DATA MINING Desktop Survival Guide by Graham Williams
Desktop Survival Project Home List of Figures List of Tables Data Mining with Rattle Introduction Data Mining with Rattle Data Sources Selecting Data Exploring Data Transforming Data Descriptive Models Predictive Models Evaluation and Deployment Issues Moving into R Troubleshooting R for the Data Miner R Data Graphics in R Understanding Data Preparing Data Descriptive and Predictive Analytics Issues Evaluating Models Reporting Cluster Analysis Text Mining Text Mining Algorithms Bagging Bayes Classifier Cluster Analysis Conditional Trees Hierarchical Clustering K-Nearest Neighbours Linear Models Neural Networks Support Vector Machines Open Products AlphaMiner Borgelt Data Mining Suite KNime R Rattle Weka Closed Products C4.5 Clementine Equbits Foresight GhostMiner InductionEngine ODM Enterprise Miner Statistica Data Miner TreeNet Virtual Predict Appendicies Glossary Bibliography Index

Association Rules

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Association analysis identifies relationships or affinities between entities and/or between variables. These relationships are then expressed as a collection of association rules. The approach has been particularly successful in mining very large transaction databases and is one of the core classes of techniques in data mining. A typical example is in the retail business where historic data might identify that customers who purchase the Gladiator DVD and the Patriot DVD also purchase the Braveheart DVD. The historic data might indicate that the first two DVDs are purchased by only 5% of all customers. But 70% of these then also purchase Braveheart. This is an interesting group of customers. As a business we may be able to take advantage of this observation by targetting advertising of the Braveheart DVD to those customers who have purchased both Gladiator and Patriot.

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Association rules are one of the more common types of techniques most associated with data mining. Rattle supports association rules through the Associate tab of the Unsupervised paradigm.

Two types of association rules are supported. Rattle will use either the Ident and Target variables for the analysis if a market basket analysis is requested, or else will use the Input variables for a rules analysis.

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