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Data ware house:

A data warehouse is a subject-oriented, integrated, time-variant, and nonvolatile collection of


data in support of managements decision-making process.

Defined in many different ways, but not rigorously.

A decision support database that is maintained separately from the organizations


operational database

Assosiation rule mining

Data WarehouseSubject-Oriented

Organized around major subjects, such as customer, product, sales

Data WarehouseIntegrated:

Data cleaning and data integration techniques are applied

Data WarehouseTime Variant

The time horizon for the data warehouse is significantly longer than that of operational systems

Data WarehouseNonvolatile

A physically separate store of data transformed from the operational environment

A typical example of association rule mining is market basket analysis.

This process analyzes customer buying habits

by finding associations between the different items that customers place in their
shopping baskets

The discovery of such associations can help retailers develop marketing strategies
For instance, if customers are buying milk, how likely are they to also buy bread (and what kind
of bread) on the same trip to the supermarket?

Such information can lead to increase sales by helping retailers to do selective marketing and
plan their shelf space.

For instance, placing milk and bread within close proximity may further encourage the sale of
these items together within single visits to the store.