MBAS903 : Business Analytics Applications - Cluster Analysis - Management Assignment Help

Assignment Task :

Purpose: Prepare a report for your client PVA to allow them to gain insights into the demographic and purchasing behaviour of their donors.

Business Analytics Applications: descriptive analytics, cluster analysis

Background: Paralyzed Veterans of America (PVA) is a not-for-profit organisation that provides programs and services for US veterans with spinal cord injuries or disease.  With an in-house database of over 13 million donors, PVA is also one of the largest direct mail fund
raisers in the country.

The PVA data represent the results of a mail campaign to solicit donations. The data set contains the following information:
• _a flag to indicate respondents to the appeal and the dollar amount of their donations (Target Gift Flag and Target Gift Amount)
• _respondents’ PVA promotion and giving history
• _demographic and regional data of the respondents

Guidelines: Start with descriptive analytics of your chosen variables, restricting your analysis to demographic (including regional variables) and the average dollar donation (ie. disregard promotion and giving history). Develop a range of cluster analyses using the demographic (including regional) variables only. Start with the numerical data only and default settings and experiment with differing numbers of clusters and also incorporation of categorical data. Investigate the relationship between the clusters and average dollar donation. There is no one “right’ answer, so discuss the rationale for the steps you take in the analysis and the reasoning for your preferred cluster model.   
 

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