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Unsupervised Learning with R by Erik Rodríguez Pacheco

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Chapter 4. Association Rules

This chapter aims to explain another grouping technique, association rules. The association process makes groups of observations and attempts to discover links or associations between different attributes of groups. These associations become rules which can in turn be used to support future decisions.

Association rules can be applied in many situations but are commonly used in retail transactions. Its use became popular in selling books online. These businesses started to collect information about the reading habits of their customers and, using association analysis, they were able to identify groups of books that consumers with similar interests might buy.

These analyses allow us to create models of recommendation; ...

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