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Practical Predictive Analytics by Ralph Winters

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Lift

Lift is determined by dividing the confidence just calculated by the independent probability of the consequent. Lift can be a better measure than either support or confidence, since it incorporates features of both.

To calculate the lift for the second rule (index #64), we only need to determine the unconditional probability of the consequence we just calculated. Since {bottled water} appears two out of 10 times (20%) as the consequence, we divide .67 by .20 to yield 3.4, which is the lift for rule 64.

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