mis6324AssociationRules

mis6324AssociationRules - Click to edit Master subtitle...

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Click to edit Master subtitle style 10/2/11 Business Intelligence Software and Techniques Syam Menon MIS 6324
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10/2/11 What are Association Rules? Relationships through association 22 Market-Basket (transactions) TID Items 1 Bread, Milk 2 Bread, Diaper, Beer, Eggs 3 Milk, Diaper, Beer, Coke 4 Bread, Milk, Diaper, Beer 5 Bread, Milk, Diaper, Coke Examples of Association Rules {Diaper} ( {Beer} {Milk, Bread} & {Eggs,Coke} {Beer, Bread} & {Milk} Implication means co-occurrence , not causality
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10/2/11 What Are We Trying To Do? Given a transactional database (set of transactions), find rules that predict the occurrence of an item based on the occurrences of other items in the database. 33
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10/2/11 Why Do We Care? Recommendations Based on what you have in your shopping cart, you might also like…. Bundling Appropriate bundle determination E.g., travel “packages” – flight, hotel, car Product Placement Osco Drug, Beer and Diapers Other Applications “Hospital Visitors Ask for More Shopping Outlets” (HBR, May 2009) What are the subsequent purchases after buying a PC? What kinds of DNA are sensitive to a new drug? Can we automatically classify web documents? 44
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10/2/11 Analyzing Market Baskets Might as well help/guide/exploit … 55 People tend to buy things together
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10/2/11 Analyzing Market Baskets A Market Basket is a collection of transactions, each consisting of a set of items bought in that transaction. Identifying association rules in market baskets identify items that are frequently bought together. Association Rule Mining (ARM) is a descriptive approach for discovering interesting associations between items in a data base. Market basket analysis supports Product assortment for super markets Customer segmentation based on buying behavior Cross-selling Catalog design, web site design… 66
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10/2/11 Rule Format If {set of items} o then {set of items} If {diapers} ! then {beer} {diapers} : Antecedent or Body of the rule {beer} : Consequent or Head of the rule The antecedent of a rule implies its consequent 77
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10/2/11 Evaluating Association Rules Which rules are valid? Relevance Strength An association rule is considered valid if it satisfies two evaluation measures, quantifying the relevance and strength of the rule. 88
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10/2/11 Evaluating Association Rules Relevance measured by support Frequency of transactions in which the items in the antecedent and the consequent co-occur. Probability that a transaction contains antecedent and consequent 99 database in ns transactio of # consequent and antecedent in items containing ns transactio of # support = Support for {bread} H {diapers} is 2/4 50% of transactions include this pair of items Support quantifies the significance of the co-occurrence of the items involved in a rule.
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