London Jets

Case Solution

Michael R. Pearce, Joel Bycraft, Chad Hensler
Ivey Publishing ()

Management has told a hockey team’s chief marketing officer that revenue must increase next season or the franchise will be sold. Last year’s high-budget ad campaign didn’t deliver the individual ticket sales results I expected. A database of previous post holders is available and the question arises as to how this database should be used. Using pivot tables, as well as currency, frequency, and monetary value analysis, you must determine how you can increase your marketing ROI. An Excel spreadsheet, Item 702A22, is also available.

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