What is a Lift ratio?(2) a The probability is compared to the baseline likelihood The baseline likelihood is the probability of the event occurring independently E. g, if people normally buy beer 5% of the time then the first rule could have said 10 times more likely.” The ratio in this kind of comparison is called lift a key goal of an association rule mining exercise is to find rules that have the desired lift 1010 ◼ The probability is compared to the baseline likelihood. ◼ The baseline likelihood is the probability of the event occurring independently. ◼ E.g., if people normally buy beer 5% of the time, then the first rule could have said “10 times more likely.” ◼ The ratio in this kind of comparison is called lift. ◼ A key goal of an association rule mining exercise is to find rules that have the desired lift. What is A Lift Ratio? (2)