1. Google Analytics Exercise

Follow the instruction in the following URL to link your Google analytics account to the Google Analytics Demo account.

https://support.google.com/analytics/answer/6367342?hl=en%20

Complete the following exercises using data from the Google Demo account (Google Merchandize store: Master view).

1. Explore the Google Demo Dashboard and download data for the following table from the relevant section (time period for data: last one month). Once the data is downloaded, plot a pie chart on share of different channels in driving traffic to the website (2 points). 

Default Channel Grouping	Users	New Users	Sessions	Bounce Rate	Pages / Session	Avg. Session Duration	Ecommerce Conversion Rate	Transactions	Revenue
Organic Search
Direct
Referral
Paid Search
Social
Affiliates
(Other)
Display

 

 

 

 

 

 

1. Paid Search ROI Analysis: Air France Case 

The objective of this part of the assignment is to analyze the Campaign Strategy for Google US Campaigns that Air France is running. As part of the assignment the following tasks need to be accomplished. Dataset for the case is available in the HBR course pack. 

1. Use the Pivot Function of the spreadsheet to generate summary statistics related to for the each of the following campaigns for Air France run on Google US network. The variables for summary statistics are given below (2 points).

Campaigns	Average of Probability of Booking (TCR x CTR)	Avg. CPC (=Click Charges/Clicks)	Total Cost		Average of Engine Click Thru % (CTR)	Transaction Conversion % (TCR)	Total Volume of Bookings
Business Class
French Destinations
Geo Targeted Boston
Geo Targeted Chicago
Geo Targeted DC
Geo Targeted Detroit
Geo Targeted Houston
Geo Targeted Los Angeles
Geo Targeted New York
Geo Targeted Philadelphia
Geo Targeted San Francisco
Geo Targeted Seattle
Outside Western Europe
Paris & France Terms
Western Europe Destinations

 

Note that you will have to delete the rows "Air France Brand & French Destinations, Air France Branded, Air France Global Campaign, Geo Targeted Miami, Google Yearlong 2006, Unassigned" when copying the table from pivot table to a separate spreadsheet since these are outliers.

 

 

 

 

 

 

 

1. Air France needs to optimize its investment across the above campaigns and needs to know how to reallocate its investment. Therefore, as part of this assignment, analyze the campaigns on basis of their average CPC, average probability of booking and current level of investment using the Bubble scatter plot with avg. CPC as the y-axis, average probability of booking as x-axis and size of the bubbles as the total cost of campaigns. Based on the graphical plot, provide insights on what investment strategy to take with regard to at least four of the campaigns (3 points). 

 

  

 

 

 

 

 

 

 

1. Air France needs to optimize each of the above campaigns. To do so it needs to know which campaigns need improvement in search side copy vs. which ones need improvements in website/landing page site copy. This can be done by creating a bubble scatter plot with Transaction conversion rate on y-axis, click through rate on x-axis and total volume of booking as the size of the bubbles. Based on the graphical plot, provide insights on what search copy vs. landing page copy strategy to take with regard to at least four of the campaigns (3 points). 

 

 

 

 

 

 

 

 

 

 

 

 

 

1. Online Experiments: Rocket fuel case

Read the Rocket Fuel case and analyze the dataset associated with the case to answer the following questions. The description of variables in the CSV file data set is in Exhibit 2 of the case. 

1. Was the advertising campaign effective? Did additional consumers convert as a result of the ad campaign? Did the test meet the requirements of randomization across the treatment and control groups? (carry out the relevant analysis, e.g. t-test etc., in R and provide codes for the analysis along with brief comments explaining the rationale for the analysis) (4 points) 

 

 

 

 

 

 

 

 

 

 

 

1. Was the campaign profitable? In particular, how much more money did TaskaBella make by running the campaign (excluding the advertising costs)? What was the cost of the ad campaign? Calculate the ROI of the campaign and determine its profitability (no analysis on R needed for this question) (2 points).

 

 

 

 

 

 

 

 

 

 

1. Web Scraping & Text Mining

Scrape the review data for the first three pages of reviews for the following amazon webpage:

https://www.amazon.com/Acer-A515-46-R14K-Quad-Core-Processor-Backlit/product-reviews/B08VKNVDDR/ref=cm_cr_arp_d_paging_btm_next_2?ie=UTF8&reviewerType=all_reviews&pageNumber=1

Carry out a word cloud analysis for the review text in the review data (2 + 2 = 4 points)