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Hello everyone, today I am going to explain the topic Association Rule Mining, which is one of the most important concepts in Data Mining. This technique is widely used in the real world, especially in businesses and e-commerce platforms. A technique in Data Mining Finds hidden relationships between items Identifies which items are frequently bought or used together Helps in decision making Association Rule Mining is a data mining technique used to discover hidden relationships between items in large datasets. In simple words, it tells us which items are often bought together or used together. This helps organizations make better business decisions. Supermarket: Bread + Butter + Jam E-commerce: Amazon, Flipkart recommendations Banking: Customers who use credit cards often apply for loans Healthcare: Symptoms and disease diagnosis For example, in a supermarket, if customers buy bread and butter, and also buy jam, the store can keep these items close to each other. In e-commerce platforms like Amazon and Flipkart, this is used in the recommendation system — for example, when you buy a mobile phone, it recommends a cover or earphones. It is also used in banking and healthcare sectors to analyze customer behavior and medical patterns. Support: Frequency of itemset in dataset Confidence: Likelihood of items appearing together Lift: Strength of the relationship compared to random chance There are three main measures in Association Rule Mining: Support – how frequently an itemset appears in the dataset. Confidence – how likely items are bought together. Lift – how strong the relationship is compared to random chance. Slide 5: Example of Measures Support Example: 30% customers buy {Milk, Bread} Confidence Example: 80% of customers who buy bread also buy butter Lift Example: Lift > 1 means strong relationship Let us see examples: If 30% of customers buy milk and bread together, support = 30%. If 80% of customers who buy bread also buy butter, then confidence of rule Bread → Butter is 80%. If lift is greater than 1, then the items are strongly related. Slide 6: Why is Association Rule Mining Important? Product Placement – Arrange items in stores Recommendation Systems – Amazon, Flipkart, Netflix Cross-Selling – Boost sales by suggesting related items Customer Behavior Analysis – Understand patterns Profit Increase – Smarter decision making Association Rule Mining is very useful in the real world. Businesses can use it for product placement in stores, e-commerce companies use it for recommendations, and it helps in cross-selling. It also allows companies to understand customer behavior and increase profits. Slide 7: Algorithm Used Apriori Algorithm – most common Works in two steps: Find frequent itemsets Generate association rules Based on support and confidence thresholds The most popular algorithm for Association Rule Mining is the Apriori Algorithm. It works in two steps: first, it finds frequent itemsets, and then it generates association rules from them. The algorithm uses minimum support and confidence values to select strong rules. Slide 8: Applications Retail: Market Basket Analysis E-commerce: Product recommendations Banking: Credit card + loan patterns Healthcare: Disease prediction Telecommunications: Call pattern analysis Applications of Association Rule Mining are seen in many fields: In retail and supermarkets for market basket analysis. In e-commerce for product recommendations. In banking to find patterns between credit cards and loans. In healthcare to predict diseases. In telecom to analyze customer call patterns. Slide 9: Conclusion Finds relationships in data Uses support, confidence, and lift Apriori Algorithm is commonly used Applications in retail, e-commerce, banking, healthcare Helps businesses make smarter decisions To conclude, Association Rule Mining helps us discover relationships between items in large datasets. It is measured using support, confidence, and lift. The Apriori algorithm is the most commonly used approach. It has applications in many industries like retail, e-commerce, banking, and healthcare. Overall, it is a powerful tool that helps businesses make smarter and more profitable decisions. Thank you for listening!