Data Mining: Concepts and Techniques, 3rd Edition

6.4 Summary

■ The discovery of frequent patterns, associations, and correlation relationships among huge amounts of data is useful in selective marketing, decision analysis, and business management. A popular area of application is market basket analysis, which studies customers’ buying habits by searching for itemsets that are frequently purchased together (or in sequence).

■ Association rule mining consists of first finding frequent itemsets (sets of items, such as A and B, satisfying a minimum support threshold, or percentage of the task-relevant tuples), from which strong association rules in the form of are generated. These rules also satisfy ...