人工智能与数据挖掘Lect413章节幻灯片.pptVIP

* * * * * * * * * * * * * * BUPT-AIDM * Chapter 3 Basic Data Mining Techniques 3.2 Generating Association Rules * BUPT-AIDM * 1. What Is Association Mining? Applications: Cross-sell, catalog design, store layout, promotion design etc. Also called basket (data) analysis, Difference between Association Classification Examples: If customers purchase milk, they also purchase bread If customers purchase bread, they also purchase milk Rule confidence (可信度,置信度): Given a rule of the form “If A then B”, rule confidence is the conditional probability that B is true when A is known to be true. Indicates the certainty of this association rule. Rule support (支持度, coverage 覆盖度): The minimum percentage of instances in the database that contain all items listed in a given association rule. Indicates the usefulness of an association rule. buys(x, “diapers”) ? buys(x, “beers”) [0.5%, 60%] （support, confidence) major(x, “CS”) ^ takes(x, “DB”) ? grade(x, “A”) [1%, 75%] * BUPT-AIDM * Cross-sell Up-sell Cross-sell is a marketing term for the practice of suggesting related products or services to a customer who is considering buying something. If you‘re buying a book on A, for example, you may be shown a list of books similar to the one you’ve chosen or books purchased by other customers that bought the same book you did. A search on a company‘s Web site for bed linens might also bring up listings of matching draperies (大窗帘). The most ubiquitous example of cross-sell is likely the oft-spoken fast food phrase: Would you like fries with that? 交叉销售：推荐给用户购买之外的额外项目。 Up-sell is a marketing term for the practice of suggesting higher priced products or services to a customer who is considering a purchase. An up-sell offer is typically for a better version of the same product or service you are considering, such as a gym membership with more privileges, or a faster computer. The most ubiquitous example of up-sell is likely the oft-spoken (if ungrammatical) fast food phrase: Would you l