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Book Overview & Buying
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Table Of Contents
Data Analysis Using SQL and Excel - Second Edition
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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...
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