Desktop Survival Guide
by Graham Williams

Association Analysis

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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