Association Rules.ppt

Mining Multilevel AR Calculate frequent itemsets at each concept level, until no more frequent itemsets can be found For each level use Apriori A top_down, progressive deepening approach: First find high-level strong rules: fresh ? bakery [20%, 60%]. Then find their lower-level “weaker” rules: fruit ? bread [6%, 50%]. Variations at mining multiple-level association rules. Level-crossed association rules: fruit ? wheat bread Multi-level Association: Uniform Support vs. Reduced Support Uniform Support: the same minimum support for all levels One minimum support threshold. No need to examine itemsets containing any item whose ancestors do not have minimum support. If support threshold too high ? miss low level associations. too low ? generate too many high level associations. Reduced Support: reduced minimum support at lower levels - different strategies possible. Beyond Support and Confidence Example 1: (Aggarwal Yu) {tea} = {coffee} has high support (20%) and confidence (80%) However, a priori probability that a customer buys coffee is 90% There is a negative correlation between buying tea and buying coffee {~tea} = {coffee} has higher confidence (93%) Correlation and Interest Two events are independent if P(A ? B) = P(A)*P(B), otherwise are correlated. Interest = P(A ? B)/P(B)*P(A) Interest expresses measure of correlation. If: equal to 1 ? A and B are independent events less than 1 ? A and B negatively correlated, greater than 1 ? A and B positively correlated. In our example, I(drink tea ? drink coffee ) = 0.89 i.e. they are negatively correlated. Questions? Thank You Association Rules presented by Zbigniew W. Ras*,#) *) University of North Carolina – Charlotte #) Warsaw University of Technology Customer buying habits by finding associations and correlations between the different items that customers place in their “shopping basket”