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1. Create and print a Pivot table of the following descriptive statistics grouped by “Publisher Name”. a. Sum of Number of Users Clicking b. Sum of Number of User Impressions c. Sum of Number of Transactions d. Sum of Total Revenue e. Sum of Total Cost (Click Charges) Publisher Name Sum of Number of Users Clicking Sum of Number of User Impressions Sum of Number of Transactions Sum of Total Revenue Sum of Total Cost (Click Charges) Google - Global 72,895 1,808,326 797 \$929,549.80 \$120,946.71 Google - US 192,109 3,855,689 1,550 \$1,745,481.80 \$353,640.60 MSN - Global 11,217 139,979 129 \$145,524.25 \$12,160.36 MSN - US 10,808 170,120 140 \$181,549.80 \$16,098.49 Overture - Global 60,899 17,898,727 372 \$430,084.70 \$64,295.86 Overture - US 119,323 17,062,488 289 \$347,433.25 \$141,976.07 Yahoo - US 45,598 933,345 662 \$882,288.95 \$46,197.82 Grand Total 512,849 41,868,674 3,939 \$4,661,912.55 \$755,315.92
See the spreadsheet posted online to trace back calculations. Publisher Name Average Cost Per Click (CPC) Click Through Rate (CTR) Transaction Conversion Rate (CTR) Sum of Net Revenue ROA Average Revenue Per Transaction Probability of Booking Cost/Booking Google - Global \$1.66 0.040 0.011 \$808,603.09 668.56% \$1,166.31 0.0441% \$151.75 Google - US \$1.84 0.050 0.008 \$1,391,841.20 393.58% \$1,126.12 0.0402% \$228.16 MSN - Global \$1.08 0.080 0.012 \$133,363.89 1096.71% \$1,128.09 0.0922% \$94.27 MSN - US \$1.49 0.064 0.013 \$165,451.31 1027.74% \$1,296.78 0.0823% \$114.99 Overture - Global \$1.06 0.003 0.006 \$365,788.84 568.92% \$1,156.14 0.0021% \$172.84 Overture - US \$1.19 0.007 0.002 \$205,457.18 144.71% \$1,202.19 0.0017% \$491.27 Yahoo - US \$1.01 0.049 0.015 \$836,091.13 1809.81% \$1,332.76 0.0709% \$69.79 Grand Total \$1.47 0.012 0.008 \$3,906,596.63 517.21% \$1,183.53 0.0094% \$191.75 CPC and probability to produce a sale differ among publishers