Visual Exploration of Market Basket Analysis or Association Rules with JMP®
Matthew Flynn, PhD, Marketing Manager, Aetna
Association rules are a popular data mining technique for exploring relationships in databases. These rules use a variety of algorithms and attempt to identify strong rules or associations among variables. One example is the classic market basket case, which finds that when bread and cheese are purchased, wine is more often purchased. Rules can also easily serve as supervised learning algorithms by directing that one element be a target variable of interest. JMP does not include association rule methods – but does offer connectivity and flexibility, in addition to great interactive visualization tools. This presentation will demonstrate that strength by connecting JMP to other software tools – such as SAS®Enterprise Miner™, open-source R, Weka and (now with JMP 11) MATLAB – to access association rules methods and enliven them by visually exploring the generated rule results in JMP.