Air France Ad Campaign Analysis

Overview

This project analyzes digital advertising campaign performance for Air France using Excel and Python. The goal was to evaluate profitability, optimize marketing efficiency, and provide data-driven insights to improve return on investment.

My Contributions

Modeled campaign performance with a 10% cost reduction and 5% revenue increase
Calculated key metrics including margin, cost per booking, and cost/revenue variance
Built a P&L statement using pivot tables with conditional formatting for clear insights
Identified top 10 revenue-generating campaigns using pivot analysis
Created visualizations for ROAS and revenue vs. cost per booking by publisher
Designed a scenario analysis model to determine CTR required to increase profit by 20%

Key Insights

Highlighted high-performing campaigns driving the majority of revenue
Identified inefficiencies in cost per booking across publishers
Showed that increasing CTR alone does not always lead to higher profitability
Provided a clear framework for optimizing marketing spend and performance

Tools & Technologies

Microsoft Excel (Pivot Tables, Pivot Charts, Conditional Formatting)
Python (data analysis)
Financial modeling & scenario analysis

You can view the source code and explore this project in more detail here!