.88 $56.05 1154.6923077
$27.45 $235,965.95 $4,886.10 178 $231,079.85 $47.29 1325.6514045
$27.43 $1,098.20 $27.43 1 $1,070.78 $39.04 1098.2
$26.98 $35,357.45 $998.39 37 $34,359.06 $34.41 955.60675676
$82.56 $35,628.60 $1,238.35 15 $34,390.25 $27.77 2375.24
$41.87 $50,472.15 $1,884.29 45 $48,587.86 $25.79 1121.6033333
$33.23 $12,584.25 $564.86 17 $12,019.39 $21.28 740.25
$41.96 $1,866.60 $83.92 2 $1,782.68 $21.24 933.3
$66.36 $264,650.90 $15,329.74 231 $249,321.16 $16.26 1145.6748918
$81.44 $1,317.50 $81.44 1 $1,236.06 $15.18 1317.5
$41.97 $632.40 $41.97 1 $590.43 $14.07 632.4
$191.37 $5,664.40 $382.74 2 $5,281.66 $13.80 2832.2
$128.89 $11,599.95 $902.22 7 $10,697.73 $11.86 1657.1357143
$13.59 $167.45 $13.59 1 $153.86 $11.32 167.45
$209.05 $2,271.20 $209.05 1 $2,062.15 $9.86 2271.2
$129.80 $9,387.40 $908.62 7 $8,478.78 $9.33 1341.0571429
$193.68 $24,140.00 $2,517.87 13 $21,622.13 $8.59 1856.9230769
$160.77 $5,525.00 $643.09 4 $4,881.91 $7.59 1381.25
$154.40 $3,958.45 $463.19 3 $3,495.26 $7.55 1319.4833333
$87.43 $742.05 $87.43 1 $654.63 $7.49 742.05
$127.21 $1,060.80 $127.21 1 $933.59 $7.34 1060.8
$92.49 $3,512.20 $462.45 5 $3,049.75 $6.59 702.44
$152.40 $1,003.00 $152.40 1 $850.60 $5.58 1003
$164.99 $2,148.80 $329.97 2 $1,818.83 $5.51 1074.4
$169.38 $3,814.80 $677.52 4 $3,137.28 $4.63 953.7
$257.26 $5,706.90 $1,029.02 4 $4,677.88 $4.55 1426.725
$122.86 $680.00 $122.86 1 $557.14 $4.53 680
$309.85 $1,706.80 $309.85 1 $1,396.95 $4.51 1706.8
$164.27 $16,943.90 $3,121.06 19 $13,822.84 $4.43 891.78421053
$51.39 $277.95 $51.39 1 $226.56 $4.41 277.95
$111.76 $2,392.75 $447.02 4 $1,945.73 $4.35 598.1875
$88.47 $833.85 $176.95 2 $656.90 $3.71 416.925
$191.76 $1,800.30 $383.53 2 $1,416.78 $3.69 900.15
$106.64 $467.50 $106.64 1 $360.86 $3.38 467.5
$220.12 $4,647.80 $1,100.60 5 $3,547.20 $3.22 929.56
$507.92 $2,094.40 $507.92 1 $1,586.48 $3.12 2094.4
$218.45 $22,057.50 $5,461.24 25 $16,596.26 $3.04 882.3
$128.66 $2,062.95 $514.65 4 $1,548.30 $3.01 515.7375
$99.24 $390.15 $99.24 1 $290.91 $2.93 390.15
$208.89 $780.30 $208.89 1 $571.41 $2.74 780.3
$313.10 $1,132.20 $313.10 1 $819.10 $2.62 1132.2
$269.81 $960.50 $269.81 1 $690.69 $2.56 960.5
$421.86 $2,968.20 $843.72 2 $2,124.48 $2.52 1484.1
$844.42 $8,634.30 $2,533.25 3 $6,101.05 $2.41 2878.1
$238.79 $4,749.80 $1,432.72 6 $3,317.08 $2.32 791.63333333
$94.05 $300.05 $94.05 1 $206.00 $2.19 300.05
$352.34 $2,201.50 $704.69 2 $1,496.81 $2.12 1100.75
$356.29 $3,207.90 $1,068.86 3 $2,139.04 $2.00 1069.3
$228.76 $1,367.65 $457.51 2 $910.14 $1.99 683.825
$264.90 $3,092.30 $1,059.59 4 $2,032.71 $1.92 773.075
$270.54 $756.50 $270.54 1 $485.96 $1.80 756.5
$680.77 $1,709.35 $680.77 1 $1,028.58 $1.51 1709.35
$179.78 $1,335.35 $539.35 3 $796.00 $1.48 445.11666667
$310.96 $5,273.40 $2,176.75 7 $3,096.65 $1.42 753.34285714
$360.49 $1,737.40 $720.99 2 $1,016.41 $1.41 868.7
$135.53 $319.60 $135.53 1 $184.08 $1.36 319.6
$375.36 $1,495.15 $750.72 2 $744.43 $0.99 747.575
$169.09 $324.70 $169.09 1 $155.61 $0.92 324.7
$237.46 $455.60 $237.46 1 $218.14 $0.92 455.6
$606.11 $14,024.15 $8,485.54 14 $5,538.61 $0.65 1001.725
$705.38 $6,743.90 $4,232.29 6 $2,511.61 $0.59 1123.9833333
$338.04 $528.70 $338.04 1 $190.66 $0.56 528.7
$353.13 $1,611.60 $1,059.40 3 $552.20 $0.52 537.2
$1,213.34 $1,799.45 $1,213.34 1 $586.11 $0.48 1799.45
$599.67 $3,512.20 $2,398.70 4 $1,113.50 $0.46 878.05
$403.96 $555.90 $403.96 1 $151.94 $0.38 555.9
$362.24 $486.20 $362.24 1 $123.96 $0.34 486.2
$648.70 $865.30 $648.70 1 $216.60 $0.33 865.3
$464.90 $600.10 $464.90 1 $135.20 $0.29 600.1
$137.82 $456.45 $413.45 3 $43.00 $0.10 152.15
$340.01 $341.70 $340.01 1 $1.69 $0.00 341.7
$986.02 $2,648.60 $2,958.07 3 -$309.47 -$0.10 882.86666667
$1,448.90 $3,810.55 $4,346.70 3 -$536.15 -$0.12 1270.1833333
$268.70 $234.60 $268.70 1 -$34.10 -$0.13 234.6
$821.16 $1,058.25 $1,642.32 2 -$584.07 -$0.36 529.125
$1,175.81 $1,351.50 $2,351.62 2 -$1,000.12 -$0.43 675.75
$473.71 $231.20 $473.71 1 -$242.51 -$0.51 231.2
$919.45 $391.00 $919.45 1 -$528.45 -$0.57 391
$1,377.96 $502.35 $1,377.96 1 -$875.61 -$0.64 502.35
$617.49 $147.05 $617.49 1 -$470.44 -$0.76 147.05
$2,146.20 $249.05 $2,146.20 1 -$1,897.15 -$0.88 249.05
$0.00 $0.00 $1.31 0 -$1.31 -$1.00 NA
$0.00 $0.00 $2.00 0 -$2.00 -$1.00 NA
$0.00 $0.00 $2.14 0 -$2.14 -$1.00 NA
$0.00 $0.00 $4.15 0 -$4.15 -$1.00 NA
$0.00 $0.00 $4.88 0 -$4.88 -$1.00 NA
$0.00 $0.00 $10.06 0 -$10.06 -$1.00 NA
$0.00 $0.00 $14.31 0 -$14.31 -$1.00 NA
$0.00 $0.00 $0.69 0 -$0.69 -$1.00 NA
$0.00 $0.00 $0.70 0 -$0.70 -$1.00 NA
$0.00 $0.00 $0.70 0 -$0.70 -$1.00 NA
$0.00 $0.00 $0.71 0 -$0.71 -$1.00 NA
$0.00 $0.00 $0.75 0 -$0.75 -$1.00 NA
$0.00 $0.00 $1.56 0 -$1.56 -$1.00 NA
$0.00 $0.00 $1.69 0 -$1.69 -$1.00 NA
$0.00 $0.00 $1.69 0 -$1.69 -$1.00 NA
$0.00 $0.00 $1.84 0 -$1.84 -$1.00 NA
$0.00 $0.00 $1.96 0 -$1.96 -$1.00 NA
$0.00 $0.00 $2.14 0 -$2.14 -$1.00 NA
$0.00 $0.00 $2.54 0 -$2.54 -$1.00 NA
$0.00 $0.00 $2.89 0 -$2.89 -$1.00 NA
$0.00 $0.00 $3.24 0 -$3.24 -$1.00 NA
$0.00 $0.00 $3.46 0 -$3.46 -$1.00 NA
$0.00 $0.00 $3.98 0 -$3.98 -$1.00 NA
$0.00 $0.00 $4.19 0 -$4.19 -$1.00 NA
$0.00 $0.00 $5.53 0 -$5.53 -$1.00 NA
$0.00 $0.00 $6.20 0 -$6.20 -$1.00 NA
$0.00 $0.00 $6.55 0 -$6.55 -$1.00 NA
$0.00 $0.00 $8.80 0 -$8.80 -$1.00 NA
$0.00 $0.00 $9.75 0 -$9.75 -$1.00 NA
$0.00 $0.00 $11.52 0 -$11.52 -$1.00 NA
$0.00 $0.00 $12.76 0 -$12.76 -$1.00 NA
$0.00 $0.00 $14.31 0 -$14.31 -$1.00 NA
$0.00 $0.00 $15.50 0 -$15.50 -$1.00 NA
$0.00 $0.00 $20.82 0 -$20.82 -$1.00 NA
$0.00 $0.00 $21.10 0 -$21.10 -$1.00 NA
$0.00 $0.00 $21.77 0 -$21.77 -$1.00 NA
$0.00 $0.00 $25.45 0 -$25.45 -$1.00 NA
$0.00 $0.00 $38.95 0 -$38.95 -$1.00 NA
$0.00 $0.00 $42.02 0 -$42.02 -$1.00 NA
$0.00 $0.00 $52.32 0 -$52.32 -$1.00 NA
$0.00 $0.00 $0.76 0 -$0.76 -$1.00 NA
$0.00 $0.00 $1.08 0 -$1.08 -$1.00 NA
$0.00 $0.00 $1.98 0 -$1.98 -$1.00 NA
$0.00 $0.00 $2.18 0 -$2.18 -$1.00 NA
$0.00 $0.00 $3.31 0 -$3.31 -$1.00 NA
$0.00 $0.00 $3.40 0 -$3.40 -$1.00 NA
$0.00 $0.00 $3.76 0 -$3.76 -$1.00 NA
$0.00 $0.00 $5.46 0 -$5.46 -$1.00 NA
$0.00 $0.00 $5.76 0 -$5.76 -$1.00 NA
$0.00 $0.00 $5.94 0 -$5.94 -$1.00 NA
$0.00 $0.00 $7.84 0 -$7.84 -$1.00 NA
$0.00 $0.00 $7.93 0 -$7.93 -$1.00 NA
$0.00 $0.00 $17.75 0 -$17.75 -$1.00 NA
$0.00 $0.00 $18.56 0 -$18.56 -$1.00 NA
$0.00 $0.00 $23.49 0 -$23.49 -$1.00 NA
$0.00 $0.00 $38.41 0 -$38.41 -$1.00 NA
$0.00 $0.00 $46.66 0 -$46.66 -$1.00 NA
$0.00 $0.00 $60.94 0 -$60.94 -$1.00 NA
$0.00 $0.00 $125.07 0 -$125.07 -$1.00 NA
$0.00 $0.00 $186.09 0 -$186.09 -$1.00 NA
$0.00 $0.00 $457.42 0 -$457.42 -$1.00 NA
$0.00 $0.00 $4.35 0 -$4.35 -$1.00 NA
$0.00 $0.00 $7.63 0 -$7.63 -$1.00 NA
$0.00 $0.00 $9.92 0 -$9.92 -$1.00 NA
$0.00 $0.00 $9.94 0 -$9.94 -$1.00 NA
$0.00 $0.00 $13.28 0 -$13.28 -$1.00 NA
$0.00 $0.00 $17.72 0 -$17.72 -$1.00 NA
$0.00 $0.00 $18.46 0 -$18.46 -$1.00 NA
$0.00 $0.00 $84.75 0 -$84.75 -$1.00 NA
$0.00 $0.00 $623.09 0 -$623.09 -$1.00 NA
$0.00 $0.00 $0.80 0 -$0.80 -$1.00 NA
$0.00 $0.00 $0.84 0 -$0.84 -$1.00 NA
$0.00 $0.00 $1.10 0 -$1.10 -$1.00 NA
$0.00 $0.00 $1.21 0 -$1.21 -$1.00 NA
$0.00 $0.00 $1.35 0 -$1.35 -$1.00 NA
$0.00 $0.00 $1.44 0 -$1.44 -$1.00 NA
$0.00 $0.00 $1.64 0 -$1.64 -$1.00 NA
$0.00 $0.00 $1.94 0 -$1.94 -$1.00 NA
$0.00 $0.00 $2.05 0 -$2.05 -$1.00 NA
$0.00 $0.00 $2.26 0 -$2.26 -$1.00 NA
$0.00 $0.00 $2.29 0 -$2.29 -$1.00 NA
$0.00 $0.00 $3.40 0 -$3.40 -$1.00 NA
$0.00 $0.00 $3.51 0 -$3.51 -$1.00 NA
$0.00 $0.00 $4.53 0 -$4.53 -$1.00 NA
$0.00 $0.00 $4.54 0 -$4.54 -$1.00 NA
$0.00 $0.00 $4.68 0 -$4.68 -$1.00 NA
$0.00 $0.00 $5.28 0 -$5.28 -$1.00 NA
$0.00 $0.00 $5.83 0 -$5.83 -$1.00 NA
$0.00 $0.00 $7.13 0 -$7.13 -$1.00 NA
$0.00 $0.00 $7.55 0 -$7.55 -$1.00 NA
$0.00 $0.00 $7.77 0 -$7.77 -$1.00 NA
$0.00 $0.00 $9.10 0 -$9.10 -$1.00 NA
$0.00 $0.00 $9.11 0 -$9.11 -$1.00 NA
$0.00 $0.00 $9.26 0 -$9.26 -$1.00 NA
$0.00 $0.00 $9.44 0 -$9.44 -$1.00 NA
$0.00 $0.00 $9.54 0 -$9.54 -$1.00 NA
$0.00 $0.00 $10.03 0 -$10.03 -$1.00 NA
$0.00 $0.00 $11.60 0 -$11.60 -$1.00 NA
$0.00 $0.00 $12.17 0 -$12.17 -$1.00 NA
$0.00 $0.00 $12.64 0 -$12.64 -$1.00 NA
$0.00 $0.00 $13.26 0 -$13.26 -$1.00 NA
$0.00 $0.00 $19.51 0 -$19.51 -$1.00 NA
$0.00 $0.00 $23.25 0 -$23.25 -$1.00 NA
$0.00 $0.00 $24.67 0 -$24.67 -$1.00 NA
$0.00 $0.00 $24.79 0 -$24.79 -$1.00 NA
$0.00 $0.00 $26.15 0 -$26.15 -$1.00 NA
$0.00 $0.00 $26.37 0 -$26.37 -$1.00 NA
$0.00 $0.00 $29.52 0 -$29.52 -$1.00 NA
$0.00 $0.00 $32.82 0 -$32.82 -$1.00 NA
$0.00 $0.00 $33.75 0 -$33.75 -$1.00 NA
$0.00 $0.00 $39.44 0 -$39.44 -$1.00 NA
$0.00 $0.00 $47.80 0 -$47.80 -$1.00 NA
$0.00 $0.00 $50.00 0 -$50.00 -$1.00 NA
$0.00 $0.00 $50.77 0 -$50.77 -$1.00 NA
$0.00 $0.00 $54.78 0 -$54.78 -$1.00 NA
$0.00 $0.00 $54.80 0 -$54.80 -$1.00 NA
$0.00 $0.00 $63.99 0 -$63.99 -$1.00 NA
$0.00 $0.00 $65.70 0 -$65.70 -$1.00 NA
$0.00 $0.00 $66.09 0 -$66.09 -$1.00 NA
$0.00 $0.00 $81.54 0 -$81.54 -$1.00 NA
$0.00 $0.00 $84.53 0 -$84.53 -$1.00 NA
$0.00 $0.00 $91.85 0 -$91.85 -$1.00 NA
$0.00 $0.00 $95.86 0 -$95.86 -$1.00 NA
$0.00 $0.00 $103.14 0 -$103.14 -$1.00 NA
$0.00 $0.00 $122.36 0 -$122.36 -$1.00 NA
$0.00 $0.00 $126.74 0 -$126.74 -$1.00 NA
$0.00 $0.00 $134.35 0 -$134.35 -$1.00 NA
$0.00 $0.00 $141.27 0 -$141.27 -$1.00 NA
$0.00 $0.00 $154.64 0 -$154.64 -$1.00 NA
$0.00 $0.00 $156.67 0 -$156.67 -$1.00 NA
$0.00 $0.00 $168.87 0 -$168.87 -$1.00 NA
$0.00 $0.00 $171.84 0 -$171.84 -$1.00 NA
$0.00 $0.00 $208.40 0 -$208.40 -$1.00 NA
$0.00 $0.00 $213.79 0 -$213.79 -$1.00 NA
$0.00 $0.00 $214.09 0 -$214.09 -$1.00 NA
$0.00 $0.00 $217.32 0 -$217.32 -$1.00 NA
$0.00 $0.00 $283.73 0 -$283.73 -$1.00 NA
$0.00 $0.00 $361.85 0 -$361.85 -$1.00 NA
$0.00 $0.00 $372.84 0 -$372.84 -$1.00 NA
$0.00 $0.00 $418.06 0 -$418.06 -$1.00 NA
$0.00 $0.00 $429.14 0 -$429.14 -$1.00 NA
$0.00 $0.00 $470.64 0 -$470.64 -$1.00 NA
$0.00 $0.00 $522.14 0 -$522.14 -$1.00 NA
$0.00 $0.00 $586.57 0 -$586.57 -$1.00 NA
$0.00 $0.00 $629.26 0 -$629.26 -$1.00 NA
$0.00 $0.00 $669.75 0 -$669.75 -$1.00 NA
$0.00 $0.00 $745.84 0 -$745.84 -$1.00 NA
$0.00 $0.00 $760.24 0 -$760.24 -$1.00 NA
$0.00 $0.00 $989.54 0 -$989.54 -$1.00 NA
$0.00 $0.00 $1,310.36 0 -$1,310.36 -$1.00 NA
$0.00 $0.00 $1.31 0 -$1.31 -$1.00 NA
$0.00 $0.00 $2.40 0 -$2.40 -$1.00 NA
$0.00 $0.00 $2.55 0 -$2.55 -$1.00 NA
$0.00 $0.00 $3.30 0 -$3.30 -$1.00 NA
$0.00 $0.00 $3.96 0 -$3.96 -$1.00 NA
$0.00 $0.00 $7.13 0 -$7.13 -$1.00 NA
$0.00 $0.00 $7.50 0 -$7.50 -$1.00 NA
$0.00 $0.00 $16.21 0 -$16.21 -$1.00 NA
$0.00 $0.00 $42.71 0 -$42.71 -$1.00 NA
$0.00 $0.00 $57.50 0 -$57.50 -$1.00 NA
$0.00 $0.00 $66.02 0 -$66.02 -$1.00 NA
$0.00 $0.00 $717.17 0 -$717.17 -$1.00 NA
$0.00 $0.00 $3,151.79 0 -$3,151.79 -$1.00 NA
$0.00 $0.00 $4.76 0 -$4.76 -$1.00 NA
$0.00 $0.00 $5.96 0 -$5.96 -$1.00 NA
$0.00 $0.00 $104.44 0 -$104.44 -$1.00 NA
$0.00 $0.00 $1,092.07 0 -$1,092.07 -$1.00 NA
$0.00 $0.00 $0.55 0 -$0.55 -$1.00 NA
$0.00 $0.00 $2.14 0 -$2.14 -$1.00 NA
$0.00 $0.00 $2.26 0 -$2.26 -$1.00 NA
$0.00 $0.00 $3.59 0 -$3.59 -$1.00 NA
$0.00 $0.00 $9.30 0 -$9.30 -$1.00 NA
$0.00 $0.00 $14.89 0 -$14.89 -$1.00 NA
$0.00 $0.00 $20.15 0 -$20.15 -$1.00 NA
$0.00 $0.00 $20.60 0 -$20.60 -$1.00 NA
$0.00 $0.00 $299.99 0 -$299.99 -$1.00 NA
$0.00 $0.00 $328.70 0 -$328.70 -$1.00 NA
$0.00 $0.00 $495.86 0 -$495.86 -$1.00 NA
$0.00 $0.00 $16.78 0 -$16.78 -$1.00 NA
$0.00 $0.00 $47.66 0 -$47.66 -$1.00 NA
$0.00 $0.00 $0.30 0 -$0.30 -$1.00 NA
$0.00 $0.00 $0.45 0 -$0.45 -$1.00 NA
$0.00 $0.00 $0.66 0 -$0.66 -$1.00 NA
$0.00 $0.00 $0.83 0 -$0.83 -$1.00 NA
$0.00 $0.00 $0.83 0 -$0.83 -$1.00 NA
$0.00 $0.00 $0.86 0 -$0.86 -$1.00 NA
$0.00 $0.00 $0.86 0 -$0.86 -$1.00 NA
$0.00 $0.00 $0.88 0 -$0.88 -$1.00 NA
$0.00 $0.00 $0.95 0 -$0.95 -$1.00 NA
$0.00 $0.00 $0.98 0 -$0.98 -$1.00 NA
$0.00 $0.00 $1.03 0 -$1.03 -$1.00 NA
$0.00 $0.00 $1.05 0 -$1.05 -$1.00 NA
$0.00 $0.00 $1.15 0 -$1.15 -$1.00 NA
$0.00 $0.00 $1.18 0 -$1.18 -$1.00 NA
$0.00 $0.00 $1.18 0 -$1.18 -$1.00 NA
$0.00 $0.00 $1.20 0 -$1.20 -$1.00 NA
$0.00 $0.00 $1.21 0 -$1.21 -$1.00 NA
$0.00 $0.00 $1.33 0 -$1.33 -$1.00 NA
$0.00 $0.00 $1.35 0 -$1.35 -$1.00 NA
$0.00 $0.00 $1.36 0 -$1.36 -$1.00 NA
$0.00 $0.00 $1.38 0 -$1.38 -$1.00 NA
$0.00 $0.00 $1.38 0 -$1.38 -$1.00 NA
$0.00 $0.00 $1.39 0 -$1.39 -$1.00 NA
$0.00 $0.00 $1.39 0 -$1.39 -$1.00 NA
$0.00 $0.00 $1.43 0 -$1.43 -$1.00 NA
$0.00 $0.00 $1.48 0 -$1.48 -$1.00 NA
$0.00 $0.00 $1.48 0 -$1.48 -$1.00 NA
$0.00 $0.00 $1.56 0 -$1.56 -$1.00 NA
$0.00 $0.00 $1.56 0 -$1.56 -$1.00 NA
$0.00 $0.00 $1.61 0 -$1.61 -$1.00 NA
$0.00 $0.00 $1.63 0 -$1.63 -$1.00 NA
$0.00 $0.00 $1.73 0 -$1.73 -$1.00 NA
$0.00 $0.00 $1.74 0 -$1.74 -$1.00 NA
$0.00 $0.00 $1.80 0 -$1.80 -$1.00 NA
$0.00 $0.00 $1.80 0 -$1.80 -$1.00 NA
$0.00 $0.00 $1.81 0 -$1.81 -$1.00 NA
$0.00 $0.00 $2.09 0 -$2.09 -$1.00 NA
$0.00 $0.00 $2.10 0 -$2.10 -$1.00 NA
$0.00 $0.00 $2.23 0 -$2.23 -$1.00 NA
$0.00 $0.00 $2.38 0 -$2.38 -$1.00 NA
$0.00 $0.00 $2.48 0 -$2.48 -$1.00 NA
$0.00 $0.00 $2.70 0 -$2.70 -$1.00 NA
$0.00 $0.00 $2.71 0 -$2.71 -$1.00 NA
$0.00 $0.00 $2.86 0 -$2.86 -$1.00 NA
$0.00 $0.00 $2.89 0 -$2.89 -$1.00 NA
$0.00 $0.00 $3.05 0 -$3.05 -$1.00 NA
$0.00 $0.00 $3.08 0 -$3.08 -$1.00 NA
$0.00 $0.00 $3.08 0 -$3.08 -$1.00 NA
$0.00 $0.00 $3.10 0 -$3.10 -$1.00 NA
$0.00 $0.00 $3.25 0 -$3.25 -$1.00 NA
$0.00 $0.00 $3.30 0 -$3.30 -$1.00 NA
$0.00 $0.00 $3.41 0 -$3.41 -$1.00 NA
$0.00 $0.00 $3.45 0 -$3.45 -$1.00 NA
$0.00 $0.00 $3.51 0 -$3.51 -$1.00 NA
$0.00 $0.00 $3.73 0 -$3.73 -$1.00 NA
$0.00 $0.00 $3.98 0 -$3.98 -$1.00 NA
$0.00 $0.00 $4.00 0 -$4.00 -$1.00 NA
$0.00 $0.00 $4.01 0 -$4.01 -$1.00 NA
$0.00 $0.00 $4.16 0 -$4.16 -$1.00 NA
$0.00 $0.00 $4.19 0 -$4.19 -$1.00 NA
$0.00 $0.00 $4.21 0 -$4.21 -$1.00 NA
$0.00 $0.00 $4.21 0 -$4.21 -$1.00 NA
$0.00 $0.00 $4.34 0 -$4.34 -$1.00 NA
$0.00 $0.00 $4.34 0 -$4.34 -$1.00 NA
$0.00 $0.00 $4.43 0 -$4.43 -$1.00 NA
$0.00 $0.00 $4.71 0 -$4.71 -$1.00 NA
$0.00 $0.00 $4.71 0 -$4.71 -$1.00 NA
$0.00 $0.00 $4.74 0 -$4.74 -$1.00 NA
$0.00 $0.00 $5.00 0 -$5.00 -$1.00 NA
$0.00 $0.00 $5.26 0 -$5.26 -$1.00 NA
$0.00 $0.00 $5.48 0 -$5.48 -$1.00 NA
$0.00 $0.00 $5.50 0 -$5.50 -$1.00 NA
$0.00 $0.00 $5.53 0 -$5.53 -$1.00 NA
$0.00 $0.00 $5.63 0 -$5.63 -$1.00 NA
$0.00 $0.00 $5.69 0 -$5.69 -$1.00 NA
$0.00 $0.00 $5.88 0 -$5.88 -$1.00 NA
$0.00 $0.00 $5.98 0 -$5.98 -$1.00 NA
$0.00 $0.00 $6.43 0 -$6.43 -$1.00 NA
$0.00 $0.00 $6.71 0 -$6.71 -$1.00 NA
$0.00 $0.00 $6.74 0 -$6.74 -$1.00 NA
$0.00 $0.00 $6.96 0 -$6.96 -$1.00 NA
$0.00 $0.00 $7.06 0 -$7.06 -$1.00 NA
$0.00 $0.00 $7.09 0 -$7.09 -$1.00 NA
$0.00 $0.00 $7.16 0 -$7.16 -$1.00 NA
$0.00 $0.00 $7.18 0 -$7.18 -$1.00 NA
$0.00 $0.00 $7.28 0 -$7.28 -$1.00 NA
$0.00 $0.00 $7.81 0 -$7.81 -$1.00 NA
$0.00 $0.00 $7.91 0 -$7.91 -$1.00 NA
$0.00 $0.00 $7.94 0 -$7.94 -$1.00 NA
$0.00 $0.00 $8.00 0 -$8.00 -$1.00 NA
$0.00 $0.00 $8.11 0 -$8.11 -$1.00 NA
$0.00 $0.00 $8.34 0 -$8.34 -$1.00 NA
$0.00 $0.00 $8.66 0 -$8.66 -$1.00 NA
$0.00 $0.00 $8.86 0 -$8.86 -$1.00 NA
$0.00 $0.00 $8.90 0 -$8.90 -$1.00 NA
$0.00 $0.00 $9.58 0 -$9.58 -$1.00 NA
$0.00 $0.00 $10.31 0 -$10.31 -$1.00 NA
$0.00 $0.00 $10.54 0 -$10.54 -$1.00 NA
$0.00 $0.00 $11.01 0 -$11.01 -$1.00 NA
$0.00 $0.00 $11.79 0 -$11.79 -$1.00 NA
$0.00 $0.00 $11.80 0 -$11.80 -$1.00 NA
$0.00 $0.00 $12.99 0 -$12.99 -$1.00 NA
$0.00 $0.00 $13.25 0 -$13.25 -$1.00 NA
$0.00 $0.00 $13.96 0 -$13.96 -$1.00 NA
$0.00 $0.00 $15.54 0 -$15.54 -$1.00 NA
$0.00 $0.00 $15.57 0 -$15.57 -$1.00 NA
$0.00 $0.00 $15.80 0 -$15.80 -$1.00 NA
$0.00 $0.00 $16.21 0 -$16.21 -$1.00 NA
$0.00 $0.00 $18.16 0 -$18.16 -$1.00 NA
$0.00 $0.00 $20.10 0 -$20.10 -$1.00 NA
$0.00 $0.00 $20.24 0 -$20.24 -$1.00 NA
$0.00 $0.00 $22.05 0 -$22.05 -$1.00 NA
$0.00 $0.00 $24.60 0 -$24.60 -$1.00 NA
$0.00 $0.00 $31.45 0 -$31.45 -$1.00 NA
$0.00 $0.00 $35.76 0 -$35.76 -$1.00 NA
$0.00 $0.00 $40.02 0 -$40.02 -$1.00 NA
$0.00 $0.00 $47.69 0 -$47.69 -$1.00 NA
$0.00 $0.00 $0.26 0 -$0.26 -$1.00 NA
$0.00 $0.00 $0.28 0 -$0.28 -$1.00 NA
$0.00 $0.00 $0.58 0 -$0.58 -$1.00 NA
$0.00 $0.00 $1.94 0 -$1.94 -$1.00 NA
$0.00 $0.00 $2.38 0 -$2.38 -$1.00 NA
$0.00 $0.00 $2.59 0 -$2.59 -$1.00 NA
$0.00 $0.00 $51.05 0 -$51.05 -$1.00 NA
27862.3133787282 929549.8
Probability
cost/booking
of Booking
0.50% $1.16
0.78% $8.24
0.11% $13.83
0.19% $7.51
0.02% $11.00
0.13% $12.14
0.41% $20.66
0.37% $20.28
0.76% $20.24
0.17% $27.45
0.06% $27.43
0.16% $26.98
0.03% $82.56
0.34% $41.87
0.37% $33.23
1.08% $41.96
0.52% $66.36
0.25% $81.44
0.06% $41.97
0.16% $191.37
0.16% $128.89
6.67% $13.59
0.02% $209.05
0.11% $129.80
0.02% $193.68
0.03% $160.77
0.03% $154.40
0.02% $87.43
0.04% $127.21
0.02% $92.49
0.03% $152.40
0.16% $164.99
0.18% $169.38
0.12% $257.26
0.09% $122.86
0.01% $309.85
0.20% $164.27
0.06% $51.39
0.18% $111.76
0.33% $88.47
0.04% $191.76
0.29% $106.64
0.02% $220.12
0.04% $507.92
0.07% $218.45
0.06% $128.66
0.55% $99.24
0.21% $208.89
0.02% $313.10
0.03% $269.81
0.03% $421.86
0.01% $844.42
0.15% $238.79
0.20% $94.05
0.09% $352.34
0.01% $356.29
0.15% $228.76
0.01% $264.90
0.02% $270.54
0.01% $680.77
0.09% $179.78
0.08% $310.96
0.06% $360.49
0.08% $135.53
0.01% $375.36
0.09% $169.09
0.07% $237.46
0.01% $606.11
0.03% $705.38
0.11% $338.04
0.05% $353.13
0.01% $1,213.34
0.00% $599.67
0.08% $403.96
0.05% $362.24
0.01% $648.70
0.06% $464.90
0.02% $137.82
0.03% $340.01
0.01% $986.02
0.00% $1,448.90
0.01% $268.70
0.01% $821.16
0.00% $1,175.81
0.03% $473.71
0.01% $919.45
0.01% $1,377.96
0.00% $617.49
0.00% $2,146.20
0.00% NA
0.00% NA
0.00% NA
0.00% NA
0.00% NA
0.00% NA
0.00% NA
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0.179334281 27862.313379
Sponsored Links - Air France
Search Engine Clicks Media Cost Total Bookings Avg Ticket Total Revenue
Kayak 2,839 $3,567.13 208 $1,123.53 $233,694.00
Time Period is One Week (6/04/07 - 6/10/07)

Net Revenue
$230,126.87
Data
Publisher Name Average of ROA Average of Avg. Cost per Click
Google - Global $4.69 $2.22
Google - US $1.22 $2.38
MSN - Global $10.65 $2.15
MSN - US $1.18 $2.87
Overture - Global $4.48 $0.80
Overture - US $1.22 $0.76
Yahoo - US $10.35 $2.00
Total Result $3.41 $1.89
ost per Click
Data
Publisher Name Sum of Total Volume of Bookings Sum of Net Revenue Sum of Click Charges
Google - US 1,550 $1,391,841.20 $353,640.60
Yahoo - US 662 $836,091.13 $46,197.82
Google - Global 797 $808,603.09 $120,946.71
Overture - Global 372 $365,788.84 $64,295.86
Overture - US 289 $205,457.18 $141,976.07
MSN - US 140 $165,451.31 $16,098.49
MSN - Global 129 $133,363.89 $12,160.36
Total Result 3,939 $3,906,596.63 $755,315.92
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.
ny among the four companies in this case. Google earns the

e better than the business in the Global level.
Formulate Publisher Stra
(Bubble size = Current Cost
(Line is at Average Probability Across All
Consider cutting these pub-

2.5
lishers who have lowest
probability of producing a
booking and highest CPC.
Currently, no publisher
here.
2
Google - US
Google
1.5 Average
Average CPC
Overture - US
Overture - Global
1
These publishers have a poor proba-

bility of producing without increas-
ing costs, deploy a stragety to im-
prove copy. Use CTR VS. TCR matrix
to determine whether search0.5 side or
website copy should be targeted for
improvement.
0 Probability of Booking
-0.0200% 0.0000% 0.0200% 0.0400%
Probability of Average Cost

Publisher Name total cost
Booking Per Click
Google - Global 0.0441% 808603.0880286 1.659190780868
Google - US 0.0402% 1391841.20108 1.840833063106
MSN - Global 0.0922% 133363.8875617 1.084101135628
MSN - US 0.0823% 165451.3125934 1.489497354426
Overture - Global 0.0021% 365788.8378564 1.055778619412
Overture - US 0.0017% 205457.1755444 1.189846672105
Yahoo - US 0.0709% 836091.1253799 1.013154625644
Average 0.0094% 558085.2325777 1.47278423465
Formulate Publisher Strategy
(Bubble size = Current Cost)
e is at Average Probability Across All Publishers)
Formulate Publisher Strategy
High cost publishers. For these publishers, de-

ploy campaign strategy to decrease costs by ad-
justing bid strategy, match type, keyword selec-
tion, or position. Identify characteristics of cam-
pagins with high ROA within each publisher and
duplicate strategy for future campaigns.
Google - US
Google - Global
MSN - US
MSN - Global
Yahoo - US
Low cost publishers with highest

probability of producing a sale per
impression. Best targets to increase
funding.
robability of Booking
0.0400% 0.0600% 0.0800% 0.1000% 0.1200%
0.1200%

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These spreadsheet exhibits relate to the case Air France Internet Marketing, Case #KEL319.

K1175 Google - Global 43000000005663331

Air France Global Campaign Air France airfrance

Position 1- 3 Unassigned Unavailable $7.50 59 $2.31

$0.04 401 14.71% 2.00 3.39%

Time Period is One Week (6/04/07 - 6/10/07)

ny among the four companies in this case. Google earns the

Consider cutting these pub-

These publishers have a poor proba-

Probability of Average Cost

Formulate Publisher Strategy

High cost publishers. For these publishers, de-

Low cost publishers with highest

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