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# Association Rules

• July 15, 2023
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The same concept underlies Relationship Mining, Market Basket Analysis, and Affinity Analysis: how are two entities connected to one another and is there any reliance between them.

Probabilistic 'if-then' statements are what association rules are. The following procedures are used to create the statements that exhibit genuine dependency the best.

if the statement's Antecedent is a portion of it.

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The next sentence is referred to be Consequent.

### Support:

Percentage / Number of transactions in which IF / Antecedent & THEN / Consequent appear in the data

### Confidence:

Percentage of If/Antecedent transactions that also have the Then/Consequent item set.

### P (Consequent | Antecedent) = P(C & A) / P(A)

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## Drawbacks of Confidence:

• Carries the same drawback as of Support
• It does not capture the true dependency - How good is the dependency between entities which have high Support?

Lift Ratio is a measure describing the ratio between dependency and independency between entities.

Formula: Confidence / Benchmark Confidence

Note: Benchmark Confidence assumes independence between

### Antecedent & Consequent:

Benchmark Confidence:

### Threshold - 1:

A rule that is helpful in locating subsequent item sets is one where lift > 1. The aforementioned rule is far superior to choosing random transactions.

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