The factors when dealing with the evaluation are as follows:
- When evaluating the lift metric, use 1 as a baseline lift measure, since a lift of 1 implies no relationship between the antecedent and the consequence.
- As the value of lift increases, it will help you target more interesting rules. If you are able to identify rules with a high confidence level that occur more than you expect, that could lead to enhanced revenue from developing customer incentives to purchase the same or similar products again.