University of Virginia Darden School of Business – Dunia Finance LLC Case Study (C)

March 2015

University of Virginia Darden School of Business has published a series ofcase studies on Dunia Finance LLC. dunia was selected by the university as a role-model for writing these business cases on Analytics and Marketing.

The cases were written by Prof. Sam Bodily (the John Tyler Professor of Business Administration) and Associate Professor Raj Venkatesan (Bank of America Research Associate Professor of Business Administration), who are both faculty at Darden.


The initial case study (Case Study A) was published in 2012 where dunia’s unique Marketing- Analytics model was studied.

The school published a second case (Case Study B) which further evaluated various cross-selling activities at dunia and their effectiveness in creating the greatest customer lifetime value (CLV).

Case study B was followed by the third case study (Case study C) to explain how to set up the customer lifetime value using a solver model to find the optimal combination of cross-selling activities involving calls and e-mails, working within time and budgetary constraints set by management.

Click here to download a copy of the case study– Dunia Finance LLC (A)

Click here to download a copy of the case study – Dunia Finance LLC (B)

Click here to download a copy of the case study – Dunia Finance LLC (C)

Click here to view official versions of the case studies at Darden Business Publishing, University of Virginia website

Click here to read the article on the case study by Washington Post, USA

Click here to read about the Financial Times book titled “Cutting Edge Marketing Analytics” featuring dunia’s unique business and analytics model