As Griffin and his team reviewed the latest marketing campaign figures for Air France, he paused to reflect on potential future strategies Media Contacts should consider for increasing Air France$$s market share and profitability in the United States. While a quick review of the data indicated that SEM was a profitable venture for Air France, Griffin was eager to understand what a more thorough data analysis would uncover. For example, he was curious whether different search engines were attracting different consumer segments and yielding unique purchase patterns and consumer behavior from SEM campaigns. Glancing at his calendar, Griffin noticed the upcoming biannual financial planning session with the Air France marketing team to review campaign funding proposals. $$ Should Media Contacts recommend a uniform strategy for Air France across search engine publishers? Or would it be more effective to tailor each publisher strategy to maximize return on investment? $$ How can campaigns be improved to increase overall value gained from investment with a search engine publisher? Should keywords be added or dropped from the campaign? Should campaign tactics or copy be adjusted to improve campaign performance? $$ What are the most important KPIs, and what impact will campaign changes have on these KPIs? $$ How should future SEM campaigns be structured? In the past, Media Contacts had concentrated on Google, Microsoft, and Yahoo; was there now an opportunity to optimize search advertising with metasearch companies such as Kayak?