Frequent ItemsetsAssociation rules and market basket ana.ppt

Frequent ItemsetsAssociation rules and market basket analysis CS240B--UCLA Notes by Carlo Zaniolo Most slides borrowed fromJiawei Han,UIUC Association Rules Correlations Basic concepts Efficient and scalable frequent itemset mining methods: Apriori, and improvements FP-growth Rule derivation, visualization and validation Multi-level Associations Temporal associations and frequent sequences Other association mining methods Summary Market Basket Analysis: the context Market Basket Analysis: the context Goal of MBA Extract information on purchasing behavior Actionable information: can suggest new store layouts new product assortments which products to put on promotion MBA applicable whenever a customer purchases multiple things in proximity credit cards services of telecommunication companies banking services medical treatments MBA: applicable to many other contexts Association Rules Express how product/services relate to each other, and tend to group together “if a customer purchases three-way calling, then will also purchase call-waiting” simple to understand actionable information: bundle three-way calling and call-waiting in a single package Frequent Itemsets Frequent Itemsets Example Itemset support Rules confidence Association Rules: Meaning Association Rules - Example For rule A ? C: support = support({A, C}) = 50% confidence = support({A, C})/support({A}) = 66.6% The Apriori principle: Any subset of a frequent itemset must be frequent Closed Patterns and Max-Patterns A long pattern contains very many subpatterns---combinatorial explosion Closed patterns and max-patterns  An itemset is closed if none of its supersets has the same support Closed pattern is a lossless compression of freq. patterns--Reducing the # of patterns and rules An itemset is maximal frequent if none of its supersets is frequent But support of their subsets is not known – additional DB scans are needed Frequent Itemsets Maximal Frequent Itemset: if none of its supersets is