Marketing Analysis

MKT322 Marketing Analytics In-Class Exercise (December 2nd, 2020)

Topic: Basic Clickstream Analysis

Student Name: ___________________

INSTRUCTION: This exercise includes 5 points + 2 extra points. The dataset “Paidsearch_1M.sav” will be used for conducting the 1st section of the analyses. The document is located under “Course Content” -> “In-Class Exercise & Discussion” -> “Dataset” -> “Search Engine Optimization Dataset”. The extra points will be assigned to the in-class discussion & the completion of the worksheet (last section of the worksheet).

Clickstream Analysis

Scenario: The dataset is collected from a leading search engine firm. All advertisers used the sponsored search advertising are within the hospitality industry, including hotel chains and online travel aggregators (OTA). Companies include: Booking.com, Agoda.com, Marriott, Hilton Hotel Group, and Holiday Inn.

I. Bid & Ads Quality:

1). Please conduct a statistical analysis (e.g. frequency analysis or descriptive analysis) and specify the average bid that each advertiser had.

Booking.com	Agoda.com	Hilton	Marriott	Holiday Inn

2). Please conduct a statistical analysis (e.g. frequency analysis or descriptive analysis) and specify the average ads quality that each advertiser has.

Booking.com	Agoda.com	Hilton	Marriott	Holiday Inn

II. Keyword Match Type:

1). Please conduct statistical analyses (e.g. frequency analysis or descriptive analysis) and identify the number of impressions (absolute number & percent) that each advertiser had for different types of keyword match. *In the dataset, the coding for three different keyword match type is: wmatch = 15 (broad), wmatch = 31 (phrase), wmatch = 63 (accurate).

Keyword Match	Booking.com	Agoda.com	Hilton	Marriott	Holiday Inn
Broad
Phrase
Accurate

III. Ads Ranking Position:

1) Please conduct a statistical analysis (e.g. frequency analysis or descriptive analysis) and specify the average ranking position that each advertiser has. Please circle the advertiser with the best ranking performance.

Booking.com	Agoda.com	Hilton	Marriott	Holiday Inn

IV. Click-Through Rate (CTR):

Please specify the number of impressions, number of clicks & CTR that each advertiser received.

	Booking.com	Agoda.com	Hilton	Marriott	Holiday Inn
Impressions
Clicks
CTR

(Extra Points) V. Why did the search engine remove ads shown on the right side of the screen?

1). Please specify the number of impressions, number of clicks & CTR that each advertiser received on the left side (cmatch = “225” -> “Top Left Displayed Only”).

	Booking.com	Agoda.com	Hilton	Marriott	Holiday Inn
Impressions
Clicks
CTR

2). Please specify the number of impressions, number of clicks & CTR that each advertiser received on the right side (cmatch = “201” -> “Right Displayed”).

	Booking.com	Agoda.com	Hilton	Marriott	Holiday Inn
Impressions
Clicks
CTR

3) Which side of the screen gets higher click-through rate?

Left-side Right-side

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