Transcription of Association Analysis: Basic Concepts and Algorithms
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Association Analysis: Basic Concepts and Algorithms
K 5. Association analysis : Basic Concepts and Algorithms Many business enterprises accumulate large quantities of data from their day- to-day operations. For example, huge amounts of customer purchase data are k collected daily at the checkout counters of grocery stores. Table gives an k example of such data, commonly known as market basket transactions. Each row in this table corresponds to a transaction, which contains a unique identi er labeled T ID and a set of items bought by a given customer. Retailers are interested in analyzing the data to learn about the purchasing behavior of their customers. Such valuable information can be used to support a vari- ety of business-related applications such as marketing promotions, inventory management, and customer relationship management. This chapter presents a methodology known as Association analysis , which is useful for discovering interesting relationships hidden in large data sets.
5.1 Preliminaries 359 Table 5.2. A binary 0/1representation of market basket data. TID Bread Milk Diapers Beer Eggs Cola 1 1 1 0 0 0 0 2 1 0 1 1 1 0 3 0 1 1 1 0 1 4 1 ...
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