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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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Association rules go beyond merely exploring products: They identify groups of products that tend to appear together. A big part of the allure and power of association rules is that they “discover” patterns automatically, rather than by the hypothesis testing methods used in the previous chapter.
A classical example of association rules is the beer and diapers story, which claims that the two items are purchased together late in the week. This makes for an appealing story. Young mom realizes that there are not enough diapers for the weekend. She calls young dad as he comes home from work, asking him to pick up diapers on the way home. He knows that if he gets beer (and drinks it), he won’t have to change the diapers.
Although a colorful (and sexist) explanation, association rules were not used to find this “unexpected” pattern (the details were explained in a Forbes article in 1998). In fact, retailers...
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