Graphics Reference
In-Depth Information
Legend
Add a legend to aid the viewers
in understanding what they are
looking at, as well as explain all
the visual attributes.
Export
Generate images and data sets
for further presentation and/or
analysis.
Essential Exploratory Interactions
In this section, an example consisting of a market basket analysis steps
through the various interactions using a real-world data set of purchases.
As a quick recap, a
market basket analysis
is a graph where nodes are
products purchased, and edges occur when two products are purchased
together.
The apocryphal “beer and diapers” data mining story is an example of a
market basket analysis. The story claims that a convenience store retailer
noticed a large number of purchases included both beer and diapers and
then adjusted the store layout by placing diapers near the beer to increase
beer sales. Although this particular story may never have actually happened,
this type of correlation between goods purchased together is fundamental to
marketbasketanalysis. Youseethiseverydaywhenusingwebsiteinterfaces
such as Amazon (people who purchased X also purchased Y) and Netflix
(people who viewed A also viewed B) or when observing marketers who
look at potential impulse purchases (for example, items bought with a wide
