Learning Data Mining with Python - Second Edition

Affinity analysis

Affinity analysis is the task of determining when objects are used in similar ways. In the previous chapter, we focused on whether the objects themselves are similar - in our case whether the games were similar in nature. The data for affinity analysis is often described in the form of a transaction. Intuitively, this comes from a transaction at a store—determining when objects are purchased together as a way to recommend products to users that they might purchase.

However, affinity analysis can be applied to many processes that do not use transactions in this sense:

• Fraud detection
• Customer segmentation
• Software optimization
• Product recommendations

Affinity analysis is usually much more exploratory than classification. ...