Togaware DATA MINING
Desktop Survival Guide
by Graham Williams
Google


Association Analysis

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Association analysis identifies relationships or affinities between entities and/or between variables. These relationships are then expressed as a collection of association rules. The approach has been particularly successful in mining very large transaction databases and is one of the core classes of techniques in data mining. A typical example is in the retail business where historic data might identify that customers who purchase the Gladiator DVD and the Patriot DVD also purchase the Braveheart DVD. The historic data might indicate that the first two DVDs are purchased by only 5% of all customers. But 70% of these then also purchase Braveheart. This is an interesting group of customers. As a business we may be able to take advantage of this observation by targetting advertising of the Braveheart DVD to those customers who have purchased both Gladiator and Patriot.

DETAILS OF REPRESENTATION AND SEARCH REQUIRED HERE.

Association rules are one of the more common types of techniques most associated with data mining. Rattle supports association rules through the Associate tab of the Unsupervised paradigm.

Two types of association rules are supported. Rattle will use either the Ident and Target variables for the analysis if a market basket analysis is requested, or else will use the Input variables for a rules analysis.

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Image braveheart

Association analysis identifies relationships or affinities between entities and/or between variables. These relationships are then expressed as a collection of association rules. The approach has been particularly successful in mining very large transaction databases and is one of the core classes of techniques in data mining. A typical example is in the retail business where historic data might identify that customers who purchase the Gladiator DVD and the Patriot DVD also purchase the Braveheart DVD. The historic data might indicate that the first two DVDs are purchased by only 5% of all customers. But 70% of these then also purchase Braveheart. This is an interesting group of customers. As a business we may be able to take advantage of this observation by targetting advertising of the Braveheart DVD to those customers who have purchased both Gladiator and Patriot.



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