For each publisher, note three key metrics from your previous analysis:
1. CPC
- Probability of Transaction
- Total Aggregate Cost
Calculate, if you havent done so already, the overall averages for (i) probability of booking and (ii) CPC across all publishers. Note that the overall averages should not be calculated by averaging the averages of all the publishers. For example, to get an overall average of CPC, you will have to divide the aggregate costs across all the publishers by the aggregate number of clicks (you get these numbers in the last row of the pivot table) NOT by averaging the calculated CPCs for each publisher. A similar calculation will need to be applied for the overall probability of booking). DID I DO THIS CORRECTLY?
Data Publisher Name Google - Global Google - US MSN - Global MSN - US Overture - Global Overture - US Yahoo - US Grand Total Volume of Sum of Total Sum of Clicks Sum of Impressions Bookings Sum of Amount Cost 72895 1808326 797 929549.8 120946.712 192109 3855689 1550 1745481.8 353640.5989 11217 139979 129 145524.25 12160.36244 10808 170120 140 181549.8 16098.48741 60899 17898727 372 430084.7 64295.86214 1 19323 17062488 289 347433.25 141976.0745 45598 933345 662 882288.95 46197.82462 512849 41868674 3939 4661912.55 755315.922 Average Cost Per Click (CPC) Click Through Rate (CTR) Transaction Conversion Rate (TCR) Sum of Net Revenue Retum on Ad Spent (ROA) Revenue Per Transaction Probability of Cost/Booki Booking ng Publisher Name Google - Global Google - US MSN - Global MSN - US Overture - Global Overture - US Yahoo - US Grand Total 1.66 1.84 1.08 1.49 1.06 1.19 1.01 1.47 0.040 0.050 0.080 0.064 0.003 0.007 0.049 0.012 0.011 0.008 0.012 0.013 0.006 0.002 0.015 0.008 808603.09 139184 1.20 133363.89 165451.31 365788.84 205457.18 83609 1.13 3906596.63 6.69 3.94 10.97 10.28 5.69 1.45 18.10 5.17 1166.31 0.00044074 1126.12 0.000402 1128.09 0.00092157 1296.78 0.00082295 1156.14 2.0784E-05 1202.19 1.6938E-05 1332.76 0.00070928 1183.53 9.408E-05 151.75 228.16 94.27 114.99 172.84 491.27 69.79 191.75 Data Publisher Name Google - Global Google - US MSN - Global MSN - US Overture - Global Overture - US Yahoo - US Grand Total Volume of Sum of Total Sum of Clicks Sum of Impressions Bookings Sum of Amount Cost 72895 1808326 797 929549.8 120946.712 192109 3855689 1550 1745481.8 353640.5989 11217 139979 129 145524.25 12160.36244 10808 170120 140 181549.8 16098.48741 60899 17898727 372 430084.7 64295.86214 1 19323 17062488 289 347433.25 141976.0745 45598 933345 662 882288.95 46197.82462 512849 41868674 3939 4661912.55 755315.922 Average Cost Per Click (CPC) Click Through Rate (CTR) Transaction Conversion Rate (TCR) Sum of Net Revenue Retum on Ad Spent (ROA) Revenue Per Transaction Probability of Cost/Booki Booking ng Publisher Name Google - Global Google - US MSN - Global MSN - US Overture - Global Overture - US Yahoo - US Grand Total 1.66 1.84 1.08 1.49 1.06 1.19 1.01 1.47 0.040 0.050 0.080 0.064 0.003 0.007 0.049 0.012 0.011 0.008 0.012 0.013 0.006 0.002 0.015 0.008 808603.09 139184 1.20 133363.89 165451.31 365788.84 205457.18 83609 1.13 3906596.63 6.69 3.94 10.97 10.28 5.69 1.45 18.10 5.17 1166.31 0.00044074 1126.12 0.000402 1128.09 0.00092157 1296.78 0.00082295 1156.14 2.0784E-05 1202.19 1.6938E-05 1332.76 0.00070928 1183.53 9.408E-05 151.75 228.16 94.27 114.99 172.84 491.27 69.79 191.75
