Summary

This example reveals how IBM® SPSS® Modeler can be used to discover affinities, or links, in a database, both by modeling (using Apriori) and by visualization (using a web display). These links correspond to groupings of cases in the data, and these groups can be investigated in detail and profiled by modeling (using C5.0 rule sets).

In the retail domain, such customer groupings might, for example, be used to target special offers to improve the response rates to direct mailings or to customize the range of products stocked by a branch to match the demands of its demographic base.