Frequent Itemsets and Association rules Association Rules Association Rule Discovery Goal: To identify items that are bought together by sufficiently many customers and find dependencies among items WDD ltems Bread, Coke, Milk Rules discovered Beer Bread IMilk-->(Coke] Beer, Coke, Diaper, Milk [Diaper, Milk-->(Beer] Beer, Bread, Diaper, Milk 5 Coke, Diaper. MilkFrequent Itemsets and Association Rules 5 Association Rule Discovery ▪ Goal: To identify items that are bought together by sufficiently many customers, and find dependencies among items Association Rules