Submitted by AKASH RANJAN

1-21-007
PGDM Batch 2021-23 (SEM. 3)
Shanti Business School, Ahmedabad

MARKETING ANALYTICS

Description of Segment Analytics of the given data set’s

solution on excel:

 The given data set provides a brief of 11 full-time average

undergrad GPAs, 11 full-time average GMAT scores, 11
full-time acceptance rates, 11 average starting salaries,
and bonuses & 11 out-of-state tuition and fees of 54
renowned universities. The idea is to analyze the data by
dividing them into segments & determine in which
segment our (In this case, an MBA chairperson’s) program
belongs.
 To do so, first we have to find out the average & standard
deviation in order to determine the z score of the
parameters asked in the question, i.e. GMAT score,
acceptance rate, salary & program size.
 After having done so, we have to assign clusters, which
are not mentioned in the question, hence, random 5
values are taken & with the help of the VLOOKUP function
in excel, the z scores of the aforementioned parameters
and the schools to which they belong are determined.
 Finally, the distance is calculated for each cluster & the
minimum distance is determined & matched among the 5
values. Last but not the least, the total minimum distance
is found in order to run the solver & minimize the data.
 The clusters are selected in the cell reference & the
constraints are run with the ‘Evolutionary’ solving method
with a 0.5 mutation rate.
Interpretation of Segment Analytics of the given data set’s
solution on excel;

 The total minimum value turns out to be 61.9521.

 The clusters are 8, 45, 52, 23 & 17.
 The minimum value column gives us the minimum
distance of each school from the other school, based upon
which we can determine that which segment our MBA
program will be long, as this value takes into consideration
all the parameters asked in the question, i.e. the query of
the MBA chairperson.
 For the next term increased 2 clusters.
 That should be sheet 2.
 The clusters are 8, 45, 52, 23, 17,34 & 13.