Focused on SEO

In this project, the student is exposed to an Air France Business Case that discusses the company’s online marketing situation at the time of the case study.

Furthermore, while reading the business case, each student will learn not only about Air France but also about the industry marketplace. Once finished, your job is to conduct a data analysis on Air France’s previous campaign data to make specific and detailed recommendations for their online non-organic SEO efforts going forward.

– Read the business case study in full before beginning any data analysis.

– Open the Air France excel data set provided in the assignment and analyze the information given per column.

– Create pivot tables that help you analyze Air France’s online marketing situation.

– Take the pivot table(s) you have created in Excel and use them to answer the 4 questions at the end of the case study on page 12 of the document.

– Each answer should be substantial and rely on the data analysis you conducted in Excel.

CONSIDERATIONS
Leave your pivot tables in their “calculated” form. Do not transfer them to a value-only format copied from the sheet where you created the pivot table.

– Separate and number your answers to each of the 4 questions.

– Support your answers with outside research whenever relevant. If you are making a claim about a best practice that Air France should follow that isn’t common knowledge, I expect you to provide an outside source that supports that claim. Cite your articles at the end of your document.