DSCI4520_Association_10

DSCI4520_Association_10 - DSCI 4520/5240 DATA MINING DSCI...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Lecture 10 - 1 DSCI 4520/5240 DATA MINING Some slide material taken from: Marakas 2003, SAS Education DSCI 4520/5240 Lecture 10 Association Analysis DSCI 4520/5240 DBDSS (DATA MINING)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Lecture 10 - 2 DSCI 4520/5240 DATA MINING Objectives Overview of Market-Basket (Association) Analysis
Background image of page 2
Lecture 10 - 3 DSCI 4520/5240 DATA MINING Market Basket Analysis This is the most widely used and, in many ways, most successful data mining algorithm. It essentially determines what products people purchase together. Stores can use this information to place these products in the same area. Direct marketers can use this information to determine which new products to offer to their current customers. Inventory policies can be improved if reorder points reflect the demand for the complementary products.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Lecture 10 - 4 DSCI 4520/5240 DATA MINING Association Rules for Market Basket Analysis Rules are written in the form “left-hand side implies right- hand side” and an example is: Yellow Peppers IMPLIES Red Peppers, Bananas, Bakery To make effective use of a rule, three numeric measures about that rule must be considered: (1) support, (2) confidence and (3) lift
Background image of page 4
DSCI 4520/5240 DATA MINING Measures of Predictive Ability Support refers to the percentage of baskets where the rule was true ( both left and right-side products were present). Confidence measures what percentage of baskets that contained the left-hand product also contained the right-hand. Lift
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 17

DSCI4520_Association_10 - DSCI 4520/5240 DATA MINING DSCI...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online