The visualisation of association rules in market basket analysis as a supporting method in customer relationship management systems
The visualisation of association rules in market basket analysis as a supporting method in customer relationship management systems

Summary/Abstract: An association rule in data mining is an implication of the form A→B, where A is a set of antecedent items and B is a set of consequent items. In other words, it is defined on items which reflect the many-to-many relationships among items. Visualization has a quite long history of making large data sets more accessible using different techniques. Although many tools have been developed to visualize association rules, just few of them are able to filter by support and confidence ratio as well as key words. Moreover, few of these tools can handle a great number of rules with multiple antecedents. Thus, it might be difficult to visualize and understand discovered knowledge as a whole even when all rules are available. This paper presents the GraphMiner application to manage many of these problems. The application presentation is shown in the case study, where we discuss the opportunities on how it might be valuable in the CRM system due to support sales and promotion activities.

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