Constraint-Based Association Rule Mining

Constraint-Based Association Rule Mining

Carson Kai-Sang Leung (The University of Manitoba, Canada)
Copyright: © 2009 |Pages: 6
DOI: 10.4018/978-1-60566-010-3.ch049
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The problem of association rule mining was introduced in 1993 (Agrawal et al., 1993). Since then, it has been the subject of numerous studies. Most of these studies focused on either performance issues or functionality issues. The former considered how to compute association rules efficiently, whereas the latter considered what kinds of rules to compute. Examples of the former include the Apriori-based mining framework (Agrawal & Srikant, 1994), its performance enhancements (Park et al., 1997; Leung et al., 2002), and the tree-based mining framework (Han et al., 2000); examples of the latter include extensions of the initial notion of association rules to other rules such as dependence rules (Silverstein et al., 1998) and ratio rules (Korn et al., 1998). In general, most of these studies basically considered the data mining exercise in isolation. They did not explore how data mining can interact with the human user, which is a key component in the broader picture of knowledge discovery in databases. Hence, they provided little or no support for user focus. Consequently, the user usually needs to wait for a long period of time to get numerous association rules, out of which only a small fraction may be interesting to the user. In other words, the user often incurs a high computational cost that is disproportionate to what he wants to get. This calls for constraint-based association rule mining.
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Intuitively, constraint-based association rule mining aims to develop a systematic method by which the user can find important association among items in a database of transactions. By doing so, the user can then figure out how the presence of some interesting items (i.e., items that are interesting to the user) implies the presence of other interesting items in a transaction. To elaborate, many retailers, such as supermarkets, carry a large number of items. Progress in bar-code technology has made it possible to record items purchased on a per-transaction basis. Each customer purchases one or more items in a given transaction. Types and quantities of different items can vary significantly among transactions and/or customers. Given a database of sales transactions, constraint-based association rule mining helps discover important relationships between the different interesting items so that retailers can learn how the presence of some interesting items in a transaction relates to the presence of other interesting items in the same transaction. The discovered rules reveal the buying patterns in consumer behaviour. These rules are useful in making decisions in applications such as customer targeting, shelving, and sales promotions. Although we describe this problem in the context of the shoppers’ market basket application, constraint-based association rule mining is also useful in many other applications such as finding important relationships from financial time series, Web click streams, and biomedical records. When compared with its traditional unconstrained counterpart, constraint-based association rule mining allows the user to express his interest via the use of constraints. By exploiting some nice properties of these constraints, the user can efficiently find association rules that are interesting to him.

More formally, the problem of constraint-based association rule mining can be described as follows. Given a database of transactions, each transaction corresponds to a set of items (also known as an itemset) that appear together (say, merchandise items that are purchased together by a customer in a single visit to a checkout counter). Constraint-based association rule mining generally consists of two key steps. First, it finds interesting frequent itemsets (i.e., frequent itemsets that satisfy user-specified constraints) from the database of transactions. An itemset is frequent if its frequency exceeds or equals the user-specified minimum frequency threshold. Then, it uses these interesting frequent itemsets to form association rules that satisfy user-specified constraints. Typically, rules are of the form “A→C” such that both A (which represents the antecedent of the rule) and C (which represents the consequent of the rule) are interesting frequent itemsets.

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