October 2017
Intermediate to advanced
1159 pages
26h 10m
English
Affinity analysis is the heart of Market basket analysis (MBA). It can discover co-occurrence relationships among activities performed by specific users or groups. In retail, affinity analysis can help you understand the purchasing behavior of customers. These insights can drive revenue through smart cross-selling and upselling strategies and can assist you in developing loyalty programs, sales promotions, and discount plans.
In this chapter, we will look into the following topics:
First, we will revise the core association rule learning concepts and algorithms, such as support, lift, Apriori algorithm, and FP-growth algorithm. Next, ...
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