Market Basket Analysis (Rule Induction/C5.0)

This example deals with fictitious data describing the contents of supermarket baskets (that is, collections of items bought together) plus the associated personal data of the purchaser, which might be acquired through a loyalty card scheme. The goal is to discover groups of customers who buy similar products and can be characterized demographically, such as by age, income, and so on.

This example illustrates two phases of data mining:

• Association rule modeling and a web display revealing links between items purchased
• C5.0 rule induction profiling the purchasers of identified product groups

Note: This application does not make direct use of predictive modeling, so there is no accuracy measurement for the resulting models and no associated training/test distinction in the data mining process.

This example uses the stream named baskrule, which references the data file named BASKETS1n. These files are available from the Demos directory of any IBM® SPSS® Modeler installation. This can be accessed from the IBM SPSS Modeler program group on the Windows Start menu. The baskrule file is in the streams directory.

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