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Machine Learning: End-to-End guide for Java developers

You're reading from   Machine Learning: End-to-End guide for Java developers Data Analysis, Machine Learning, and Neural Networks simplified

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Product type Course
Published in Oct 2017
Publisher Packt
ISBN-13 9781788622219
Length 1159 pages
Edition 1st Edition
Languages
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Authors (2):
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Krishna Choppella Krishna Choppella
Author Profile Icon Krishna Choppella
Krishna Choppella
Uday Kamath Uday Kamath
Author Profile Icon Uday Kamath
Uday Kamath
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Toc

Chapter 5. Affinity Analysis

Affinity analysis is the heart of Market basket analysis (MBA). It can discover co-occurrence relationships among activities performed by specific users or groups. In retail, affinity analysis can help you understand the purchasing behavior of customers. These insights can drive revenue through smart cross-selling and upselling strategies and can assist you in developing loyalty programs, sales promotions, and discount plans.

In this chapter, we will look into the following topics:

  • Market basket analysis
  • Association rule learning
  • Other applications in various domains

First, we will revise the core association rule learning concepts and algorithms, such as support, lift, Apriori algorithm, and FP-growth algorithm. Next, we will use Weka to perform our first affinity analysis on supermarket dataset and study how to interpret the resulting rules. We will conclude the chapter by analyzing how association rule learning can be applied in other domains, such as...

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