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This Excel spreadsheet is to accompany the case ''9B02A022''. The abstract of the case is as follows: The marketing manager for a hockey team has been told by senior management that revenues for the next season must increase or the franchise will be sold. The previous year''s high-budget advertising campaign did not bring in the single-ticket sales results he expected. A database of past ticket holders is available and the question arises how to use this database. Using pivot tables, and recency, frequency and monetary value analyses, he must determine how to increase the return on the marketing investment.