Digital Marketing Optimization Platform
Air France
Data Analyst · Spring 2025 · Remote
Overview
Led a comprehensive digital marketing optimization project for Air France, analyzing advertising performance across multiple publishers and regions. The project focused on identifying performance variations, optimizing budget allocation, and building interactive reporting tools to support data-driven marketing decisions. The analysis covered over 50,000 impressions and conversion records to provide actionable insights for campaign optimization.
Challenge
Air France's digital marketing campaigns were running across 5 major publishers with varying performance metrics. Campaign click-through rates varied by over 10% across different regions, indicating significant optimization opportunities. The marketing team lacked comprehensive visibility into campaign performance and needed data-driven insights to improve ROI and optimize budget allocation across different channels and regions.
Solution
Developed comprehensive ROA (Return on Advertising) models and detailed cost-per-click analyses using Excel and advanced data visualization techniques. Built interactive dashboards and pivot-table reports that consolidated performance data from all publishers. Created market-specific optimization strategies based on regional performance variations and developed improved bidding strategies for high-performing campaigns.
Key Features
Multi-publisher advertising performance analysis
Regional performance variation identification
ROA modeling and cost-per-click analysis
Interactive dashboards and pivot-table reports
Market-specific optimization recommendations
Data-driven budget allocation strategies
Results & Impact
Analyzed advertising performance across 5 major publishers with 10%+ CTR variations by region
Developed comprehensive ROA models enabling data-driven budget allocation
Built interactive dashboards consolidating 50,000+ impressions and conversion records
Improved stakeholder visibility and decision-making capabilities
Projected 15-20% ROI increase through optimized campaign strategies