1933: Formation of Air France

Merger: Five French airlines merged to form Air France, establishing its hub at Paris–Charles
de Gaulle Airport.
1946: Launch of U.S. Services
Inaugural Flight: Air France launched its first flight to the United States between Paris and
New York City, marking its entry into the international market.
2004: Formation of SkyTeam Alliance
Strategic Alliance: On May 5, 2004, Air France merged with KLM to create the SkyTeam
global alliance, aiming to enhance its international service offerings and operational
efficiency.
Workforce: By 2007, SkyTeam employed approximately 150,000 people and served 225
destinations in 109 countries.
2006: Industry Recovery
Financial Recovery: The airline industry began to recover from a period of significant losses.
After six years of losses totaling $42 billion, the industry posted an operating profit of $13
billion in 2006.
Passenger Growth: Air France carried 73.5 million passengers, reflecting a 5% increase in
passenger activity from the previous year.
2006-2007 Fiscal Year
Revenue Metrics:
Unit Revenue Increase: Air France reported a 5.1% rise in unit revenue per available seat
kilometer (RASK), indicating improved profitability.
Global Economic Growth: The global economy grew by 4.9%, contributing to increased
airline traffic by 6.6%.
Shift to Online Sales (1990s - 2006)
E-Commerce Adoption: The travel industry was an early adopter of e-commerce. By 2005, it
was estimated that over 50% of U.S. travel bookings were made online.
SEM Growth: In 2006, North American advertisers spent $9.4 billion on search engine
marketing (SEM), a 62% increase from the previous year.
Competitive Landscape (2006)
Market Dynamics: International travel accounted for 60% of airline revenues despite two-
thirds of journeys being domestic. The rise of low-cost carriers like Ryanair intensified
competition.
Key Competitors: Major competitors included American Airlines, United Airlines, Lufthansa,
and British Airways.
Marketing Strategy Focus (2007)
SEM Campaigns: Media Contacts managed Air France's SEM campaigns, focusing on
optimizing performance and return on advertising (ROA).
Challenges in SEM:
Increasing cost-per-click for search engine keywords due to heightened competition.
Need for continuous improvement in driving traffic to Air France’s websites while minimizing
click costs.
Numerical Data Summary
Passenger Statistics (FY 2006-2007):
Total passengers carried: 73.5 million
Increase in passenger activity: 5%
Revenue Metrics:
Rise in unit revenue per available seat kilometer (RASK): 5.1%
Industry Financials (2006):
Total losses from previous years before recovery: $42 billion
Operating profit for the industry in 2006: $13 billion
SEM Investment Growth (2006):
North AmericDataset Shape: (4511, 28)
Dataset Info:
<class 'pandas.core.frame.DataFrame'>
Index: 4511 entries, K2615 to nan
Data columns (total 28 columns):
# Column Non-Null Count Dtype
--- ------ -------------- -----
0 Publisher Name 4510 non-null object
1 Keyword ID 4510 non-null float64
2 Keyword 4510 non-null object
3 Match Type 4462 non-null object
4 Campaign 4510 non-null object
5 Keyword Group 4510 non-null object
6 Category 4510 non-null object
7 Bid Strategy 3286 non-null object
8 Keyword Type 4510 non-null object
9 Status 4510 non-null object
10 Search Engine Bid 4510 non-null object
11 Clicks 4510 non-null object
12 Click Charges 4510 non-null object
13 Avg. Cost per Click 4510 non-null object
14 Impressions 4510 non-null object
15 Engine Click Thru % 4510 non-null object
16 Avg. Pos. 4510 non-null float64
17 Trans. Conv. % 4510 non-null object
18 Total Cost/ Trans. 4510 non-null object
19 Amount 4510 non-null object
20 Total Cost 4510 non-null object
21 Net Revenue 4510 non-null object
22 Return on Ad Dollar Spent 4510 non-null object
23 Total Volume of Bookings 4510 non-null float64
24 Avg. Revenue per Booking 368 non-null object
25 Probability of Booking 4510 non-null object
26 Unnamed: 27 0 non-null float64
27 Unnamed: 28 0 non-null float64
dtypes: float64(5), object(23)
memory usage: 1022.0+ KB
None

Summary Statistics:
Keyword ID Clicks Click Charges Avg. Cost per Click \
count 4.511000e+03 4511.000000 4511.000000 4511.000000
mean 4.299047e+16 113.688539 167.439071 1.890441
std 6.402241e+14 1062.595807 1342.229179 1.322525
min 0.000000e+00 0.000000 0.000000 0.000000
25% 4.300000e+16 1.000000 2.310000 0.830000
50% 4.300000e+16 4.000000 6.750000 1.650000
75% 4.300000e+16 19.000000 28.475000 2.660000
max 4.300000e+16 34012.000000 46188.440000 10.000000

Impressions Avg. Pos. Total Cost Net Revenue \

count 4.511000e+03 4511.000000 4511.000000 4511.000000
mean 9.281462e+03 1.929297 167.439071 866.015298
std 1.696487e+05 1.075797 1342.229179 14244.725263
min 0.000000e+00 0.000000 0.000000 -8725.920000
25% 2.800000e+01 1.140000 2.310000 -18.865000
50% 1.760000e+02 1.590000 6.750000 -4.990000
75% 8.430000e+02 2.310000 28.475000 -1.600000
max 8.342415e+06 15.000000 46188.440000 549524.050000

Return on Ad Dollar Spent Total Volume of Bookings Unnamed: 27 \

count 4511.000000 4511.000000 4511.0
mean 341.335402 0.873199 0.0
std 7277.107603 12.114453 0.0
min -100.000000 0.000000 0.0
25% -100.000000 0.000000 0.0
50% -100.000000 0.000000 0.0
75% -100.000000 0.000000 0.0
max 379487.000000 439.000000 0.0

Unnamed: 28
count 4511.0
mean 0.0
std 0.0
min 0.0
25% 0.0
50% 0.0
75% 0.0
max 0.0
/opt/anaconda3/lib/python3.11/site-packages/seaborn/_oldcore.py:1119:
FutureWarning: use_inf_as_na option is deprecated and will be removed in a
future version. Convert inf values to NaN before operating instead.
with pd.option_context('mode.use_inf_as_na', True):
an SEM spending: $9.4 billion, up by 62% from the previous year.