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Association mining is one of the most used data mining techniques due to interpretable and actionable results. In this study we propose a framework to visualize the association mining results, specifically frequent item sets and association rules, as graphs. We demonstrate the applicability and usefulness of our approach through a Market Basket Analysis (MBA) case study where we visually explore the data mining results for a supermarket data set. In this case study we derive several interesting insights regarding the relationships among the items and suggest how they can be used as basis for decision making in retailing.
Ertek, G. and Demiriz, A. (2006). “A framework for visualizing association mining results.” Lecture Notes in Computer Science, vol: 4263, pp. 593-602.
Note: This is the final draft version of this paper. Please cite this paper (or this final draft) as above.
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Dr. Gürdal Ertek recommends the following related books:
Analyzing Social Media Networks with NodeXL
Data Mining Concepts and Techniques
Post-Mining of Association Rules