Data Mining-Association Rule

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Presentation transcript:

Data Mining-Association Rule CS 157B, Spring Semester 2007 By Nathanael Chow

Overview What is data mining Association Rule Support Confidence Example Important of association rule References

What is Data Mining? Data mining is the process of searching large volumes of data for patterns, correlations, and trends. Database Data Mining Patterns or Knowledge Decision Support

Associations Frequently co-occurring features Example: someone who buys bread is quiet likely also to buy milk Amazon: customer who buys “Gladiator” will also buys “Brave Heart”

Association (cont.)

Association Rule

Association Rule Example Customer Items Purchased 1 Pizza, soda 2 Milk, pizza, window cleaner 3 Pizza, detergent 4 Pizza, detergent, soda

Association Rule Example (cont.) Customer Items Purchased 1 Pizza, soda 2 Milk, pizza, window cleaner 3 Pizza, detergent 4 Pizza, detergent, soda Pizza Window cleaner Milk Soda Detergent 4 1 2

Association Rule Example (Cont.) Pizza  Soda min_support >= 50% min_conf >= 50% Support: pizza U soda = 2/4 = 50% Confidence: (pizza U soda) / (pizza) = 2/4 = 50% Conclude: Pizza  Soda

Association Rule Example (Cont.) Soda  Pizza min_support >= 50% min_conf >= 50% Support: soda U pizza = 2 / 4 = 50 % Confidence: (soda U pizza) / (soda) = 2 / 2 = 100 % Conclude: Soda  Pizza

Association Rule Example (Cont.) Associations Support Confidence Pizza  Soda 50% Soda  Pizza 100% Pizza  detergent Detergent  Pizza

Important of knowing association rule Supper market: to get a better profit(sale) by placing the associate items next to each other Online sale: higher sales by placing real time advertising

References A. Silberschatz, H. Korth, S. Sudarshan, 2006. Database System Concepts Fifth Edition http://cs.sjsu.edu/%7Elee/cs157b/cs157b.html http://www.cs.sjsu.edu/faculty/lee/cs157/cs157a.html