# Data Mining Techniques for Market Basket Analysis

This article explores data mining techniques for analyzing very large datasets of frequent itemsets in market baskets using the A priori algorithm, hash-based improvements, and high correlation mining. Additionally, it discusses the market basket model and the problem of finding frequent itemsets using support thresholds.

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## About Data Mining Techniques for Market Basket Analysis

PowerPoint presentation about 'Data Mining Techniques for Market Basket Analysis'. This presentation describes the topic on This article explores data mining techniques for analyzing very large datasets of frequent itemsets in market baskets using the A priori algorithm, hash-based improvements, and high correlation mining. Additionally, it discusses the market basket model and the problem of finding frequent itemsets using support thresholds.. The key topics included in this slideshow are Data Mining, Market Basket Analysis, Frequent Itemsets, A Priori Algorithm, Support, Hash-based Improvements,. Download this presentation absolutely free.

## Presentation Transcript

1. 1 Data Mining of Very Large Data Frequent itemsets, market baskets A-priori algorithm Hash-based improvements One- or two-pass approximations High-correlation mining

2. 2 The Market-Basket Model A large set of items , e.g., things sold in a supermarket. A large set of baskets , each of which is a small set of the items, e.g., the things one customer buys on one day. Problem: find the frequent itemsets : those that appear in at least s ( support ) baskets.

3. 3 Example Items = {milk, coke, pepsi, beer, juice}. Support = 3 baskets. B1 = {m, c, b} B2 = {m, p, j} B3 = {m, b} B4 = {c, j} B5 = {m, p, b} B6 = {m, p, b, j} B7 = {c, b, j} B8 = {b, p} Frequent itemsets: {m}, {c}, {b}, {p}, {j}, {m, b}, {m, p}, {b, p}.

4. 4 Applications 1 Real market baskets: chain stores keep terabytes of information about what customers buy together. Tells how typical customers navigate stores, lets them position tempting items. Suggests tie-in tricks, e.g., run sale on hamburger and raise the price of ketchup.

5. 5 Applications 2 Baskets = documents; items = words in those documents. Lets us find words that appear together unusually frequently, i.e., linked concepts. Baskets = sentences, items = documents containing those sentences. Items that appear together too often could represent plagiarism.

6. 6 Applications 3 Baskets = Web pages; items = linked pages. Pairs of pages with many common references may be about the same topic. Baskets = Web pages p ; items = pages that link to p . Pages with many of the same links may be mirrors or about the same topic.

7. 7 Scale of Problem WalMart sells 100,000 items and can store hundreds of millions of baskets. The Web has 100,000,000 words and several billion pages.

8. 8 Computation Model Data is stored in a file, basket-by-basket. As we read the file one basket at a time, we can generate all the sets of items in that basket. The principal cost of an algorithm is the number of times we must read the file. Measured in disk I/Os. Bottleneck is often the amount of main memory available on a pass.

9. 9 A-Priori Algorithm 1 Goal: find the pairs of items that appear at least s times together. Data is stored in a file, one basket at a time. Nave algorithm reads file once, counting in main memory the occurrences of each pair. Fails if #items-squared exceeds main memory.

10. 10 A-Priori Algorithm 2 A two-pass approach called a-priori limits the need for main memory. Key idea: monotonicity : if a set of items appears at least s times, so does every subset. Converse for pairs: if item i does not appear in s baskets, then no pair including i can appear in s baskets.

11. 11 A-Priori Algorithm 3 Pass 1: Read baskets and count in main memory the occurrences of each item. Requires only memory proportional to #items. Pass 2: Read baskets again and count in main memory only those pairs both of which were found in Pass 1 to have occurred at least s times. Requires memory proportional to square of frequent items only.

12. 12 PCY Algorithm 1 Hash-based improvement to A-Priori. During Pass 1 of A-priori, most memory is idle. Use that memory to keep counts of buckets into which pairs of items are hashed. Just the count, not the pairs themselves. Gives extra condition that candidate pairs must satisfy on Pass 2.

13. 13 PCY Algorithm 2 Hash table Item counts Bitmap Pass 1 Pass 2 Frequent items Counts of candidate pairs

14. 14 PCY Algorithm 3 PCY Pass 1: Count items. Hash each pair to a bucket and increment its count by 1. PCY Pass 2: Summarize buckets by a bitmap : 1 = frequent (count >= s ); 0 = not. Count only those pairs that (a) are both frequent and (b) hash to a frequent bucket.

15. 15 Multistage Algorithm Key idea: After Pass 1 of PCY, rehash only those pairs that qualify for Pass 2 of PCY. On middle pass, fewer pairs contribute to buckets, so fewer false drops --- buckets that have count s , yet no pair that hashes to that bucket has count s .

16. 16 Multistage Picture First hash table Second hash table Item counts Bitmap 1 Bitmap 1 Bitmap 2 Freq. items Freq. items Counts of Candidate pairs

17. 17 Finding Larger Itemsets We may proceed beyond frequent pairs to find frequent triples, quadruples, . . . Key a-priori idea: a set of items S can only be frequent if S - { a } is frequent for all a in S . The k th pass through the file is counts the candidate sets of size k : those whose every immediate subset (subset of size k - 1) is frequent. Cost is proportional to the maximum size of a frequent itemset.

18. 18 All Frequent Itemsets in <= 2 Passes Simple algorithm. SON (Savasere, Omiecinski, and Navathe). Toivonen.

19. 19 Simple Algorithm 1 Take a main-memory-sized random sample of the market baskets. Run a-priori or one of its improvements (for sets of all sizes, not just pairs) in main memory, so you dont pay for disk I/O each time you increase the size of itemsets. Be sure you leave enough space for counts.

20. 20 Simple Algorithm 2 Use as your support threshold a suitable, scaled-back number. E.g., if your sample is 1/100 of the baskets, use s /100 as your support threshold instead of s . Verify that your guesses are truly frequent in the entire data set by a second pass. But you dont catch sets frequent in the whole but not in the sample.

21. 21 SON Algorithm 1 Repeatedly read small subsets of the baskets into main memory and perform the simple algorithm on each subset. An itemset becomes a candidate if it is found to be frequent in any one or more subsets of the baskets.

22. 22 SON Algorithm 2 On a second pass, count all the candidate itemsets and determine which are frequent in the entire set. Key monotonicity idea: an itemset cannot be frequent in the entire set of baskets unless it is frequent in at least one subset.

23. 23 Toivonens Algorithm 1 Start as in the simple algorithm, but lower the threshold slightly for the sample. Example: if the sample is 1% of the baskets, use 0.008 s as the support threshold rather than 0.01 s . Goal is to avoid missing any itemset that is frequent in the full set of baskets.

24. 24 Toivonens Algorithm 2 Add to the itemsets that are frequent in the sample the negative border of these itemsets. An itemset is in the negative border if it is not deemed frequent in the sample, but all its immediate subsets are. Example: ABCD is in the negative border if and only if it is not frequent, but all of ABC , BCD , ACD , and ABD are.

25. 25 Toivonens Algorithm 3 In a second pass, count all candidate frequent itemsets from the first pass, and also count the negative border. If no itemset from the negative border turns out to be frequent, then whichever candidates prove to be frequent in the whole data are exactly the frequent itemsets.

26. 26 Toivonens Algorithm 4 What if we find something in the negative border is actually frequent? We must start over again! But by choosing the support threshold for the sample wisely, we can make the probability of failure low, while still keeping the number of itemsets checked on the second pass low enough for main- memory.

27. 27 Low-Support/High-Correlation Assumptions: 1. Number of items allows a small amount of main-memory/item. 2. Too many items to store anything in main- memory for each pair of items. 3. Too many baskets to store anything in main memory for each basket. 4. Data is very sparse: it is rare for an item to be in a basket.

28. 28 Applications Words in documents. Documents in sentences. Links among Web pages.

29. 29 Matrix Representation Columns = items. Baskets = rows. Entry ( r , c ) = 1 if item c is in basket r ; = 0 if not. Assume matrix is almost all 0s.

30. 30 In Matrix Form m c p b j {m,c,p} 1 1 0 1 0 {m,p} 1 0 1 0 0 {m,b} 1 0 0 1 0 {c,j} 0 1 0 0 1 {m,p,b} 1 0 1 1 0 {m,p,b,j} 1 0 1 1 1 {c,b,j} 0 1 0 1 1 {p,b} 0 0 1 1 0

31. 31 Similarity of Columns Think of a column as the set of rows in which it has 1. The similarity of columns C1 and C2, sim (C1,C2), is the ratio of the sizes of the intersection and union of C1 and C2. Sometimes called the Jaccard measure . Our goal of finding correlated columns becomes that of finding similar columns.

32. 32 Example C1 C2 0 1 1 0 1 1 sim (C1, C2) = 0 0 2/5 = 0.4 1 1 0 1

33. 33 Signatures Key idea: hash each column C to a small signature Sig (C), such that: 1. Sig (C) is small enough that we can fit a signature in main memory for each column. 2. Sim (C1, C2) is the same as the similarity of Sig (C1) and Sig (C2).

34. 34 An Idea That Doesnt Work Pick 100 rows at random, and let the signature of column C be the 100 bits of C in those rows. Because the matrix is sparse, many columns would have 00. . .0 as a signature, yet be very dissimilar because their 1s are in different rows.

35. 35 Four Types of Rows Given columns C1 and C2, rows may be classified as: C1 C2 a 1 1 b 1 0 c 0 1 d 0 0 Also, a = the number of rows of type a , etc. Note Sim (C1, C2) = a /( a + b + c ).

36. 36 Min Hashing Imagine the rows permuted randomly. Define hash function h ( C ) = the number of the first (in the permuted order) row in which column C has 1.

37. 37 Surprising Property The probability (over all permutations of the rows) that h (C1) = h (C2) is the same as Sim (C1, C2). Both are a /( a + b + c )! Why? Look down columns C1 and C2 until we see a 1. If its a type a row, then h (C1) = h (C2). If a type b or c row, then not.

38. 38 Min-Hash Signatures Pick (say) 100 random permutations of the rows. Let Sig (C) = the list of 100 row numbers that are the first rows with 1 in column C, for each permutation. Similarity of signatures = fraction of permutations for which minhash values agree = (expected) similarity of columns.

39. 39 Example C1 C2 C3 1 1 0 1 2 0 1 1 3 1 0 0 4 1 0 1 5 0 1 0 S1 S2 S3 Perm 1 = (12345) 1 2 1 Perm 2 = (54321) 4 5 4 Perm 3 = (34512) 3 5 4 Similarities: 1-2 1-3 2-3 Col.-Col. 0 0.5 0.25 Sig.-Sig. 0 0.67 0

40. 40 Important Trick Dont actually permute the rows. The number of passes would be prohibitive. Rather, in one pass through the data: 1. Pick (say) 100 hash functions. 2. For each column and each hash function, keep a slot for that min-hash value. 3. For each row r , and for each column c with 1 in row r , and for each hash function h do: if h ( r ) is a smaller value than slot( h , c ), replace that slot by h ( r ).

41. 41 Locality Sensitive Hashing Problem: signature schemes like minhashing may let us fit column signatures in main memory. But comparing all pairs of signatures may take too much time (quadratic). LSH is a technique to limit the number of pairs of signatures we consider.

42. 42 Partition into Bands Treat the minhash signatures as columns, with one row for each hash function. Divide this matrix into b bands of r rows. For each band, hash its portion of each column to k buckets. Candidate column pairs are those that hash to the same bucket for >= 1 band. Tune b , r , k to catch most similar pairs, few nonsimilar pairs.

43. 43 Example Suppose 100,000 columns. Signatures of 100 integers. Therefore, signatures take 40Mb. But 5,000,000,000 pairs of signatures can take a while to compare. Choose 20 bands of 5 integers/band.

44. 44 Suppose C1, C2 are 80% Similar Probability C1, C2 identical in one particular band: (0.8)^5 = 0.328. Probability C1, C2 are not similar in any of the 20 bands: (1-0.328)^20 = .00035 . I.e., we miss about 1/3000 of the 80% similar column pairs.

45. 45 Suppose C1, C2 Only 40% Similar Probability C1, C2 identical in any one particular band: (0.4)^5 = 0.01 . Probability C1, C2 identical in >= 1 of 20 bands: <= 20 * 0.01 = 0.2 . Small probability C1, C2 not identical in a band, but hash to the same bucket. But false positives much lower for similarities < < 40%.

46. 46 LSH Summary Tune to get almost all pairs with similar signatures, but eliminate most pairs that do not have similar signatures. Check in main memory that candidate pairs really do have similar signatures. Then, in another pass through data, check that the remaining candidate pairs really are similar columns .

47. 47 Amplification of 1s If matrices are not sparse, then life is simpler: a random sample of (say) 100 rows serves as a good signature for columns. Hamming LSH constructs a series of matrices, each with half as many rows, by OR-ing together pairs of rows. Candidate pairs from each matrix have between 20% - 80% 1s and are similar in selected 100 rows.

48. 48 Example 0 0 1 1 0 0 1 0 0 1 0 1 1 1 1

49. 49 Using Hamming LSH Construct all matrices. If there are R rows, then log R matrices. Total work = twice that of reading the original matrix. Use standard LSH to identify similar columns in each matrix, but restricted to columns of medium density.

50. 50 Summary Finding frequent pairs: A-priori --> PCY (hashing) --> multistage. Finding all frequent itemsets: Simple --> SON --> Toivonen. Finding similar pairs: Minhash + LSH, Hamming LSH.