Finding relationships (FindRules procedure)

You can find relationships in your data by using the FindRules procedure. The FindRules procedure uses the Associations mining function to find relationships in your data.

Your database might include a data table that contains customer data. You might want to find out whether relationships exist between the values in the columns of this table. For example, a relationship might indicate that in a certain number of cases one column has a specific value if other columns have a specific value combination.

For example, the FindRules procedure might find out that 70% of the male customers who have an online access to their account also have a credit card. You can exploit this cross-selling information in the next marketing campaign.

You can also apply the FindRules procedure to retail transaction data. A sales transaction consists of the items that a customer bought during a visit to the retail store. The information is stored in a table with at least the following columns: The items with the same associated transaction ID are bought together. If you apply the FindRules procedure to a transaction table, you might find out the relationships between the purchased items. They indicate, for example, that in 45% of the cases, customers who buy cereals also buy fruit in the same transaction. With this cross-selling information, you can decide where to place the products in your store or which products you might discount in the next marketing campaign.

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