Find out which attributes “go together”
Market Basket Analysis commonly used in business applications
Quantify relationships in the form of Rules
IF antecedent THEN consequent
Rules measured using support and confidence
Discover which items in supermarket are purchased together
Thursday night 200 of 1,000 customers bought diapers, and of those buying diapers, 50 purchased beer
Association Rule: “IF buy diapers, THEN buy beer”
Support = 200/1,000 = 5%, and confidence = 50/200 = 25%