The effectiveness of association rule mining for uncovering patterns and driving
personalized marketing decisions has been known for a some time [2]. However, and
although there is a clear relation between this method and the goal of a RS, they have
not become mainstream. The main reason is that this approach is similar to item-
based CF but is less flexible since it requires of an explicit notion of transaction –
e.g. co-occurrence of events in a given session. In the next paragraphs we present
some promising examples, some of which indicate that association rules still have
not had their last word.