Book Image

Data Analysis Using SQL and Excel - Second Edition

By : Gordon S. S. Linoff
Book Image

Data Analysis Using SQL and Excel - Second Edition

By: Gordon S. S. Linoff

Overview of this book

Data Analysis Using SQL and Excel, 2nd Edition shows you how to leverage the two most popular tools for data query and analysis—SQL and Excel—to perform sophisticated data analysis without the need for complex and expensive data mining tools. Written by a leading expert on business data mining, this book shows you how to extract useful business information from relational databases. You'll learn the fundamental techniques before moving into the "where" and "why" of each analysis, and then learn how to design and perform these analyses using SQL and Excel. Examples include SQL and Excel code, and the appendix shows how non-standard constructs are implemented in other major databases, including Oracle and IBM DB2/UDB. The companion website includes datasets and Excel spreadsheets, and the book provides hints, warnings, and technical asides to help you every step of the way. Data Analysis Using SQL and Excel, 2nd Edition shows you how to perform a wide range of sophisticated analyses using these simple tools, sparing you the significant expense of proprietary data mining tools like SAS.
Table of Contents (18 chapters)
Free Chapter
1
Foreword
17
EULA

CHAPTER 9
What’s in a Shopping Cart? Market Basket Analysis

 

The previous chapter discussed everything about customer behavior—when, where, how—with one notable exception: the products actually being purchased. This chapter and the next dive into the detail, focusing on the specific products, to learn both about customers and the products they buy. Market basket analysis is the general name for understanding product purchase patterns at the customer level. Association rules, covered in the next chapter, are specifically about discovering which products are purchased together.

This chapter starts by exploring the individual products purchased in an order. Visualizing the products tells us about both products and customers. And brings up unusual questions, such as “Why do customers purchase the same product multiple times in an order?”

These types of questions naturally lead to investigating the relationship between products and customer behavior...