Análisis de Marketing Digital

Using the data set attached (Excel document), prepare a Performance SEM Report using Excel Pivot Tables. The report should include performance from 07/04/2017 to 08/28/2017.

Metrics needed to be reported, segmented by Week, are the following:

-    Impressions
-    Clicks
-    Click-Through-Rate
-    Average Position
-    Tickets Sold
-    Conversion Rate
-    Revenue Generated
-    Revenue per Ticket
-    Cost of Sale
-    ROI
In addition, you need to apply filters and segment the data to address the following questions:

1.    How did Non-Brand campaigns perform in August compared to July 2017?
2.    Which market is performing best?
3.

Which language in Germany is performing better in terms of cpc and ctr?
4.    For which Non-Brand campaigns (Route or Destinations) should investment grow? Why?
5.    Is it a good strategy to keep advertising Nation to Nation campaigns? Why?
6.

What are the Top 5 routes in terms of Revenue for the top three markets?
7.    Which type of routes (nonstop or connecting) are performing better and driving more revenue? What would be the reasons for this behavior?
8.    What is the trend of Cost for Sale for Branded campaigns in the last 3 weeks? What are the KPIs that are influencing this performance?
9.

What are the recommendations and key actions that need to be considered moving forward based on the overall performance?
Please prepare a presentation that communicates and answers all previous questions. Please be as detailed as possible and feel free to add any visualization (graphs, charts, tables) that would facilitate the eCommerce manager of airMUNDO to better understand your conclusions.

Deliverables: Report in Excel  with analysis and recommendations.
Include all sources of reference used for the research (specific URLs).