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Summary Louisiana State University, Shreveport BADM 790 Air France Case Analysis Instructions
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Case Analysis: Air France Objective: to analyze online advertising effectiveness. This question deals with the case “Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Spons ored Search” by Mark Jeffery; Lisa Egli; Andy Gieraltowski; Jessica Lambert; Jason Miller; Liz Neely; Rakesh Sharma. You will need the data that is posted on Moodle. When dealing with a large amount of data, such as the data on search keywords and transactions provided by Double Click, it is very beneficial to use Pivot Tables in Excel. Refer to Module 1 for a refresher on Pivot Tables.
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