Association Rule Mining

Association Rule Mining

Yew-Kwong Woon (Nanyang Technological University, Singapore)
Copyright: © 2009 |Pages: 7
DOI: 10.4018/978-1-60566-010-3.ch013
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Association Rule Mining (ARM) is concerned with how items in a transactional database are grouped together. It is commonly known as market basket analysis, because it can be likened to the analysis of items that are frequently put together in a basket by shoppers in a market. From a statistical point of view, it is a semiautomatic technique to discover correlations among a set of variables. ARM is widely used in myriad applications, including recommender systems (Lawrence, Almasi, Kotlyar, Viveros, & Duri, 2001), promotional bundling (Wang, Zhou, & Han, 2002), Customer Relationship Management (CRM) (Elliott, Scionti, & Page, 2003), and cross-selling (Brijs, Swinnen, Vanhoof, & Wets, 1999). In addition, its concepts have also been integrated into other mining tasks, such as Web usage mining (Woon, Ng, & Lim, 2002), clustering (Yiu & Mamoulis, 2003), outlier detection (Woon, Li, Ng, & Lu, 2003), and classification (Dong & Li, 1999), for improved efficiency and effectiveness. CRM benefits greatly from ARM as it helps in the understanding of customer behavior (Elliott et al., 2003). Marketing managers can use association rules of products to develop joint marketing campaigns to acquire new customers. The application of ARM for the cross-selling of supermarket products has been successfully attempted in many cases (Brijs et al., 1999). In one particular study involving the personalization of supermarket product recommendations, ARM has been applied with much success (Lawrence et al., 2001). Together with customer segmentation, ARM helped to increase revenue by 1.8%. In the biology domain, ARM is used to extract novel knowledge on protein-protein interactions (Oyama, Kitano, Satou, & Ito, 2002). It is also successfully applied in gene expression analysis to discover biologically relevant associations between different genes or between different environment conditions (Creighton & Hanash, 2003).
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Recently, a new class of problems emerged to challenge ARM researchers: Incoming data is streaming in too fast and changing too rapidly in an unordered and unbounded manner. This new phenomenon is termed data stream (Babcock, Babu, Datar, Motwani, & Widom, 2002).

One major area where the data stream phenomenon is prevalent is the World Wide Web (Web). A good example is an online bookstore, where customers can purchase books from all over the world at any time. As a result, its transactional database grows at a fast rate and presents a scalability problem for ARM. Traditional ARM algorithms, such as Apriori, were not designed to handle large databases that change frequently (Agrawal & Srikant, 1994). Each time a new transaction arrives, Apriori needs to be restarted from scratch to perform ARM. Hence, it is clear that in order to conduct ARM on the latest state of the database in a timely manner, an incremental mechanism to take into consideration the latest transaction must be in place.

In fact, a host of incremental algorithms have already been introduced to mine association rules incrementally (Sarda & Srinivas, 1998). However, they are only incremental to a certain extent; the moment the universal itemset (the number of unique items in a database) (Woon, Ng, & Das, 2001) is changed, they have to be restarted from scratch. The universal itemset of any online store would certainly be changed frequently, because the store needs to introduce new products and retire old ones for competitiveness. Moreover, such incremental ARM algorithms are efficient only when the database has not changed much since the last mining.

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