An Overview of Data Mining Techniques - Data Mining Techniques in CRM: Inside Customer Segmentation - page 54

Table 2.11 ( continued )

Input-output field

Analysis ID field Content field

Transaction ID Products

102 Product 2

103 Product 1

103 Product 3

103 Product 4

104 Product 1

104 Product 4

105 Product 1

105 Product 4

106 Product 2

106 Product 3

107 Product 1

107 Product 3

107 Product 4

108 Product 3

108 Product 4

109 Product 1

109 Product 3

109 Product 4

By setting the transaction ID field as the analysis ID we require the
algorithm to analyze the purchase patterns at a transaction level. If the
customer ID had been selected as the analysis ID, the purchase transactions
would have been internally aggregated and analyzed at a customer level.

Two of the derived rules are listed in Table 2.12.
Usually all the extracted rules are described and evaluated with respect to
three main measures:

Table 2.12 Rules of an association model.

Rule ID Consequent Antecedent Support % Confidence % Lift

Rule 1 Product 4 Products 3 and 1 44.4 75.0 1.13

Rule 2 Product 4 Product 1 77.8 71.4 1.07