Rule Measures Support and Confidence Customer.pdfVIP

1January 17, 2001 Data Mining: Concepts and Techniques 1 Data Mining: Concepts and Techniques — Slides for Textbook — — Chapter 6 — ?Jiawei Han and Micheline Kamber Intelligent Database Systems Research Lab School of Computing Science Simon Fraser University, Canada http://www.cs.sfu.ca January 17, 2001 Data Mining: Concepts and Techniques 2 Chapter 6: Mining Association Rules in Large Databases n Association rule mining n Mining single-dimensional Boolean association rules from transactional databases n Mining multilevel association rules from transactional databases n Mining multidimensional association rules from transactional databases and data warehouse n From association mining to correlation analysis n Constraint-based association mining n Summary January 17, 2001 Data Mining: Concepts and Techniques 3 What Is Association Mining? n Association rule mining: n Finding frequent patterns, associations, correlations, or causal structures among sets of items or objects in transaction databases, relational databases, and other information repositories. n Applications: n Basket data analysis, cross-marketing, catalog design, loss-leader analysis, clustering, classification, etc. n Examples. n Rule form: “Body → Η ead [support, confidence]”. n buys(x, “diapers”) → buys(x, “beers”) [0.5%, 60%] n major(x, “CS”) ^ takes(x, “DB”) → grade(x, “A”) [1%, 75%] January 17, 2001 Data Mining: Concepts and Techniques 4 Association Rule: Basic Concepts n Given: (1) database of transactions, (2) each transaction is a list of items (purchased by a customer in a visit) n Find: all rules that correlate the presence of one set of items with that of another set of items n E.g., 98% of people who purchase tires and auto accessories also get automotive services done n Applications n * ? Maintenance Agreement (What the store should do to boost Maintenance Agreement sales) n Home Electronics ? * (What other products should the store stocks up?) n Attached mailing in direct