COMP5318 Knowledge Discovery and Data Mining_2011 Semester 1_week3chap6_basic_association_analysis.pptVIP

Statistical Independence Population of 1000 students 600 students know how to swim (S) 700 students know how to bike (B) 420 students know how to swim and bike (S,B) P(S?B) = 420/1000 = 0.42 P(S) ? P(B) = 0.6 ? 0.7 = 0.42 P(S?B) = P(S) ? P(B) = Statistical independence P(S?B) P(S) ? P(B) = Positively correlated P(S?B) P(S) ? P(B) = Negatively correlated Statistical-based Measures Measures that take into account statistical dependence Example: Lift/Interest Coffee Coffee Tea 15 5 20 Tea 75 5 80 90 10 100 Association Rule: Tea ? Coffee Confidence= P(Coffee|Tea) = 0.75 but P(Coffee) = 0.9 Lift = 0.75/0.9= 0.8333 ( 1, therefore is negatively associated) Drawback of Lift Interest Y Y X 10 0 10 X 0 90 90 10 90 100 Y Y X 90 0 90 X 0 10 10 90 10 100 Statistical independence: If P(X,Y)=P(X)P(Y) = Lift = 1 There are lots of measures proposed in the literature Some measures are good for certain applications, but not for others What criteria should we use to determine whether a measure is good or bad? What about Apriori-style support based pruning? How does it affect these measures? ? Tan,Steinbach, Kumar Introduction to Data Mining 4/18/2004 * Data Mining Association Analysis: Basic Concepts and Algorithms Lecture Notes for Chapter 6 Introduction to Data Mining by Tan, Steinbach, Kumar ? Tan,Steinbach, Kumar Introduction to Data Mining 4/18/2004 * Association Rule Mining Given a set of transactions, find rules that will predict the occurrence of an item based on the occurrences of other items in the transaction Market-Basket transactions Example of Association Rules {Diaper} ? {Beer},{Milk, Bread} ? {Eggs,Coke},{Beer, Bread} ? {Milk}, Implication means co-occurrence, not causality! Definition: Frequent Itemset Itemset A collection of one or more items Example: {Milk, Bread, Diaper} k-itemset An itemset that contains k items Support count (?) Frequency of occurrence of an i