Excel 3 - Date: To: From: Subject: November 18, 2009 Elota...

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Date: November 18, 2009 To: Elota Patton From: Reggie Wilson and Matt Fisher Subject: Excel 3 1) Rule number’s 1-6 are the most important set of association rules in the market basket analysis. These rules provide the best data as to which additional catalogs should be sent to paid customers. Confidence was 79.97% for example for rules 1-3 meaning that of the people who bought products from catalogs in the antecedent, bought the product listed in the consequence as well. Therefore if we divide Confidence (79.97%) by support of (c) we get a Lift Ratio > 1, meaning that the sale of the product in the antecedent lifts the sale of products in the consequent. These rules are most important to Exeter because they enable cross promotion, the ability to target the correct combination of catalogs to customers, and more effective catalog design. 2) Since rules one through six were similar in context we will focus my discussion around rule number one. Rule 1 has a confidence of 79.97%. This number was derived by dividing the support of P(a U c) by the support of
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Excel 3 - Date: To: From: Subject: November 18, 2009 Elota...

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