Market Basket Analysis New
Market Basket Analysis New
Market Basket Analysis New
Analysis
By Sowjanya Alaparthi
Topics to be discussed
Introduction to Market basket analysis Apriori Algorithm Demo-1 ( Using self created table) Demo-2 ( Using Oracle sample schema) Demo-3 ( Using OLAP analytic workspace)
Apriori Algorithm
Ck: Candidate itemset of size k Lk: Frequent itemset of size k L1={frequent items}; For (k=1; Lk!=0; k++) do begin Ck+1= Candidates generated from Lk; For each transaction t in the database do Increment the count of all candidates in Ck+1 that are contained in t Lk+1=candidates in Ck+1 with min_support End Return UkLk;
Step 2 Use Lk-1 join Lk-1 to generate a candidate k-itemsets. And use appiori propersty to prune the unfrequented k-itemssets from this set.
NO
YES
Step 6 For every non empty subset s of 1, output the rule s =>(1-s) if confidence C of the rule s=> (1-s)(=support S of 1/support S of s )3
Step 5 For each frequent itemset 1, generate all non empty subsets of 1
Demo-1
Installations Oracle 10g enterprise edition SQL Plus Oracle Data Miner Client
Demo-1 Connections
Connect Oracle Data Miner Client to Oracle Database Make sure the oracle listener is listening Database instance ora478 is started. The port used is 1521 Give the hostname as oracle.itk.ilstu.edu
Demo-1
Perform the activity, after installations and connections are made.
Demo -2
Administrator should perform some grants in sqlplusw to build this activity. They are alter user sh account unlock; alter user sh identified by password; grant create table to sh; grant create sequence to sh; grant create session to sh; grant create view to sh; grant create procedure to sh; grant create job to sh; grant create type to sh; grant create synonym to sh; grant execute on ctxsys.ctx_ddl to sh;
Demo-2
The points to be noted before starting the activity are: Make sure the oracle listener is started Database instance ORCL is started. The port used is 1521 Give the hostname as 127.0.0.1, which is a general hostname.
Demo-2
Finally, the results from the model are published to a table, and this table forms the raw source for the new OLAP product dimension. At this point there is no information relating to revenue, costs or quantity. So, we need to extend the activity beyond association analysis to OLAP.
OLAP
We have to correctly format the results obtained from Association analysis for dimension mapping in OLAP. This can be done using OLAP DML or PL/SQL. In our activity we create a separate dimension that can hold the results from algorithm. For each dimension we can create Levels, hierarchies, attributes and mappings.
Conclusion
We have shown how Market basket analysis using association rules works in determining the customer buying patterns. This can be further extended using OLAP Analytic workspace as shown in demo-3, to add dimensions and cube to identify other measures like costs, revenue and quantity.
References
Books: [1] Michael J. A. Berry, Gordon Linoff.Data Mining Techniques: For Marketing, Sales, and Customer Support (Paperback). [2] J.Han,M. Kamber(2001) Data Mining, Morgan Kaufmann publishers, San Francisco,CA Links: [3]. http://oraclebi.blogspot.com/2007/02/using-market-basketanalysis-to-add.html [4]. http://nymetro.chapter.informs.org/prac_cor_pubs/AuslederOn-market-basket-analysis-May-04.pdf [5]. http://www2.sas.com/proceedings/sugi28/223-28.pdf [6] http://en.wikipedia.org/wiki/Market_basket_analysis [7] http://www.cs.ualberta.ca/~zaine/courses/cmput499/slides/lect1 0/sld053.htm [8] http://www.icaen.uiowa.edu/~comp/Public/Apriori.pdf
Questions??