When I'm speaking of the fit not being there, I'm really thinking more from my perspective - I can only wager a guess on how they felt about me.
I took a very clinical approach in selecting the schools I would apply to - "School X has this concentration, with Y company recruiting from them." Throughout the application process, I started speaking more with current students, alums, attending events, etc. and found myself connecting more with some schools than others. Really thinking more about my future goals and where I would just be happy living for two years - CBS didn't really fit. For example - I'm only interested in employment in the south post-grad (and not in Finance/Consulting/IB), so CBS just didn't really make as much sense as other schools.
From their perspective, I'm sure there were red flags for them. Here's my profile with my best guesses on what was unappealing.
24 (will turn 25 by matriculation), white, female
Graduated from a large-public ACC/SEC institution in Finance - GPA was 2.99 [Red flag here- I had a downward trending record. I explained this was a product of the amount of hours I was working (35 hr/wk in a professional position while taking 15 credit hours in major coursework)]
3 years work experience in retail - various positions in merchandising and operations [this was probably a concern for them, since I am on the low end for entering students in years of w/e, but I thought this would hopefully be mitigated by the fact I've been promoted 3 times in 2 1/2 years]
Semi career changer - interested in marketing analytics and consumer insights in a CPG or retail organization
This felt like an extremely long explanation, but I hope it will be helpful to you. If there are parallels between your profile and mine, try not to put too much emphasis on it. Maybe they got rid of me to make space for one of you
Good luck!