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Association Analysis Explained
How grocery stores are becoming more effective at marketing through data science
Association analysis is a hot topic in data science right now. By discovering relationships between items within large quantities or networks of data, we can glean insights in many areas. These include uncovering unconscious consumer buying patterns at a particular store or through an app (known as market basket transactions), finding interesting patterns in text mining, or potentially discovering patterns in healthcare, transportation, or survey-based data. These relationships may be represented by what we call association rules, which are typically written in the form {A} → {B}, where the two items A and B exhibit some sort of relationship.
This article is intended for the data science-curious who are passingly familiar with data science, but might not have a deep knowledge of the industry. In this article, you will learn:
- Vocabulary / Definitions
- Overview of the Apriori Algorithm
- Common Association Rules
- Implementation in R
- Statistical Pitfalls
