Making the most of market basket analysis
Market Basket Analysis in R
Christopher Bruffaerts
Statistician
Market basket in practice
Understanding customers/users
- Understand which items are purchased in combination
- Extract sets of rules
- Infer on the relationship between items
The extra mile to MBA
- Add customer/user information
- Segment (cluster) customers according to their preferences
Recommendations to customers/users
- Offline world: placing items strategically in the shop such that items often purchased together are close to each other.
- Online world: expose related items on the same page, just a click-away.
What influenced yogurt ?
Yogurt as a consequent
# Extract rules with Yogurt on the right side
yogurt_rules_rhs = apriori(Groceries, parameter = list(supp = 0.001,conf = 0.8),
appearance = list(default = "lhs",rhs = "yogurt"))
# Find first rules with highest lift
inspect(head(sort(yogurt_rules_rhs, by="lift")))
lhs rhs support confidence lift count
[1] {root vegetables,butter,cream cheese } => {yogurt} 0.001016777 0.9090909 6.516698 10
[2] {tropical fruit,whole milk,butter,sliced cheese} => {yogurt} 0.001016777 0.9090909 6.516698 10
[3] {other vegetables,curd,whipped/sour cream,cream cheese } => {yogurt} 0.001016777 0.9090909 6.516698 10
[4] {tropical fruit,other vegetables,butter,white bread} => {yogurt} 0.001016777 0.9090909 6.516698 10
[5] {sausage,pip fruit,sliced cheese} => {yogurt} 0.001220132 0.8571429 6.144315 12
[6] {tropical fruit,whole milk,butter,curd} => {yogurt} 0.001220132 0.8571429 6.144315 12
What did yogurt influence?
Yogurt as an antecedent
# Extract rules with Yogurt on the left side
yogurt_rules_lhs = apriori(Groceries, parameter = list(supp = 0.001, conf = 0.8, minlen = 2),
appearance = list(default = "rhs",lhs = "yogurt"))
# Summary of rules
summary(yogurt_rules_lhs)
set of 0 rules
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Market Basket Analysis in R
