Affinity analysis
Affinity analysis is the task of determining when objects are used in similar ways. In the previous chapter, we focused on whether the objects themselves are similar. The data for affinity analysis is often described in the form of a transaction. Intuitively, this comes from a transaction at a store—determining when objects are purchased together.
However, it can be applied to many processes:
Fraud detection
Customer segmentation
Software optimization
Product recommendations
Affinity analysis is usually much more exploratory than classification. We often don't have the complete dataset we expect for many classification tasks. For instance, in movie recommendation, we have reviews from different people on different movies. However, it is unlikely we have each reviewer review all of the movies in our dataset. This leaves an important and difficult question in affinity analysis. If a reviewer hasn't reviewed a movie, is that an indication that they aren't interested in the movie...
