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A P J ABDUL KALAM TECHNOLOGICAL UNIVERSITY

FOURTH TRIMESTER MBA DEGREE EXAMINATION NOVEMBER 2016
MBA 42 BUSINESS ANALYTICS
Max. Marks: 60 Duration: 3 Hours
Part A
Answer all questions. Each question carries 2 marks
1. What are the goals of credit analysis?
2. What is Perceptual Mapping?
3. Distinguish between registered and anonymous users in web Analytics?
4. What is understood by text mining in opinion platforms?
5. What are the common predictive analytic methods?
(5x2 marks = 10 marks)
Part B
Answer any 3 questions. Each question carries 10 marks
6. What are the different types of decision models? Discuss.
7. Analytics are the wave of the future for next-generation supply-chains. Discuss.
8. What is understood by Succession Planning Analytics? Discuss.
9. What is Cluster Analysis? How it is applied in Segmentation Analytics?
10. What is meant by what if analysis? Explain with examples.
(3x10 marks = 10 marks)
Part C
Compulsory question, the question carries 20 marks
11. Case: Babu Videos
Mr. Babu recently started a Video CD rental shop. After two months, he realizes that there is
tough competition in the market and he needs to make a more customer centric strategy to
stand out in the market. Hence, he wants to collect the most granular details of his customer
behaviour and build strategy accordingly. He has decided to develop data marts and consulted a
specialist in the development of data marts. The specialist after taking stock of the situation
explained about him the need of keeping only relevant data marts rather than keeping so many
He recommended keeping the following data sources for application of data analytics:
a. Transaction Table
b. Customer Table
c. Product Table
The specialist also stated that all these tables together can be used to create any kind of
analysis to build marketing and sales strategy.
Question
Develop data marts on the above three data sources and exhibit the model using assumed
values.
(20 marks)

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