《人工智能与数据挖掘教学课件》lect-4-13_图文

发布于:2021-05-14 23:54:52

Chapter 3 Basic Data Mining Techniques 3.2 Generating Association Rules 2019/10/27 BUPT-AI&DM 1 1. What Is Association Mining? ? Applications: – Cross-sell, catalog design, store layout, promotion design etc. – Also called basket (data) analysis, – Difference between Association & Classification ? Examples: – If customers purchase milk, they also purchase bread – If customers purchase bread, they also purchase milk ? Rule confidence (可信度,置信度): Given a rule of the form “If A then B”, rule confidence is the conditional probability that B is true when A is known to be true. Indicates the certainty of this association rule. ? Rule support (支持度, coverage 覆盖度): The minimum percentage of instances in the database that contain all items listed in a given association rule. Indicates the usefulness of an association rule. – buys(x, “diapers”) ?? buys(x, “beers”) [0.5%, 60%] (support, confidence) – major(x, “CS”) ^ takes(x, “DB”) ???grade(x, “A”) [1%, 75%] 2019/10/27 BUPT-AI&DM 2 Cross-sell & Up-sell ? Cross-sell is a marketing term for the practice of suggesting related products or services to a customer who is considering buying something. If you‘re buying a book on Amazon.com, for example, you may be shown a list of books similar to the one you’ve chosen or books purchased by other customers that bought the same book you did. A search on a company‘s Web site for bed linens might also bring up listings of matching draperies (大窗帘). The most ubiquitous example of cross-sell is likely the oft-spoken fast food phrase: Would you like fries with that? ? 交叉销售:推荐给用户购买之外的额外项目。 ? Up-sell is a marketing term for the practice of suggesting higher priced products or services to a customer who is considering a purchase. An up-sell offer is typically for a better version of the same product or service you are considering, such as a gym membership with more privileges, or a faster computer. The most ubiquitous example of up-sell is likely the oft-spoken (if ungrammatical) fast food phrase: Would you like to biggie-size that?“ ? 提升销售(向上销售):向考虑购买的客户推荐较高价格的产品或者服务。 2019/10/27 BUPT-AI&DM 3 Why cross-sell? ? 其一,可以增强客户忠诚度。如果客户购买本公司的产品 和服务越多,客户流失的可能性就越小。来自银行的数据 显示:购买两种产品的客户的流失率是55%,而拥有4个或 更多产品或服务的流失率几乎是0。 其二,交叉销售也可以增加利润。实践证明,将一种产品 和服务推销给一个现有客户的成本远低于吸收一个新客户 的成本。来自信用卡公司的数据显示:*均说来,信用卡 客户要到第三年才能开始有利润。由此可见,吸收新客户 的成本是非常高的,而对现有客户进行交叉销售,也自然 成为许多公司增加投资回报的捷径。 2019/10/27 BUPT-AI&DM 4 如何找产品 ? 目前有两种方法:业务灵感和数据挖掘。 有些时候,业务灵感可以告诉公司,哪些产品需要进行交 叉销售。比如,房屋贷款自然是向抵押贷款者推销的下一 个产品。再比如,一个公司最*新

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