Business Analytics

Today Objective

ENHANCING DECISION MAKING

Association Analytics : A mining
Approach

Indian Institute of Management (IIM),Rohtak

 The Apriori Procedures
The Apriori Method is an influential method for
mining frequent item sets.

Key Concepts :
• Frequent Itemsets: The sets of item
which has minimum support (denoted
by Li for ith-Itemset).
• Join Operation: To find Lk , a set of
candidate k-itemsets is generated by
joining Lk with itself.
• Apriori Property: Any subset of
frequent itemset must be frequent.
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Understanding Apriori through an Example

TID List of Items

• Consider a database, D , consisting
of 9 transactions.
T100 I1, I2, I5
• Suppose min. support count
T101 I2, I4
required is 2 (i.e. min_sup = 2/9 =
T102 I2, I3 22 % )
T103 I1, I2, I4 • Let minimum confidence required
is 70%.
T104 I1, I3
• We have to first find out the
T105 I2, I3 frequent itemset using Apriori
T106 I1, I3 algorithm.
T107 I1, I2 ,I3, I5 • Then, Association rules will be
generated using min. support &
T108 I1, I2, I3 min. confidence.

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 Step 1: Generating 1-itemset Frequent Pattern
Itemset Sup.Count Itemset Sup.Count
Compare candidate
Scan D for {I1} 6 support count with {I1} 6
count of each minimum support
candidate {I2} 7 {I2} 7
count
{I3} 6 {I3} 6
{I4} 2 {I4} 2
{I5} 2 {I5} 2

C1 L1

• In the first iteration of the algorithm, each item is a

member of the set of candidate.
• The set of frequent 1-itemsets, L1 , consists of the
candidate 1-itemsets satisfying minimum support.
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 Step 2: Generating 2-itemset Frequent Pattern
Itemset Sup.Count
{I1} 6
{I2} 7
{I3} 6
{I4} 2
{I5} 2

Itemset Itemset Sup. Itemset Sup

Compare
Generate {I1, I2} Scan D for Count candidate Count
C2 count of {I1, I2} 4 support count {I1, I2} 4
candidates {I1, I3} each with
from L1 {I1, I4} candidate {I1, I3} 4 minimum {I1, I3} 4
support count
{I1, I5} {I1, I4} 1 {I1, I5} 2

{I2, I3} {I1, I5} 2 {I2, I3} 4

{I2, I4} {I2, I4} 2

{I2, I3} 4
{I2, I5} {I2, I5} 2
{I2, I4} 2
{I3, I4} {I2, I5} 2 L2
{I3, I5}
{I3, I4} 0
{I4, I5}
{I3, I5} 1
C2 {I4, I5} 0

C2
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 Step 3: Generating 3-itemset Frequent Pattern
Itemset Sup
Generate candidate set C3 using L2 (join step).
Count
{I1, I2} 4
Condition of joining Lk-1 and Lk-1 is that it should
{I1, I3} 4 have (K-2) elements in common. So here, for L2,
{I1, I5} 2 first element should match.
{I2, I3} 4 •The generation of the set of candidate 3-
{I2, I4} 2 itemsets, C3 , involves use of the Apriori
{I2, I5} 2
Property.
•C3 = L2 Join L2={{I1, I2, I3},{I1, I2, I5},{I1, I3, I5},{I2, I3, I4}, {I2, I3, I5},{I2, I4,I5}}.
If we go for all
•C3 = L2 Join L2 = {{I1, I2, I3}, {I1, I2, I5}, {I1, I2, I4},
{I1, I3, I5}, {I2, I3, I4}, {I2, I3, I5}, {I2, I4, I5}}.
•Now, Join step is complete and Prune step will be used to
reduce the size of C3. Prune step helps to avoid heavy
computation due to large Ck.
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 Step 3: Generating 3-itemset Frequent Pattern

Compare
Scan D for Scan D for Itemset Sup. candidate Itemset Sup
count of Itemset count of support count
Count with min
Count
each each
candidate {I1, I2, I3} candidate {I1, I2, I3} 2 support count {I1, I2, I3} 2
{I1, I2, I5} {I1, I2, I5} 2
{I1, I2, I5} 2
C3 C3 L3

Generate candidate set C4 using L3 (join step). Condition

of joining Lk-1 and Lk-1 (K=4) is that, they should have (K-2)
elements in common. So here, for L3, first 2 elements
(items) should match.

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 Step 4: Generating 4-itemset Frequent Pattern
• The algorithm uses L3 Join L3 to generate a candidate
set of 4-itemsets, C4. Although the join results in {{I1,
I2, I3, I5}}, this itemset is pruned since its subset {{I2,
I3, I5}} is not frequent.
• Thus, C4 = φ , and procedure terminates, having
found all of the frequent items. This completes our
Apriori Algorithm.
• What’s Next ?
These frequent itemsets will be used to generate
strong association rules ( where strong association
rules satisfy both minimum support & minimum
confidence).

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 Step 5: Generating Association Rules from Frequent
Itemsets
• Procedure:
• For each frequent itemset “l”, generate all nonempty subsets of l.
• For every nonempty subset s of l, output the rule “s  (l-s)” if
support_count(l) / support_count(s) >= min_conf where
min_conf is minimum confidence threshold.

• Back To Example:
We had L = {{I1}, {I2}, {I3}, {I4}, {I5}, {I1,I2}, {I1,I3}, {I1,I5}, {I2,I3}, {I2,I4},
{I2,I5}, {I1,I2,I3}, {I1,I2,I5}}.
– Lets take l = {I1,I2,I5}.
– Its all nonempty subsets are {I1,I2}, {I1,I5}, {I2,I5}, {I1}, {I2}, {I5}.

• Let confidence threshold is , say 100%.

• The resulting association rules are shown below, each listed with its
confidence.

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 An Example :

Q1.A database has four transactions .

Let min_sup=70%(LET SAY 3),and min_conf=100%.
TID Date item_ bought
T100 10/15/99 {K, A, D, B}
T200 10/15/99 {D, A, C, E, B}
T300 10/19/99 {C, A, B, E}
T400 10/22/99 {B, A, D}

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 An Example :
C1 L1
Q1.A database has four transactions . A 4 A 4 AB 4
Let min_sup=70%(LET SAY 3),and B 4 B 4 AD 3
min_conf=100%.
TID Date item_ bought C 2 C 2 BD 3
T100 10/15/99 {K, A, D, B} D 3 D 3
T200 10/15/99 {D, A, C, E, B} E 2 E 2
T300 10/19/99 {C, A, B, E} ABD 3
T400 10/22/99 {B, A, D} K 1 K 1

Therefor ,the set of all frequent item sets are {A},{B},{D},{A B},{A
D},{B D},{A B D}

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Simulation

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 Association Mining

The Titanic Dataset

• The Titanic dataset is a 4-dimensional table
with summarized information on the fate of
passengers on the Titanic according to
social class, sex, age and survival.
• To make it suitable for association rule
mining, save the “titanic.csv” in Documents
folder (the working directory)
• Load the Dataset:
titanic <- read.csv("titanic.csv", header=T)
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 Association Mining
View the uploaded data
>titanic

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 Association Mining
Summary of dataset
summary(titanic)

The summary shows the number of

categorical variables for each column

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 Association Mining

Installing package arules

• Provides the infrastructure for representing,

manipulating and analyzing transaction data and
patterns (frequent itemsets and association rules).
• Go to Packages tab in Output/Packages pane in
Rstudio
• Click on Install button
• Write arules in the Packages checkbox and click
on Install button

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 Association Mining
Installing arules package

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Association Mining
Download completed

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 Association Mining
Visualizing Association Rules
Install arulesViz package(for graph and other
analysis)

After installation, load the package.

library(arulesViz)
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 Association Mining
Load arules package

Either click on the checkbox of arules package in the

Packages tab or write library(arules) in the R Console

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 Association Mining

Creating Association Rules

rules.all <- apriori(titanic)

The minimum support threshold is 0.1 and

minimum confidence is 0.8 by default
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 Association Mining

The Apriori algorithm generated 27 rules with the given constraints. Lets dive into the
Parameter Specification section of the output.
•minval is the minimum value of the support an itemset should satisfy to be a part of
a rule.
•smax is the maximum support value for an itemset.
•arem is an Additional Rule Evaluation Parameter. In the above code we have
constrained the number of rules using Support and Confidence. There are several
other ways to constrain the rules using the arem parameter in the function and we
will discuss more about it later in the session.
•aval is a logical indicating whether to return the additional rule evaluation measure
selected with arem.
•originalSupport The traditional support value only considers both LHS and RHS
items for calculating support. If you want to use only the LHS items for the
calculation then you need to set this to FALSE.
•maxtime is the maximum amount of time allowed to check for subsets.
•minlen is the minimum number of items required in the rule.
•maxlen is the maximum number of items that can be present in the rule.

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Association Mining

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 Association Mining

What is the difference between lift and leverage?

Both lift and leverage measure the relation between the
probability of a given rule to occur (support(A→C)) and its
expected probability if the items were independent
(coverage(A)*coverage(C)) of each other. The only difference
is that lift computes the ratio of both factors
(support(A→C)/(coverage(A)*coverage(C))) and leverage
computes the difference (support(A→C)-
(coverage(A)*coverage(C))). The implications are that lift may
find very strong associations for less frequent items, while
leverage tends to prioritize items with higher
frequencies/support in the dataset.

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 Association Mining
Inspecting the rules created
inspect(rules.all) #shows all the rules created with given criteria

The default value in

parameter for minlen is 1.
This means that rules with
only one item (i.e., an empty
antecedent/LHS) like
{} => {age=adult} will be
created.
These rules mean that no
matter what other items are
involved the item in the RHS
will appear with the
probability given by the rule's
confidence (which equals the
support).
If you want to avoid these
rules then use the argument
parameter=list(minlen=2)
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 Association Mining
Inspecting the rules created
rules.all =sort(rules.all, by="lift") #sort as per lift value
inspect(rules.all)

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 Association Mining

Question 1: Show rules containing “Survived” only in the RHS

rules <- apriori(titanic, parameter = list(minlen=2, supp=0.005, conf=0.8),
appearance = list(rhs=c("Survived=No", "Survived=Yes"), default="lhs"))

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 Association Mining
Question 1: Show rules containing “Survived” only in the RHS
inspect(rules)

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 Association Mining

Question 2: keep the confidence, support, and lift

values to three decimal places
quality(rules) <- round(quality(rules), digits=3)
inspect(rules)

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 Association Mining

Question 3: Order the rules by lift

rules.sorted <- sort(rules, by="lift")
inspect(rules.sorted)

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 Association Mining
Question 4: Show the rules of survived adults and
children of 1st, 2nd, and 3rd class
• rules <- apriori(titanic, parameter = list(minlen=3,
supp=0.002, conf=0.2), appearance =
list(default="none", rhs=c("Survived=Yes"),
lhs=c("Class=1st", "Class=2nd", "Class=3rd",
"Age=Child", "Age=Adult"))) #specifying both
the LHS and RHS, and hence default="none“
(with out default also work)
• rules.sorted <- sort(rules, by="confidence")
• inspect(rules.sorted)
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Association Mining

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 Association Mining

Visualizing Association Rules

After installation, load the package.

library(arulesViz)
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Indian Institute
Institute of Management
of Management (IIM),Rohtak
Rohtak
 Association Mining
plot(rules.sorted) Plotting rules
# This visualization method draws a two dimensional scatterplot with
different measures of interestingness (parameter "measure") on the axes
and a third measure (parameter "shading") is represented by the color of
the points.

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 Association Mining
Grouped matrix for rules
plot(rules.sorted, method = "grouped")

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 Association Mining
Grouped matrix for rules
plot(rules.all, method = "grouped")
#Antecedents (columns) in the matrix are grouped using
clustering. Balloons in the matrix are used to represent
with what consequent the antecedents are connected.

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 Association Mining
Graph based visualization
plot(rules.sorted, method="graph", control=list(type="items"))
or
plot(rules.sorted, method="graph")
#Represents the rules (or itemsets) as a graph

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 Association Mining
Graph based visualization
plot(rules.all, method="graph", control=list(type="items"))

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 Association Mining
Parallel coordinates plot
plot(rules.sorted, method="paracoord", control=list (reorder=TRUE) )
#Represents the rules (or itemsets) as a parallel coordinate plot.

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Association Mining

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 Association Mining

https://towardsdatascience.com/a-
gentle-introduction-on-market-
basket-analysis-association-rules-
fa4b986a40ce

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Association Mining

items.csv

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 Association Mining

Case(items.csv)
Question: Find the association rules with support = 0.22, and
confidence=0.7
Sol: Save the “items.csv” file in the working directory and load the data
item <- read.transactions("items.csv", format = "basket", sep = ",")
summary(item)
Note: read.transaction requires “arules” package to be installed and
loaded

http://www.learnbymarketin
g.com/1043/working-with-
arules-transactions-and-
read-transactions/

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 Association Mining

Mining rules (items.csv)

• rules.all <- apriori(item, parameter =
list(minlen=2, supp=0.22, conf=0.7))
• inspect(rules.all)

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 Association Mining

plot(rules.all, method="graph", control=list(type="items"))

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 Association Mining
Case(transactions.csv)
Question: Find the association rules with support =
0.7, and confidence=100%
Sol: Save the “transactions.csv” file in the working directory and
load the data
item <- read.transactions("transactions.csv", format = "basket", sep =
",")
summary(item)
Note: read.transaction requires “arules” package to be installed and
loaded

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 Association Mining

Mining rules (transactions.csv)

• rules.all <- apriori(item, parameter =
list(minlen=2, supp=0.7, conf=1))
• inspect(rules.all)

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 Association Mining

Case(supermarket.csv)
Question: Find the association rules with support = 0.4, and
confidence=0.95
Sol: Save the file in Documents folder (working directory)
Load the data:
• supermarket <- read.transactions("supermarket.csv",
format = "basket", sep = ",")
• summary(supermarket)
Note: format = "basket" is when you have multiple data
items
Mining the rules
• rules.all <- apriori(supermarket, parameter =
list(minlen=2, supp=0.22, conf=0.7))
• inspect(rules.all)
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Association Mining

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 Association Mining
Case(groceries.csv)
Display first three transaction

Print Frequency plot of TOP 10 item

Display item which support .15

Generate top 5 rule based on given support(.5) and confidence(.9)

Sort top four rule based upon lift value

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 Association Mining

groceries1 <- read.transactions("groceries.csv",

format = "basket", sep = ",")

summary(groceries1)
transactions as itemMatrix in sparse format with
9835 rows (elements/itemsets/transactions) and
169 columns (items) and a density of 0.02609146

most frequent items:

whole milk other vegetables rolls/buns soda yogu
rt
2513 1903 1809 1715 1372
(Other)
34055

inspect(groceries1)
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 Association Mining
Case(groceries.csv)
Display first three transaction

Print Frequency plot of TOP 10 item

Display item which support .15

Generate top 5 rule based on given support(.5) and confidence(.9)

Sort top four rule based upon lift value

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 Association Mining

Display first three transaction

inspect(groceries1[1:3])

items
[1] {citrus fruit,margarine,ready so
ups,semi-finished bread}
[2] {coffee,tropical fruit,yogurt}
[3] {whole milk}

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 Association Mining
Case(groceries.csv)
Display first three transaction

Print Frequency plot of TOP 10 item

Display item which support .15

Generate top 5 rule based on given support(.5) and confidence(.9)

Sort top four rule based upon lift value

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 Association Mining

Print Frequency plot of TOP 10 item

itemFrequencyPlot(groceries1,topN=10)

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 Association Mining
Case(groceries.csv)
Display first three transaction

Print Frequency plot of TOP 10 item

Display item which support .15

Generate top 5 rule based on given support(.5) and confidence(.9)

Sort top four rule based upon lift value

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 Association Mining

Display item which support .15

itemFrequencyPlot(groceries1,support=.15)

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 Association Mining
Case(groceries.csv)
Display first three transaction

Print Frequency plot of TOP 10 item

Display item which support .15

Generate top 5 rule based on given support(.5) and confidence(.9)

Sort top four rule based upon lift value

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 Association Mining
Generate top 5 rule based on given support(.5) and confidence(.9)
m1<-apriori(groceries1,parameter = list(support=.5,confidence=.9))
inspect(m1)
summary(m1)
Set of 0 rule
Change values(.005) and (.25)
m1<-apriori(groceries1,parameter = list(support=.5,confidence=.9))
inspect(m1)
summary(m1)
Set of 663 rule
inspect(m1[1:5])
lhs rhs support confidence lift
[1] {} => {whole milk} 0.255516014 0.2555160 1.000000
[2] {cake bar} => {whole milk} 0.005592272 0.4230769 1.655775
[3] {dishes} => {other vegetables} 0.005998983 0.3410405 1.762550
[4] {dishes} => {whole milk} 0.005287239 0.3005780 1.176357
[5] {mustard} => {whole milk} 0.005185562 0.4322034 1.691492
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 Association Mining
Case(groceries.csv)
Display first three transaction

Print Frequency plot of TOP 10 item

Display item which support .15

Generate top 5 rule based on given support(.5) and confidence(.9)

Sort top four rule based upon lift value

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 Association Mining

inspect(sort(m1,by="lift")[1:4])
lhs rhs support confidence
[1] {citrus fruit,other vegetables,whole milk} => {root vegetables} 0.005795628
0.4453125
[2] {butter,other vegetables} => {whipped/sour cream} 0.005795628
0.2893401
[3] {herbs} => {root vegetables} 0.007015760 0.4312500
[4] {citrus fruit,pip fruit} => {tropical fruit} 0.005592272 0.4044118
lift
[1] 4.085493
[2] 4.036397
[3] 3.956477
[4] 3.854060

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Association Mining

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 Association Mining

Rattle
• Rattle (the R Analytical Tool To Learn
Easily) is a graphical data mining application
built upon the statistical language R
• It provides a Graphical User Interface (GUI)
for easier use
• It is used for data mining and statistical model
building
https://rattle.togaware.com/

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 Association Mining

Installing rattle
• Before installing rattle, you need to install RGtk2
package
• In the R console type
install.packages("https://cran.r-
project.org/bin/windows/contrib/3.3/RGtk2_2.20.31.
zip", repos=NULL)
• Install rattle
install.packages("rattle")
• Load rattle
library(rattle)
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 Association Mining

Rattle GUI
• rattle() # This will open the Rattle GUI

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 Association Mining
Load the dataset
• Save the “supermarket_rattle.csv” file in the Documents
folder
• Go to the Rattle GUI
• Go to the Data tab
• Select Source as spreadsheet
• Keep the Separator as “,” and select the Header
checkbox
• Click on the File Name browsing option
• Select the “supermarket_rattle.csv” file from browse
option and click on the Open button

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Association Mining
Load the dataset

Select the file from browse

Click

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Preparing the data
Once you select the file, click on the execute button

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 Association Mining
Data preparation
The ID column is termed as Ident and Item column as Category

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 Association Mining
• Now go to the Associate tab
• Select Baskets checkbox
• Provide the support as 0.2 and Confidence as
0.95 and Min Length as 2
• Click on the Execute button

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Association Mining

Association rule details

Other statistical measures

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 Association Mining

Frequency plot
• Click on the Freq Plot button in the Associate tab of Rattle GUI
• You can view the frequency plot in the Output tab of R studio

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 Association Mining

Object name <- read.csv(“Filename.csv")

# convert in to matrix format.

A1 <- as.matrix(Object name)

# Recast incidence matrix into transcations list.

A1.trans <- as(A1, "transactions")

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Association Mining

Coursetopics.csv

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 Association Mining
# convert in to matrix format.
course.df <- read.csv("Coursetopics.csv")
course.mat <- as.matrix(course.df)
course.mat
# Recast matrix into transcations list.
course.trans <- as(course.mat, "transactions")
inspect(course.trans)
itemFrequencyPlot(course.trans)

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 Association Mining

# Generate rules with the highest lift.

rules <- apriori(course.trans, parameter = list(supp= 0.01, conf = 0.1,
target = "rules"))
inspect(head(sort(rules, by = "lift")))

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 Association Mining
CATLOG CROSS –SELLING
catalog.df <- read.csv("CatalogCrossSell.csv")
# dataframe to matrix
catalog.mat <- as.matrix(catalog.df[,-1])
View(catalog.mat)
# matrix to transcations
catalog.trans <- as(catalog.mat, "transactions")
itemFrequencyPlot(catalog.trans)

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 Association Mining
# Generate rules
liftrules <- apriori(catalog.trans, parameter = list(supp= 0.1, conf = 0.5,
target = "rules"))
inspect(head(sort(rules, by = "lift")))

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ORANGE

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 ORANGE
Image Analytics

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Image Analytics

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ORANGE

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 An Example :
C1 L1
Q1.A database has four transactions . A 4 A 4 AB 4
Let min_sup=70%(LET SAY 3),and B 4 B 4 AD 3
min_conf=100%.
TID Date item_ bought C 2 C 2 BD 3
T100 10/15/99 {K, A, D, B} D 3 D 3
T200 10/15/99 {D, A, C, E, B} E 2 E 2
T300 10/19/99 {C, A, B, E} ABD 3
T400 10/22/99 {B, A, D} K 1 K 1

Therefor ,the set of all frequent item sets are {A},{B},{D},{A B},{A
D},{B D},{A B D}

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ORANGE

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ORANGE

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Leverage
leverage(X -> Y) = P(X and Y) - (P(X)P(Y))
Leverage measures the difference of X and Y appearing together in
the data set and what would be expected if X and Y where statistically
dependent. The rational in a sales setting is to find out how many
more units (items X and Y together) are sold than expected from the
independent sells. Using min. leverage thresholds at the same time
incorporates an implicit frequency constraint. E.g., for setting a min.
leverage thresholds to 0.01% (corresponds to 10 occurrence in a data
set with 100,000 transactions) one first can use an algorithm to find all
itemsets with min. support of 0.01% and then filter the found item sets
using the leverage constraint. Because of this property leverage also
can suffer from the rare item problem.
Indian Institute of Management (IIM),Rohtak
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Item.csv

Indian Institute of Management (IIM),Rohtak

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Indian Institute of Management (IIM),Rohtak

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Now new data file :cosmetics.csv

65% support, generate rule

Indian Institute of Management (IIM),Rohtak

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Indian Institute of Management (IIM),Rohtak

Code _Python

Indian Institute of Management (IIM),Rohtak

Thank you !!!
Indian Institute of Management (IIM),Rohtak