数据挖掘联规则.pptVIP

Data Mining: Concepts and Techniques Chapter 4: Mining Frequent Patterns, Association and Correlations Basic concepts and a road map Scalable frequent itemset mining methods Mining various kinds of association rules Constraint-based association mining From association to correlation analysis Mining colossal patterns Summary What Is Frequent Pattern Analysis? Frequent pattern: a pattern (a set of items, subsequences, substructures, etc.) that occurs frequently in a data set First proposed by Agrawal, Imielinski, and Swami [AIS93] in the context of frequent itemsets and association rule mining Motivation: Finding inherent regularities in data What products were often purchased together?— Beer and diapers?! What are the subsequent purchases after buying a PC? What kinds of DNA are sensitive to this new drug? Can we automatically classify web documents? Applications Basket data analysis, cross-marketing, catalog design, sale campaign analysis, Web log (click stream) analysis, and DNA sequence analysis. 关联规则挖掘 关联规则挖掘的典型案例：购物篮问题 在商场中拥有大量的商品（项目），如：牛奶、面包等，客户将所购买的商品放入到自己的购物篮中。 通过发现顾客放入购物篮中的不同商品之间的联系，分析顾客的购买习惯 哪些物品经常被顾客购买？ 同一次购买中，哪些商品经常会被一起购买？ 一般用户的购买过程中是否存在一定的购买时间序列？ 具体应用：利润最大化 商品货架设计：更加适合客户的购物路径 货存安排：实现超市的零库存管理 用户分类：提供个性化的服务 关联规则挖掘 简单的说，关联规则挖掘就是发现大量数据中项集之间有趣的关联 在交易数据、关系数据或其他信息载体中，查找存在于项目集合或对象集合之间的频繁模式、关联、相关性、或因果结构。 应用 购物篮分析、交叉销售、产品目录设计、聚集、分类等 两种策略： 1。 商品放近， 增加销量 2。商品放远， 增加其他商品的销量 Why Is Freq. Pattern Mining Important? Freq. pattern: An intrinsic and important property of datasets Foundation for many essential data mining tasks Association, correlation, and causality analysis Sequential, structural (e.g., sub-graph) patterns Pattern analysis in spatiotemporal, multimedia, time-series, and stream data Classification: discriminative, frequent pattern analysis Cluster analysis: frequent pattern-based clustering Data warehousing: iceberg cube and cube-gradient Semantic data compression: fascicles Broad applications 关联规则挖掘形式化定义 给定： ?? 设I ={i1 , i2 ,…, im}是项(item)的集合。若干项