This is our solution for BOTH assignments in Marketing Finance during the course of spring 2017. For the first assignment we got a B, and the second an A. The document includes the report for both assignments, as well as the tasks at the back of the paper. Unfortunately, I cannot upload the Excel files, but I hope the report alone can prove helpful. I hope that looking at our solution in combination with knowing where we went wrong, can help you write a better report :) For the second assignment,

This is our solution for BOTH assignments in Marketing Finance during the course of spring 2017. For the first assignment we got a B, and the second an A. The document includes the report for both assignments, as well as the tasks at the back of the paper. Unfortunately, I cannot upload the Excel files, but I hope the report alone can prove helpful. I hope that looking at our solution in combination with knowing where we went wrong, can help you write a better report :) For the second assignment, we did not ask for feedback.

For the first assignment, we received the following feedback: The only Excel mistake was indeed cell D4: keep in mind that all 0.26 million customers in the first period are new. Hence the number of acquired customers is not zero in the first period. Also your conclusion about whether to prioritize retention is a bit unclear: you state that it should not always be improved and is already high, but do not really seem to link it to cost aspects; also not clear what "any improvement will make a great impact" means in this context. *Subsequently, he also wrote:* Your conclusion is not explicit enough about cost aspects and I think you cannot even conclude that in this case retention should be prioritized. In any case, your discussion could have been more explicit and balanced, with more elaboration.