2. Data Mining: Concepts and Techniques, Chapter 6

• A kind of local pattern discovery which operates in an unsupervised mode – Mine gold (a rule or interesting pattern) through a vast database that is not already known and not explicitly articulated – Intratransaction association rules • Given: – Database of transactions – Each transaction is a list of items (purchased by a customer in a visit) • Find: – All rules that correlate the presence of one set of items with that of another set of items – E.g., 98 % of people who purchase tires and auto accessories also get automotive services done MLDM-Berlin Chen 3 What Is Association Mining? • Association rule mining: – Find frequent patterns, associations, correlations, or causal structures among sets of items or objects in transaction databases, relational databases, and other information repositories • Applications: – Basket data analysis, cross-marketing, catalog design, loss